Category Archives: Integrated Marketing

Why Marketing Matters For Co-op Success

Co-op Marketing Fort Worth

For many businesspeople, marketing is one of the scariest parts of actually running things on their own. A lot of people become entrepreneurs or rise in a larger business due to their dedication to the niche or type of work, not marketing itself. As a result, there are a lot of unknowns, and as we can see, there are many high-profile marketing blunders that can not only drain your wallet, but cut into your customer base.

But what if there was a way to try and minimize this risk, and find a way to pool resources for advertising that can stand up against the larger names in your niche? What if there was a way to potentially use the audience and name of one of those larger niches to increase your own chances of success? This is the basic principle behind co-op marketing, something that may help get your business to the next level.

The Basics on Co-op Marketing

In essence, the idea behind co-op marketing is a smaller company putting money into an advertising budget, and having that money matched by a corporate partner. One of the biggest examples of this is car dealerships. If a car specializes in a certain carmaker’s offerings, they may get some advertising money from the carmaker themselves. The reasoning from the carmaker is that they have someone out there supporting their brand, so it makes sense to try and put some money their way.

Think of it this way: it’s been proven statistically that there is a growing interest in local advertising as opposed to massive corporate advertising. This is for a number of reasons, from cynicism on the part of the consumers to a basic interest in supporting local businesses. From the larger advertising partner’s perspective, it makes sense to try and financially support a smaller company’s advertising efforts. They still get the sale they want, but target a consumer who may tune out their commercials or radio ads.

There are other common examples of co-op marketing you may see every day without thinking. For example, in a shopping center or mall, you’re likely to see advertisements for each retailer in said center. In addition, they may also put out advertisements in the local newspaper for popular holidays or other times where there’s a significant spike in shopping. Again, this works to the benefit of the larger company. It’s a lot easier to advertise your product to certain groups in certain regions if you have first-hand knowledge of what they like. No one knows this better than local retailers.

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Why Bother With Co-op Marketing?

Co-op marketing is a very versatile option, but at this point, we’ve only covered the benefit to the larger companies working with smaller ones. However, the smaller company also sees a variety of different benefits from entering a co-op marketing partnership.

The major benefit, especially for small businesses, is how co-op marketing can drastically reduce the potential money you need to set aside for marketing endeavors. On average, a manufacturer will pay anywhere from 50% to 100% of the cost of placing a local ad. Not only does this allow you to reap the benefits of exposure to a larger audience, but also not have to worry about affecting your cash flow to do so.

Speaking of exposure, this tends to work in two different positive ways for the smaller company. For one, there’s the sheer matter of volume and reach, the fact that more advertising dollars mean that you can put together a more extensive and effective campaign. However, working with a larger brand and having your name associated with theirs also lends an air of legitimacy to your business. The sight of your business’s name next to an internationally known manufacturer is a clear sign of success.

Another way that the smaller businesses benefit is from knowledge and osmosis. Large, global companies pour massive amounts of money into studying advertising and their consumer base in order to get an idea of what they respond to most. This allows the smaller companies a chance to learn some effective strategies for a fraction of the cost.

As a final add-on point, while these are the most common co-op marketing relationships you see, it’s also possible for multiple small businesses to try and band together to do something similar. For example, two non-competitive businesses with a history of working together may pool together advertising money for a campaign which highlights both. The trade is that you don’t have the benefits of the resources of a larger company, but there is more freedom in what you can do, which we will get to in a moment.

Co-op Marketing

The Key To Effective Co-op Marketing

When it comes to co-op marketing, what many people describe as a drawback is the fact that you’ve committed to the advertising standards of whatever entity you choose to work with. This can play out in terms of:

  • Having a certain standard of advertising quality
  • Utilizing only a specific type of advertising
  • Hidden requirements
  • Limits on what the advertising money provided by the larger entity can be used for

This isn’t always a bad thing. Remember, larger companies make a lot of investment in understanding what works in advertising, so it may behoove you to try and follow their lead. However, no one wants to be caught off-guard, so the first thing you want to do in co-op advertising is getting a clear understanding of the rules with an attorney.

The other important piece of this is making sure that your company’s internal structure is ready to take on the added workload of a proper advertising campaign. Many smaller companies may have a small ad here or there, but it’s a big step up to regularly produce print or web advertising, even if you have the money. Make sure you have the marketing personnel either on staff or hired to do the bulk of the actual planning and formulation.

Another important key is making sure that you have open lines of communication with all the members of your co-op. This is going to be essential for a variety of reasons. For one, you need to be able to understand quickly whether or not your partner approves or does not approve of any advertising material before you send it out. In addition, communication makes it easier for them to give you general advice as needed. However, don’t think that you’re bound to whatever they say. For example, digital marketing is essential for advertising success. If you read or learn about a concept that you think makes sense to use, bring it up. Remember, larger companies want to use the up-close experience their smaller partners have as well.

