The chorus line seems committed to using social media to do something, push out news, provide consumer alerts, deliver content to loyal customers, fish for new business, establish a thought leadership role in your industry—all that. It’s a great social experiment and shakes the foundation of an industry wedded to tradition, high margins and the intrinsic value of creative.
Nobody should draw any conclusions yet about social media’s impact on the bottom line. It’s too soon to tell. So, we’re going to table social media and focus on something old and familiar.
You might not be talking about traditional media during budget talks, but you should be.
Traditional media, direct mail, radio, outdoor, t.v., etc, should evolve as the industry evolves. Attention should be paid to teaching these old dogs new tricks.
I recently moved into a new home and I’m new to the neighborhood. Lucky for me local retailers were quick to realize I’d made the move and were kind enough to send me loads of junk mail for this service or that. Those went straight to the recycling bin. The only company that didn’t hit me with any “new” neighbor offers was Lowe’s. I guess they figured I didn’t need an incentive to visit their store. They were right.
While driving in the car last week a local radio station listed the top 10 most memorable radio jingles in the local market. I knew six of them by heart, but there is no way I’d consider buying a car based on a jingle. I’m not even sure a jingle would get me to the dealership. I pass 10 of them on my way home, so why not start my car buying experience at one of those?
Next to newspapers, television as a vehicle to deliver advertising is taking a beating in the press. Numbers are off and with good reason. I get a kick out of ads, but in this economy I’m brand neutral and buy on price. When I see a cartoon bear using toilet paper in the woods, I think, “Does a bear shit in the woods?” Yes, yes it does.
Outdoor is prevalent here in Texas, more so than in other parts of the world. It’s fascinating to see what and how outdoor is used to promote events, products, service and the like. My favorite are the signs that have an 800 number in 12 point font. What were they thinking? I’m already sending and text and talking on the phone. How in the world am I going to pull out a pin and write down the number.
Most traditional media fails to hit its mark. Media buyers and sellers will obviously disagree, but it’s true. It doesn’t have to be that way.
Direct mail needs to be relevant, personal and drive the recipient into a call to action. We happen to recommend the web be the destination. Television needs to go shorter or longer. Give me a 10 or 15 second spot, or a 2 minute short. Either hit me over the head or tell me a story, but don’t have two birds talk to me for 30 seconds. Radio could be in trouble. Any ideas on how to help them? Finally, outdoor. Just put a unique URL up there, like www.GetBackToHere.com. To where? I don’t know, but I’ll find out. Or, you could just use plastic cows that can write, they just can’t write well.
We don’t have all the answers. Heck, we may only have a few. That’s the point. In the euphoria of social media, let’s not forget that traditional media can deliver value. We just need to reinvent how and what we deliver.
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