The 360 Degree Marketing Group Blog

Using Local Newspaper Advertising To Your Advantage

Posted by Jodie Dimmock on Aug 29, 2015 2:00:00 AM

Advertising in your local newspaper can create great exposure for your products and services to an audience that is within a certain geographical location, benefiting your business’ following. While the larger metro newspapers have a higher reach, consider how local advertising could also be utilised to your advantage through lower costs, leveraging your products or services, being flexible and standing out from your competition.

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Lower Costs

Advertising in your major metro newspapers can run into the thousands of dollars for just one weekend spot. While this may be one option that you should consider for your marketing mix, try to also build a brand following from an audience closer to home. Whether you have a physical storefront or offer services at your customers’ locations, sometimes starting off with smaller print advertising can be more beneficial, while your available budgets grow. By putting more money in these advertising options first, you can build a loyal customer base, then branch out to your wider audience as your budget allows.

 

Take Advantage Of Your Product Or Service Offering

What are you offering your customers? Is it physical products they want to see before purchasing, or is it a dining experience at their local hotel chain? Either way, you can create hype around this offering by using local newspaper advertising, more so than through metro papers. Special promotions and offers can be advertised to your geographically targeted audience, drawing on community support which is often present, even if you are more than a small business.

 

Flexibility

We know that the circumstances of businesses change often and unexpectedly, which is another reason local newspaper advertising is a great choice for any business. Deadlines to provide material or make changes are usually easier to coordinate than with larger metro newspapers, which can bring you piece of mind as you attempt to handle all other marketing operations in your day, where changes will generally occur.

 

Beat Your Competition

The reach and reputation of metro newspapers cannot be compared with local print advertising; that we can’t deny. However, when advertising in metro papers, you will often be doing so directly with your competitors. While we think metro newspaper advertising is just as important, take advantage of using local newspaper advertising to be one of a much smaller number of businesses in that area. Again, this helps to build a customer loyal base within that geographical area, which can then be expanded throughout the larger metro areas if appropriate.

 

Remember, just because a business may not be considered small, does not mean that it must undertake big advertising in metro and national print. Starting small can often free up some of your budget for other advertising and marketing activities, while strengthening your brand in smaller geographic markets. Building brand loyalty and awareness is important for every business and so gaining this locally is crucial. Try a combination of newspaper advertising options, but don’t discount the advantages you gain by spending money locally.

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Topics: newspaper advertising Sydney, newspaper advertising, local newspaper advertising

The Advantages of Using A Marketing Agency

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

If you have ever used or currently use a marketing agency for your business, you will know all about how they make your life easier. So, let’s run through what makes them so good, to help you decide if hiring an agency is right for you, or whether it is time to consider a change to a new one when they don’t meet your expectations.

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Everything Is In The One Place

A full service agency should be able to provide you with all your media, advertising and marketing needs from website building, to media planning and buying, to online paid search. This makes life for someone managing a business’ marketing a whole lot easier. It means that there is only one relationship that needs to be managed, usually with your account manager, who helps deliver results from the beginning to the end of a campaign.

 

They Are Specialised

A marketing agency is full of employees and professionals who have experience in all the areas of media, marketing and advertising that they offer. Often within an agency there will be media teams, digital teams and creative teams who can handle each aspect of a campaign that you want to run. They should know how one another’s efforts work together to create the end campaign, but will most certainly be specialists at their particular roles, which gives you confidence that they can do a great job overall on all aspects.

 

They Are Professional

Marketing is sometimes seen as a profession that anyone can do; everyone can use Facebook or put an ad in the paper, but unfortunately that is not always the case. An agency has established relationships with media partners and suppliers as well as following procedures and processes that are expected of them in the industry.

 

A Different Perspective

It is understandable that people who have a hand in managing the marketing efforts of a business, know what does and does not work. However, a marketing agency can often bring a different perspective to this mix and with it, some fresh ideas! A new set of eyes on a campaign or brand can often bring with it a whole new range of possibilities for advertising and marketing. Some of it may seem new, a little daunting or just downright obscure; but it’s sometimes these ideas that you will need to really kick off a great campaign.

So, there are a just a handful of the advantages of using a marketing or media agency for your advertising activities. You can operate with the peace of mind knowing that any issues or hurdles will be dealt with by professionals who know how to handle them, while achieving the results you want. Having a specialised extension to your team is a valuable asset, but it is also important to make sure they are the right match for you. If you are finding that your current agency isn’t understanding your needs, download our free eBook below and ask your agency the 10 simple questions provided to determine if they are working hard enough for you.   

