The 360 Degree Marketing Group Blog

Marketing Agencies: The Solution to All Your Problems

Posted by Jodie Dimmock on Jul 28, 2015 2:00:00 AM

There’s no coincidence that the word busy can be heard from the word business. Running a business requires countless hours of planning, negotiating and deliberating without having to even consider the time that goes into creating marketing strategies and media plans to drive sales. On the other hand, by choosing to have a marketing agency deal with these matters, time saved will not be the only benefit you will be receiving. Here are three key benefits that marketing agencies can bring to your business.

 

Financial Savings

Hiring and training marketing personnel would not only take up time but also a great deal of money. A marketing manager, while equipped overall for the job, may need more assistance in areas they have not specialised in such as content writing, SEO marketing and graphic designing which will only serve as extra increases in the cost for your business. However with an agency, you hand these responsibilities over to them and pay for the services offered which would be dramatically cheaper than the payrolls, benefits, sick leave and all the other costs associated with hiring employees. Why add further burden to your HR department when you have an option that bypasses all of that? Additionally, most agencies have worked with different types of media so they will be given discounts and cheaper rates which increase the savings for your business. It's a win-win for everyone!

 

Expertise

Marketing agencies are built of a team of experienced personnel. These individuals have already worked on campaigns, dealt with similar sized businesses and businesses in relevant industries. From their experience, you will have access to specialist knowledge and impressive contacts that can be called upon to build your business. With each team member, different skillsets and knowledge can be harnessed to create the best way to promote your business.

shutterstock 241720213 resized 600

Fresh Perspective

When working so closely on a project, we can often lose sight of the end goal or focus solely on one option. Usually, it is extremely difficult to think outside the box and develop marketing strategies that haven’t been done before so why stress over it when you can have a whole team of experts figure out a creative marketing plan for you? Marketing agencies can contribute fresh alternatives and creative ideas to the business because of the different backgrounds of their team members. They know what media plans drive results and provide an unbiased solution that has been brainstormed by their diverse and specialised team.

If you are interested in finding out more about what a media or marketing agency can do for you, why not contact us and see how we could help your business grow? Alternatively, you can download our free eBook below which will provide you with 10 questions to ask your marketing agency, so you can find out if they are doing the best job for you that they can.

New Call-to-action

Topics: marketing agency sydney, marketing agency

Managing Your Newspaper Advertising Costs

Posted by Jodie Dimmock on Jul 25, 2015 2:00:00 AM

There are many factors that influence newspaper advertising costs with ad size, placement, timing and circulation being just a few. Newspaper advertising is still an effective medium to reach your desired target audience, however, as with all your advertising, it is important to get the best deal possible on your rates. So here is a few tips on how you can do just that.

shutterstock 241650187 resized 600

What Factors Influence Newspaper Advertising Costs?

We have previously told you about the main factors that influence the cost of your newspaper advertising. Let’s run back through them quickly:

  • Circulation – This is how many newspapers are distributed on an average day and helps you determine readership too. The higher the circulation, the higher the cost.

  • The day you advertise – Newspapers tend to have a higher circulation over the weekend, so advertising generally comes at a higher cost. But, more people are seeing your advertising at this time than during the week.

  • Your ad size – This factor is pretty easy to understand. The bigger the ad, the more you will pay for it.

  • What section you advertise in – the closer your advertisement is to the front of a newspaper, the more you are likely to pay. However there are also specific sections such as business and sport, which may carry a premium cost with it due to the targeted nature of them.

  • Design and placement – things such as colour ads, or advertising on the right hand side of a page will generally ad some cost to your efforts.

Understanding how these factors can add to your newspaper advertising costs is important. However, using the expertise of a marketing agency can also help you to get a better deal in the long run.

