Hiring a Digital Media Planning Agency? Don't Forget These Must-Ask Questions

Hiring a digital media planning agency can seem like a daunting task. You know you need a good plan, crafted by professionals that understand the ins and outs of digital media and how to properly utilize all possible channels. You know the importance of having a solid digital presence, for both company growth and customer reach. The problem is that creating a mix can be difficult and implementing the wrong mix can be costly to fix. Finding a great agency that understands your company and your client is imperative.

Do they have the proper experience?

The right digital media planning agency will not only have experience in your market, but in your industry and company size. All of these components factor into how to create a good blend of digital media choices for any particular company. A good agency will not only have experience with companies like yours, they will also have professional knowledge they can bring to the table. Ask for examples of past work and results of those campaigns.

Are they able to perform the necessary research to understand the customer?

The best media plans are created with lots of research done beforehand to guide the mix. A good digital media planning agency should know this and have a solid research approach. In order to create an effective plan, they must know the audience. With the right research, they can define your ideal customer and target them properly.

Do they fully understand how to leverage your brand?

It is important for a digital media planning agency to listen to you. They may have knowledge and professional experience, but the best agency knows how to craft a plan with a brand image in mind. They need to be able to learn what your company is now and what you would like it to become in the future.

If you would like to learn more about a digital media planning agency in Dallas, visit Creative Options.

3 Essential Elements of a Strong Corporate Brand

While a large amount of complex research and work goes into corporate branding, there are three essential elements to keep in mind throughout the project. Once these pieces are in place, they can be outlined in a branding guideline that can be easily implemented across all areas of business, moving forward.

1. Identity

A good portion of the pre-project research should be dedicated to determining a company’s identity. Corporate branding is all about making a company stand out in the minds of their customers, before their competitors. That means developing a cohesive and concise identity that encapsulates all of the feelings, priorities, benefits, and style. While that is a tall order, it is a necessary component of any strong brand.

2. Image

The image of a company is more than just the logo. It is the identity personified. The color palette, style, voice, word choice, graphic arts, and traditional and technical channel options are all part of a corporate branding image. The image must be carefully crafted to bring out all of the important qualities of the identity in a way that speaks to and attracts the ideal customer. This area can also be tricky to do well, but with the right creative team, a worthwhile design, full of impact can be created.

3. Mission

No company can advance until they have a mission. This means a clear and intended path for the future. A strong corporate brand not only speaks of a company’s standing today, but also where they want to be five, ten, or twenty years down the road. Incorporating a mission into corporate branding also keeps the branding standard focused on the true point of what the company wants to accomplish. This helps keep the marketing efforts narrowed, so they have the most impact in the most important areas for overall growth and company success.

If you would like to learn more about corporate branding in Dallas, visit Comark Direct.

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.