Blitz, Blitz, it's a Media Blitz and Traditional Media is Pushing the Message!
Working in business development, I am frequently asked a myriad of questions. What is the best form of media to use for my business? Marketing? Advertising? What media does not work well? What works better? They all get the same results, right? Any media I choose should work because the media company personnel recommended it? I like this media best so I chose it over the others, that was a good decision, right? And so on…
Typically, these questions arise during discussions with new clients. They admit they have been managing their business development efforts, such as marketing or advertising with naivety. Many say, “they did not feel comfortable asking why this media was being recommended”? They did not know enough about one type of media from another type. They did not want to look inexperienced so they were polite and listened. And then found themselves agreeing with the proposal. Later, buyer’s remorse in many cases.
When I would reply, “it is your money so you need to ask every question on your mind.” “No question is a dumb question because you need to have all the information to make an informative decision”. Their answers are: “I don’t want to seem untrusting or inexperienced as the business owner”. They came into see me at the right time, I needed to do something”, I did not want to waste my time or their time so I accepted it” or “I don’t have enough time to ask questions or, they are supposed to be the media experts, I assume they have the right answers” AND the answer I hear most often “I’ve waited long enough, I needed to do something ”and so on.
The exasperation went further, they would ask “what do they mean when they say, traditional media will get results”? And again, they’d say: “there are so many types of media today it is just too confusing”! Usually the final question posed to me is, “should they be using it”? I would politely tell them, “you are using it, your radio ads or your TV ads or your print ads are traditional media.” As I continued to review their marketing plan and business development initiatives, I would listen to more of their rationale of why they are using radio, TV or print, or billboards or a combination of traditional media.
It is imperative for all business owners to display an understanding of what media is being proposed and why in discussions of all marketing and advertising. The overall success of business development planning and execution depends on clear understanding. Understanding on what is being communicated has a direct correlation on your business goals and objectives. And of course, knowledge is power! Blazing Kiss Media recognizes that media is one of the most misunderstood aspects of business development among business owners. We are never surprised when we get asked the question: what is meant by traditional versus new media? Our expertise in in media buying and placement makes for a successful Partnership with our clients. We can help take the confusion out of your decision, we can change your perception of uncertainty. We help provide insight into what will make using a particular type of traditional media most beneficial.
Change is an inevitable reality. Media has changed and evolved overtime. From the prehistoric age until now. It is a far more diverse topic than one might think! Media is more dynamic in today’s world of marketing and advertising than ever before. Media communicates the Brand Image and Unique Story of every business. Early forms of mass media developed in the 20th century such as radio and television. In 1741 the first magazine,” The American Magazine” was the go-to media source, and newspapers were popular too. Early forms of mass media developed in the 20th century such as radio and television. Media continues to develop into more interactive forms of media today. Media today is often referred to as New Media! This means digital technologies such as the internet.
When we talk of traditional media, we are referring to any form of mass communication prior to the age of digital media. This includes television, radio, newspapers, magazines, billboards, direct mail, door to door sales, and the Yellow Pages.* Traditional media is often referred to outbound media because the message is going “out” from the business to the consumer. This strategy can be called a “push” as well. *Blitz, blitz, it’s a Media Blitz and Traditional Media is Pushing the Message!
When Blazing Kiss Media works with clients, we explore all media including traditional. In the exploration, we consider does any of the traditional media make sense as a strategy to meet the desired outcome? If so, why? If not, why not? Even though more of todays media is digital or new media, it DOES NOT mean that traditional media is not an effective strategy for consideration. As mentioned previously, understanding what traditional media is and knowing what the expected outcomes will be helps make the decision on what media to use much easier. There still exist benefits of using traditional media. And most forms of traditional media have an added component of new media by streaming! Blitz, blitz, it’s a Media Blitz and Traditional Media is Pushing the Message!
What is the benefit of using traditional media? The question that should be asked of any business owner is: What type of media is best suited to deliver the expected results? You should make sure that your selected media is designed to meet your expectations that are outlined in your marketing plan. The media must be a good strategy when implemented. Once you’ve made sure traditional media is the appropriate media to choose, you will have answered the question of what is the benefit of using traditional media? Blitz, blitz, it’s a Media Blitz and Traditional Media is Pushing the Message!
I do believe there is a time and place for everything. And that is an important reminder when being in business for yourself. Although media has evolved and continues to evolve, there is still a time and place to use Traditional media. Because traditional media relies on the message being sent out to consumers, it does make it more challenging to make sure you have the right message and the right audience! Targeting the Correct Demographic: Why It Matters in Business! is a previous blog written in June, 2020. Knowing the demographic of who you want to reach and making sure that correlates with your specific outcomes identified in your marketing plan, with appropriate advertising objectives, traditional media will work.
Demographics are based upon research. They provide a lot of detail about customers and, they can provide detail about which are relevant to a business and why. This is important to know because you can target the traditional media that will be most effective to the demographic and expected outcomes. Your message can be tailored to connect with the demographic. The uniqueness of your business using a tailored message to the demographic you want to reach, will make the use of traditional media most effective. Blitz, blitz, it’s a Media Blitz and Traditional Media is Pushing the Message!
About the Writer: Becky Blaesing resides in Ooltewah, TN with her husband and two rescue dogs. She has vast business development experience including working in sales, quality improvement, and management. She has worked in manufacturing, county government, mental health, non-profit, for profit and in media sales. She’d love to put her expertise to work for your business!