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3 Advantages of Traditional Advertising

Social media and digital marketing have been the focus of many marketing plans for over ten years. And while many companies continued to use traditional advertising, many looked to the cost-saving convenience of online marketing and advertising.

However, over the years, the digital landscape changed. Each platform became more complicated. Online advertising became very expensive. Suddenly, we realized that we needed to hire teams or know how to manage copy, create graphic assets, use social media schedulers, and read analytics. That’s just the tip of the iceberg of all the work, time, and resources that can go into a digital-only presence. 

As the landscape changed, privacy laws instituted new technological requirements, different audiences leaned towards different social platforms, and the amount of noise skyrocketed. That’s why it’s all the more important to know and connect with your audience as discussed in our blog How to Connect Authentically with Your Audience. It’s critical to target your message to cut through the noise.

It’s also smart to have a two-fold approach. What does this mean? It means having both digital marketing and traditional advertising in your marketing plan.

So, what is traditional advertising? Traditional advertising is any form of marketing that does not use online media to reach an audience. Basic examples of traditional advertising include newspaper ads and print ads, billboards, direct mail, TV and radio advertisements.  There has recently been a shift to direct mail.  My client has had good success with the right letter by drilling down to a target audience to include not only demographics but FICO scores as well.  

Although traditional advertising has taken a back seat to online digital marketing, it remains an effective avenue for boosting your brand. Traditional advertising creates opportunities to reach a large audience in ways that digital marketing cannot. The emotional impact of traditional advertising should not be underestimated. Television and radio, in particular, offer the opportunity to engage audiences on a visceral level through storytelling, music, and visuals. These emotional connections can leave a lasting impression, making your brand more memorable in the minds of consumers.

3 Advantages Of Traditional Advertising

1. Connection With Your Local Audience

Building a connection with your local audience can create a bond that makes them feel appreciated and know that you have a genuine interest in their wants, needs, well-being, and lives. This connection will help them feel they are understood… and who doesn’t like to feel understood and appreciated? 

Today’s consumers rely on relationships more than ever when deciding on how to spend their money. So, why not create the best relationship you can with your audience?

With traditional advertising tactics such as marketing collateral, newspaper ads, local TV commercials or billboards, your company will be seen in the heart of your community and your efforts to reach your target audience will feel more organic and less business-like.

2. Sustainable Promotional Materials

Have you noticed that when you are online, you are constantly receiving promotional materials? Sometimes, a company may post online two or three times a day to keep in front of you and garner your attention. However, this can be a bit overwhelming and even annoying.

Traditional methods of marketing are more sustainable and leave a longer impression on your audience. They also can reach a diverse audience across all demographics. You can also achieve more efficiency by using the same TV commercial, flyers, business cards, or brochures over and over again. You design them once, use them, and update them when needed. Therefore, you don’t have to constantly produce new material and promote your product or service with a frequency that is difficult to manage.

3. Traditional Advertising Establishes Credibility

Consumers are spending a lot of their time online and it seems they are becoming increasingly frustrated with the chaos of digital advertising. With so much digital advertising, consumers are forming a negative association with the company’s brand, service, or product. Digital advertising oftentimes can create a barrier and prevent the consumer from reading an article, watching a video, or browsing a website. According to a Hubspot survey, 57% of participants disliked ads that played before a video and 43% didn’t even watch them. As a result, companies are looking for ways to set themselves apart and cut through the noise and clutter.

While digital channels are susceptible to the perception of fake news and online scams, traditional mediums, such as print and television, often carry a sense of more legitimacy and authority. Printed material and ads are typically viewed as more trustworthy. Why? A company that can place ads in print media such as a magazine or newspaper, or in a commercial on television and radio, is perceived to have the financial means to do so. So, the consumer’s perception is that if the company has the money to do so, the company is growing, successful, and stable.

“With the rise of digital advertising and social media, there was an assumption of the demise of traditional advertising. However, traditional advertising is alive and well!”

Traditional and digital advertising, when used together, can broaden your reach, build more credibility, resonate brand presence, and motivate buying from consumers who otherwise might not watch or listen to digital marketing messages.

Every company uses advertising in one form or another to help promote their business. Are you targeting the right publications? Do your ads contain strong calls to action? If you need help putting your advertising strategy in place, give the Edmiston Group a call at 724.612.0755. We can measure the effectiveness of your advertising plan and make adjustments to drive more success for your business.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

How to Connect Authentically with Your Audience

Business woman and man having a meeting at a table.

To best connect with your audience, it is essential to develop an authentic voice that accurately communicates your brand. By having a deep understanding of your audience’s needs, wants, and preferences, you can create tailored campaigns that resonate with them and create a connection.

This connection with your target audience is vital for your business. It will help you determine how your audience reacts to different events, items, and situations. Your ability to establish an emotional connection supports building trust, determines your credibility, and can make the difference between being evaluated positively or negatively and even being believed or doubted. When done well, the emotional connection can result in increased brand loyalty and sales. So, how do you connect with your audience?

