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Slide Notes

Don't Put All Your Eggs in the Digital Basket: Multimedia Still Matters
Remember when websites were the magic bullet? Or social media was going to solve all our marketing problems for free? Then why do we still have traditional media? A well designed multimedia campaign can reap benefits exponentially beyond a digital campaign by itself. In this session, we'll focus on how digital media and traditional media work together to create successful campaigns. How can you identify the characteristics of your ideal audience? How can you use a mix of online and offline channels? And what are the right tools and messages to reach your audience where they are?

Multimedia Still Matters

Published on May 02, 2016

Remember when websites were the magic bullet? Or social media was going to solve all our marketing problems for free? Then why do we still have traditional media? A well designed multimedia campaign can reap benefits exponentially beyond a digital campaign by itself. In this session, we'll focus on how digital media and traditional media work together to create successful campaigns. How can you identify the characteristics of your ideal audience? How can you use a mix of online and offline channels? And what are the right tools and messages to reach your audience where they are?

PRESENTATION OUTLINE

Multimedia Matters

Don't Put All Your Eggs in a Digital Basket
Don't Put All Your Eggs in the Digital Basket: Multimedia Still Matters
Remember when websites were the magic bullet? Or social media was going to solve all our marketing problems for free? Then why do we still have traditional media? A well designed multimedia campaign can reap benefits exponentially beyond a digital campaign by itself. In this session, we'll focus on how digital media and traditional media work together to create successful campaigns. How can you identify the characteristics of your ideal audience? How can you use a mix of online and offline channels? And what are the right tools and messages to reach your audience where they are?

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Topics

  • What are you saying?
  • What tools do you have?
  • Which audience does it attract?
  • How can you mix them to hit your "sweet spot"?

Content is King

Photo by 10ch

If you have nothing to say, it doesn't matter what media you say it on.

Inform, Entertain, Activate

Photo by Roo Reynolds

Your Content Mix

Media choices

are more diverse than they used to be

One third of your day is spent consuming media

According to ZenithOptimedia, Canadians will spend 506 minutes a day consuming media by 2017

How it breaks down

From ZenithOptimedia 2015 Media Consumption Forecast for 2017 use; this reflects usage in the media's traditional form

Media Tools

and their audiences
Photo by Brett Sayer

Television

  • Still the largest consumption across all demographics
  • 65+ largest consumers
  • Teens watch less than a third the amount of time as 65+
  • Visual storytelling
Nielsen Media data
Photo by ryanmerritt

Radio

  • 91% of population still uses radio
  • Most consumption is out of home
  • Short time spent listening
Nielsen Media data

Print

  • Only 50% use and continues to drop
  • NYT digital 43% more than print
  • Editorial content still king
Nielsen Media data

Outdoor

  • Love it or hate it...
  • Rising consumption because we're out of the house
  • Visual storytelling
ZenithOptimedia
Photo by Justin in SD

Mail

  • How many mail pieces do you get?
  • 18-34 and 65+
  • Behavior more important than age or income
  • Visual and longer form story
2011 Epsilon survey

Social

  • Yes, you should use it!
  • Enhances and reinforces traditional media use
  • Connection rather than sell
Photo by mkhmarketing

What's the Mix?

Ask yourself

  • Who am I trying to reach?
  • Where am I likely to find them?
  • What message works best on each media?

Case Study

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Print, television, outdoor, YouTube, Facebook, Twitter, mail samples, in store

60% increase in revenue over 10 years

Starting conversation

Media use is evolving

Using a single media platform will not work anymore

Engage
Reinforce
Activate

Alice Ferris, CFRE, ACFRE
GoalBusters Consulting
@goalbusters @aliceferris