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Topics: marketing agency sydney, marketing agency

To Switch, Or Not To Switch Your Marketing Agency?

Posted by Jodie Dimmock on Aug 22, 2015 2:00:00 AM

After continuous months of reviewing your budget, crunching numbers into your calculator and discovering no sales leads, you are shocked to come to the conclusion that your marketing agency is doing you more harm than good. Those early days of lower advertising rates and competitive pricing seem all but a dream as you realise the nightmare it has left behind. So the big question is when do we know it is time to switch agencies? Here are six signs to look out for.

 

1. Not Receiving Competitive Rates

The agency guaranteed you that their rates justified the services you would be receiving. They covered the costs of creating a marketing strategy, a media plan, and the costs of procuring media, but if you can get these same quality services for cheaper elsewhere, why pay the extra price? An agency should be able to provide you with competitive media buying rates too, so make sure you are getting them.

 

2. Not Getting The Attention You Deserve

If you have been piling money into an agency that is giving you no updates on its course of action, is not replying to your emails or requests then there is no point in continuing with this agency if they are not going to prioritise you. It is important to stay up to date with the results and progress of your campaigns and marketing or advertising activities, so make sure you are with an agency who provides this information willingly and without hassle.

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3. Not Results-Orientated

Ultimately, the reason why a marketing agency was hired in the first place was to generate sales which requires customers’ awareness and leads through campaigns and advertising to be reported on. If your agency is rattling on about online presence and press releases without any second thought on your goal and targets, then it’s a good time to consider make a switch.

 

4. Not Measuring Progress

Any progress towards your target should be tracked and recorded. If their reports provide no substance or relevant content towards the goal of your business, then they have achieved nothing. If you are focused and determined to reach your goals, your marketing agency should be doing the same.

 

5. Not Following Their Own Advice

    Does the agency have a good website? Does it have an active and engaging social presence? If the agency doesn’t act on what it preaches, how can they manage your marketing activities properly when they can’t seem to manage their own?

     

    6. Not Having A Clear Process

    If you find every campaign you run with your agency to be disjointed, unorganised and difficult to get off the ground, you may need to look for an agency who follows the same kinf of processes you do. Similarly, if you aren’t given a report of the proportion of your marketing budget spent on various aspects of advertising and media purchases then where has your money gone? Agencies should always give you a rundown of all costs incurred, the reasons behind the decision and ultimately how it contributes to your goal. Transparency is crucial in building a trusting relationship that benefits both parties.

     

    Not sure if you are experiencing difficulties like the above? Why not donwload our free eBook below which contains 10 questions you can ask your agency about how they are working for you.

     

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    Topics: marketing agency sydney, marketing agency

    The Cost Of Radio Advertising: Is It Worth It?

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

    There are numerous factors which impact the cost of any radio advertising you undertake, so sometimes it can be hard to determine whether or not the end result was all worth it. However, radio, as a medium, is still a very effective and cost efficient option. Let’s take a look at why.

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    ROI

    Research has shown that brands who use radio advertising have the strongest return on investment. Used on its own, it was found that brands who used radio advertising had an average ROI of 17%, compared to online at 14% and 13% for TV. But remember, this is just when used alone without any other advertising amongst other mediums. When paired with online the ROI jumped to an average of 23% and with TV, an average of 21% ROI. When looking at your return for this medium, the cost of radio advertising most certainly provides back what you put in.

     

    Frequency

    Radio advertising is what is known as a high frequency medium with a big possible reach. It provides your brand with exposure to a much greater audience at the same time and, if multiple spots are booked, there is the potential they can hear it more than once. One of the most popular booking spots for radio are the drive programs, when people are traveling in their cars to and from work. This is also a time when your audience is not being distracted by other mediums such as the TV or being online, so you have a much greater likelihood of captivating them with a strong call to action too. Although you may feel that radio advertising can sometimes be an expensive investment, ask yourself how many people are seeing you print ads, or even your TV commercials, compared to the reach and frequency combination of radio.

