Media Garage Group — Boutique Advertising & Marketing Agency

Tag: traditional media

  • HOW TO CREATE A POLITICAL MARKETING CAMPAIGN

    HOW TO CREATE A POLITICAL MARKETING CAMPAIGN

    [vc_row][vc_column][vc_column_text]It’s no surprise that 2020 is predicted to smash all political spending records. In a seemingly divided nation, candidates in every state are doing their very best to convince you to give them your vote. We’re inundated with campaign messages at every turn: on the radio, on TV and online. And logically so—record-breaking fundraising and lack of face-to-face campaigning due to Covid-19 have driven up other areas of political budgets (i.e., digital video). Politico recently released a 2020 Political Spending Projections report in which they increased their initial $6 billion 2020 political spending estimate by 12% to $6.7 billion.

    Regardless of product—or, in this case, office—there are certain characteristics that make for a good campaign. From student council to congress, we’ll share our top tips for creating a cohesive political marketing campaign.

    But first—some facts![/vc_column_text][vc_separator][vc_single_image source=”external_link” alignment=”center” custom_src=”https://media.giphy.com/media/zagB8wzgm4Ce4/giphy.gif” caption=”Ah yes, facts.”][vc_column_text]

    TRADITIONAL ADVERTISING

    [/vc_column_text][vc_column_text]Top-line projections by Advertising Analytics, along with Cross Screen Media, indicate that in 2020, political spending in traditional media will more than double political spending in digital media—particularly in broadcast TV. According to data from May of this year, $1.8 billion has been spent on digital video, while $4.9 billion has been spent on traditional media (broadcast television, cable and radio).[/vc_column_text][vc_single_image image=”25797″ img_size=”full” add_caption=”yes” alignment=”center”][vc_column_text]

    LOCAL

    [/vc_column_text][vc_column_text]Accounting firm, Miller Kaplan, has provided an audited political spending report for the Tampa area. The report’s auditors estimate that in 2020, $78 million in political advertising will be spent on broadcast TV alone. This election year’s political ad spending will be driven almost exclusively by Donald Trump, Joe Biden, and PACs (political action committees). Most of the budget will be spent between September 1 and November 3.

    Comparison chart for the three previous political cycles:[/vc_column_text][vc_single_image image=”25786″ img_size=”full”][vc_column_text]Politico and its research partners expect that 14 markets will exceed $100 million in revenue this year. Further, North Carolina and Florida will have two markets exceeding $100 million in revenue.[/vc_column_text][vc_single_image source=”external_link” alignment=”center” custom_src=”https://media.giphy.com/media/TgyBD94kRdcIUabkgD/giphy.gif” caption=”— Floridians to candidates”][vc_separator][vc_column_text]

    DIGITAL ADVERTISING

    [/vc_column_text][vc_column_text]Although traditional advertising is, and will continue, leading the way in 2020 total political spending, candidates’ digital media budgets are nothing to scoff at.

    Here are a few figures to put this year’s digital political spending in perspective:

    • $400 million (67%) has been spent in direct response vs. $145 million in “persuasion” ads
    • The Trump Campaign has spent $48 million on direct response ads (94% of their total spending)
    • The Biden Campaign has spent $16 million on direct response ads (86% of their total spending)
    • The Presidential General projection has increased from $1.8 billion to $2.2 billion, partially due to record-breaking fundraising
    • Senate projections have increased 19% to $1 billion as of May 5, 2020; $196 million has been reserved by Senate advertisers for the fall
    • Persuasion ads more closely resemble TV trends: more than 75% of spending generally happens in the 10 weeks leading up to election day
    Source: 2020 Political Spending Projections

    [/vc_column_text][vc_single_image image=”25815″ img_size=”full” alignment=”center”][vc_column_text]

    THE TRUST ISSUE

    [/vc_column_text][vc_column_text]Here’s the thing, voters and consumers still trust TV. When it comes to social media and “the computer,” as many of our parents and grandparents refer to the Internet, two words are usually top of mind: FAKE NEWS. There’s also the issue of privacy—many of these people are still torn up about losing their life savings to a Nigerian Prince in the late 90s.

