Media Strategies

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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.

3 of 4 NCAA March Madness : Health Care Marketing and utilizing America’s love of a “Dark Horse”

Since Americans love a dark horse, it’s no surprise that Duke’s 2015 upset over Wisconsin netted the highest ratings and viewership for the NCAA March Madness in 22 years. With only 9.3% of espn.com brackets calling for Duke to win, over 33 million people tuned in to watch the final minutes of that game. Of course, Duke wasn’t the only team to win the 2015 March Madness; Health Care Marketing agencies also won in a big way. With an average of 11.3 million television viewers per game according to Nielsen, the only post-season sports programming with more viewership is the NFL playoffs. The NCAA also reported more than 80 million live internet streams of the tournament.

This shouldn’t be a surprise. In 2012 Millennial Media reported that 88% of avid March Madness followers used their mobile devices to follow the tournament. Needless to say, where there are mobile devices, there is social media.

This year, 201 companies together spent over a billion dollars on television and live-streaming advertising, beating this year’s Superbowl in ad revenue. This advertising money benefited handily from the force multiplier of social media; this year, approximately 1.5 billion social media conversations occurred about the NCAA March Madness corporate sponsors. The most successful advertisers this year were the ones who were able to actively engage their audience by using social media.

It should go without saying that health care marketing agencies need to be aware of the potential rewards of social media advertising during an already existing multibillion dollar advertising event. According to a 2012 Mediabistro study, more than 40% of consumers say that information found via social media affects the way they deal with their health. With a huge audience interacting via social media in real time, March Madness is an ideal avenue for health care marketing agencies.

There are two important factors in any social media marketing campaign: relevance and engagement. A successful March Madness advertising campaign must tie the marketing to March Madness. There were two successful health care marketing agency campaigns during March Madness. The first was by the Obama administration, promoting reasons to sign up for health insurance under the Affordable Care Act. Marketing to the March Madness audience, the Obama administrations health care marketing agency invited the American people to participate in a Sweet Sixteen bracket on the ACA website and vote to determine the best reason to sign up.  A survey by Genesis Media, one third of Americans planned to watch at least some portion of March Madness. The American Gaming Association estimated that roughly 40% of those, or about 40 million people, would fill in approximately 70 million brackets. The tie-in is clear; the public loves to fill in brackets even if they are not avid sports fans. The health care marketing agency for the ACA made a brilliant play; relevance and engagement.

The second successful health care marketing campaign was directed by a loose association of doctors across the country, urology health care agencies specifically. Noting that the rate of vasectomies in recent years seemed to surge around the time of March Madness, sometimes as much as 50%, a number of enterprising urologists around the United States instituted the almost-alliterative Vas Madness campaign. Offering men the chance to have a medical excuse to watch four days of basketball on the couch, instead of having to go to work, do laundry, or watch a soap opera. Vas Madness promised men the chance to make the best out of the briefly painful procedure of getting a vasectomy. The University of Utah Health Care center went so far as to devote an entire page on its website to advertising Vas Madness, greeting fans with a banner asking them, “Are you ready for Vas Madness?” and a checklist: recliner, chips & dip, remote, and a vasectomy. Social media was abuzz talking about whether men would really do this. Utilizing some simple social analytic tools, we found that following the publishing of several articles on Vas Madness at the outset of March Madness, tweets using the word vasectomy increased from an average of about 200 per day on March 13 to a peak of almost 1100 on March 20.  It then leveled off to a more sustained average of about 350 per day with a peak of 600 on April 9. From April 5 of this year to April 9, “vasectomy” was tweeted by 1433 users with a potential outreach of over 5,320,00 people. Urologist health care marketing agencies had clearly done their jobs.

The idea for the campaign originated in 2008 with the Oregon Urology Institute. Following the merger of two urology groups, the Oregon Urology Institute was in need of a health care marketing campaign. They made the cutting edge decision to do a test run of a radio ad on the nationally-syndicated Dan Patrick show with an estimated cost of $500. This sort of strategy was ahead of its time because traditionally doctors only advertised through printed media.  It generated a flurry of media coverage, including Time magazine, creating an unbelievable ROI. The campaign’s slogan was “Snip City: Lower Your Seed.” The success of this campaign filtered through the urology profession to mutate into the Vas Madness campaign of today. Staying on the cutting edge of media advertising, health care marketing agencies are now linking to articles about the phenomenon using social media outlets such as Twitter, generating higher demand at their own practices.

