Marketing Trends

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Our 7 Step Data Analytics Solution Optimizes Profitable ROI

Data analytics is an ever-increasing opportunity for companies and their marketing teams to learn more and more about their customers’ needs and wants. This is why companies that understand data analytics can gain an advantage over their competitors.

At Holland Advertising: Interactive, we use data analytics to strategically and systematically determine what marketing dollars are working and not working. We do this so that you can gain your competitive advantage. This specific use of data analytics is what we have called The Holland ROI Data Optimizer™. Read more about it below.

The Holland ROI Data Optimizer™:

  1. In our first step of data analytics, we will examine your customer data and create best customer profiles of groups of consumers that purchase products or services from you. This is based on your customer purchase history, demographics and all data you may have in your ERP System.
  2. We will then take consumer data and append about 130 demographic data points to your customer’s records (the average match is about 60%). Next, we will use data analytics to conduct a ranking and discovery of influential demographic data points for the appended demographic.
  3. Holland will visually create your best customer profile from the results of the data analytics. In addition, we will provide the emotive and inspirational insights for each best customer profile – this is critical for the successful execution of all the creative messaging.
  4. The Holland team will develop and execute a strategic ROI Marketing Plan based on the findings of the data analytics. The strategy we will employ will be to: TEST. MEASURE. LEARN. FINE-TUNE FOR OPTIMAL ROI SUCCESS.
  5. The marketing strategies will drive prospects to a dedicated landing page or website through very targeted digital marketing tactics and track each prospect who completes an online form for future data analytics.
  6. The Holland Data ROI Optimizer™ will track how much revenue each prospect is generating from each marketing tactic; therefore, a measureable ROI. This customer/prospect data is available 24/7 through a PowerBi digital dashboard. PowerBi is a software used to visualize data analytics.
  7. In our final step of data analytics, Holland will monthly, measure and evaluate campaign performance to continuously fine tune for optimal ROI success.
  8. With The Holland Data ROI Optimizer™, we make it simple for you to not only know more about your customer, but we also target specific customers who are more likely to give you business. To put it simply—The Holland Data ROI Optimizer™ is a unique form of data analytics and a better investment of your marketing dollars.

Would you like to see our 7 steps of data analytics in action? Contact Bryan Holland at 513.744.3001, or email him at bholland@hollandadvertising.com.

4 Reasons Your Website is
Falling in Search Rankings

Search-RankingsMany clients express concern over the fact that their website rankings are falling, or that they just aren’t being ranked at all. While this is a legitimate reason for concern, it is by no means an end-of-the-world diagnosis.  There are a few ways to troubleshoot the reason(s) behind falling site rankings, as well as some effective ways to get them back where they should be.

1) Your website and its content haven’t been updated in a while.

Search engines are constantly trying to deliver people the information they seek, and what do people want from a search? They want the most relevant and up-to-date information about the string of keywords they type into the search box. Thus, regularly updating information on your site showcasing new products, industry news or making other simple copy changes can dramatically improve your search ranking.

So how do you stay on top of the need for updates? The easiest way is to create a “site update” schedule to help you keep track of when you modify content.  This could be at regular weekly or monthly intervals, though keyword content updates are recommended every few months.  A schedule will help hold you accountable and ensure that you regard search engine optimization (SEO) as a priority.

2) You need to reevaluate your keyword strategy.

Keywords are often comparable to fads, as both relevance and success of chosen keywords often ebb and flow, along with search habits. An example of this can be witnessed in the recent surge in the use of long-tail keywords.  People have become increasingly specific in their searches, typing in a string of multiple words (long-tail keywords) to yield more appropriate results. To deftly maneuver and adapt to such changes requires regularly monitoring keyword trends and modifying the keyword strategy and site content accordingly.

3) Your site moves at a snail’s pace.

Site speed is often the slyest of culprits when it comes to falling site rankings.  The reason behind this goes back to the purpose of search engines ranking results—to provide people with the most desirable sites and information related to their query.  Because a slow-loading page is highly undesirable, the site/page load time is factored into the algorithm that leads to the returned list of search results. Thus, if a page loads slowly, your ranking falls.