    Jokes aside (for now), the dissemination of less-than-factual information and the invasion of personal privacy are real hazards in the digital space. Marc Pritchard, chief brand officer of Procter & Gamble, addressed this issue at the 2019 Association of National Advertisers’ (ANA) Conference:[/vc_column_text][gem_quote]Digital media continues to grow exponentially, and with it, a dark side persists. Waste continues to exist from lack of transparency and fraud. Privacy breaches and consumer data misuse keep occurring. Unacceptable content continues to be available and is still being viewed alongside our brands.[/gem_quote][vc_column_text]Like “the computer,” trust in a candidate is never a guarantee. By taking strategic steps toward authenticating oneself through deciphering several CAPTCHAs the proper channels, a candidate can effectively—and safely—reach the right voters.[/vc_column_text][vc_separator][vc_column_text]

    OUR TOP 3 POLITICAL MARKETING CAMPAIGN TIPS

    [/vc_column_text][vc_column_text]Remember, not all advertising campaigns are created equally. Best practices for a political marketing campaign look much different than for that of, say, an “athleisure wear” campaign. The political arena is a one-of-a-kind “business vertical” that comes with its own unique challenges. If you want your campaign to have any chance at all, you have to put in the work. And it’s a lot of work.

    We’re here to help, even if it’s only to provide you with this information. You can also check out our blog post, 3 Brand Audit Basics for Small Businesses. Because, when you’re in politics, it’s your job to sell yourself and your ideas.

    Discover our top 3 political marketing campaign tips:[/vc_column_text][vc_column_text]

    DO YOUR RESEARCH

    [/vc_column_text][vc_column_text]There’s little to nothing a brand can do that’s worse than not knowing its audience. (Remember the Kendall Jenner Pepsi commercial? Seems oddly prophetic now.) The same goes for any political candidate. Research is the backbone of any good campaign strategy.

    And this doesn’t just mean researching likely or “sway-able” voters—demographic and socioeconomic information; ways in which they spend money; their direct influence over others in their circle; the list can go as deep as researchers have the time and budget for. And right now, most of us have a lot of time on our hands. Including those in and/or running for office.

    This also means researching your competitors in relation to your brand. What are your strengths (potentially their weaknesses)? What are your weaknesses (potentially their strengths)? Where are your opportunities for growth within your competitor’s “market” (among their voters)? Who or what are your main threats? Answers to these questions form a SWOT analysis—a tried and true tool used by research and business professionals across specialties to gain high-level insight.

    Research can be grueling, but as with almost anything in life, preparation is key. Considering running for public office? Check out this great resource from SpeakEasy Political to get you started.[/vc_column_text][vc_column_text]

    BUILD YOUR BRAND CAREFULLY

    [/vc_column_text][vc_single_image source=”external_link” alignment=”center” custom_src=”https://media.giphy.com/media/f9RGISl9RmNOsWR5NP/giphy.gif” caption=”Bleep blorp”][vc_column_text]Top-level goals:

    • Create consistent, well-designed campaign assets: campaign logo, website, brochure/pamphlet, etc.
    • Create unique content that conveys your overall message
    • Engage your audience at several points of contact: social media, email, etc.

    Every business card, every button, every billboard has to tell your story in a matter of moments. Who are you? What do you stand for? Can I trust you? You often have to convey these messages merely through color palette, font & typeface choices and headshots. Do you know what this means? You need to hire a professional to create brand guidelines for your campaign. You also need to get professional photos taken. Do not, I repeat, DO NOT try to DIY this unless you’re a damn good graphic designer, copywriter, web designer, web developer, photographer, media buyer, social media specialist and sign fabricator in addition to being an exemplary leader and politician. You may not believe it, but the general public makes HUGE decisions based on these things. People 100% judge a book by its cover.

