Is It Time to Let Go of Your Traditional Media Plan?

Many marketing managers might be under the impression that traditional media is a thing of the past and should be abandoned for the shiny new high-tech channels now available. While any business would be neglectful to not invest thought and funds into including websites, social media, and mobile optimization into their marketing plans, they should not be so quick to abandon the tried and true traditional options. Instead, it is better to rethink how they work together.

No one can doubt the huge impact that the internet has had on marketing. Even fifteen years ago, a company could get by with little or no web presence. Now, they not only need a highly polished website, but also social media accounts, blogs, online video production, investment in SEO keyword strategies, and mobile device optimization. This wide array of must-haves can be daunting for even the savviest of marketing professionals. It can be tempting to simply forgo traditional media, to save time and money, especially since the old designs don’t seem to mesh with the new-and-improved internet layouts. However, this option leaves out all of the benefits of those traditional marketing channels.

Instead, the answer is to focus on the company branding standards and the ideal customer. Rather than spreading the marketing budget thin maximizing everything, pay attention to what reflects the brand image and will be helpful and attractive to the ideal customer. Rework the designs of traditional and new channels so they all have the same feel. Then, cross-pollinate your channels. Include mentions of a print ad on the website (“Look for our ad in Popular Attorney Magazine”) and a social media mention in the print ad (“Like us on PeopleBook”). By staying focused on the core concepts of the company and customer, it is possible to weave together a variety of channels, including new and traditional media options. This allows a company to maintain branding guidelines throughout, and end up with a complex, but cohesive image with smart design that leverages traditional media strengths.

If you would like to learn more about traditional media in Dallas, visit Creative Options.

3 Reasons Why Your Direct Mail Marketing Isn't Working

Direct mail marketing is a tried and true method of getting information about goods and services to current and potential customers. When done well, it is an effective method of marketing. Unfortunately, there are a few strategies that companies often take that reduce the return on investment. Most often, the reason is poor planning and little effort put into the project. By taking a bit more time in the creation stages, the finished mail piece can have a much bigger impact and a better response rate.

1. The mailing list is not targeted

Many companies send their direct mail marketing to a huge list with little or no focus, other than a quick zip code sort. The idea is that if they send it to a million people, a certain percentage are likely to respond. The better way is to make the effort to create a highly targeted list, based on finding the company’s best customer, through customer modeling, profiles, and analytics. If the project is worth your company’s time, it is worth doing correctly.

2. The design of the piece doesn’t catch the recipient’s attention

Too often, a great idea is lost in a boring package. Rather than simply putting your information on a page of letterhead, tri-folded in a #10 envelope, try a creative and eye-catching option. The sky's the limit for a creative direct mail marketing piece. It can get as whimsical as you like. However, a budget-friendly, but still attractive and captivating, option can be easily created with the help of the right team.

3. The call to action wasn’t clear enough

Direct mail marketing isn’t done because businesses like to support the post office. Time and money are spent on them to build business and increase awareness. In order to do that, the piece needs a clear and compelling call to action. One good option is to provide an easy to find target webpage or phone number. This will not only allow the customer to move forward with the solution you can provide for them, but also provides a way to track the responses. However, it all starts with a clear direction of what they should do after opening the mailed piece.

If you would like to learn more about direct mail marketing in Austin, visit MindEcology.

5 Things to Know Before You Hire a Media Buyer

Traditional media is still an important part of any strategic and growth-centric marketing plan. However, executing this area isn't as easy as simply calling television and radio stations with what you want them to say about you. It takes a seasoned marketing strategist to craft the right message and pair it with the right outlet. In order to vet and hire the best media buyer, there are a few things to know.

1. The best media buyer should suggest a good mix

A strong marketing plan includes a good mix of channels. In order to get proper market saturation, there should be a good mix of relevant television and radio stations, newspapers, magazines, and other traditional media outlets. A good buyer will help find the best real estate in each area.

2. The best media buyer has plenty of experience

It may be worth your money to work with a marketing agency that already handles your business to be your media buyer. However, before you add that service to their list, be sure they have the experience it takes to be a successful buyer. Don't be afraid to ask for examples.

3. The best media buyer has industry knowledge

A qualified media buyer will have the industry knowledge to help you be creative in purchasing your traditional media. They can apply their wealth of experience to your plan and form a package with the biggest impact possible, and will be able to analyze past results to tweak future placement.

4. The best media buyer is an effective negotiator

Looking at their experience, you should be able to get a feel for the buyer's effectiveness as a negotiator. They should work to get the best price for your real estate, but it is sometimes even more important that they know how to get the best placement for you.

5. The best media buyer understand profitability

Traditional media can be an expensive investment. However, the best media buyers know how to help you formulate a plan to make the advertisements provide a return on that investment. Calculating the break even, profit margins, worth of a lifetime customer, sales cycles, sales seasons, and other important financial information help the buyer form an smart and profitable plan.

If you would like to learn more about traditional media in Dallas, click here.

5 Questions to Ask Before You Hire a Web Development Company

As with any decision, it is good to know what to ask before you hire a web development company in Dallas. The relationship can be one of the most fruitful and best investments you ever make, or it could be a financial drain that needs constant fixing. The results depend on educating yourself about what your business needs, being honest about the budget, and learning how to spot the best fit for you. It is critical to find the best match, because they will be the one responsible for creating your online presence. 

 

1. What is their experience?

The first thing to ask any web development company in Dallas is about their experience. They need to know how to create an effective and attractive web presence. They also need to understand the market, ideal customer, and industry. Ask for examples of sites they've created that are similar in size and structure to yours.

2. Are they up-to-date on the latest technology?

As with any area of technology, web development is constantly evolving and growing. What was cutting edge even a year ago can be run of the mill or obsolete today. Be sure that the company is dedicated to keeping staff knowledgeable and current with the latest technology.