To remedy this, you could do a complete overhaul of your site, as many choose to do in these situations when they can’t identify the root cause of the abnormally long load time.  The easier fix is to make sure that the files on your site are not so large that it takes extra time for them to load.  More often than not, the images or graphic files on the site are simply too large for the page to load them at a desirable speed.

4) You haven’t incorporated search engine optimization.

One of the main reasons you will find your site dropping in search results is because you simply haven’t incorporated SEO.  Maybe you haven’t isolated specific keywords to lead people to your site, and are not seeing the web traffic you should because of this. Through the process of thorough keyword research, isolation and using those keywords to subsequently write creative and compelling site copy, you can easily fix this problem.

Whether you are currently incorporating SEO or need some guidance as to where to begin, Holland Advertising: Interactive can help. Holland takes pride in helping each of its clients develop a unique SEO strategy, write compelling SEO copy and ultimately help them see increased conversions. For more information, contact Bryan Holland at 513.744.3001.

4 Ways to Increase Your Small Practice’s Healthcare Marketing ROI with Minimal Investment

Healthcare-marketingSmall medical practices are constantly seeking ways to increase their reach and expand their existing healthcare marketing programs. The problem here lies in the fact that these same practices often appear to lack the appropriate resources to do so. Luckily, the growth of the digital space and opportunities both within and beyond are making it increasingly simple and affordable for even single physician practices to successfully break into the healthcare marketing realm.

If you’ve found yourself falling into this “small practice, limited resources” category, here are four simple ways to increase your healthcare marketing reach without spending a fortune.

1) Make social media your best friend.

Social media (Facebook, Twitter, Google+, etc.) act as great healthcare marketing tools.  Using these various platforms, you are able to share information relating to your practice with a wide audience, including current and potential patients.  Post material that your audience wants to see—photos of your practice, helpful health information or even inspiring patient stories (with permission, of course).  Be sure to respond accordingly to all comments and inquiries, as this is one of the best ways to encourage both current and future activity and engagement.

2) Offer your expertise to local media outlets.

Media outlets are constantly on the lookout for the latest industry news, developments, health fads/tips and expert opinions on the matters at hand, so there is definitely no shortage of opportunities for a healthcare professional to demonstrate his or her knowledge in this arena.  Don’t be afraid to pitch a story idea based on a trending healthcare topic, or to jump at an opportunity to serve as an information source.  In getting media coverage, you can successfully increase your professional credibility and healthcare marketing reach, with no required investment of anything other than time.

3) Work to uphold and strengthen professional relationships.

Doctor referrals are often one of the best ways to grow a small practice, and easily the best way to gain new patients. Get to know the doctors in your area and establish yourself as a trusted, reliable expert to whom fellow medical practitioners would feel comfortable sending their patients. Patients often seek a primary care physician’s recommendation when it comes to seeing a new doctor, so this offers a great opportunity to increase the influx of new patients, while also helping you establish yourself as a respectable staple in the medical community.

4) Make yourself approachable and personable by sending welcome letters.

A simple, effective healthcare marketing tactic and great way to grow your practice with minimal investment is to send letters (or emails) to new patients, introducing yourself and explaining the goals of your practice. Keep a warm tone throughout, and encourage any patients with concerns to reach out to you or your staff.  This will help establish relationships with patients that you have not yet seen, and ultimately increase the likelihood that they will return after their initial appointment.

If your practice needs a little healthcare marketing TLC, let us help!  Holland Advertising: Interactive can help you build your brand, establishing your practice both within and beyond your given industry.  With fresh ideas and experienced execution, we are here to help deliver our clients greater marketing ROI. For more information, contact Bryan Holland at 513.744.3001.

Kick Start Your Digital Marketing
in the New Year

digital-marketingThe dawn of a New Year is a time for fresh starts and new beginnings. It is a time when many people choose to set personal goals, but the majority fail to realize that it doesn’t have to stop there. This time can also be a great opportunity to rethink your business goals and the digital marketing strategy set forth to accomplish these goals. So if you’re looking to reboot your marketing plan in the New Year, here are a few steps to get you started.

1. Set measurable goals.

The first step toward getting your digital marketing plan on track in the New Year is to set goals—ones that can be regularly monitored and measured. These often take the form of numerical values, primarily because numbers can be tracked.  Set sales goals, goals for increasing web traffic, etc. Setting these measurable goals will allow you to see just how close you are to achieving them, and properly evaluate how well the digital marketing tactics that you’re implementing are working along the way.