    Say you’re on the ballot with someone who didn’t make the wise choice that you did by hiring professional advertisers & marketers, and had his nephew—who’s “good at drawing” and does sick TikTok dances—create his branding and run his social media. Say a voter who doesn’t know much about either of you has to make a game-time decision. This voter remembers scrolling by one of your professionally created and targeted ads on Instagram and now sees your cleanly designed yard sign out in front of the polling place. The voter also sees a sign for your competitor—it’s pixelated and poorly designed. And uses Papyrus font (how dare you, fictitious candidate). The voter is going to have a better feeling about you, regardless of your politics.[/vc_column_text][vc_column_text]

    MASTER YOUR MESSAGING

    [/vc_column_text][vc_column_text]The goal of any political marketing campaign is to tell the candidate’s story. Budget will no doubt have an impact on the logistics, but if a candidate doesn’t have a story, s/he/they have nothing. Like Whitney Houston/”The Bodyguard”-nothing. Don’t make me close one more door.

    Now that I’ve alienated half the readers who have no idea what I’m talking about, let me make my point: platforms and politics are important, but without a foundation of a human person to attach them to, voters will feel disconnected. Or worse, disengaged.

    I understand that “engaged” is a bit of a buzzword these days, but it doesn’t take away from its importance in a political marketing campaign. Engagement is how candidates reach people. Whether it’s a town hall, an email or a Facebook Live video, voters need to know exactly who you are, exactly what you stand for, and most importantly, exactly how you plan on implementing your ideas that will improve their lives.

    Your messaging needs to be clear, concise and easy-to-understand. Don’t pander. Don’t patronize. Just talk to people like they’re people, and show them why you’re the best candidate for the job.

    And, as always, we recommend hiring professionals to help you out.

    [/vc_column_text][vc_separator][vc_column_text]We’re in the midst of one of the toughest times we’ve ever had to face as a nation. It’s also an election year, which can be stressful enough on its own. With all the noise out there, it’s difficult to decipher what matters and what’s spam.

    There’s a bit of truth to that old cliché: the only person you can trust is yourself. Of course you can trust your friends and family with certain things, but we’ve all had an aunt we’ve had to mute on social media because of politics. Regardless of which end of the ballot you’re on, we’re all voters (HOPEFULLY. If you’re not, here’s Florida’s online registration form. It’s easy! Exercise your voice!). We should all do our own research and come to our own conclusions. And it’s much easier to come to those conclusions if a candidate’s intentions are clear from the start.[/vc_column_text][/vc_column][/vc_row]

  • GEN Z MARKETING: DOs AND DON’Ts

    GEN Z MARKETING: DOs AND DON’Ts

    Move over Millennials, brands are beginning to see the buying power of Gen Z—which is currently upward of $143 billion in the United States. Gen Z makes up 26 percent of the U.S. population and is comprised of those born between 1997 and 2012, the oldest of whom are just beginning to enter post-college adulthood. Like Millennials, Gen Z tends to be more optimistic than not. However, unlike the “follow your dreams” Millennials, Gen Z is looking for a more practical approach to the future—including how they will spend their money.

    Let’s take a look at a couple of the DOs and DON’Ts of marketing to Gen Z.

