When you drive by a billboard and think to yourself, “I wonder why people still pay to have those”, then you’re a lot like us. But, and it it’s a big BUT, they have their place with some business types. Although it’s slim pickings. “Diesel Station ahead with Arizona’s top rated trucker showers and restrooms”, sure. That might be worth $800/mo (avg cost). Yes you read that right, upwards of $9,000/yr for one billboard that only reaches traffic that is actually on there way somewhere else. Interesting concept versus cost. For $800 a month you could throw a huge free dinner to the public for your restaurant. Every entree they buy through the month enters them to win a ticket to the party.
What other type of traditional marketing is out there? Tons and tons to be honest. It’s a cluster of options and bundles and contracts and promises of great returns. At the end of the day only your target audience should define the way you mix your marketing budget. 20/80 traditional to Digital or 90/10 digital to traditional. Who’s your audience? How do they consume information? Do you see your target audience on their phones more than reading the newspaper? Do they post to Facebook and scroll through Instagram more than they watch the local news on TV? Once you’ve defined the audience, and defined how they consume information, now define the medium and platform they prefer to consume it. Is it video? Is it static images. Are they active in social media contests for enter to win campaigns?
When it comes to traditional marketing methods, billboards are often questioned for their effectiveness and cost. It’s understandable to wonder why businesses still invest in them. However, it’s important to recognize that billboards can still have their place, particularly for certain business types and specific targeting.
For example, a billboard advertising a truck stop with top-rated trucker showers and restrooms can be worth the investment. Truckers on long journeys often rely on such facilities, and a strategically placed billboard can grab their attention and influence their decision-making. While the cost may seem high (averaging around $800 per month), it can be justified if it reaches a highly relevant and captive audience.
That being said, traditional marketing goes beyond billboards. There are numerous options available, ranging from print advertisements in newspapers and magazines to radio and television commercials. The challenge lies in navigating the wide array of choices, bundled packages, contracts, and promises of great returns. Ultimately, the key is to let your target audience define the allocation of your marketing budget.
Consider the habits and preferences of your audience. Do they spend more time on their phones than reading physical newspapers? Are they active on social media platforms like Facebook and Instagram? By understanding how your target audience consumes information, you can determine the most effective mix of traditional and digital marketing strategies.
For instance, if your audience is predominantly active on social media, allocating a larger portion of your budget towards digital marketing might be beneficial. You could run social media contests or “enter to win” campaigns to engage your audience. On the other hand, if your audience is more likely to watch local news on TV or listen to the radio, traditional methods like commercials might still be effective.
Finding the right balance for your marketing strategy requires careful consideration of your audience’s preferences and behaviors. Experimentation and analysis can help you determine which medium and platform resonate the most with your target market. Whether it’s video content or static images, understanding your audience’s preferences will allow you to create a recipe for success.
In conclusion, while the plethora of traditional marketing options might seem overwhelming, it’s crucial to align your strategy with your audience’s preferences. By defining your target audience, understanding how they consume information, and identifying their preferred platforms, you can strike the right balance between traditional and digital marketing to maximize the impact of your campaigns.
Create the right recipe for your audience and you’ll find the answer to the balance of your marketing strategy.