Author : Nicole

Hey, traditional may not be the only option!

The best marketing campaigns are ideally mixed, just like your favourite cocktail.

Australian brands and agencies spent $9 billion on digital advertising in 2019. This figure confirms what you probably already know — leveraging digital media in your marketing mix is important.

But, there are a lot of people who believe that investing in more online techniques means abandoning the tried and true traditional methods.

The only justification to stop using traditional advertising is when your consumers no longer go outside, listen to the radio, watch TV, or socialise with individuals who use traditional media. Put simply — traditional is still sticking around.

Instead, it’s about combining the two.

Layering traditional with digital marketing techniques gives you the potential to transform your business through explosive long-term growth that can make you a powerhouse in your industry.

So, how can digital amplify traditional?

It’s active and passive
Traditional marketing is generally considered to be passive in creating brand awareness and demand. Whereas, digital marketing actively involves the target audience and drives conversions. This really allows the two techniques to complement each other, working together to realise the company’s intended objectives.

It’s more personal
Traditional media is a highly effective way to reach a broad consumer base, but digital media is a great way to reach out to a super targeted and specific audience. Digital marketing centres around getting to know the consumer on a deeper level, so you can tailor your marketing to be highly relevant and continue building a relationship with that consumer until you drive them to convert.

What happens when you combine them?
A dual approach extends your business. You can yield insane results. Customer acquisition, reputation management, and brand management. It’s all there when you use every marketing strategy you have at your disposal.

When a strategy is built that allows digital and traditional to work together, the benefits can be huge. Diversifying your marketing strategy is great for long term growth. Short of some marketing catastrophe, where every medium fails, you’ll almost always continue moving forward when you are relying on a combined digital and traditional approach.

Here’s how they can work together

• Traditional ads can direct people to your social media properties
• Social media promotes further engagement
• Combining traditional and digital media builds brand loyalty

Finding the right mix of digital and traditional media is about understanding who your consumers are, what they buy, and where you are most likely to interact with them. Being able to do this ensures you’re able to deliver a consistent brand message across the channels that are right for your brand.

If you need help getting started on creating an integrated marketing approach, get in touch with our team. With the help of our digital agency, Sunny Digital, we work together to help you
develop a coordinated plan for how to engage your audience on each platform — across digital and traditional.

Author: Nicole Moore, Account Manager

Remaining unbiased & relying on research to guide strategy

In the world of advertising – and moreso that of working in an agency – if I had a dollar for every time, I heard a client, friend or even colleague say… ‘but nobody watches television anymore,’ I could honestly nearly retire.

These conversations occur often… and likely on the back of presentation of new consumer and media research, and the recommendation of tweaks to a client’s advertising strategy based on this research. Or even more often upon meetings with new clients or potential clients that have previously developed their own advertising strategy.

The conversation often continues with…… well I definitely don’t watch that television network/ channel / show……. OR I don’t read that magazine…… OR I don’t listen to that radio network and I really don’t like their breakfast team…… OR I never see billboards or transit advertising! You name it we’ve heard it, multiple times over.

I honestly believe this leads to possibly one of the biggest disconnects in the world of advertising, with company’s choosing to advertise in mediums that they like (which may or may not resonate with their target audience at all). Whilst we know that business Owners and Directors know their businesses better than anyone, this doesn’t always continue to understanding the best mediums to reach their target audience.

At Q Advertising, we often use the phrase – you are a sample size of one.

We have grounded Q Advertising on our research capabilities, using independent tools such as Roy Morgan, Neilsen, Census, GFK, Deloitte and many more, so we remain unbiased in our media strategy and selection. The truth is that all media channels have their strength in specific scenarios, with specific budgets and in reaching specific audiences, which is always underpinned and uncovered by research.