2.  Develop a plan.

After your goals are established, you will need to develop a digital marketing plan, or a calculated sequence of events to help achieve these goals.  If your website is outdated, consider revisiting its content and design, while properly incorporating SEO.  You could also establish a social media plan, or even plan for implementing advertising across various digital platforms.  Each of these methods will help increase site visits, helping you see better bottom-line results, conversions and sales from your digital marketing.

3. Track the results.

The whole point in establishing measurable goals is so that they can be (you guessed it) measured.  Monitoring the results of a digital marketing campaign allows you to see what is working, and what is not.  If have not seen an increase in sales or conversions after implementing specific aspects of your digital marketing plan, then you could consider taking a different approach. It’s largely a process of experimentation—figuring out what works for your company and what doesn’t, and modifying accordingly.

4.  Seek assistance.

Whether you feel that you have a firm grasp on digital marketing practices or not, partnering with an advertising agency that regularly works with clients in the digital space can prove to be the most effective route. Advertising agencies devote their time and energy to brand building and innovative marketing techniques, and they have the process down to a science. They have industry knowledge and know-how that can prove to be more effective and efficient for your business in the long run.

Holland Advertising: Interactive has decades of experience helping its B2B, B2C and healthcare clients reach their goals by implementing smart marketing strategy across both digital and traditional mediums. For more information about how Holland can help your business implement a digital marketing plan and see greater ROI, contact Bryan Holland at 513.744.3001.

Three Tips to More Successfully Reach Baby Boomers

Baby Boomers are one of the most talked about generations in existence today, and rightfully so. This generation is made up of those born from the mid-1940s to the early 1960s – times of civil unrest and wars witnessed on a global scale.  Boomers were largely the products of GIs returning from war, born into families long reunited after years of distance between them. They often had family members who served in World War 2, and frequently served in later wars themselves.  They tend to be incredibly patriotic, loyal to both family and nation.

This generation experienced near constant transitions and cultural shifts, so describing them in a few paragraphs even would prove difficult.  While they – like we have seen with every other generation – are vastly different, they do share a few common characteristics.  Keeping these general characteristics in mind will make reaching them a greater success.

 

Show You Care and Be Genuine

Don’t sell a product or service to this generation.  When you “sell,” you need to sell the way in which the product or service will enhance their quality of life.  Baby Boomers in particular like to feel as though you have their best interest in mind.  They don’t like to feel like you are selling anything, or that you are trying to get them with gimmicks.  Be honest in your selling tactics, and warm in delivery. Demonstrate how your product can benefit them and make their lives genuinely better.

These rules also apply to how your company handles customer service.  Baby Boomers do not like cold responses to issues that are raised, nor do they like robotic responses to genuine concerns. They instead prefer an honest and warm approach to problems, and a willingness to adapt to their desires.

 

Focus on Benefits, Not Features

Baby Boomers don’t necessarily care to have the most technologically advanced items.  They don’t care about a computer processor that increases the speed at which a new computer can synthesize information.  What they DO care about is how that processor can help make their lives easier.  This is important to keep in mind with product marketing, specifically, as there is often a focus on tech specs – a focus that overshadows the actual benefits of the products.  For Baby Boomers, it is vital that the focus is on the benefits of the product – NOT on the detailed specifications and features.

 

Maintain Approachability

Baby Boomers like to be able to talk to someone when they have issues with a product or service, and to schedule appointments via telephone or in person.  While features such as online scheduling are convenient for most, the majority of the Baby Boomer population would prefer to speak with someone and handle setting appointments or issues in person.  While later generations are slowly withdrawing from the majority of interpersonal interactions, Baby Boomers crave such interaction.  So if your company is considering eliminating front desk personnel in lieu of digital appointment scheduling and registration – or any other kind of impersonal approach to customer service – think again, or risk losing your Baby Boomer clientele.

