traditional vs. non-traditional

For some time now, the term “traditional media” has referred to television, radio, print and billboard advertising…while “non-traditional” has referenced the digital 2.0 world of the web, social media and mobile advertising.

But have we reached a point in time where these roles have reversed? I’d like to throw it out for discussion that, yes we have…non-traditional advertising now refers to TV, radio, print etc., and traditional advertising means utilizing mobile, web and social.

In today’s world of omnipresent smartphones, laptops and ipads, any business, company or entity that needs to get the word out, MUST be using the web, social and mobile as an integral part of their marketing strategy.

If you’re a small business and you don’t have a marketing strategy that utilizes digital, you are missing out on a golden opportunity to market yourself, and in many instances, it costs nothing but a few minutes of your time to set-up.  You can post a video to YouTube for free, and get immediate feedback on exactly how many folks watched your video.  And if they subscribe to your channel, you are now building a library of people who are interested specifically in YOUR business.

And then there’s social media…twitter, instagram, snapchat and yes, even facebook.  If you are a facebook-hater, then fine, don’t do a personal page.  But by all means create a page for your business.  The advantages are simply too great NOT to have one.

There will always (at least for the foreseeable future) be a place for TV, radio, print and billboards, which effectively reach a wide audience, and if you have the budget, serve as a great way to enhance your marketing message.

But there is no denying…digital 2.0 advertising is here to stay.  It’s effectiveness, ease of use, and cost make it a no-brainer, and it should be a fundamental part of your marketing strategy.

And if you still disagree, then I’d be happy to discuss the pros and cons of 8-track vs cassette, just to make you feel better.

 

reach for the SKYE

Early in my career, I worked for a station that did a large number of community events.  I remember working an event and seeing an appliance store with a cold-air inflatable shaped like a refrigerator, and thought what a great way to draw attention to our set-up, which had been the typical booth or tent with the station logo on a banner.  

So I tried to persuade my GM to let me purchase one shaped like a TV, that would serve as a great marketing tool and boost our presence at these events.  Because we did so many events, (something I think is still imperative for any local station to do) I wanted a unique draw for the station at these events.  Plus we could have a contest to name it with local school kids, or maybe have it sponsored by a client to cover the costs.  Unfortunately, my GM nixed the idea every time I brought it up because it was rather expensive at the time to get one produced.

So fast-forward to a couple of days ago when I came across Aerotain, a company in Sweden that has created SKYE, a drone shaped like a big balloon.  I have to say my first reaction was WOW, what a great way for a station to market themselves at an event, AND have the ability to capture awesome aerial video.

I'm sure many of us have been restricted with how we can use drone technology, up to being told it is forbidden until further research and testing can be done.

Which is why I believe SKYE is a no-brainer...this drone is safe, brings attention to itself in a good way, which lends itself to serving as a terrific marketing tool, and oh by the way, you also walk away with awesome aerial footage of the event to use for proof promos, sales support or for future use when you produce next year's promo...(and I bet any good sales team can get a sponsor for it, add their logo to the back to cover the costs.)

I don't know about you, but my wish list for next year's budget just grew by one Big SKYE.