The Evolution of Branding: Staying Current in a Dynamic World
Brand Extensions: Unleashing the Power Beyond Your Logo and Website
Owning a market - NED Whisky x Supercars
Social media has been the ‘must-have’ marketing channel for businesses in every industry in the recent past. Reaching thousands of users with relatively small effort and investment has been a major drawcard for using social - but consistency is the key and keeping it up can be exhausting.
With an ever-changing digital landscape and algorithms that change at the speed of light, social hasn’t been the most friendly option to engage audiences over time. There has also been an increasing demand from audiences who want to hear from the business leader themselves, adding to the content creation time.
The good news? You can quit social without quitting marketing - hello marketing fundamentals!
Marketing in the 90s.
Believe it or not, marketing existed before social media! The 90s were reliant on traditional marketing strategies characterised by TV, newspapers, magazines, direct mail and local displays.
While we might not be taking out an ad in the Yellow Pages (though for some this is still a largely effective tactic) or sending through a fax ad, the likes of TV advertising, billboards and magazines are still prominent throughout much of regional Australia. Some stats for you:
Australian companies spent over $4billion on television advertising in 2018-19 to take advantage of its reach of over 12 million Australians a day. (Source: Free TV Australia)
74% of Australians see billboards every day, several times a week. (Source: Billboards Australia)
Over 11 million Australians aged 14+ read print magazines (Source: Roy Morgan)
Looking beyond social media marketing, there are many traditional channels that proved effective in the 90s that are still relevant to audiences today.
Search (paid and organic).
Paid and organic search comprise two key marketing channels, both of which have the potential to yield stronger results than social media marketing.
Paid search involves investing money in advertising campaigns on Google, Bing, Yahoo and other search engine platforms to bid for your content to appear at the top of results pages when relevant searches are made by users. Organic search, by contrast, involves using certain techniques – such as SEO optimisation – to help your content appear higher in search engine rankings without having to invest money.
Both paid and organic can reach more users than traditional social media marketing because most users (unless you’re targeting Gen Z) often go directly to websites or "Google" exactly what they’re looking for, making it easy for companies to get their message out there via these channels. Paid search may cost more initially but allows you to increase reach very quickly whereas organic search requires proper planning over an extended period of time in order to yield effective results, so whichever you choose it is important that all strategies are meticulously planned and executed.
Direct mail (ready for an overhauled creativity-fueled comeback).
Direct marketing is a useful and powerful marketing tactic where advertising materials are dropped in a potential consumers mailbox with the post - think print materials like flyers, coupons, brochures, catalogues or postcards.
Direct mail campaigns are best suited in an awareness campaign as it has the ability to reach a broad range of consumers. Direct mail tends to be one of the more cost-effective traditional marketing options but it can be hard to measure the effectiveness of your efforts.
Advertising (online and offline).
Advertising through offline and online mediums is an effective way to make sure your message reaches audiences, no matter the demographic.
Offline advertising includes traditional media such as outdoor advertisements, print media like newspapers and flyers, television ads, and radio spots - all of which can be used alone or in tandem with digital strategies.
Online advertising options like content marketing, search engine marketing (SEM), email marketing (EDM), and paid social media are not only extremely convenient ways to make sure messages are reaching the right audience; they also provide businesses with insights into how successful their campaigns were.
No matter where your business is on its path to success, it's important to consider both traditional and digital avenues for maximum impact.
Event marketing (hosting your own, speaking at others, sponsoring).
Event marketing is a powerful tool for businesses to capture their customer's attention. Event Marketing involves offering real-time experiences that are socially engaging, fun, and deeply connected to an audience's mindset and interests - whether it's in-person or online events such as conferences, trade shows, seminars, pop-up shops and launch parties.
Event Marketing helps forge an emotional connection between clients and the brand when done right – providing opportunities for deep conversations and allowing marketers to offer experiential engagements with their target market. As Event Marketing campaigns become more tailored and focused on customers' wants & needs, it will only increase its importance in the pursuit of any successful business.
Publicity & PR.
Public relations (PR) and publicity are essential components of any successful business strategy. PR is all about creating and maintaining a positive public image of your company, while publicity is about getting your business noticed by the public. By using these tools effectively, businesses can build a strong reputation, increase brand awareness, and attract new customers. PR and publicity can help you connect with your target audience, create a loyal customer base, and differentiate yourself from your competitors. With the right messaging and tactics, you can establish yourself as a thought leader in your industry, attract media attention, and generate buzz around your brand. In short, PR and publicity are invaluable tools that can help your business grow and thrive.
Sponsorship marketing is an important element of modern business practice, allowing brands to connect with each other in a mutually beneficial way.
Sponsorships occur when one brand, such as a local business, bank or charity, provides services, resources, or financial support in exchange for increased brand awareness from the non-sponsoring brand.
Sponsorship marketing could involve lending your products and services to a charity event, performances or sporting events. This type of marketing allows your brand to gain public exposure while still maintaining its operations because it is not directly promoting itself or its products and services.
Sponsor partnerships can help build brand loyalty and reputation among customers who appreciate the sponsorship efforts made by your company. For brands looking to make the most out of their campaign efforts, understanding that sponsorship marketing is different from advertising can be especially helpful.
All in all, it is possible to quit social media without quitting marketing. While traditional methods, such as print media and PR, are still viable choices, there are a number of digital channels that can also be implemented to bring your message forward. Paid and organic search are just the beginning, but they offer an impactful way to spread the word or advertise your company or product. Social media networking has been a game changer for many organisations, but it doesn’t have to be necessary for yours. Think outside the box and tap into multiple channels for better results! If you want help determining which direction is best for your business or you’re interested in exploring other channels outside of social media, we can help—get in touch with us today!