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Traditional And Digital Marketing

It’s great in my job when traditional and digital marketing work together.

I went to see the most niche business you can imagine the other day.

They’re a start-up hiring out gowns for student graduation ceremonies.

Certain elements of their marketing are very straight forward.

Their target audience couldn’t be any more clearly defined –  students graduating in about a month’s time.

The message is also simple – they’re about 30% cheaper than the only significant player in the market, who historically have had a virtual monopoly.

So far so easy.

It’s when you come to communication channels that things become more interesting.

The 200 year old market leader is deep in bed with all the universities who endorse them as their approved supplier and tell all the students to get their gowns from them.

So the marketing for the guys I was talking to has two very specific objectives.

  1. Generate awareness that they exist and that their gowns are massively cheaper than the existing supplier and so drive the students to their website.
  2. The website needs to convert visitors into customers.

So what channels should they be using to drive them to the website?

Well obviously 20 year olds spend all their lives on line especially on social media.

So that seems a no brainer.

But which platforms?

We know Facebook’s has reduced the reach for organic posts through the algorithm changes earlier this year.

Additionally for 20 year olds Facebook  is no longer as cool as it once was.

But Facebook posting, especially in groups should still be part of the mix as should Facebook advertising.

But Instagram is the cool platform of choice for kids this age.

What about Google – both the organic listings and Google Ads.?

Will kids search gown suppliers when the university tells them where to get their gown from?

The Keyword tool will give us an idea of search volumes.

But this will be an area where we’re likely to try it and see.

At this stage you can’t know what the result will be.

So what else should they do?

Although we’re talking to such a digital audience, interestingly we’ll need to revert to traditional channels.

We’ll need to make traditional and digital marketing channels work together.

Bill boards and posters around the campuses will be perfectly targeted and have space to communicate the key messages.

Likewise handing out flyers – hardly cutting edge but absolutely appropriate.

Whether we can get a bit clever and find audiences of exclusively final year students I don’t know yet.

And student ambassadors – individuals who are incentivised to generate word of mouth referrals and bring people into the brand one at a time.

In a world fixated on digital marketing it’s kind of refreshing to make old style traditional and digital marketing channels work together for such a digitally orientated audience.

So if you’ve got a marketing challenge that you need resolving give me a shout on mikejennings@marketingsurrey.co.uk , call me on 01483 200387.