 

The Buying Power Of A Marketing Agency

Marketing and media agencies buy and plan advertising for business and they generally do a lot of it. This means that rather than buying one or two ads here and there, they can be purchasing hundreds or thousands of newspaper ads and as a result can get much better rates for their clients. This can see them receive discounts of up to 50% for their clients! They can handle all the above factors for you, meaning you can spend more time worrying about the day to day marketing operations you are in charge of. Agencies are there to be your negotiator and to get the best exposure from your advertising as they can, so why would you do it yourself?

 

While there are many variables that affect newspaper advertising costs, there is a lot of flexibility in using this medium while staying within your budget. If you think you could be getting a better deal on your newspaper advertising contact us today and see if we can help out. Otherwise, why not download our free “10 Questions To Ask Your Marketing Agency” eBook below, to help you determine if your current agency is getting the most out of your media spend.

 

New Call-to-action

Topics: newspaper advertising costs, newspaper ads, newspaper advertising, newspaper ad costs

3 Indicators That Your Marketing Agency Could Be Working Harder

Posted by Jodie Dimmock on Jul 21, 2015 2:00:00 AM

Marketing agencies can be pretty manic environments at the best of times. With tight deadlines and many clients to provide a service to, often you may feel that you are not getting the attention you deserve or are paying for. So today, we are going to take you through six signs that you should look out for, which may indicate your agency’s attention is slipping.

 

1. They Don’t Negotiate Anymore

We are almost certain that one of the main reasons you decided to use a marketing agency was because they would be able to negotiate advertising placements and rates on your behalf. Perhaps you have noticed that the rates you are receiving are no longer very competitive, or perhaps your ad placements have become less effective. If this is the case, it is possibly time to broach the topic with your agency and revisit their role as an extension of your business.

 

2. They Don’t Solve Problems

Advertising and marketing are not clear cut and straightforward processes all the time. There are often hurdles to overcome and problems to be dealt with, so when these problems are ignored or not solved, it’s fair that alarm bells might ring. Your agency are there to manage the whole advertising process, so don’t be afraid to question what solutions they are creating when things don’t always go as planned.

shutterstock 101551237 resized 600

3. They Don’t Work With Your Budget

Every business has a different budget allocated to different marketing and advertising activities and all require careful and strategic planning to get the best bang for your buck. So, when an agency tells you they can’t work with your budget, it can be a cause for concern. Of course, they may only like to work with clients who spend over a certain amount on their advertising as that is where their expertise lies, which as a business with a smaller budget, you will more than likely appreciate. You want to be with an agency who can provide you with the expertise you need, so steering clear of agencies with a focus on big money and campaigns might not be a bad thing if you require the opposite. But, if it seems your marketing agency just aren’t putting in the effort to make (what they may consider) your smaller budget work effectively, it might be time to start the discussion around why that is the case.

An agency should be an extension of your business and so you should feel comfortable and confident in the amount of time and effort they put into your account. However, if you are finding any of the above to be issues you are currently facing with an agency, it is best to sort through them now and get your advertising back on track. You can also download our free eBook below, which will provide you with the questions you need to help determine how you can improve the results your marketing agency gets for your business.

New Call-to-action

Topics: marketing agency

7 Benefits Of Outdoor Advertising

Posted by Jodie Dimmock on Jul 18, 2015 2:00:00 AM

What is the first thing that comes to mind when you think of outdoor advertising? For most people, a picture of a big billboard along the highway or on a business building in the city pops in to mind. But outdoor advertising is actually much more than these big, colourful billboards. It can be, but is not limited to, phone booths, taxis, shopping centres, benches, trains, buses and transit lines.

Outdoor or occasionally referred to as Out-Of-Home advertising, is communication with people while they are out of their home. Nowadays people are spending more time away from home and so outdoor advertising has the potential to reach active consumers. The benefits of outdoor advertising are almost endless, but for time sake we have compiled a list that, in our opinion, are the top 7 benefits of outdoor advertising.