There are undoubtedly more possible strategies for marketing during March Madness. The best way to take advantage of the immense marketing potential of next year’s March Madness is to have an innovative and effective health care marketing agency. In order to get your message out, you need timely, relevant, engaging copy, and health care marketing agencies such as Holland are here to help.

2 of 4 NCAA March Madness : Retail Marketing Agencies & March Madness. Be a part of the conversation.

Today’s retail customers are sharper than ever so you need a solid retail marketing campaign to get them to your store and keep them coming back. Retail marketing agencies, such as Holland Advertising: Interactive, can effectively use March Madness to stimulate conversation about a client’s brand and to generate brand awareness inexpensively in an often oversaturated market. The high level of interest and excitement from March Madness opens up new avenues to generate new leads and boost sales as well as join the conversation.

During the NCAA March Madness Tournament, a retail marketing agency has limited time to drive traffic to its client’s website, boost sales at stores, and strengthen communication with potential customers. Basketball searches spike dramatically around March Madness so coming up with keywords that relate to March Madness or basketball is a good first step. These keywords can be incorporated into whatever March Madness retail marketing campaign is being developed for their client, and can be turned into twitter hashtags. Branching out a little from just basketball, developing a campaign centered on improving one’s “game” is another way to build on the interest generated by the NCAA tournament. Be creative and think about other non-basketball marketing themes that still relate to March Madness and create interest among college basketball fans.  If there’s a local team that is in the tournament, this creates passion and presents a tremendous retail marketing opportunity. If there is no local team in the tournament, there may be a popular underdog team somewhere in the country. Consider coming up with an underdog theme that can be used in a retail marketing campaign. Underdogs generate a tremendous amount of enthusiasm and interest. Many fans, while they don’t have a local team to root for, watch March Madness because they want to see an upset.

Once the team of interest has been identified, there are a number of social media strategies that can be devised. A retail marketing agency should suggest to their clients to have some sort of contest for a free giveaway or a sale if the team wins, and social media can be used during the games to draw attention to this. A large number of March Madness fans are college students, so if a business has many students as customers or potential customers there will be opportunities here as well. Live-tweeting during games with your Twitter hashtag in the tweet is an effective way to raise awareness.

Lowe’s has had some success with March Madness. The home improvement business introduced “Super Fan Tips,” which use basketball language to tie-in with their products. Terms such as “throwing up the bricks,” “dominating in the boards”  “let’s hit the paint,” and “nail biter” were used, and they were paired with images. There are all sorts of basketball-related phrases that could be cleverly integrated into social media campaigns for businesses selling a wide range of products.

Oreo’s retail marketing campaign is another great example of a successful 2015 March Madness tie-in.  Throughout the tournament, Oreo used Twitter for frequent postings, retweets and game-time live-tweets.  Real-time live-tweets made up three-quarters of the firm’s posts on Twitter, Facebook, Instagram, YouTube and Google+, and Oreo was consistently creative in terms of its social media picture shares.  A retail marketing agency can help create a NCAA digital marketing strategy that will drive business to a client’s website or store by promoting themselves through March Madness.  The ability to interact with customers to grow brand awareness and create “buzz” is an invaluable asset that the NCAA has used to grow the tournament into the $11 billion dollar campaign it is today.  A retail marketing agency promoting brand conversation via a promotional campaign – in this case, March Madness -provides opportunities for brand interaction with fans, and encourages both new and repeat sales.

Using March Madness can open non-traditional doors to retail marketing agencies and create options in the digital creative side with social media. It pays for retail marketing agencies to be creative when using social media to promote a business, sale, or promotion. Focusing it around March Madness provides an opportunity to “ride on the coat tails” of an already existing, highly-popular event.

1 of 4 NCAA March Madness: What does it mean to marketing and advertising companies?

There is no better time of the year for a marketing and advertising company than March Madness to have a promotional campaign for their clients. This Holland: Interactive blog series will talk about why retail, health care, and B2B clients all need to be a part of the $11 billion dollar NCAA March Madness. This blog series will explain how an advertising company can learn from the way a non-profit such as the NCAA was able to brand March Madness into one of the biggest and most popular sports showcase for fans and advertisers. It will dive into how industry leaders in retail, health care and B2B created a multichannel March Madness campaign that ultimately generates brand loyalty, leads, new customers, and starts more conversations about their brands.

