Using media to tell your brand’s story
WITH digital we’re able to provide measurable, realtime results with valuable insights. And digital is huge, but don’t lose sight of the bigger picture: consumers are not only spending time online.
While digital has grown, so has offline. Offline channels are as diverse as ever and offer new, creative ways to reach audiences and can integrate themselves into consumers’ lives. But how do you use traditional media in an online world?
Cinema
You have a large, captive audience that is relaxed and ready to be entertained. Phone usage is discouraged and there is no remote, limiting clutter and distractions. With cinema advertising, you’re able to geographically target audiences, and it can be perceived as more exclusive than TV advertising.
Radio
For SMEs, radio represents a powerful medium.
Local radio attracts an audience that wants to keep up with news and events.
And when you want to reach a national audience, it is a budget-friendly solution compared with other forms of advertising.
OOH
Out of Home (OOH) media (billboards, shopping centre banners and airport advertising) works best to build brand recognition and loyalty. Spots are geographically targeted and can be quite impactful.
Many see print as a forgotten media. Readership for both newspapers and magazines has been in a sharp decline.
That being said, print is still a utilised resource, especially for adults over 45.
With the advances of digital presses, it is now easier (and cheaper) than ever to geographically target national publications.
The integration of digital and traditional
Forward-thinkers have found innovative ways of crossing barriers to make what has historically been viewed as traditional much more responsive and more like interactive.
Think of what we term “teaser” adverts that appear in traditional media channels that push you to an on-line environment for the full information.
There is also a remarkable correlation between TV viewing and social media engagement with platforms like Twitter.
You often see phrases like Join the Conversation at the start of the show both at the bottom of your TV screen and also on social media.
You’re able to participate, have a voice and, in the end, either commiserate or celebrate with fellow viewers.
Overall, traditional media plays a big part in telling a brand’s story and is often integral in our media strategy.
We have found that a mix of media channels works best and help brands create relationships, build loyalty and ultimately drive sales.