 

Outdoor Advertising Is High Impact

Unlike other mediums, outdoor advertising does not need to be invited in. Outdoor advertising is part of the environment, therefore cannot be turned off like television and radio. The viewer has no control on whether they see it or not giving your campaign more impact for a longer period of time than the viewer may expect.


It Demands Attention.

Outdoor stands alone so it doesn’t have to compete with other ads like other mediums. Often big in size, outdoor advertising makes itself very visible at both close and large distances. They tend to also be creative and expressive which tends to gain more attention amongst consumers.

74409 2176 01 O Mounties 8 663128

Outdoor Advertising Can Be Very Cost Effective

Outdoor Media Association, performed a studied and found that outdoor advertising delivers a high Return of Investment in all categories and the higher the budget spent on outdoor advertising the larger the ROI.

 

It Has A High Reach With A Mass Audience

This is a great marketing platform for brands or business that are trying to reach a broader audience. Outdoor advertising is public and has access to consumers that can sometimes be difficult to reach. Like younger users, busy business people and lower income consumers may not have access to traditional mediums, so outdoor advertising is a great way to reach them.

 

It Impacts The Path-Of-Purchase

According to APN Outdoor, 70% of purchases are occurring outside of the main shopping and retail centres. Location is everything when it comes to outdoor advertising because it impacts across all stages of the Path-to-Purchase. Research collected by the UK’s Outdoor Media Centre (OMC) shows that outdoor advertising is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping.

 

Outdoor is an engaging medium

Unlike most mediums, outdoor is actually liked by consumers. Research from APN Outdoor, found that 71% of Australians preferred buses with advertising than those without and that 36% stated outdoor advertising as a welcome distraction.

 

Outdoor advertising is a team player in the marketing mix

Outdoor advertising can and has been proven, to work best with other mediums. The impact and reach of outdoor advertising is greater and can remind the consumer of the message across other media.

Outdoor advertising can offer brands and companies a fresh and creative approach to reaching consumers.  If you’re interested in one of the benefits listed above contact us today and see hpw we can help you with your outdoor advertising. We would love to navigate your journey through finding the appropriate and most effective outdoor advertising for you and for your budget. 

New Call-to-action

Topics: outdoor advertising benefits, outdoor advertising sydney, Benefits Of Outdoor Advertising, outdoor advertising, outdoor marketing

The Most Important TV Advertising Benefits

Posted by Jodie Dimmock on Jul 14, 2015 2:00:00 AM

Today, many Australian marketers are jumping on the online marketing bandwagon. However, despite these new advertising opportunities along with a vast ranges of ofther mediums, television remains king when it comes to reaching Australian consumers.  

Contrary to popular belief, television advertising is not dead. In fact it, Australians still spend over 88% of their screen-time to the medium, watching an average of 3 hours of television per day.

shutterstock 145678766

So, apart from the above impressive statistics, what are the most important TV advertising benefits? We could list several inlcluding its vast household penetration, its ability to allow your brand to be creative and come alive visually, how it resinates with consumers and that it has an unrivalled reach. But the biggest reason any business should be using TV as an advertising medium, is because it gives you the most bang for your buck. TV has proven itself as a major asset for any marketing mix because:

  • TV is the ultimate influencer. An Australian study conducted by Deloitte found that TV advertising works better than any other medium at influencing behaviour and driving purchasing decisions.

  • TV generates the most profit and the largest ROI than any other communication medium.

  • TV advertising in Australia has measureable results that actually show you if your campaign is effective or not. Because Australia has such an advance rating system you can learn who and when people are viewing your ad.

TV typically works best for campaigns in which the brand is trying to kick-start and build momentum and awareness. In Australia, TV has the ability to reach a huge number of consumers quickly and efficiently. TV advertising has been crowned the best at launching, building, or maintaining a brand and acts as a great focal point. It can cement an overall idea and carry this idea through other mediums.