 

Seek Out Some Assistance

If your company is in need of some help when it comes to generational marketing, the folks at Holland Advertising: Interactive would love to chat.  We are a full-service ad agency that brings unsurpassed expertise and decades of experience tailoring our clients’ messages and marketing campaigns to more successfully reach specific demographics and generations.  We bring creative solutions and experienced execution to the marketing realm, with an emphasis on results. For more information about how Holland can help your business better align with its audience, meet sales goals and see greater marketing ROI, contact Bryan Holland at 513.744.3001.

Generation X – Often Overlooked but Never Forgotten

The defining years of Generation X – early 1960s to early 1980s – weren’t necessarily home to any catastrophic world events, but were instead characterized by skyrocketing divorce rates and the rise of the computer as a new and universally available form of technology.  Members of this generation – as with others – are diverse, but they share some common characteristics.  Among these are the universal need to be independent and self sufficient, as well as a level of consumer skepticism unrivaled by other generations. Bearing these characteristics in mind, we can better identify how to tailor marketing messages specifically to this unique generation.

 

Message Appropriately

Given the fact that Gen Xers grew up in a time when divorce rates began to rise and overall loyalties shifted at a much more rapid rate, the marketing techniques and messages that Gen Xers crave are significantly different from those of both their predecessors and successors.

Gen Xers are typically cynical, but tend to respond to clever, unorthodox messaging that is also family-friendly.  The majority of Gen Xers are now parents or part of a larger family structure, so the emphasis they place on family values should be reflected in messaging.  Moving images with minimal copy and emotive, clever presentation frequently elicits a response from this crowd.

 

Provide Reassurance

Due to their emphasis on self-reliance, Gen Xers are among the most skeptical of generations, questioning the advice and opinions of authority figures on a variety of levels – from parents to politicians.  They take nothing at face value, demanding facts to substantiate any claims made by companies and brands alike.  This makes it increasingly important for companies to provide product or service reviews, extended warranties, or other guarantees that the customers are indeed getting something worthwhile and ultimately what they were promised.

 

Focus on Quality

Due to age, those falling into the Gen X category are typically at more stable points in life than their Millennial successors.  They tend to be a bit more “settled” with regards to career, relationships and other facets of daily life.  This stability is also reflected in the financial lives of this generation, as they tend to make more money than their parents did when they were at the same points in life.  Gen Xers wield a substantial amount of spending power among today’s consumer base, and are very aware that they have that control.  They desire quality over quantity, and are willing to pay the price difference in order to get it.

 

Provide Options 

While Gen Xers share some common characteristics, they are about as diverse as they come in terms of interests and purchasing preferences.  For that reason, providing options is vital.  If it’s services that you’re selling, provide service “levels” that allow the individuals to feel as though they are in control of the buying decision.  This will put them in charge of determining which product or service best suits their lifestyle and ultimately increase the likelihood that they will make a purchase.  Gen Xers are people that love to be in control, and when you forfeit your right to act as decision maker for them, they tend to respond positively.

 

Let Holland Help

If your company is in need of a full-service ad agency that brings unsurpassed expertise marketing to a variety of generations – including Generation X – Holland Advertising: Interactive is here to help.  We have decades of experience tailoring our clients’ messages and marketing campaigns to more successfully reach the target demographics.  We bring creative solutions and experienced execution to the marketing realm, with an emphasis on results. For more information about how Holland can help your business better align with its audience, meet sales goals and see greater marketing ROI, contact Bryan Holland at 513.744.3001.

The Importance of The Silent Generation in Healthcare Marketing

The “Silents” – so called due to their apparent lack of voice when compared to the groups who preceded and followed them – are comprised of those born in the late 1920s to mid-1940s.  They are a group that witnessed quite a few catastrophic world events – including The Great Depression and World War II – and have learned to adapt to the direst of circumstances.

This generation is on the older end of the age spectrum, meaning that healthcare is needed on a variety of levels – audiology, optometry, dentistry, etc.  This provides an opportunity for healthcare practitioners and healthcare marketing agencies alike to capitalize if they truly understand the generation, their desires and their values.  If you understand, then you can tailor marketing messages to be delicately received by those individuals.

Here are a few things to take into consideration that will help you more successfully reach this demographic.

 

Emphasis on Family

The Silent Generation grew up in a time when family was often what carried them through the worst of times – economic depression, war, general civil unrest, etc.  This generation experienced a lot, and they tend to hold onto the same family values that got them through previous times of distress.  Oftentimes, they even value the well-being of their family over themselves.