What we do know, is that research shows time and time again television advertising reigns supreme when it comes to influencing buyers. Only earlier this month, a report was released by B&T stating that 56% of respondents – to a 2000 participant survey – agreed that they were more likely to buy something as a result of seeing a TV commercial, more than any other medium. Beyond this, the same survey showed that 65% of respondents agreed that advertising helped them make a purchase (great news for us at QA 😊).

There is often concern that the TV landscape has become diluted with the inclusion of digital channels (the like of 7mate, 7Two, Go, Gem, Peach, Bold etc), catch-up television platforms and multiple subscription video services (Netflix, Stan, Foxtel etc), which have all made audiences harder to reach.

The truth is that people are still watching the same (if not more) television than ever, it is just across different platforms and rather than advertisers focussing solely on a linear free-to-air television strategy, we now must develop a video strategy to encompass advertising consistency across multiple platforms. The 2019 Consumer Media Survey by Deloitte supported these trends, finding that the average Australian watches 22 hours of television per week (12 hours broadcast, 3 hours catch-up and 7 hours SVOD – subscription video on demand).

A similar story can be told across the audio landscape, with people deeming that the launch of podcasting, Spotify, Apple Music and multiple streaming services has diluted live Australian radio, when nothing could be further from the truth. In 2019, 61.3% of all audio consumed in Australia was on live radio. However, similarly to television, developing a multi-faceted audio strategy to include live radio, podcasting, streaming etc has quite often replaced the linear live radio strategy of the past.

Essentially, what all of this means is that RESEARCH IS KING.

At Q Advertising we pride ourselves on being experts at media, however we can never know what every consumer group in every market is doing (it would be impossible). So, we remain unbiased, conduct all the necessary research to ensure that every media strategy is grounded in reaching the highest percentage of a client’s target audience within the parameters given.

Author: Sarah Davis, General Manager

To advertise or not to advertise?

There have been plenty of opinions flying around the world of advertising since the COVID 19 pandemic broke in Australia, with some marketing and advertising gurus screaming from the tree tops “Advertise now, Advertise now, it’s the best time to do something!!”whilst others have been more cautious.

Not everyone is Gerry Harvey, not everyone has a war chest sitting in the corner purely to increase share (he is very good at this during down times) and a business that will survive and even thrive during this challenging period in our history . Whilst I agree that a business can increase their sales, share of voice and brand presence during these times, I do consider the following before shouting “advertise” no matter the size of the business we represent

  • Which of these businesses have had to downsize during these times, losing people they respect and even love
  • Which if these businesses have had to restructure finances within the business simply to survive
  • Are some of these business owners, CEO’S or Marketing Managers carrying personal or family debt that would need to be attended to during these times
  • Have we actually found out how these owners and their workforce are actually feeling about the situation
  • Do they have a business that will benefit by what we do during these times or are we best to bank this marketing money for when it is best for THEIR business
  • Can we increase sales
  • Can we increase brand presence

And for most of our clients the answer has been yes, but for some it has not

Empathy

We have continued to use this word and feeling as a guiding principle to understand how our clients have been feeling and what their biggest needs are during this time. Showing compassion and understanding your client’s actual needs both in business and personally have always been a major benchmark in how business is done at QA, and no more so than in the past few months. We have clients adapting and thriving, and those that this time has hit hard through no fault of their own. Our mantra has been to continue to work with everyone with the highest amount of care and empathy no matter what position they are in.

Some of the key points that QA have considered for our clients and assistance we have sought and provided include

  • Anything we can do regardless of whether the client will advertise or not?
  • Continue to leverage our strong relationships with our media partners in order to assist campaigns
  • Re do strategies based on the new world for our clients
  • Understanding and Presenting the shifting media landscape consistently
  • Surprising them
  • Do our job at the highest level no matter what or who we are dealing with
  • Do our clients just want a coffee and a chat?

There are many things we can do to help our clients, and these are just a few. By thinking care and empathy in everything we do, and every decision we make at this time, will only enhance our customer and people relationships and business overall.

Author: Roger Delaney, Managing Director

To see how we can help you, contact us today.


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