TV advertising has got a bad reputation for being an expensive luxury for big businesses with big budgets. Again, contrary to what many marketing managers may think, another of the TV advertising benefits, is that it can be an inexpensive choice for smaller business too. Businesses can chose to independently handle the task of advertise on TV by themselves or can hire an agency to get the job done. Depending on your budget both options could be beneficial. 

If you are considering advertising on TV you need to do your research. Before committing you should ask yourself what goals are you trying to obtain? How much can you afford to spend? Can I manage this task by myself? Remember TV advertising has been found as the most effective medium, but make sure you do it right.

 New Call-to-action

Topics: television advertising, television advertising benefits

Tips On Getting The Best TV Advertising Rates

Posted by Jodie Dimmock on Jul 11, 2015 2:00:00 AM

TV advertising rates can be a little daunting for many marketing managers, who often feel that TV advertising is too expensive so don’t explore the option. While TV can be an expensive advertising option, it can also be cost effective if done right. But how do you know if what you are paying for your advertising is cost effective or not? There are a lot of tools out there to help answer these questions, but today we will provide with some top tips to help you on your TV advertising journey.

 shutterstock 189388379 resized 600

What affects TV advertising rates?

When considering TV advertising you need to consider many factors that will influence the rates you pay. You need to take into consideration factors including:

Your target audience demographics
What programs do they watch? Where do they live? Are they a younger or older demographic? Do they watch TV at night or during the day? Do they like popular programs or not so popular ones? The more popular a TV station or program the more you will pay for advertising.

Geographics
Are you a locally or nationally based business? Do you want to target people in a specific area, or across the whole country? Also consider your business’ desired geographic. Are you based locally or nationally? If your reach can be smaller, your rates may be less than trying to reach a whole nation of TV watchers.

Timing and seasonality
Rates change with different times of the year such as leading up to special occasions like Christmas, so it is important to be mindful of hikes in advertising rates at these times of year.

 

Tips for buying TV advertising

A couple of tips when buying your advertising for TV (apart from the considerations above) include:

Take advantage of distress opportunities
Like all advertising options, often not all spots are filled all the time. When this happens some available spots will be released at reduced rates, in an attempt to fill them and this is often when you can get a good deal at a cheaper price.

Gain some buying power through the use of a media agency
These agencies can not only help you determine the best stations and programs to achieve effective reach and frequency amongst your target audience, but they also have a greater buying power than you would directly.  As well as this, a media agency will generally know about any distress opportunities much sooner than you will on your own.

Securing TV advertising rates that don’t break the budget doesn’t have to be a difficult or unreachable task. But using these few simple tips, you will be well on your way to reaching your advertising goals! If you would like to find out how we can help you achieve these goals, contact us today for a chat.

 

New Call-to-action

Topics: television advertising, tv advertising

Are You Reaching The Right Audience With Your Radio Advertising?

Posted by Jodie Dimmock on Jul 7, 2015 2:00:00 AM

Radio advertising has a vast reach across the population, so determining a specific target audience is important to ensure you are conveying the right message, to the right people without wasting your advertising dollars. There are 8 metropolitan radio surveys released every year which breakdown the audience demographics for different radio stations and can help you determine you are reaching the right people. Along with this, considerations and knowledge around the different programs that you can advertise in is also important. Today we will give you some other tips and tricks to help to.

 

Different Stations Attract Different Audiences

KISSFM, 2DAY FM, Triple M, NOVA96.9, 2UE and the list goes on! Each of these Sydney metro stations will often have loyal listeners and are tailored to different demographic groups. 2UE for example tends to have the greatest listenership from those aged 65+, while NOVA96.9 appeals to those in the 10-17 years age bracket. But how does this help with you advertising? Well, if you are currently running ads for life insurance to the NOVA96.9 audience, you may be missing the mark. Send this message to those listening to 2UE however, and you may have a better chance of getting those individuals to act. Know the station your audience listens to and you are well on the way to reaching them through your radio advertising.