If you’re a healthcare marketing agency attempting to reach this demographic for a client, consider promoting the service in a way that would demonstrate how the healthcare services provided by your client would help them better enjoy time with family or would benefit the family in general.  Many of The Silent Generation would be more likely to respond and seek medical attention if they were made aware that they wouldn’t be the only party benefiting from the service.

 

Driven by Bottom-line and Results 

The Silents are a generation driven by getting the most bang for their buck.  They lived through times that made them appreciate the value of a dollar, and for that reason they expect to see a return on their investment.  As a healthcare marketing agency, it is vital to take this into consideration.  If you have the ability to integrate even something as simple as a quote from an authority figure, it will help your cause and further establish your client as credible.

Additionally, The Silents want results.  If you have access to a specific success rate, success stories or have the ability to offer a money-back guarantee for your services if the consumer isn’t satisfied, that significantly increases your perceived credibility.

 

Traditional Forms of Marketing Preferred

Though many of the Silent Generation do in fact have social media accounts and access to the Internet, they are by no means tech savvy.  For this reason, a perfectly balanced combination of traditional marketing techniques is often ideal.  Consider direct mail pieces, newspaper ads, etc.  Though overall newspaper readership is down, the demographic that most frequently subscribes is the 65-plus population, meaning that if done appropriately and messaged accordingly, there is a good chance of eliciting a response.

 

Simplicity is Best

The Silent Generation is an aging generation, and one that frequently has difficulty with sensory perception.  This means that they often have difficulty reading fine print or copy that is light in color, as well as difficulty absorbing cluttered imagery or text.  Make print, ad and web design as simple to digest as possible. Stay away from collages or an overwhelming amount of graphics, copy that overlaps or requires work to understand.  Make navigation simple, as navigation that requires a lot of effort can be overwhelming and steer potential Silent Generation consumers away.

If your company is in need of a healthcare marketing agency that brings unsurpassed expertise marketing to a variety of age groups – The Silent Generation included – Holland Advertising: Interactive would love to help.  We bring decades of experience tailoring our marketing messages and campaigns to specific demographics – including lifestyle, age, etc.  We bring creative solutions and experienced execution to the marketing realm, with an emphasis on results. For more information about how Holland can help your business better align with its audience, meet sales goals and see greater marketing ROI, contact Bryan Holland at 513.744.3001.

Key Aspects for a Retail Marketing Agency to Consider When Marketing to Millennials

Who Are Millennials?

Generally speaking, Millennials are those born anywhere from 1982 to present day. The term “Millennials” encompasses such a vast sea of unique beings that it’s difficult to apply any sweeping generalities or a broad definition to the entire group. They’re college graduates, college dropouts, entrepreneurs and world-changers – though many don’t like to assume any mold that can be described by a single title.  Despite the diversity among the group, one characteristic is universal of Millennials – they hold quite a bit of decision-making power, making them vital to retail marketing agencies and their clients.

Why Do They Matter?

Not only are Millennials the future leaders, legislators and decision makers, they will soon hold the majority of purchasing power in the realm of consumers.  It has been estimated that Millennials are reaching numbers over 80 million in the United States alone.  By 2030, they will significantly outnumber the previously dominant Baby Boomers – by a whopping 22 million.  For this reason, it is becoming increasingly important for individual brands and retail marketing agencies alike to reach the Millennials – and reach them appropriately on their terms. 

What to Keep in Mind When Targeting Millennials:

They WILL do their research

As a retail marketing agency, it is important to remember the amount of research that many are now conducting before making any buying decisions, and the ease with which they can do so.  Such easy access to search tools – and the web in general – at any given point means that these individuals will be fact-checking, reading product reviews and comparing their findings.

84% of Millennials report that user-generated content on company websites – reviews, comments, etc. – directly influences what they buy.  They will use that information as a foundation on which to make their purchasing decisions. Millennials will be heavily relying on others’ previous experiences to basically make decisions for them. This reliance on third party input increases the importance of retail marketing agencies helping their clients leave lasting positive impressions with each and every customer.

