Digital or Traditional? – Yes!
…old-school channels in amongst the bright young digital options. A healthy mix – in our experience – is the key to achieving promotional success.
It seems that many businesses are still putting the majority of their time, effort and marketing budget into digital and to a certain degree we can see why this has happened. Firstly, the last ‘really big thing’ in marketing was the introduction of a myriad of new possibilities on the plethora of digital platforms and we all perhaps got just a little over-excited about it. Corporations fell in love with the idea that campaigns could be turned on and turned off with a degree of dynamism never before experienced; all of a sudden metrics could be constructed to allow the meticulous analysis of any given campaign and clicks and opens became the new valuable, and much sought-after, currency. The ‘suck it and see’ attitude which previously had to be tolerated when it came to campaign-attributed uplift was replaced with live reporting – and an empowering capability to switch off what was quickly deemed to be ineffective.
It may be this level of accountability which has kept many a business strongly entrenched in digital-only campaigns but, in our opinion, there is a trick being well and truly missed – the opportunity to reach a wider audience who may just be easier to engage with.
At RDZ we have seen somewhat of a resurgence of printed media. We’ve even seen a number of boxes worth of flyers being printed and distributed with great enthusiasm! As the internet and its associated digital offerings are becoming more and more crowded it’s harder to achieve the same share of voice. Indeed it is now more difficult than ever to attract the attention of an audience who have so much more information to consume. That is exactly why we recommend that our clients look at all routes to that audience and not just the ones that are accessed when the laptop or PC / Mac is fired up.
Please do not think for one moment that we are advocating an entirely digital-free strategy. On-line is here to stay for sure and we certainly understand its true value, but what if the visitors to your wonderfully developed website were driven there by a billboard or local press ad they just happened to stumble upon (planned by us, of course)? All the valuable metrics provided by the website would still be very valid and maximum engagement of visitors could still be subtly manipulated… In other words, the tech would still be put to use even if the method by which the potential was delivered in the first place was significantly less-tech in nature.
Outdoor is actually a great example of where old and new collide beautifully. The idea of people being presented with an advertisement whilst getting on with their daily lives – on the school run, commuting to work, enjoying some leisure time etcetera is anything but new, but the idea that the ad they see is dynamic and tailored quite specifically to them is a relatively new concept.
Billboards, it seems, are fast becoming the choice of many big spenders and brands such as McDonalds and Procter & Gamble have been in the marketing news recently speaking about their decisions to utilise outdoor sites as part of their bigger strategies, in some cases moving spend from other channels which five or so years ago may have been unthinkable.
At RDZ we say that everything is up for consideration when it comes to planning for a successful campaign. Brand, sector, objectives, target market and budget will play a part in the final decision but, for us, it’s definitely not a case of Digital vs Traditional – it’s the powerful combination of the two which excites us.
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I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.
I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.
I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!
Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.
Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.
Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.
I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!
Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.