A lot has been said and written about the proliferation of digital media options as way to market your Lafayette business. Everyone claims to have a better mouse trap and each better mouse trap is better than the last one. There are hundreds of digital options. Unfortunately the name “digital” creates confusion within the entire gene pool. What exactly is digital advertising? It varies depending on the user. One person may be using Facebook and calling that digital advertising. Another could be using targeted display/retargeting and calling that digital. Still a third person could be relying on geo-fenced, in app mobile display and calling that digital. Each has a different cost structure and delivery expectation but all fall under the digital banner. No matter what you call it, all of them have the same expectation of success from the end user (you) and it starts with the first dollar invested.
The expectation of success has never gone away. Because of that, we spend a lot of time studying the actions of successful Lafayette companies. The most successful marketers know that “one size fits all” is not the answer, but consistent and smart communication is. The most successful marketers in the world know that there are some basic pathways or rules for success. They follow them whether they are buying traditional Lafayette media outlets or digital media options. If you are going to do anything in any marketing space, make sure you are following them, too.
What has become the latest adaptation of the rules as the marketing pendulum wildly swings is the gradual understanding that digital marketing’s success, especially with those that highest degree of disposable income, is directly related to the strength of the brand. The more recognizable the brand name the better digital marketing performs. Conversely, an unrecognized brand or a brand with no market equity, performs poorly. This is not a new concept. Across the history of modern business, brand names have controlled the marketplace – in any given business category, the brand name takes the lion’s share of the business.
So how does one make sure that they are the brand name in their product category? One of those ways is a long term, consistent advertising plan for your business. That is the over-arching strategy. The tactics could include free, over-the-air Lafayette broadcast radio or some digital advertising, although as we have already established this term is a little dangerous as it has multiple interpretations. What we have been saying for years and what most Lafayette marketers are finding out the hard way is that they need some element of traditional media to work as a catalyst or activator – to alert the market that something is happening at that place of business. Their plans may include some digital elements, also. Therefore, marketing is not a one thing or another proposition but a combination of the established foundation of traditional media plans combined with specific digital tactics that can cause one plus one to equal three for your business.
Not sure what to do, where to get started or what any of this means? Call me directly at 765-637-2143 or send an e-mail to firstname.lastname@example.org. We can schedule time to discuss your situation. We can show you what Lafayette marketers are doing that is successful and how this success can translate to your business.
Neuhoff Media Lafayette
Certified Radio Marketing Expert