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Marketing Strategy Using Old Mediums


Advertisers pay between 1.1 million and 4 million annually for a Times Square Billboard. The average Times Square visit lasts 81 minutes and of that time, eight minutes will be spent looking at advertising billboards. 300,000 people walk through Times Square every day. On busy days, the number jumps to 480,000. So you can expect some 1.5 million impressions daily. Of those daily visitors, 243,358 will post something about their visit to a social media channel. Facebook leads the charge with 135,000 and Instagram is slightly behind with 102,000. Snapchat and Twitter follow with just under 100,000 for a combined effort. Yes this is digital but its using the principle of different marketing strategies from old mediums.

Coke has been advertising in Times Square for 97 years. Its new billboard is the worlds first 3-D robotic sign. It is structured with more than 1,500 LED screens, its content is programmed by time of day. The sign is 42’ in width and 68’ in height. It weighs in at 240,000 lbs. Took four years to design and test the sign and took 35 engineers to make it happen.

With all this said, do you think that having a sign that 300,000 people see each day, is worth it? Are you ready to spend 4 million? Coke believes its a core strategy to its marketing efforts. What could you be doing to get just a 1/3 of eyeballs looking at your brand or product?

5 Reasons of Proof that Brand Marketing Works 


Moving away from Billboards and into television, GEICO spends over a billion dollars each year. Second to GEICO is State Farm which spends HALF of GEICOs budget. Why in the world would GEICO spend that much each year? Believe it or not GEICO has been losing money for the last four years, but Warren Buffet’s thought was “don’t let up”. In 2016 indicated that GEICO grew written premium revenue 12.5 percent to $26.3 billion, and earned premium rose 12.2 percent. So is really spending 1 billion to make 25 billion plus, a stretch? Anyone would do it, right? No way. It’s a gamble and if you look at how you are holding back your marketing budget, you are not willing to take the same gamble. You are doing it right now!


So lets say you are a frugal spender but a trade show here and there is not pulling in the numbers you need it to. Let me introduce you to radio. Radio is the leading reach platform: 93% of us listen to AM/FM radio over the airwaves, which is higher than TV viewership (89%), PC use (50%), smartphone use (83%), and tablet use (37%)

  • 271 million Americans 6+ listen to the radio each week;
  • 67 million Millennials use radio each week;
  • Audiences are becoming more diverse with 42 million Hispanic listeners and 32 million Black listeners in March 2017; and
  • Digital radio listenership has increased dramatically from 12% of Americans 12+ listening weekly in 2007 to 53% in 2017.

Maybe this vehicle is the right one for your product or branding efforts, or maybe its in the mix. It’s reasonably priced and given the demographics, could launch your business into greatness.

I am sorry to say that there is no clear formula for money spent vs consumer awareness and every business is different. Its like saying you want hardwood floors put into your home. I could ask 20 questions after that idea such as 1) what type of wood, 2) what stain 3) how many coats of stain 4) what width 5) what kind of varnish 6) do you want your trim replaced at the same time and so on…The choices are endless and it can be the same for your marketing efforts.

However, there are so many ways to promote your brand, but you must be willing to invest in yourself. Hire an agency that understands all the platforms because just “going digital” isn’t alway the right choice.

social media marketing

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Digital Marketing Trends To Watch For in 2018

Leads, conversions, connections and engagement. Those are some of the things you want to accomplish with your 2018 digital marketing. The challenge is using the marketing techniques that have the most impact on your target audience. Here are five trends you can integrate into your 2018 marketing.

Think Micro Moments

How many times a day do you reach for your mobile phone to buy, do, research, watch or discover something? On average, consumers are making these momentary decisions well over 100 times a day. Those decisions are known as micro moments. They represent an opportunity to make your brand standout.

This means providing the right information to the right consumer at the right time. A brand does it by offering one-button access to needed information.

Visual Media

Video remains one of the strongest forms of content in digital marketing today. In fact, YouTube attracts more adult viewers during prime TV viewing hours than any cable channel. And in 2016, Facebook reported over 1.5 billion users view over 8 billion videos every day.

The visual elements of a video have more impact on viewers. The viewers attach deeper meaning to video messages and they are more likely to take action based on the video’s call to action.

Three Videos Every B2B Website Should Have

Native Advertising

Native advertising has been around for a long time. But, it has emerged as a growing trend in the digital marketplace. It offers a seamless way to market a product or service in an almost non-disruptive manner.

The goal of native ads is to present the right information in front of the viewer when its needed. And to do it seamlessly. Viewers often don’t spot the native ad, assuming its a part of the web page’s content. And that is powerful.

Personalized Client-Centric Content

The content you present to a returning visitor needs to be different from that presented to a brand new viewer. You can do that with personalized client-centric content, also known as smart content.

It all starts with tracking what interests a particular visitor. You track this information using a marketing automation system, which tracks the web pages that a visitor looks at. That information lets you present content and ads personalized to what the visitors has an interest in.

Create Your Own Band of Influencers

An influencer is simply someone who recommends your product or service to other people. The more influencers you have talking your brand, the more people will start to pay attention. Creating a band of influencers can take your brand, product and service to the next level.

It starts with understanding what your customers need and solving their problems. This builds brand loyalty. These customers will start telling their friends. Add in a few known influencer names and your brand is on its way.

These digital marketing trends can take your business in new directions next year. If you haven’t already started your plan, now is the time. You want it in place and ready to go with the New Year.


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Email Marketing vs Marketing Automation Software: Which Is Right For Your Business?

Email is an essential part of marketing in many companies. One challenge many companies face is choosing which software to use in order to manage their email marketing.

On one hand, an email service provider like MailChimp or Constant Contact can send targeted emails out to select leads. It can also  provide reporting on how your audience opened the email and clicked through. On the other hand, marketing automation software, like Hubspot, offers the same functionality, plus a whole lot more. Marketing automation software has the ability to nurture leads throughout the sales process, as well as the ability to monitor website visitor behavior.

The challenge is determining which solution works best for your business.

Email Service Provider Vs. Marketing Automation

Your company’s marketing needs are going to be different from the business across the street. You will need a unique blend of marketing tactics to connect with your audience and maximize your lead nurturing. Deciding which of these solutions will work better for your business requires knowing the exact needs of your company and industry.

Here are some factors to consider between email service providers and marketing automation software:

You have long sales cycles that require multiple touch points. Marketing automation helps to make some of these touch points happen without human intervention. It is possible to use an email service provider to make some of these touch points. However, the process is manual each time and there is no tracking of how a lead responds.

[Read About the 5 Benefits of Marketing Automation]

You need to sort casual prospects from sales-qualified leads. You don’t want your sales team’s time wasted contacting prospects who are not ready to make a purchase yet. Marketing automation allows you to score and grade leads so that your sales team will know who is close to making a purchase. Email services do not offer this functionality.

You use your lead database to promote events and participation more than for nurturing sales leads. Some businesses do not have a dedicated sales team. They have a short sales cycle and don’t need personal follow-up to get customer purchases. Email service providers are actually a great fit for this type of business. The additional functionality of marketing automation is just not needed in this business model.

You want more insight into how well your marketing activities are working. This is where marketing automation comes out ahead. This software allows you to track just about every aspect of your marketing from email click-throughs to landing page statistic to normalizing your lead data. Email services just don’t have that capability.

Which is Right for Your Business?

Only you, as the owner of your business, can determine which solution would work best in your company. Email service providers work well for building brand recognition, promoting events, and enhancing customer loyalty. However, for those companies that want a more robust solution, marketing automation software is the best solution.

Now, which solution would work best for you?

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