3. Are they willing to be tested with a small project?

A great way to see if a web development company in Dallas is right for you is to ask for a working interview. Come up with a small job for them and see how well they do. This stage is not for everyone you vet, but rather for your final choice. While it is good to get the right fit, you don't want to waste your money or their time if there is no real attraction.

4. How do they communicate?

Communication is key to the success of any relationship. Ask how quickly they reply to questions, how often they provide updates, and how well they handle criticism. While they are the professionals hired for their skills, it is good if they are able to listen to you and get back with you in a timely manner.

5. How well do they understand your company vibe?

Your company has a certain personality. There is a particular brand image, office morale, and customer profile. The web development company in Dallas should be perceptive of these areas and able to help you translate that image to your web presence.

If you would like to learn more about a web development company in Dallas, visit Creative Options.

5 Key Differences Between Branding and Marketing

With so much recent buzz about branding and marketing, it is important to know the differences between the two. While there is some crossover between the areas, they each have distinct approaches and purposes. A healthy marketing plan gives consideration to the proper development of both.

1. Buyers vs. Customers

Marketing efforts are typically about bringing any and all buyers. While any kind of sale is welcome to a company, branding efforts take into account the company's best attributes and strengths in order to attract and bond with loyal, repeat customers.

2. Tactics vs. Strategy

Branding and marketing each need an overall plan, but marketing is essentially about the day-to-day tactics that make sales and increase business. Branding is related to marketing, but it is a broader view than any individual marketing effort. The idea is to create an overall feeling or quality that all marketing efforts can be tailored to reflect.

3. Cost Center vs. Income Generator

Marketing is a cost center. While modern analytics make it possible to create a smart plan that isn't wasteful and helps increase business, there will always remain a certain amount of publicity that must be paid for with little to no direct returns. While it might be said this is true for both branding and marketing, if the branding plan is solid and done well, the return in investment is customer loyalty, tracked through repeat, increased, and referred business, which can be estimated and calculated.

4. Sales vs. Image

Branding and marketing are different, but work together to promote each other. Marketing reinforces the brand image in the ads that are created to drive sales. Branding strengthens the effectiveness and focus of marketing, helping attract the right people through a strong image that stands on its own.

5. Push vs. Pull

Marketing is about pushing products or services out the door. The market research, advertisements, and sales team are all working together to get products moving out to customers. Branding is about attracting people. Carefully crafted branding images pull the company's ideal customer to the store to do business.

If you would like to learn more about branding and marketing in Dallas, visit Creative Options.

How to Hire a Web Development Company

You may know you need a web development company to outsource work on your website, but don't know how to go about finding one. Website projects can be involved and take time, so it is worth the time to research in order to find a good fit. If the right agency is selected, it could make all the difference in the ease and success of your new site launch.

Find someone that understands you

The right web development company will understand your market share, customers, and industry. Look at their client list and ask how much experience they have in your industry. In order to create the best website for you, they need to have knowledge of your business challenges and what your customers need. Experience also brings knowledge about current trends that could be used to leverage your brand on your site.

Good design is the key

While much of web design is highly technical, there are also artistic and strategic sides to the craft. Many people can get a degree to learn how to make a website. It takes a special combination of talents and people to create a great website. The latest trends in marketing should be utilized. For instance, content should be easily viewed and used on mobile devices and the site should be optimized for search engines. Good design is also about aesthetics. The content should be easy to read. The design should be attractive and reflect the values of the company and brand.

Communication is the basis of any relationship

No relationship can exist without communication. Initial visits with the web development company will give you an idea of how well they will interact later. If they are energetic and responsive, then things are on the right track. It is also imperative to be a good client and help them fully understand what you expect. Outline the current problems that you have, how you would like them to be fixed, and the time frame you need it done. Then be open to their professional opinion. With the right team, your site can be up and making a positive impact in your company's bottom line.

If you would like to learn more about a web development company in the Dallas area, click here.

How to Conduct a Brand Audit

Corporate branding is used by businesses to form an image for their customers. Creating a brand is part art and part science. A good brand evokes an emotional response that entices a connection and forms a memory. Periodically, companies perform a brand audit in order to see where their brand stands in the marketplace. It can be performed at any time, but is particularly helpful when a company is considering a new service line, brand adjustment or marketing plan. While it is possible for a company to do an audit in-house, sometimes a professional and objective eye is a better choice. 

 

Since a brand is how an entire company is portrayed, it affects both internal and external image. The process starts with scrutinizing that image. The brand values, culture, positioning, brand promises, essence, and voice are researched and analyzed. The results provide a picture of the brand as it is perceived by the general public, leads, and current customers. If a company knows they are starting an overhaul of their corporate branding, it is helpful to do an audit both before and after the launch, to see the difference the rebrand has made.

During the audit, every marketing channel is reviewed to see how effectively the brand is being promoted externally. Consistency is key on the website, social media accounts, community sponsorships, marketing collateral, public relations, events and trade shows, and any other methods used. All external promotions of the brand should be cohesive and play their individual part to promote the corporate branding as a whole.

The internal systems are also important to examine, in order to identify how the brand image is integrated into the working culture. The brand values should be in line with the company values. HR policies, customer service, and the sales process are areas in which the brand standards can be applied. Corporate branding is more than just outward appearance. The most effective companies apply that identity internally.

After a thorough and objective survey of the brand, the information is compiled into a report. It outlines areas of potential, areas of success, and how to best move forward. Before making major decisions to a company brand, it is important to know how effective the current brand is. Some brands have enduring strength and don't need help. Other times, they need to be adjusted to realign with the changing world, or business focus.

If you would like to learn more about corporate branding in the Dallas area, visit Creative Options.