Traditional marketing refers to any type of advertising that is done offline – the most popular vehicles being television, radio, and print marketing. While digital marketing focuses on reaching prospective clients at specific times in their purchase journey to increase conversions, traditional marketing often focuses on creating a connection and general brand awareness.
Each different type of traditional marketing requires different creative. However, in general, traditional marketing needs to capture consumer interest, establish the brand as unique and useful, and prompt action. What are some of the best ways to capture the attention of the audience and create a unique connection through your marketing creative for the most popular types of traditional marketing?
Television Creative
Despite the growing digital marketing industry, television still remains one of the most popular and effective advertising channels worldwide. Because TV ads can communicate with consumers through sight, sound, and motion, it is much easier to invoke emotion through this avenue of advertising compared to many others.
It is important to design your video creative to be unique and memorable. Consumers are bombarded with a wide variety of advertisements throughout their day. It can be easy for them to overlook a brand that doesn’t set itself apart through its creative. The more memorable an ad is, the stronger the sales results. According to Nielsen, in order to create memorable video creative for better branding, you must:
– Insert brand cues early and often.
– Integrate your brand into the storyline.
– Combine both visual and audio brand cues.
– Leverage an “ownable” creative concept.
Radio Creative
Radio is another great traditional advertising method for your business to utilize. 92% of Americans over the age of 12 listen to the radio each week, making it a great way to reach a wide audience for branding messages. Unlike television creative that offers spots of 30 seconds and 60 seconds, radio advertisements fall in smaller timeslots of 10, 15, and 45 seconds. With briefer ads, it is important to catch the attention of your audience quickly.
In addition, successful radio advertisements will focus on the benefits of your brand and how your product or services can solve the problems of the consumers. A simplistic, easy-to-understand explanation of how your brand is beneficial to prospective clients is the best way to get listeners interested in learning more. Sources say that the more directly you can answer the questions of consumers, the more successful your advertisement will be.
Print Advertising Best Practices
While print advertisements are more similar to television ads because they rely on visual cues, they lack the auditory element that both TV and radio advertisements boast. To combat this, a successful print advertisement needs to rely heavily on beautiful, eye-catching imagery and well-placed, clever calls-to-action.
If an ad is too busy, your potential customers will glance at it rather than read it (source). Instead, all text within a print ad needs to be concise and to the point. A single, high-resolution image and well-placed text tend to be more successful than cluttered ads that feature multiple images and long sentences. Be sure to make contact information clear and easy to find so that potential clients can effortlessly make a connection with your brand.
Let’s Get Creative
If you are interested in supplementing your marketing goals with traditional advertising, Media Venue is here to help. We cover all venues of traditional marketing while offering a detailed media strategy. In addition, our extensive media planning and buying experience means we can find the best placements for your advertisements. Contact us today for help creating the most successful traditional advertising creative and reaching your branding goals. Enhance your marketing investment with Media Venue!
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About Our Blogger
As Media Venue’s social media manager, Michelle Dunaway has her finger on the pulse of the constantly-evolving social landscape. She has an extensive background in both creative and technical writing. Coupled with her experience in the marketing world, she has a dedicated interest in keeping up with industry trends. Researching and writing about best practices in digital marketing allows her to utilize these practices to serve her clients.