     

    A Strong Call To Action

    There is so much that can distract your audience from your advertising messages as they go about their day to day lives. But that is why radio is such a good choice. Radio advertising often catches people when they are in a position to follow through with a purchase. If the advertising is about a current promotion for example, your audience will be more inclined to act on that when they are on the move, rather than when they are being stationary at home. As well as this the creative aspect of radio advertising can help you to develop your positive brand image, while helping your audience to connect and interact with it, often leading them to follow through with your call to action. So yes, while some radio advertising options can seem to cost more than you anticipated, the creative freedom and direct message you can send to your audience is one of its features that makes it such a successful medium to use.

     

    There are a number of factors that will influence the cost of radio advertising, however the above features of the medium are the reasons you should consider the investment. In combination with other mediums, or on its own, radio will not cost you more than what you get back in return.

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    Topics: Cost of radio advertising, radio advertising

    The Media Agency: How Are They Different?

    Posted by Jodie Dimmock on Aug 15, 2015 2:00:00 AM

    Every business battles with the question on whether they can manage their company’s whole marketing and communication strategy by themselves or should they outsource this task to someone else? There can be a number of issues that can trigger a business to look at outsourcing this function including low sales, a lack creativity in advertisements or you don't have a marketing strategy. But now you need help on finding the right agency for your company. Today, you can find many firms that help with marketing and communications; some with a specific purpose and others which are more full servicing. There are 3 different types of agencies that are typically helpful to companies looking to outsource their communication strategy, which we will cover today.

    1. Media agencies
    2. Advertising agencies
    3. Marketing agencies

    Once you have decide to find an agency you are presented with two more important questions:

    1. What type of service am I looking for?
    2. What role do I expected this agency to play?

    Let's take a closer look at what each do and answer these questions.

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    Media Agencies

    A media agency is in charge of the strategic recommendations of media activity for your campaigns. Traditionally, they were in charge of finding and buying media space for advertising agencies. Now, many of them offer planning services, where they deliver a media plan to make sure they are maximising advertising exposure and impact. Their general role is vital to the growth of effective communications. They specialise in finding the right placement at the right time for the right price. They can assist with securing better prices because they buy a lot of ad space so they are able to negotiate better prices. You might want to hire a media agency if you are unsure where your brand should be advertising and are looking for better advertising rates than you are currently receiving.

     

    Advertising Agencies

    An advertising agency is generally responsible for a single part of the marketing mix. Their speciality involves getting the word out about your brand through creative ads. However, some advertising agencies offer media planning and media buying services. Their role involves the complete production of a creative campaign from start to finish. Depending on what medium you decide to use (e.g.  newspapers, magazines, TV, billboards), an advertising agency will focus on the  development  and execution of that ad. You might want to hire an advertising agency if you brand needs help with creatively communicating to your target audience.

     

    Marketing Agencies

    A marketing agency is a company that specializes in creating a market strategy to reach your audience. Marketing agencies can provide services like market research, strategic planning, and branding, and sales management. The role of a marketing agency is to create strategies and methods that will better impact the growth of the company. Typically a marketing agency will also offer services like troubleshooting, training and even mentoring to help businesses that may be struggling with any part of the marketing mix. You may want to hire a marketing agency, if you are having trouble managing all the components involved with an effective and successful market strategy.

    Depending on your specific company need, each agency has its benefits. Many small companies believe that is it too expensive to outsource an agency when they need help, but this can be untrue. Hiring a media, marketing or advertising agency can be of benefit to:

    • Save you money in the long run. They are able to negotiate better prices and have better resources because they have connections with networks, other companies and individuals.

    • Save your company time. When hiring an outside company you are able to spend more time on the other day to day operations of your company.

    • Produce great results that is definitely worth the investment.

    At 360 Degree Marketing, we are a full service media and marketing agency, so are able t help with all aspects of your marketing discussed above. If you want to find out how an agency can possibly be of benefit to you, please call us on +612 8302 4200 or contract us here.

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    Topics: media agency, marketing agency, advertising agency, media agencies

    Outdoor Advertising In Sydney: Is It Right For Your Brand?

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

    If you’re reading this blog, we assume that you or your company has thought about using outdoor advertising in the Sydney area, which is great, because it is an exciting medium to explore for your brand. Some of advantages of outdoor advertising include that it is:

    • Cost effective

    • Increases brand awareness

    • Has high impact and reach

    • High frequency

    • Creative and dynamic

    Now that you have found an interest in outdoor advertising you need to think about where you want to place your ad. Outdoor advertising in Sydney is a great market to start in with its endless amount of spots that can reach the huge Sydney population.