Everything must be mobile friendly

One of the universal characteristics of Millennials is their attachment to their mobile devices. This means that everything – websites, emails and virtually anything that can be accessed online – needs to be mobile-friendly.  For retail marketing agencies, when strategically planning a client’s website, imagine how it will appear on the small screen of a cell phone and design accordingly.  Alternatively, you can create a mobile site, optimized for use on a smart phone or tablet, or even create an app to make the retail experience more customized and simple.

Brand loyalty is shifting

Millennials no longer place a strong emphasis on buying specific brands.  Instead, Millennials value qualities such as location of origin and ethics – with an increasing shift toward American-made products and companies with ethical corporate culture.

Additionally, Millennials are bargain hunters.  They would rather spend money on experiences – travel, food, etc., than things.  For retail marketing agencies specifically, engaging Millennials is all about selling the experience – not an object.  They tend to swim against the current of the consumer-driven society that we’ve all come to know, and instead value the experience the object of desire could create.

Segmentation should be lifestyle-specific, not age-specific. 

Millennials tend to relate to each other according to lifestyle more than any other demographic – age, gender, etc.  These lifestyle-specific bonds, as opposed to age-specific, gender-specific, etc., make it important to tailor the messages of your retail marketing agency’s clients not to certain age groups, but instead to groups that are linked by a common lifestyle.

Age means less than it did 25 years ago – when it was expected that you would be graduated from college and on the verge of owning a house, settling down and have everything perfectly mapped out by the age of 26.  Many older Millennials are at the same place in life as younger Millennials, and vice-versa.  Thus the focus for retail marketing agency’s clients’ messages needs to shift to targeting people at a specific place in life, people that share a mutual set of beliefs, etc.

If your company is in need of a retail marketing agency that brings unsurpassed expertise marketing to a variety of age groups – Millennials included – Holland Advertising: Interactive would love to help.  We have decades of experience tailoring our marketing messages and campaigns to specific demographics – including lifestyle, age and generation.  We bring creative solutions and experienced execution to the marketing realm, with an emphasis on results.  For more information about how Holland can help your business better align with its audience, meet sales goals and see greater marketing ROI, contact Bryan Holland at 513.744.3001.

Marketing: it’s not one size fits all.

iStock_000002182884_MediumWhen I was younger, I attended my fair share of hockey games – many of which ran promotions as a way to increase the team’s fan base. The most common promotion at the time was offering free t-shirts to the first set number of fans.  I was always so excited to get to the arena early and get that free t-shirt because, well, when you’re a 10-year-old whose favorite sport is hockey, snagging anything free repping your team is pretty great.

What I quickly realized after attending a couple of these games, though, was a bit disheartening – the t-shirts never fit.  They were consistently a size large – a “universal” size made to fit most “normal” people.  But it just didn’t fit me, nor would it ever.

As you probably guessed, there’s more to this story than just promotions and t-shirt sizes.  Buried in the depths of this story lies a metaphor, and one that strongly applies to our industry.

Much as is the case with t-shirts – in marketing, one size definitely does not fit all. This is where market segmentation comes into play.

What is market segmentation?

Market segmentation is the process of separating portions of the market based on certain shared characteristics, allowing for the creation of a more targeted approach to delivering messages. Segmentation recognizes the differences among and between groups, allowing companies to create targeted messages to reach individual segments of the population.

Segmentation can occur on various levels, each of which is suitable for specific campaigns/marketing agendas depending on the goals and consumer base.  Populations can be segmented in a few different ways:

  • Geographic (region, population, climate, etc.)
  • Demographic (age, gender, socioeconomic status, etc.)
  • Behavior-based (brand loyalty, types of purchases, etc.)
  • Psychology-based (activities, interests, actions, opinions, etc.)

Mass marketing doesn’t take such differences into consideration, but instead treats the market as a single entity.  The messaging produced is generic, and is meant to apply on an almost universal level.  The problem here is that consumers are inherently different.  They all have their own unique wants and needs, and when treated as unique beings, the likelihood of eliciting a response increases.  Sure, there are some needs that are universal, but for the most part desires are unique.

Why should you care?

