By Mary Roper and Steve Johnson
Now that we’ve made it through the first few months of the new year should it be “out with the old/in with the new” when it comes to advertising?
While digital marketing can be measured in clicks and views, we should not forget dependable traditional media outlets just because their results are not quite as easy to track.
Where do we turn when we want an interview about our nonprofit? Where do we send press releases about developments in our businesses? Where do we send information about our scout troop, church auxiliary, fundraisers? Where do we find out about weather-related closings? More often than not—traditional media. They have their ear to the ground, and provide current, relevant information we all need in our daily lives.
Local radio and television stations and community newspapers have been here for us through the decades. Unfortunately, we often take them for granted. While some are owned by large corporations, many are small businesses themselves that need our support now more than ever, as 2020 was an exceptionally difficult year for most.
We believe in a strong, multi-channel media mix when it makes sense for our clients and the demographic they’re trying to reach. Often that includes a digital campaign supported by traditional media. Sometimes it may be just digital and other times traditional only. It depends on the marketing goals. We always recommend starting with: “What exactly are we trying to accomplish?” Good plans flow out of the answer to that important question.
A good agency can help facilitate those plans.