Monday, July 29, 2013

The Value of Traditional Advertising

Sixty two percent of consumers described online advertisements as “annoying”, while almost half said they were “invasive” (45%) and “distracting” (44%). Just a small group said online ads were “eye catching” (13 %), “clever” (12 %) or “persuasive” (8 %). One can’t help wonder, though, if all ads were created and designed well, would many of those people who found them invasive switch sides to finding them clever or persuasive? As with any advertising, if you are sending the right message to the correct audience, they will be interested.

While consumers primarily use online search for finding information, there’s still nothing like traditional advertising for creating awareness among your target market. Used cohesively, traditional and digital advertising provides you the opportunity to engage customers directly and effectively. Brands that successfully integrate both traditional and web advertising will ultimately achieve a greater return on their objective. 

BBG&G understands that today's marketing landscape is multidimensional and one best traversed by employing a well-developed blend of both digital and traditional messaging. If you're interested in working with an ad team that understands how buying decisions are made, give us a call.

Congrats to Our Client!

Congratulations to our client, Orange County Trust Company, for ranking among the top 200 community bank organizations in the U.S.! What a well-deserved accomplishment — BBG&G could not be more pleased!

American Banker, leading business management magazine, released their annual list of the top 200 community banks and thrifts in the nation. Orange County Trust attributes this grand recognition to their loyal customers, staff, shareholders and the strong support of the local community.

Read more about Orange County Trust’s acknowledgment here.

Monday, July 8, 2013

Traditional Advertising Meets Social Networking

Where do you, as a consumer, obtain credible information?  In the US, the majority of people say friends and family (word of mouth), publications in general, newspapers, and TV.  If you notice, these are all traditional forms of media. While recently, all the talk has been all about social media, websites, and blogs. In this wave of ‘new’ media, I think some businesses have forgotten that traditional media is just as important. The key is to take an integrated marketing approach. Let me explain why.

When you know who you are trying to reach (your target market), you should know what shows they watch, publications they read, events they go to, websites they visit, apps they use, etc. 

In order for consumers to be educated about and have a connection to your business and products you need to inform them and tell your unique story. It is important that your advertising and marketing stand out from your competition, and a story is the best way to do this. People love stories, and the best stories are told across various platforms such as TV or radio, on your website, in print, and with social media (adding photos and videos).

Word of mouth, which is considered the most credible form of advertising, is well supported by social media. Social media is essentially word of mouth in the fast lane. Facebook allows us to
show our friends what companies or brands we “like” and to share news with our followers; Linked In provides an excellent platform to spotlight particular skills and experience; Twitter allows users to share experiences (whether good or bad) in real time and for businesses to share news; and blogs provide an opportunity to write more in-depth stories and to provide a real service to consumers by sharing your expertise.

In these scenarios, social media can work together with your traditional marketing. Integrating your online/social marketing efforts to fully support your traditional marketing effort is the best use of new media. Check back next week to get more tips on how to do this.