    When choosing a location you want to think strategically and really evaluate your options, including your budget. You also want to make sure you are placing your ads where your desired target audience will see it. So let’s delve a little more into some sites that may be appropriate for your brand.

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    Billboards

    The most sought out billboard sites are those along or close to major roads and intersections, which makes sense as they are what get the most amount of traffic and so the greatest reach. For example, one of Sydney’s busiest major roads, Southern Cross Drive, is a prime billboard site, if you have the budget to advertise there. These are premium spots that target traffic heading northbound and southband to and from Sydney’s CBD, International and Domestic Airports, M5 and Southern Suburbs.

     

    Transit

    Advertising on Sydney’s transit network can be incredibly effective for campaigns. Transit is a good option for your campaign because it offers you movement, with your advertising and creative changing locations constantly. As well as this, the movement of buses or trains tends to grab your audience’s attention more easily because the advertising is more eye catching than the car in front or the train station platform. Think of all the commuters who travel to and from the CBD on a daily basis by bus and train; that’s a lot of potential eyes on your ad.

     

    Retail

    If you are thinking on a smaller level, or not sure if billboards or transit options are quite right for you, retail advertising is also an outdoor platform available. Within shopping centres and retails stores, this advertising can reach your customer when they are at their most likely time to purchase your brand. With 72% of Australians being swayed towards a product purchase because of outdoor advertising, this is definitely an effective option.

    Sometimes the biggest challenge with outdoor advertising is getting sites and placements at rates that you can afford. This is where the negotiation and experience of a marketing agency can help immensely. With greater buying power and established relationships with media suppliers, an agency can help get a much better deal on your placements than what is offered at market rate. This can also result in package deals with bonus placements and sites that will reach a larger portion of your audience, resulting in a more effective campaign.

    Contact us today if you would like to find out more about how we can help with your outdoor advertising in Sydney, or download our free eBook below for the 10 questions you should ask your marketing agency today! 

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    Topics: outdoor advertising sydney, outdoor advertising

    Why A Marketing Agency Can Get You Better Advertising Rates

    Posted by Jodie Dimmock on Aug 8, 2015 2:00:00 AM

    Whether you have used a marketing agency before, or have considered it, you have no doubt questioned if the benefits outweigh the cost. However, an agency doesn’t just provide you with a higher level of expertise and knowledge that may be absent if you plan and buy media yourself, there are also benefits that arise from relationships they have already built with the media, when it comes to purchasing advertising space.

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    The Agency And Supplier Relationship

    A marketing agency deals with many media suppliers and stakeholders in their day to day operations on behalf of all their clients. Many of these relationships have been well established for a long time and as a result, an agency is knowledgeable about what they can achieve through each supplier. These long standing relationships are very beneficial when it comes to the negotiating of media buys, taking the burden off you to communicate directly with suppliers that you may not have a pre-existing relationship with.

     

    They Know Where To Get The Best Rates

    Part of an agency’s role of course, is to buy media but first, they must plan the strategy behind it. Ensuring that your advertising reaches the right audience the right number of times is crucial to achieving results, so to do this your agency must approach the correct publications, radio networks, TV stations and any other suppliers that advertising with will benefit your goals. To stay within a budget you provide, this may mean that some advertising will be off the table due to the rates associated, however your agency should create an effective combination of advertising to ensure you get the best rates possible.

     

    Bulk Buying Means Cheaper Rates

    Media agencies are always purchasing a huge amount of advertising space at the same time and with big purchases like this, comes bulk rates. Like most things that are bought in bulk, discounts are received, which means lower advertising rates for you. While you can purchase space directly with media suppliers and outlets, you may find that those rates are less competitive than if you were to use an agency. So, if you are unsure about using an agency or unhappy with the service you are currently receiving, it is best to compare direct rates with those of your marketing agency. Keep in mind however, that using an agency means you do not have to manage the media relationships, which can free up more time for other daily tasks.

     

    If you have always wondered whether your current agency is getting you the best rates possible, or whether you could save money on getting your rates direct, perhaps it is time to download our free eBook below. This will provide you with 10 questions that you can ask your agency to help determine if they are working hard enough for you, or if there are improvements that could be made to your strategy. Or, if you’d like to chat more about getting the best advertising rates possible, contact us today and see if we can help.

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    Topics: marketing, marketing agency sydney, marketing agency

    Outdoor Advertising In Sydney And Why It Works

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

    Ever considered spending some of your marketing budget on outdoor advertising? Are you based in the Sydney market? Well, if you answered yes to both of these questions, let’s see why this combination can be so effective for a brand, used by itself or in conjunction with other mediums.

