Using Traditional Media to Grow your Business. ORANGE COUNTY CHAMBER OF COMMERCE August 18, 2015







Full text


Using Traditional Media

to Grow your Business



3 Principal, Creative Director DesignWorksNY, LLC Vice President Client Services Momentum Advertising President

The Niki Jones Agency, Inc.


4 Niki Jones

Principal, Creative Director

DesignWorksNY, LLC

Kelley Briggs is a specialist in creative brand identity, graphic design and business-to-business marketing. Her team has a creative heart, but a marketing head, providing unique, results-oriented solutions that integrate good design with effective marketing strategies.

In 1999, she founded DesignWorks NY, which services the creative

needs of large national corporations such as PepsiCo and Pitney Bowes, and the marketing and creative needs of mid-sized companies an non-profits such as ColumbiaDoctors of the Hudson Valley, Murphy and McGonigle and the SCRUM Alliance. Under her direction, the firm has won over one hundred creative awards in the past 15 years.

Kelley earned her BFA in graphic design at the State University of New York at Fredonia. She complemented her education with a six-month internship at CBS, Inc. in New York and continued her marketing and business education at New York University.


5 Niki Jones

Renée Bulla is Vice President; Client Services for Momentum Advertising & Design, a full-service advertising agency located in Fishkill, NY. Renée supervises and manages all client relationships at Momentum Advertising & Design. She serves as a liaison between the client and our creative staff, communicating the details of each project and campaign. Ms. Bulla has over 18 years of advertising agency experience; with the last 13 as a member of the Momentum executive team.

Renée is actively involved in the local community and is currently on the board of the Orange County Chamber as well as Abilities First. She lives in Orange County with her husband of eighteen years and their four children.

Vice President Client Services

Momentum Advertising




The Niki Jones Agency, Inc.

Niki Jones is an industry expert with more than fifteen years of experience masterminding effective public relations, marketing and advertising campaigns. Niki, who rose through the ranks as an art director, has been known as one of the best-known specialists in the strategic implications of the digitization of advertising, publishing and new media solutions. Prior to founding NJA, Inc. she was the Assistant Art Director at Highlights for Children, and Graphic Designer, Commercial Photographer, for Fotowear, Inc. Since opening the agency, Niki has worked diligently to build business, provide local jobs, and give back to the community.

Niki received a BFA in Graphic Design from Marywood University in Scranton, PA, with a concentration in Art Direction and Commercial Photography. In 2013, her agency won the Orange County Chamber of Commerce Medium sized Business of the Year Award.


Media Overview

Newspapers is news Magazines is credibility Radio is intimacy

Direct mail is urgency Telemarketing is rapport

Brochures lies in giving details Fliers is economy

Yellow pages is even more information Classified ads is information

Television is demonstration Signs is impulse reactions Billboards is reminding Internet is interactivity

Social media is relationships


Traditional Media

Traditional media is the term used to encompass conventional forms of media such as television, print,

radio, direct mail, trade shows and outdoor.

(Digital media encompasses the Internet, email, mobile, blogging and social networking channels.)


Traditional Media Pros & Cons




Active readers are looking for news; 55+ = habitual readers; better educated/higher incomes

Readership down; doesn’t reach younger audiences

Radio Need local traffic, weather & news; 60 seconds to sell; create brand recognition (jingles); cost-effective reach

Satellite radio; Audio books, podcasts, Pandora, Spotify, Smartphones; Channel surfing

Television Cable is affordable; cable geo-targets; target by interest; credibility

DVR- people skip commercials; only 30 seconds to sell, high production costs, Netflix and hulu


Traditional Media Pros & Cons, cont.


Direct Mail Targeted lists (Nuns who play pool); easy to track; test offers; ideal for existing customers; ability to link with promotions and premiums

Postage costly; lists inaccurate; excessive junk mail; postal regs

Trade Shows Get a feel for competition; build awareness amongst potential customers; “interactive” experience; ability to link with promotions and premiums; networking galore!

Lead follow-up is critical; success is determined by event itself (poor attendance, lack of advertising); geographic restrictions


Digital Media Pros & Cons


Internet Ability to learn more, faster; connect with people beyond geographic reach;

technology increased our standard of living

Easy to plagiarize; false and misleading information; technology moves at a rapid pace; hackers!

Email Quick delivery; reach your target ANYWHERE (Smartphone);

Spam; opt-out;

Social Media Fast to deploy messages; build relationship with customers; maintain your brand

Quickness sometimes precludes quality control; cyber bulling, false reporting & reviews

Mobile Customization!; instant results; less content required; users can be tracked

Diverse platforms (iPhone vs Android); privacy issues; navigation (no mouse, no clicks), less content required (concise)


Demographics in Different Media


(Newspapers, Magazine)

daily newspapers is 55+, weekly newspapers are more family oriented and have younger audience (35+) and magazines can be very targeted (ex. Cosmo, women 20+ versus RV magazine)

Radio Advertising can target a demographic easier with choices like talk radio versus sports radio or overall music styles, Satellite radio hasn’t penetrated the market as much as was thought

Television Advertising very targeted programming, each network (cable) highly geared

to interest levels - Cooking, DIY, Crimes, etc., not just age and male vs. female


Demographics in Different Media, cont.