Because there are several different companies or entities putting their money together for co-op advertising, it’s that much more important that you put together a proper formal strategy that allows everyone to benefit. This means not just recruiting professional help for putting together branding materials, but also at the thought stage. This is where Glint Advertising is so helpful. We understand how advertising has evolved, as well as the mechanisms that drive consumer response. Whether you’re ready to start a campaign or just want a consultation, we are here to help guide you down a path of successful marketing and advertising strategies.

Creative Messaging Is Key To Success

Creative Success Messaging Graphic

When it comes to marketing in the online space, it can be easy to get lost in a pile. Think of the digital environment as a community of brick and mortar stores, not unlike what you see outside in the real world every day. In fact, the online shopping industry alone is growing 3x faster than traditional storefronts. Unsurprising, now that about 51% of the population prefer to shop online over visiting a store in-person.

This means we can apply a lot of the same tactics to both areas. A key difference to keep in mind though is that there is a lot more business in the digital community of stores then there are on a street and it is a lot harder to see all the business available in an online environment. This serves as a strong reminder that your competition is a lot larger than may you perceive when you just think of your local competition.

What tends to be the biggest factor of change when moving from physical to digital is not how we engage, but where. This is why you can find so many digital marketing agencies focused on things like behavioral targeting, banner ads, and automation. What most fail to take into account is that these companies are only providing you with where you’ll be shouting your message from, but if your message isn’t engaging, it won’t matter how many places you are displaying it.

The success of your marketing efforts, be it traditional or digital, will come down mostly to the strength of your message, creatives, and content.

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Your Key Message and Why It’s So Important
Your key message is one of the most important aspects to consider. The first question you should be asking yourself is what your key message is. Organizations of all types have key messages intended to help them get across why you should use their product or service. While you likely could form a pretty long list around this, it’s best to whittle it down to one key message you want to use to define your business.

Essentially, your key message is what you want to be known for, and this message needs to be consistent across all your marketing materials and brand.

This will provide a certain level of control over how people talk about you, as we give them one simple thing to focus on. Having control of the conversation about your products or services can be invaluable if you push forward a clear and effective message about what you provide.

Tone and Style
As part of a consistent brand and key message, we need to make sure we have established a consistent tone and style. Your tone and style should fit in closely with your key message.

Writing is arguably the most shared form of content. Even if you are running image-heavy campaigns, you will likely find yourself in need of some written work for captions and social media posts. Whether you are writing for your company blog or just updating Twitter, you need to be sure you have the same style and tone all throughout.

Contrary to popular belief, tone and style are not the same things. A style is best applied to short, catchy sentences, great for social media posts. A tone conveys authority, it’s the vibe you give off and the feeling you get when you read something written by someone who knows their stuff. These two things intertwine and will eventually end up creating what we call your voice.

So, does it all matter? Absolutely. We are trying to convey a consistent message and to do that we need a consistent style, tone, and voice as well. They key to a great brand voice is first and foremost consistency, but being creative and different is key to standing out amongst the competition.

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A Picture is Worth a Thousand Words
If you take a moment to consider what actually makes you click an article, pick a video game, or buy a certain food item, you’ll likely come up with two answers, convincing written copy, like an article headline or catchy phrase that sticks with you, or the visual content associated with it.

Visual content accounts for so much of what your customers will perceive that it is arguably more important than your written content. Having the two work seamlessly together is the makings of a great piece of content.

To do this, we need to keep our images in line with the rest of our message. This means it should match our style, tone, voice and key message. This is going to require us to get pretty creative with our message and find ways to convey it visually.

The key to producing great image content is to focus on these key aspects while keeping your overall brand in mind at all times.

Capturing the Viewers Attention: Before we can start to convey our message to our target, we need to have their attention. Strong, eye-catching visuals that scream your message are perfect for drawing people into your other content. Afterall, 93% of communication between people is visual and 90% of the information sent to the brain is visual.

Claiming a Spot in Their Memory: What do you want people to walk away with? If I’ve viewed your ad, what types of things should invoke me to think about it again? The answer to both these questions is found in your key message and brand voice, as we want them to walk away with that being the takeaway point. Creative imagery can be far more effective than body copy for achieving this, as people tend to remember visuals more clearly.

Why Creativity is So Important
Being creative with your brand voice and key message is key to success. In a world where it gets harder and harder to compete and get noticed, you need something to make you stand out. A common mistake is to check out competitors and copy what they are doing, and while this can prove to be valuable, it can also hurt your overall exposure. Being unique is key to standing out amongst the crowd. If you plan your key message creatively, the rest should follow suit much more easily, setting you up to emerge at the end with a truly unique and creative brand that will stand out amongst your competitors, both online and offline. If you can achieve that, you’ll be well on your way to overall success.