    DO: UNDERSTAND WHAT YOUR AUDIENCE WANTS
    Unlike in the days of yore, a “one-size-fits-all” message will. not. work. for Zs. First, you’ll want to do your homework to understand what they want from brands, in general. More importantly, if you want to make any real impact, you need to get honest about your brand and its offerings. What does/would this generation like about your brand? What do/will they dislike? The most challenging aspect of this is creating nuanced messaging that illustrates that you understand them as individuals. This is only possible if you take an egoless look at your brand and do your research!
    DON’T: LIE
    This seems obvious, but it’s truly baffling how many marketing and ad campaigns are based on stretched truths or claims that brands can’t back up (Fyre Festival, anyone?). When it comes to marketing to Gen Z, trust is key. In fact, one of the reasons Snapchat is popular with Zs is because they distrust other social media platforms’ privacy policies. According to Ad Age Studio 30 and UNiDAYS, 59 percent of Zs have paid attention to an ad because it was from a brand they trust. In other words, ads can work with Gen Z, but marketers need to focus on brand building in order to establish meaningful, long-term relationships with them. This is done through thoughtful creative content marketing and genuine brand storytelling.
    DO: CREATE VALUABLE EXPERIENCES
    Gen Zs tend to be more cautious with their money than previous generations. Many of them remember what the Great Recession of 2008 did to their families and, because of this, want to avoid getting into their own financial trouble. And although they’re cautious, they’re not frugal—Gen Zs are willing to spend money for perceived value. They want quality products and unique experiences. They want to have a good time, but not at the expense of going into debt. They’re mindful shoppers who have access to product and pricing information in their hands. However, most still prefer purchasing from brick & mortar establishments and taking part in exclusive or limited events. FOMO is real. And people will do a lot for the ‘Gram.
    gen z marketing credit cards
    gen z marketing events
    DON’T: SPEND EXCESSIVE MONEY FOR NO REASON
    things that DO NOT motivate Gen Z shoppers:
    • Celebrity endorsements
    • Brand-specific retail apps (they may browse, but they typically won’t convert unless there’s an added incentive; they prefer aggregator shopping apps)
    • Press or media coverage
    things that DO motivate Gen Z shoppers:
    • Micro-influencers—those with anywhere between 2K and 50K followers on a particular social media platform (they’re seen as more trustworthy than big-name celebrities)
    • Brands that are informed about political issues (notice I said “informed,” not “outspoken about”)
    • Their friends—77 percent of Gen Z shoppers turn to their friends for purchasing advice

    With more than 5.6 million businesses in the U.S., each fighting for share in the marketplace, every brand must spend money to make money. And some are dead-set on throwing money at strategies and practices that have proven themselves outdated or outright ineffective. This is not to say that traditional media doesn’t work; on the contrary, Gen Z is a sort of “throwback” generation that is partial to things like physical display advertising and TV ads.

    gen z marketing traditional advertising

    Although Gen Z is split on whether or not brands should share their “political” voice publicly, they’re more loyal to brands that “do good.” Zs are often willing to pay a bit more for sustainably sourced products or brands that give back to the community—82 percent say they would be more likely to buy a product if it were environmentally friendly.

    When it comes to Gen Z marketing, it’s important to start now. This can open the door to relationships that can last well into their prime spending years. The key word here is “relationships.” Brands must stop talking “at” consumers and start (or continue) talking “to” them. They must encourage dialogue and facilitate participation. The only way to accomplish this is with a mix of traditional media, organic inbound marketing (content, social, etc.) and strategically placed digital. Gen Z’s loyalty is contagious—see the stat above about how friends motivate shopping decisions—so it’s imperative to make them feel like they’re part of your story so they can help you tell it for years to come.

  • 3 BRAND AUDIT BASICS FOR SMALL BUSINESSES

    3 BRAND AUDIT BASICS FOR SMALL BUSINESSES

    Before we dive into brand audit basics for small businesses, we must first define what we mean by “brand.” Neil Patel may have summarized it best when he wrote, “The only way you can survive and stand out from your competitors is through ‘differentiation.’ And what is it that differentiates your business from others? Brand!”

    Your business “brand” is its face, personality, fingerprint/footprint, tone of voice, relationship to others, USP (unique selling proposition; or, unique selling point), color, design, employee culture, history, ethics & values, position in the market — your business “brand” is greater than the sum of its parts.

    At our St Pete ad agency, we always encourage clients (and prospective clients) to think about their brand as if it were a person. We encourage them to define, in detail, who their brand is.

    If your brand were a person:
    • Is it more female/feminine or male/masculine? Or androgynous/both? What percentage of each?
    • What “generation” does it belong to? What is its age range?
    • What is its socioeconomic status/income?
    • How does it spend money (e.g., entertainment, travel, on specific material goods, etc.)?
    • What is its “voice” (e.g., serious and fact-oriented, youthful, energetic, dry wit, etc.)?
    • What are three words (adjectives) that describe your brand?
    • What color(s) is your brand?
    • What kind of clothes does your brand wear?
    • What are your brand’s political views?
    • What are three activities that your brand likes to do (e.g., bicycling, shopping, painting, etc.)?