Direct Mail multiple demographics and lifestyle filters, so you can purchase a list and CHOOSE the target you seek

Out of Home (Billboard)

can reach a mass of people based on car counts; lighted (and digital) billboard as an option.


Media Tracking

Tracking media is critical in determining the

effectiveness of your marketing. Tracking CAN occur in these traditional media:

• Newspaper/Magazine • Radio & TV


Media Tracking: Print Advertising

But to track the effectiveness of your print advertising campaigns, you must understand:

• The distribution of the publication (coverage area, target market, interest)

• The frequency of the publication (how often does it reach them)


Media Tracking: Print Advertising, cont.

Types of traditional media tracking for print advertising:

Phone tracking: is there an increase in calls after

ads run?

Website tracking: is there a lift in visitors after ads


Media Tracking: Television/Radio Advertising

To track the effectiveness of your television and radio

campaigns, you must research:

• The stations demographic reach (get audited information from representative)

• Neilson ratings, to determine the audience size, and composition of television programming (they will give you market saturation rate needed to achieve success)


Media Tracking: Television/Radio, cont.

Media tracking for TV and radio is the same for print


Coupon tracking: how many coupons are called


Phone tracking: is there an increase in calls after

ads run?

Website tracking: is there a lift in visitors after ads


Media Tracking: Direct Mail

To track the effectiveness of your traditional direct mail campaigns, you must understand:

• The rate of return (average 1%)


Media Tracking: Direct Mail, cont.

Media tracking for direct mail:

Coupon tracking: how many coupons are


Phone tracking: is there an increase in calls after

postcard is sent out?


Media Tracking Integrates with Digital

Media tracking is easier and more successful when

integrated with your digital initiatives:


install Google Analytics


Media Tracking Integrates with Digital


Track traditional media through digital resources!


as the nucleus for measuring and monitoring what is happening with ALL your marketing


Media Tracking Integrates with Digital


A Doctor runs a print ad in July in the Times Herald Record (THR) to get more patients.

(Traditional media)

Review Google Analytics Reports after the run date to track if website visitors increase, and are they coming


Media Tracking Integrates with Digital


A Microbrewery runs a TV spot promoting a festival coming up with a $2 off admission offer (Traditional media)

Drive to website for tickets using a promo code

Review Google Analytics Reports to track usage of promo code (Digital integration!)


Media Tracking Integrates with Digital


An author is selling a book and sends a small segment of the book to potential buyers via direct mail (Traditional media) In the direct mail, drive recipients to your website for download of free remaining chapter or free copy of book — measure click


Examples of Digital Integration, cont.

BASIC tracking

• Look for overall increase in visitors to your website • See if they are coming from where you advertised


Examples of Digital Integration, cont.

COMPLEX tracking

• Use custom URLs in your advertising or direct mail that lead to a landing page

• Analyze where website traffic comes from, and WHERE they go within your website


Digital Metrics


Traditional media can use and should use digital tracking methods to determine ROI!

And your traditional marketing efforts can be integrated with digital marketing, to have the biggest impact.


Add Traditional Media to your Marketing Mix

Integrated Marketing is the application of

consistent brand messaging across

both traditional and digital media channels

to reinforce each other.

Why integrate your traditional

and digital media?


Integrated Marketing Works

• A consistent message across multiple channels

increases impact (the number of eyes that see it)

• Communicating in different media reinforces your

message (a rising tide lifts all boats)

• Increased efficiency (leverages the same creative—

with tweaks—across multiple media)


How to Choose your Marketing Mix

• Understand your target audience

Profile their habits: what do they read, where do they go,

how do they spend?

• Outline your goals and budget

What do you have to invest? What results do you want to



A Balance of PUSH vs PULL


Outbound marketing: You create a demand for your product or service by pushing out information. Typically this starts offline in more traditional media like advertising, direct mail, but it can also happen from your website.

Inbound marketing: You are pulling in customers by generating interest. This happens when a customer responds to something you’ve pushed out, and


Example of PUSH vs PULL


Outbound marketing: You mail out a holiday coupon, with a special offer.

Inbound marketing: a customer emails you to inquire about your services.


Choose Marketing Mix

Choose your tactics:

A good balance of PUSH vs PULL


Advertising Targeted Direct Mail

Public Relations Loyalty/Reward Programs

Website Twitter/Facebook


Key Takeaways

Know your demographic, your “target audience”

Pick appropriate media to reach them

Use messaging that speaks to their wants and needs

Mix your media for greater impact

Track your results

Review the data, see what’s working, what’s not




The Niki Jones Agency, Inc.






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