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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?
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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?

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1.

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?
Photo by Daniela Hartmann (alles-schlumpf)
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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"?
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Content is King

Photo by 10ch
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If you have nothing to say, it doesn't matter what media you say it on.

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Inform, Entertain, Activate

Photo by Roo Reynolds
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Your Content Mix

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Media choices

are more diverse than they used to be
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One third of your day is spent consuming media

According to ZenithOptimedia, Canadians will spend 506 minutes a day consuming media by 2017
Photo by idreamlikecrazy
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How it breaks down

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

and their audiences
Photo by Brett Sayer
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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
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Radio

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

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

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

  • Yes, you should use it!
  • Enhances and reinforces traditional media use
  • Connection rather than sell
Photo by mkhmarketing
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What's the Mix?

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Ask yourself

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

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

Photo by Daquella manera
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60% increase in revenue over 10 years

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Starting conversation

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Media use is evolving

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Using a single media platform will not work anymore

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Engage
Reinforce
Activate

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

Alice Ferris

Haiku Deck Pro User
http://goalbusters.net