The NCAA’s March Madness started in 1939, coincidentally two years after Holland Advertising: Interactive opened and is the only advertising agency in Cincinnati that is still in operation today. Although a non-profit, the NCAA has done a remarkable job branding itself and March Madness. By 2013, March Madness generated $1.5 billion in advertising revenue compared to $220 for the 2013 Super Bowl. In 2014, the NCAA March Madness Tournament spent over $1.5 billion on advertising and had a television audience of 30 million people.

March Madness is an advertising company’s fish in a barrel. It’s a great way to strengthen a company’s brand by creating and executing an exciting promotional campaign. In 2014, over 30 million people were tuned into the games. Another great thing about March Madness is die-hard fans and novices alike get involved in a month long bracket competition; drawing participation of over 140 million fans! A marketing and advertising company can use these exciting three weeks with 67 live televised games. The media coverage alone is across four television networks: CBS, TNT, TNBS, and truTV as well as across every social media platform imaginable. This is an advertising company’s dream come true.

The NCAA’s brand thrives in the social media sphere and that’s where a marketing and advertising company should focus during March Madness. Clients need to join the action and engage anyone following NCAA’s March Madness. During March Madness clients need to keep the same alliterations as the NCAA brand identifies for the tournament. Alliteration is a fantastic recollection technique because it creates imagery and rhythm; two things people enjoy. Examples of alliteration are March Madness, Elite Eight, Sweet Sixteen, and Final Four. Even non-fans can recognize these phrases! Marketing and advertising companies need to create local offers, events, photo caption contests, voting contests, bracket contests all across a multitude of internet channels and promoting it with social media.

Now that we have shown the importance of utilizing March Madness for clients, our next few blogs will give examples of some of the best brand marketing throughout March Madness and what marketing agencies need to be doing. The series will dive into how each different industry, Retail, Healthcare, and B2B clients each utilized social media through the 2015 NCAA March Madness. Why each various social media platform can be used in each various industry and how.

Call or email Bryan Holland at bholland@hollandadvertising.com. We offer a FREE marketing consultation to help you grow your business and get a greater ROI. Let us help you achieve your business goals with our marketing expertise to get the conversation flowing around your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Digital Billboards

Over the last decade, the landscape around our roads has been changing, particularly around major commuter routes. Traditional billboards are giving way to digital billboards, making outdoor advertising more interactive and flexible. Digital billboards typically rotate 6 to 8 messages per playlist, and can be scheduled to change throughout the day or hour based on traffic patterns and time of day. Digital billboards are also more visible than traditional static billboards; the display is brighter and the motion can be more eye-catching.

For Outdoor billboard companies, this gives an opportunity for additional revenue by increasing the number of clients they can serve on a single billboard. For advertisers, it makes Outdoor a more exciting, dynamic way to engage prospects. By understanding your prospects you can greatly increase brand awareness, generate new customers and see a nearly immediate increase in response to offers.

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TV Advertising

With so many options for advertising today, television is still one of the best options to get your message to potential customers. Television still has the largest potential reach of any medium. Here are some of the facts about television –

  • 98% of all homes have at least one TV, and there are more television sets in America than people!
  • Television can influence purchases at every level of the buying funnel.
  • Television programs can target a variety of demographics – with pinpoint accuracy.
  • It’s intrusive, but with the right message can capture your audience’s attention!
  • Television is still considered the most engaging, entertaining method of advertising.

With facts like these, it’s no wonder our clients come to us with the misconception that the more television spots you buy, the better, and in many cases that’s what they’ve been led to believe. It’s understandable to think that if you pepper the airways with your message over and over, eventually enough of your potential customer base will hear your message and be influenced to take action.

Unfortunately, this isn’t the case. Many of our clients are surprised to hear that less really can be more – when you have the right strategy that delivers your message to your target audience. It’s not about the number of spots you buy; it’s about the number of potential viewers within your target audience that will be watching the program during your spot. Television shows are rated by viewership, and also by the demographic of the viewers. When you purchase a spot during a show that hits your demo, you’re maximizing the amount of potential viewers.

With the right media buy, you’ll get biggest ROI on your marketing investment. Our media buyer has decades of experience creating strategic media plans that deliver results.