shutterstock 149610761 resized 600

Different Times Of The Day Attract Different Audiences

Some people work 9am-5pm, some do not. Some have kids who they do the school pick up and drop off with. Some head to the gym straight from work. Choosing the right time and hence program to advertise in can be a little trickier than selecting the station. However, there are some things to consider about your current radio advertising. Radio is a high frequency medium, which means that people should hear your ads more than once. So, consider advertising at the different times when the majority of your audience will be listening in to their preferred station/s. This is why the morning and afternoon drive programs are so popular, due to the number of people commuting to and from work. It could also be that the stay at home mum with kids who are up early for school is listening in at this time too. Don’t advertise at just one time unless you know that your audience is only listening then; reach them at all the opportunities you can, which may mean a number of different programs at a number of different times.

 

And there you have it, these are the two most important factors to measure and watch constantly, to know you are reaching your relevant radio audience. Keep up to date with the latest surveys across the Australian metropolitan areas so you can see which demographic groups are engaging with which radio stations, before making a decision about the programs and timeslots you would like to advertise in.

 

New Call-to-action

Topics: radio ads sydney, radio advertising sydney, radio advertising

3 Things To Consider When Deciding On Your Radio Advertising Budget

Posted by Jodie Dimmock on Jul 4, 2015 2:00:00 AM

While you can determine your radio advertising budget well before you book any activity in, it is important to understand the different factors that will impact its cost. Not all radio spots and programs attract the same advertising rates, so today, we are going to run you through the three things you and your marketing agency should consider before making a commitment to a budget.

 

What Is Your Campaign Goal?

Traditionally radio is a high frequency medium that reaches a lot of people. While it can be a good advertising tool to keep your brand top of mind, you want to make sure that it aligns with your campaign goal. Generally if your goal is to drive more sales, this form of advertising will be very effective and so you may consider allocating more of your budget to this medium than others. Of course it is important to consider the stations and programs that will reach your target audience at the right time to get a response to your strong call to action.

shutterstock 237220819

What Industry Do You Operate In?

Car sales, clothing retailers, supermarkets, legal practitioners all operate in slightly different industries and therefore their radio advertising will differ too. This is a consideration all businesses must make to determine what budget they should dedicate to this medium for advertising. For retailers, this medium can be great to let their audience know about promotions and sales, which often are restricted by a timeframe. This might mean that spending more on radio ads during these time periods and pulling back on other efforts is the right choice for you. Those industries, such as service based professionals, where retailing is not a major activity, may aim to create more consistent advertising schedules across radio. This means the budget can be spread more evenly over time to create consistent messages rather than those which require action now before a special offer ends, meaning higher frequency in a shorter time period. What you sell or offer and when is a big factor in deciding how much to spend in radio.

 

Who Is Your Target Audience Listening To?

There are a multitude of radio stations available to advertise on throughout both metro and regional areas, all listened to by different demographic groups. This means that along with deciding who your target audience is based on their age, gender and buying habits, you must also decide what radio stations and programs they listen to, which will become a major budgeting factor.

Take the larger and more popular metro radio stations for example. They have greater listenership, which means a greater reach, but with this will generally come higher rates. But it is not just the station you advertise on that will help determine the budget you need to advertise effectively, the time slot you advertise in is also an influencer. Much like the popularity and listenership of a station as a whole, different program times attract different audience sizes and types. Often the most popular time to advertise are what are known as the ‘drive times’, when people are traveling to and from work. While you may pay a premium for these spots, you are guaranteed that a lot of people are going to hear you advertising.

These are just some of the considerations to make when budgeting for your radio advertising spends. If you would like to find out if you are currently doing your advertising right, download our free eBook with 10 questions you should ask your marketing agency!

 

New Call-to-action

Topics: radio ads sydney, radio advertising effectiveness, radio advertising sydney, radio advertising