    By considering these questions, you’ll gain a deeper understanding of your brand’s nuances. The answers to these questions can also help you build out “buyer personas.” By implementing buyer personas, you can target your advertising & marketing messages more effectively.

    Okay, now that we’re all on the same virtual page, let’s get into three brand audit basics for small businesses.

    KNOW YOUR ROLE.

    If you don’t understand your brand, how can you expect customers to? This understanding spans beyond mere comprehension of the goods and/or services your business offers; it’s a holistic understanding. It’s understanding the individual parts, themselves, but also understanding the whole brand and what it represents. Self-awareness is key.

    Things to consider:

    • Have you established brand guidelines? These are rules which allow/prohibit specific brand/logo usage.
    • How consistent is your brand’s communication? Do you use the same “tone” throughout all messaging?
    • What is your target audience’s demographics? Is your brand “speaking” to these people effectively?
    • What is your brand’s mission statement? Do your strategic business objectives support this mission?
    • What are the current strategies you use to accomplish these objectives/goals?

    BE CONSISTENT. B-E- CONSISTENT.

    Picture this: You’re at a very cool networking event and you meet a very cool person who hands you her very cool business card. I’m talking extra-thick on premium stock, with the perfect color and font selections, tastefully embossed. Emphasis on boss. At work the next day, you remember the card. You pull it out of your wallet, where you put it for safe-keeping, and navigate to the business URL. Suddenly your laptop starts blasting “Uptown Funk” for no apparent reason. What is happening?! OH NO, SHE HAS AUTO-PLAY MUSIC ON HER BUSINESS WEBSITE. AND … WAIT A MINUTE … IS THAT “PAPYRUS“?! THERE’S A VISITOR HIT COUNTER IN THE FOOTER?! I’M NUMBER 112. I GOTTA GET OUT OF HERE.

    It was a bait & switch. Your heart sinks. You’ll never trust again. 

    —SCENE—

    Okay, so maybe it won’t be that traumatic. Either way, inconsistency can kill a relationship before it has even begun. Your brand needs to tell a consistent story, no matter the medium. Consistency encompasses everything from the formatting of your business address, to the font size of sales sheet copy, to the bios in your social media profiles. How can potential clients or partners expect you to put your best foot forward for them if you’re not doing it for yourself?

    DON’T DISS DATA.

    Numbers don’t lie — so if you’re not collecting and reviewing data regularly, you’re omitting an important factor of brand perception. You should be analyzing both qualitative and quantitative data in order to paint a well-rounded picture of what you’re doing right, potential opportunities for growth and what you could be doing better. 

    Qualitative data includes:

    • Product/service surveys
      • Via email
      • Embedded in blog post on your site
      • In-house “comment cards,” etc.
    • Word of mouth & customer service feedback
    • Interviews & testimonials
    • Reader/user comments
      • On website
      • On social media
    • Focus groups

    Quantitative data includes:

    • Google Analytics for business website
      • Bounce rate
      • Traffic sources
      • Conversions, etc. 
    • Social media analytics
      • Fans/follower count
      • Engagement rate
      • Click-through rate, etc.
    • Sales reports

    If this seems daunting to you, it’s because it is. Conducting an effective brand audit is typically a sizable undertaking that many small business owners aren’t equipped to do. Further, many of these small business owners become paralyzed by the fear and anxiety of not knowing what to do, not knowing what they’re going to discover and/or discovering something unfavorable. Because of this, brand audits often get placed on the back burner … indefinitely.

    Brands are shaped by their audiences’ perceptions and experiences, and so a deep dive into the mindset of your key brand stakeholders is critical in identifying any gaps that exist between your current and desired brand perception. — Substance151

     

    Enter the pros. It’s time to take the brand audit off of your stove and put it into capable hands. Using your audit results, branding professionals like Media Garage Group can create a plan of action that targets specific facets of your business. Perhaps your brand audit data suggests that your local social media strategy isn’t engaging your target audience enough; or your billboards are attracting the wrong type of client — whatever the issue, we can get to the bottom of it. Even if it’s a Papyrus situation.

    Contact us today to get started.