None of This Changes Between Digital and Physical
The takeaway here is that no matter where your advertising is operating from, your campaign and business will benefit from creative messaging. We are trying to create a consistent voice and message for our brand, which means it needs to extend to both the online and offline spaces. It doesn’t really matter how targeted your ad is if your brand message is speaking to an entirely different group then you are targeting.

It’s important to distinguish that while digital and physical spaces require different strategies on a whole, your message should remain in use and unchanged. This makes implementing creative messaging into your materials a universal approach for both markets. In short, your message doesn’t change depending on whether you’re online or not, what does change is how you get that message delivered.

If adding a layer of support to your branding, advertising, or marketing would be beneficial, we would love to talk with you. Email us at agency@glintadv.com or better yet, give us a call at 817-616-0320.

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How Traditional Advertising Fits In A Digital World

Digital Advertising

Ways to Incorporate TV and Print Media into Technology Based Advertising.

When it comes to advertising, maybe you have an antiquated perspective. Don’t be abashed; you invest most of your marketing dollars into traditional forms of advertising like TV commercials, print ads, direct mail, radio spots, and brochures. That’s great, especially if all of these marketing efforts are garnering customers. But like many businesses, traditional advertising may not be as effective as it was for you when you first launched your business. We understand; more than likely you’re not getting as much of a response from your audience as you used to, which may mean that you need to expand your efforts and explore the digital world.

So, you remember a time when people would see your product on TV or in the newspaper and respond to your sales promos immediately. You knew how to get their attention with a powerful image, a catchy slogan and an offer that they couldn’t refuse. That was all it took to draw customers to your product or service. Those were the days when marketing was straightforward and uncomplicated. Now, digital marketing is the medium that businesses are using to catapult them onto a platform where they can be more successful in the marketing world. And if you want to achieve this type of success, you should make it an essential component of your marketing plan; your competition probably most certainly has.

Chances are many of your ideal customers are engaged in the digital age like the rest of the online consumers you’re trying to attract. They’re glued to their mobile phones, tablets and anything with blinking lights, which makes it easier for businesses to attract them on the digital scope.

These days tons of ads are seen via smartphone, facebook, google, digital displays, website banners, viral videos, blogs, and articles, just to name a few. If you want to extend your reach to the infinite amount of customers online that will never see the billboard you just put up, you’ve got to become more connected with digital marketing. We’re not trying to be discouraging; you can continue your traditional marketing campaigns, but be open to merging it with the digital world. If it’s working for you, keep going.

If you’re still a little dubious about the sheer power and influence of digital advertising, you should know that more and more businesses are turning to digital marketing every year. In fact, according to Reuters, marketers spent $72.5 billion on digital advertising in 2016, which is an increase of 22 percent from 2015. Social media platforms like Google and Facebook account for the majority of revenue from digital advertising, and they don’t seem to be slowing down.

Google and Facebook are responsible for the surge in growth of digital advertising, which has digital companies scrambling for the advertising dollars that businesses are willing to spend in the digital world.

For companies that are making the transition from traditional advertising to digital advertising, video is a medium that most use to convey their message. If you notice, the next time you look at a YouTube video, you may have to watch a commercial at the beginning of the video or at intermittent times while the video is playing. What a way to combine traditional with digital!

Now, just because businesses are using digital platforms to display their advertisements doesn’t mean that they’re acquiring customers at record speed. An interesting ad may catch their eye for a few seconds, but if no emotional connection is made, a sale is probably not likely

Digital marketing has shifted the way people perceive advertisements. They’re familiar with the antics that advertisers used on the unassuming customer decades ago. So, you can’t be too blunt, phony, too provocative or sneaky by recycling an old campaign you thought no one would remember. Ads have to draw potential customers in based on what that customer is likely to purchase. If businesses are willing to engage with people, the business will have a better way of understanding what the customer wants and how they are likely to respond.

That’s what’s so amazing about the digital universe; you can measure your impact on your audience by the immediate responses you may get to your advertisements, videos, and posts. Getting feedback and questions about your product will give you a better idea of what will prompt them to buy. Beware of those comments though; they can be brutal. Just be level headed about it. You’ll recover. The main thing is that you don’t give up and that you keep improving.

Remember, every day the consumer is overloaded with brand advertisements that want them to buy their products. So, get ready for the challenge; the competition is fierce! Your objective is to use the digital world to get into their minds, so you’ll know how to convert them into customers.

The traditional advertising that you do through broadcast and print media can now be used with digital ads and content that you create and put online. By doing this, the consumer can find you through organic and paid searches or even stumble across an article you wrote. Keep your social media engaging, and they’ll find you on the popular social networks.

Once they understand your brand, a trust can develop and who knows! Perhaps then, this prospect will make a purchase. For more information on integrating your brand with traditional and digital, visit us at www.glintadv.com or give us a call at 817-616-0320.

 

 

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