Let’s consider an example.  Let’s say a company wanted to run a mass marketing campaign to promote a new product.  This would take the form of a message aimed to reach the eyes, ears or hands of the masses (mass marketing- get it now?).  The delivery would be generic, and the tone also generic.  It might not necessarily move a specific group of people, or it could unintentionally have that effect.  Regardless- the goal is to reach as many people as possible, and hopefully illicit a large number, but small percentage of responses.

Now consider a targeted campaign aimed at a specific segment of the population.  Consider how much more focused of a message can be presented – complete with what we’ll call “creative with intention” to match – when you know the group that will be on the receiving end.  The likelihood of sparking a response when your message and delivery is tailored to the audience dramatically increases.  You would ultimately be reaching less people, but this targeted approach would provoke a much larger response rate overall.

Contrary to how it appears, segmentation is not a “slimming down” of the existing marketing program or campaign.  It instead methodically trims the fat off the marketing program as a whole to result in a leaner, smarter and more focused way of presenting messages.  After all, sizes aren’t universal – and neither should be your marketing program.

Let us help.

Don’t approach your marketing program with a “one size fits all” mentality. Holland Advertising: Interactive can help you readjust your strategy to better align with your audience and prospective clientele.  Holland’s experienced team takes a focused approach to marketing, injecting smart strategy and fresh ideas into each of its clients’ marketing plans.  For more information about how Holland can help your business better align with its audience, meet sales goals and see greater marketing ROI, contact Bryan Holland at 513.744.3001.

Full-Service Ad Agency v. In-House Marketing

full-service-ad-agency

The question endures: “As a company, should we invest in an in-house marketing department, or outsource our advertising work to a full-service ad agency?”  In a perfect world, a company would have both. A seamless combination of both internal and external forces to develop and execute a marketing plan is ideal; however, budgets oftentimes do not allow for that.  Many companies are forced to choose between the two.  So what does a full-service ad agency have to offer your company, and how could you benefit from their services?

Fresh Perspective

In-house marketers tend to stick with what has worked in the past, recycling old ideas and holding onto archaic ways of doing business, growing the brand, etc.  They tend to remain in the “If it ain’t broke, don’t fix it” mentality.  This makes sense, given the large amount of responsibilities that are placed on them on a regular basis.  Being immersed in an environment in which they are surrounded by nothing but their own brand doesn’t help either.  In fact, it often stifles a form of creative perspective needed to bring a uniquely successful marketing plan to life.

Full-service ad agencies bring that fresh perspective to a client’s business and brand.  They know what has worked for other clients, what will work for you and what is required to grow the brand.  The team of account executives, writers, designers, public relations and media professionals will each work to successfully implement your individual marketing plan, all while aligning with your company goals.

Variety of services

The vast majority of individuals in a company’s in-house marketing department are expected to juggle a variety of responsibilities.  They are often in charge of generating content, act as in-house designers when necessary, make website updates and handle media relations, among other tasks.  Generally speaking, they are no “expert” in those areas, but instead are expected to dabble in a little bit of everything.

Full-service ad agencies are called “full service” for a reason.  They typically have specific individuals in place to handle specific tasks. These include brand strategy, account service, creative, media, search engine optimization, social media and public relations specialists.  These individuals focus their energy at the agency on a single task or area of focus. This task allocation allows employees at full-service ad agencies to be a form of “expert” in their respective departments, constantly honing their skills and learning to quickly apply them.

Savings

Oftentimes, it makes sense financially to outsource marketing tasks to a full-service ad agency.  The money you invest in a marketing director’s salary ($79,000 on average) could be invested toward the development of a strategic marketing plan with marketing tactics and creative execution that a single person simply cannot possess.  A full-service ad agency will work with you and within your budget to develop and implement a cohesive and powerful marketing plan to help your business achieve its goals.

Want to know more about how your company could benefit from the services of a full-service ad agency?

As a full-service ad agency, Holland Advertising: Interactive’s vision is to be THE business and marketing strategists that growing and ambitious companies seek to achieve a greater ROI on their investment while embracing the latest technology and fresh ideas.  We offer a FREE, no obligation customized in-person marketing assessment, designed to help improve your marketing and achieve your sales goals.  The three step, two meeting, process is simple and easy. To schedule your FREE marketing assessment, or to further discuss your business’s challenges, goals and opportunities, contact Bryan Holland at 513.744.3001.