Tell Stories

The key to telling stories is to give the audience an emotional experience. Storytelling connects people. Storytelling can lead to a better understanding of your content and longer retention of your messages. People remember stories because they can relate to them. 

Meet Your Audience

There is no better way to connect with your audience than to get outside and meet them. So, take some time out of the office, leave those distractions behind, and strike up conversations with your audience. You can truly discover what they like, what don’t they like, and what their challenges are. You can then take this information back to the office and specifically tailor your messaging to their responses from your conversation with them.

Be Passionate

Be passionate and enthusiastic. Your enthusiasm and passion for your brand can be contagious and help to engage your audience. If you show your genuine interest and excitement for your product or service, your audience will be more excited and more likely to listen… and act upon what you have to say.

Businesses that prioritize this connection over just seeking sales transactions create a loyal customer base that is more resistant to competitive pressures and re-enforces their brand loyalty.

The key to connecting with your audience is to respond to your audience’s needs authentically. Take the time to find out who they are, and what’s important to them, and listen closely to their needs, pains, and expectations. Then take action in your marketing and messaging to create an effective, data-backed marketing campaign that tells a story, speaks to your audience, and creates a solution in their lives.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

7 Marketing Steps to a Successful Product Launch

Launching a new product demands strategic planning, creativity, and an understanding of the ever-changing marketing landscape. The success of your product launch depends on more than the quality of the product; it also depends on having a strong brand with a supporting marketing plan that captivates the target audience and propels the brand into the spotlight. In this blog, learn about the 7 essential marketing steps to help you create a successful product launch.

STEP 1: Build a solid brand foundation

A strong company starts with a solid foundation from which to build the brand. In other words: 

  • Ensure there is not a name conflict with your business name.
  • Create a strong identity with your logo and consistently utilize it in the same fashion.
  • If appropriate, create a corporate identity with divisional names and logos for each product line.
  • What is the strategy for business growth? Is your strategy based on market research?

STEP 2: Create signage to share your message

Carry your brand across all markets via your signage clearly and consistently.

  • If you utilize branded vehicles as a moving billboard – are they conveying the right message? Do they meet the appropriate size specifications? 
  • Your products present real estate for showcasing your company brand. Are you smartly utilizing that space?
  • Your social media cover images and email headers also offer real estate for consistently presenting your brand.

STEP 3: Bring your story to life

To bring your story to life, incorporate photos that professionally showcase your company. You’ll want to identify key areas of your business.

  • Create a storyboard that outlines the story to easily enlist the help of your staff and your marketing support to ensure no key points are missed.
  • A professional photo shoot allows you to showcase your products or services in a professional manner.
  • Consider the use of a professional voiceover for commercial purposes.

STEP 4: Build your online presence

It’s important to consistently integrate your company brand online, both visually and in your content messaging.

  • Ensure your website is mobile-responsive.
  • Apply your brand to each social media channel you are integrating into your marketing efforts.
  • Have a plan for updating your site on an ongoing basis.

STEP 5: Create marketing collateral 

Ensure your marketing materials and advertising describe your services and help your sales staff tell your story.

  • Ensure your materials are professionally produced, both online and in print. These materials might be a potential client’s first impression of your business. Make it a good one!
  • Determine what type of communication you will use to sell your product. Will you integrate a system for business letters of introduction and stay in touch with digital marketing?
  • Do your print and/or online ads have appropriate calls to action?
  • Incorporate QR codes into your marketing collateral for increased engagement from your audience.

STEP 6: Put together your tradeshow toolbox.

You’ve invested time and money into developing your booth space and now the show is quickly approaching. Are you ready?

  • Does your booth portray your brand and look professional?
  • How are you going to drive traffic to your booth?
  • Do you have a strategy for a giveaway?
  • Are you prepared to ask open-ended questions that lead to warm leads?
  • What will your next step be after the trade show? Do those leads go into a draw, or do you have a process in place to follow up and close business?

STEP 7: Make the most of your brand.

After all your hard work investing in your brand and brand exposure, it’s important to plan strategically for your business growth. Here are several actions to keep in mind:

  • Form aligned strategic partnerships.
  • Reflect any service or product changes in your marketing.
  • Develop your advertising message, including a strong call to action.
  • Determine which advertising channels are appropriate for your company.
  • What is the role of social media and digital marketing in your business growth?
  • Determine what trade shows you will participate in. 

Our clients often ask us how to plan for their business growth. As part of a strategic marketing plan, we work with small businesses to analyze the state of current business and goals for growth. You can view a case study representing the work of Edmiston Group for a product launch for MEI Cybercorp here.

These seven steps are guidelines for a successful product launch. If you need help with honing your brand or crafting your marketing plan for your new product launch, the Edmiston Group can help. Call me at (724)612-0755. Part of being successful is knowing where you want to go and how to get there. Together, we can make that happen.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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