Don’t Abandon Traditional Marketing! Personalize Your Campaigns Instead

Do you remember the Bob Ross painting program? Bob’s soothing voice and “happy little trees” were public television staples for over a decade and have since become part of our cultural language. 

If you were to turn on an episode today, one thing you might notice is the variety of tools and techniques Bob used to achieve the serene landscapes his show was known for. He’d use a broad palette of colors, different-sized brushes, and even paint knives as he created entire worlds on canvas, skillfully using each tool to help bring life to his vision.

What does this have to do with marketing? Well, much like Bob’s beautiful paintings, it takes a variety of tools and techniques to create a complete marketing picture for your business.

It’s easy to ignore traditional marketing in today’s environment. Digital marketing and advertising get a lot of attention these days, and with good reason. Yes, your customers are online, and you need to meet them there. But there’s a misconception that traditional marketing channels can’t achieve similar results, therefore aren’t worth your time or budget. 

With the right strategy and messaging, traditional channels can add immense value to your marketing campaign and drive real results for your business.

Traditional marketing works… if done right.

Your customers still drive around with the radio on, read magazines, check the mail, and watch TV… So, an effective marketing strategy should take these channels into account. Allowing your audience to interact with your brand across multiple channels shows you understand them and care about developing a relationship with them—not just anyone.

There’s an art to achieving the right mix in your marketing strategy. Trying to reach the right people at the right time with the right message can be challenging, which is why partnering with experienced marketing experts can help you make the best decisions for your brand.

Let’s take a look at some traditional tools you can use to reach and resonate with your audience… 

Television

Cord-cutters may be grabbing headlines, but broadcast TV is still a viable marketing channel for most businesses. There are currently about 121 million television households in the United States. That’s a lot of eyes by any standard, and a good chunk of them could be your audience.

Broadcast TV (also referred to as network TV) is a fertile ground for growing your customer base. Local news and sports are only available on broadcast news in some areas. Significant events like the Olympics or the Super Bowl are always a big hit for broadcast networks, and ever-popular talent and competition shows are still major network TV events.

When part of a multi-channel campaign, advertising on broadcast TV can reinforce your messaging and help put your brand on the map in your area. Plus, it hits multiple senses by using memorable visuals, jingles, and/or taglines to stick with your audience long-term.

Radio

Radio may be one of the most underappreciated marketing tools businesses have at their disposal. Broadcast radio is everywhere. You probably hear it in your car, while shopping, in most waiting rooms… In fact, radio held onto an astonishing 83% reach among adults in 2020.

Personalizing your marketing on radio is relatively easy because most stations are highly formatted. To reach the audience you care most about, all you have to know is what they care about: news and talk, sports, music (country, rock, pop)… there are stations for all of them!

Print (it ain’t dead!)

The “demise” of print journalism has been well-covered in the media. And while digital news has become a major trend, print is anything but dead. In 2020, print advertising held a 39.8% share in high-income audiences, and print media is projected to have nearly 72 million readers by 2025.

When it comes to marketing your brand, magazines—particularly special-interest or trade magazines—can be a great place to meet your audience and deliver a message that speaks to their needs, interests, desires, or goals. Again, the key here is to know exactly who you want to reach and what you want to say in order to make your messages stick.

Direct Mail

Perhaps one of the most personal of the traditional marketing strategies, direct mail leverages the power of direct communication and relationship building to help create brand awareness.

Because this method is so intimate, it’s extremely important that you know your customer or prospect before implementing it in your strategy. With direct mail, you can create a powerful impact and forge a deep relationship, all on the receiver’s terms—or you can quickly bother the receiver by sending irrelevant or confusing messages to their personal space. Expertise will make all the difference, so make sure you have a marketing manager or partner you really trust to do the necessary research and help personalize your strategy to your audience.

Public Relations

Traditional methods for getting the word out about your business don’t have to be expensive. A solid PR strategy can go a long way toward establishing your brand in the public’s imagination. The rule of thumb is simple: if you do something, say something. Let the public know what you’re up to (humbly, of course).

Once again, strategy is critical to successful PR. Target specific outlets relevant to your audience and develop relationships with them, either on your own or with the help of an agency. Know what you want to communicate, and bolster PR wins with targeted advertising to see big gains.

Bringing it all together for campaign success.

The key to successfully personalizing your traditional marketing is simple, but it isn’t easy. It all comes down to having a solid strategy, which begins with a thorough understanding of your customers. That’s how you reach the right people at the right time with the right message.

As you can see, it takes a lot of thought and a little bit of finesse to put together a comprehensive strategy that works for YOU. That’s why partnering with an experienced agency like Asen can be the best move for your brand. With our expertise, you’ll understand your customer on a deeper level and receive proven strategies for reaching them efficiently.

At the end of your fiscal year, your marketing can be as colorful and exciting as a stunning Bob Ross painting. But it all starts with a friendly conversation. So, let’s chat!