Tiny Advertising - Confessions of a Middle-Aged Marketing Gal

Looking back on 2009, I can’t help but reflect on the many challenges we faced.  Those of us in marketing, advertising and public relations were affected not only by the ups and downs of our country’s financial landscape, but also by the dramatic shift that took place within our industry.

Last year we watched as online news sources and social networking platforms added millions of users every day and traditional media outlets, thought to be institutions, folded.  Referred to as social network marketing, we sold our clients on the benefits of platforms such as Facebook, Twitter and LinkedIn.  Our savviest clients, also weathering the financial storm, were sold on its ability to target a highly qualified audience for a greatly decreased, if not free, price tag.

Yet, as I embark on a new year, I’d like to make a case for traditional media; reminding clients, colleagues and myself that by relying solely on social media we are neglecting to reach very important segments of the population.

In 2009, I had a real estate development client that did not do any traditional advertising until June. I convinced them that due to the abundance of distressed property in this community, we should try advertising in the Wall Street Journal.  Considering the decrease in real estate advertising, I took a chance and guessed that if we bought a standard size ad in the paper, and advertised regionally, we might be able to get bonus circulation or editions.  My client was reluctant, but after many conversations I was able to persuade them. Here are the results of our decision to advertise in the Wall Street Journal:

• Received approximately 21 bonus editions and averaged 1,113,727 circulation per issue—we only paid for 45,784 circulation
• Received nine free insertions
• Increased web visits by 40% after the first insertion
• Generated several tours, and approximately 10 buyers mentioned they saw the ad in the Wall Street Journal.

To be clear, I am a true advocate of online and social marketing.  Several of my clients employ these tools and have seen success. However, as you can see above, traditional media still produces results.  Utilizing only the newest and shiniest tool in the marketing kit and neglecting tried and true traditional tactics is much like throwing the baby out with the bath water. Even as we are wooed by the hot new trends we should always remember that a well-rounded marketing campaign will produce results every time.

Yep – that’s the name of this blog.  Catchy, isn’t it?  I first thought of starting a blog several months ago when it seemed the full impact of the “worst recession since World War II” had settled in on me, as well as my clients.  I had a lot of time on my hands then.  Thankfully, business is picking up a bit, but I still want to get my blog going. And naturally I decided jump into it just as things have gotten busier—a very common trait with marketing people, it seems.

During the slow period earlier this year, I decided to really educate myself about interactive marketing (IM).  To he honest, I have been in marketing my entire professional career and I am a big proponent of interactive marketing, but I’ve always hired others who have better knowledge and more experience in the field than I do.   I wanted to really learn how IM works, and understand its value–specifically social marketing.

I thought I would delve into the realm of social marketing because, at that time, my demographic (middle-aged and older) was touted as the fastest-growing audience on FaceBook.  I always find that claim humorous.  Of course that demographic is the fastest-growing because it is the last segment to embrace social networks.  I also know that my 17-year-old son is not happy that I am on FaceBook – or that anyone older than 22 is on the site.  He won’t “Friend” me because he feels I am invading his privacy. Which I think is odd when he’s posting whatever he’s thinking and doing for everyone else to see.  But that’s another topic we can talk about later.

I also have many intelligent, successful colleagues, who are interactive marketing specialists, writing blogs, sending tweets, and posting FaceBook messages about IM, “Web 2.0”, the importance of this medium and how it is changing marketing. I agree—everything is changing regarding the way we think about and implement marketing.  But nobody every talks about the reality of it, some of the frustrations, challenges and stories behind both interactive and traditional marketing.  So I decided to write this blog, to provide my colleagues and friends with some of the better stories I have heard and personally experienced relating to IM and more conventional marketing.  I won’t be trying to educate; I am actually just looking for humor in what we do.  Face it, marketing really isn’t rocket science. So let’s all stop taking it—and ourselves—so seriously.