Here is her advice about what NOT to do when creating a TV campaign:

  1. Create a campaign that doesn’t communicate your brand, a clear message or a call to action.
  2. Develop creative and media strategy without knowing your target audience – your ideal customer.
  3. Spend advertising dollars without a clear goal. Without a quantifiable goal, you’ll never know if your efforts are effective.
  4. Not having enough frequency to influence your audience or spreading your spots too thin among many different demographics.
  5. Hurrying through the buying process without negotiating rates. Rates vary from station to station, and you need to compare the reach of each program versus the cost.
  6. Not buying early or having a solid media plan. You WILL spend more money, and may NOT get the spots you want.
  7. Not monitoring your invoices – mistakes happen and you may be charged for spots that didn’t run as ordered. You may find spots running during the wrong program, on the wrong night or they may be running the wrong spot.

With the right strategy, TV can grow your business and with the right media plan, you can get an incredible return on your investment. By knowing your target audience, and creating a strategy that delivers your message to them, you can maximize your marketing dollars.

Get help from Holland. We can plan a media strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Let Your Customers See Inside Your Business

With Google Business View, It’s Easy!
You only have ONE chance to make a first impression. With the overwhelming majority of consumers headed to the internet to research businesses, you need to engage prospects quickly, and make their first experience with your business a great one. Luckily, your friends at Holland Advertising : Interactive have a great method to get web surfers to your door – virtually.

It’s called Google Business View. It’s a great way to showcase your business, and let people see what it’s like to visit your store, restaurant, hotel, plant, etc., with a 360˚ virtual tour. Our photographer is Google-approved and will take exterior shots and interior photos that make your business look great, and use them to create a virtual tour. The photos are yours to use for any purpose, from your website to advertising collateral. Think about it – you spent time and money to make your place look great – here is your way to show off your business, and engage new customers!

Take a look at what Google Business View can do:

Google Business View makes it easy for your current and potential customers to view your business via Street View, See Inside and View Photos. It’s one of the best decisions you can make, and it’s easy, too. If you have a business and a website, you need to add Google Business View to your marketing efforts.

Don’t wait. Your competition may be driving customers to their door using Google Business View. It’s easy to get started and requires only a small one-time fee. Call Bryan Holland today at 513.744.3001 or email him at bholland@hollandadvertising.com.

Measure Your Marketing Efforts With A Digital Dashboard!

One of the best trends in digital advertising is still an unknown for many businesses – the digital dashboard. What is it? It’s an easy-to-use central place where you can see, sometimes in real time, the effectiveness of all your marketing and media efforts. A dashboard collects information about all your website and social media presence stats, and can tell you how well your company is trending and how to more effectively spend your marketing dollars. It can help you track your digital campaigns from Google Analytics, Google AdWords, Facebook, Twitter, and Email Marketing Websites (ListRocket or Constant Contact). You can also track your traditional media – television, outdoor and radio – using media-specific phone numbers and landing pages.

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Don’t hire an ad agency

Are you successfully differentiating your brand in the marketplace?

Are you achieving the sales results you want?

Are you embracing the latest in technology and fresh marketing strategies to build your business?

If your answer isn’t yes to the above 3 questions you are not getting a satisfactory return on your marketing investment and need to invest in the Marketing Business Builder TM from Holland Advertising: Interactive, an advertising agency in Cincinnati. The Marketing Business Builder is the magnifying glass to find hidden profits, reach new customers, find new sales opportunities and grow a company’s business. Respond to in-depth questions about your company’s history and goals – these answers will be the catalyst for the Holland team to develop a customized marketing program with no more money than your company is currently investing. The Marketing Business Builder is more than a revenue generator for companies – it is known as “the wake up call” for business owners who want to take their business to the next level.

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Eyes On Impressions give a new perspective to Out of Home media.

It’s called Eyes On Impressions (EOI). EOI replaces Daily Effective Circulation (DEC) as the industry’s measurement currency. DEC’s (the old form of measurement) only calculated traffic counts with no ability to measure demographics, audience, in-market or out-of market travelers, travel patterns, and the position of the display. The benefit of EOI is that it provides demographic information similar to other media, enabling media planners and buyers to plan Outdoor based on the EOI value.

EOI takes into consideration not the number of vehicles that pass the display, but the people that are actually noticing. The seller can sell based on targeted demographic impressions as with other forms of traditional media. For the media buyer, this allows them to compare their target audience delivery as they do with traditional media such as television and radio.

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