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    In general, if done correctly outdoor advertising has the potential to benefit any industry. However, in recent studies certain industries have shown to do exceptionally well. The industries that benefit most from the use of outdoor advertising are:

    1. Finance
    2. Retail
    3. Entertainment and leisure
    4. Communication
    5. Travel/Accommodation

    Outdoor advertising in Sydney usually consist of billboards, transportation and retail spaces and in the Sydney market, there are ultimately a lot of options and sites to choose from.

    But, how do we know outdoor advertising actually works? Let’s take a closer look.

     

    The Stats

    Ooh Media and APN Outdoor[JD1]  have conducted research which very much supports the use of outdoor advertising for a brand. Some of these statistics include:

    • Every 2nd ad a person passes in an airport is looked at and interacted with for 2 seconds

    • In shopping and retail centres every 2nd ad that a person passes will be looked at it and then looked at a second time.

    • Of all Main Grocery Buyers from households, 62% of them notice advertising signage in the retail space.

    • 97% of views of outdoor advertising occurs when the site is front on, as people don’t have to look up.

    • 81% of drivers notice Billboards on key arterials and major motorways, which means 4 out of five people driving will see them.

    From these statistics it is quite clear to see how outdoor advertising can really benefit your campaign efforts. Outdoor adverting work great for campaigns that are trying to build brand awareness. It allows you to be bold, creative and loud with your advertisements to gain the attention of your audience and hold it. So outdoor advertising in Sydney, naturally, takes advantage of all these features for either static and moving sites or vehicles. When paired with some of the above statistics, it is easy to see why a brand awareness campaign could be so effective, especially with the location of some of Sydney’s outdoor sites. Near airports, major roads and large shopping centres, Sydney’s outdoor advertising potential is almost endless and reaching your audience can be quite easily guaranteed.

    With some of these mind blowing statistics, along with many of the other benefits of outdoor advertising, you can’t ignore its use in the Sydney market. You can suit it to a range of budgets, sites and forms. Whether it is billboards, transit or retail options you are after, you will be able to find something to achieve your campaign goals and objectives.

    Want to know more? Contact us today and we can talk about getting outdoor advertising in Sydney working for you. Or, why not download our free eBook that will provide you with 10 questions to ask your marketing agency to determine if they are giving you the service you deserve.

     

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    Topics: outdoor advertising sydney, outdoor advertising, outdoor marketing

    3 Things To Do When Advertising For Small Business

    Posted by Jodie Dimmock on Aug 1, 2015 2:00:00 AM

    Advertising for a small business can be a challenge. Budgets are not always that big and often your priorities are put ahead of bigger players and spenders amongst the media and marketing industry, if you use partners to help you along. But there are three key things you should do when determining the best options for your advertising campaign and they are all relatively easy to determine and follow.

     

    Determine Your Budget

    Like everything in life, it is important to always spend within your means and the same goes when advertising for your business. If you are starting out advertising for the first time, this might be a period of trial and error to see what will be enough to achieve your goals, but no so much that you are wasting precious budget. If you have advertised before, perhaps it is time to see how you can improve your investments by reducing what you spend by getting better results. Every business and industry will differ as to what a recommended budget will be, so experiment and get advice where you can.

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    Get Help

    This is one of the most important recommendations we could make. No one expects you to know everything about marketing your business. There are a multitude of professionals out there who can give you a hand, but one of the greatest relationships you can begin is with a marketing agency. Perhaps you already use an agency as an extension of your business, but if not their expertise could be the one thing that is holding you back from helping your business to grow. Agencies are experts in media, marketing and advertising (depending on if they are full service or not). They can give you advice on setting your budget (which we already indicated can be a tricky task), on where to advertise and where not to, on the rates you can receive and on the results you should expect. If you feel that being able by handing over the major advertising tasks to a group of knowledgeable and skilled professionals, will give you the time you need to operate the remainder of your tasks more successfully, an agency could just be for you.

     

    Use A Range Of Mediums

    It can be daunting to choose between all the different advertising and marketing mediums available to you. But putting all your eggs in the one basket probably isn’t the most effective way to achieving the results you want. While your audience may skew towards one particular medium more than another, they will almost certainly consume more media than just that one, so it’s important to reach them in all the areas they may be. This can help you effectively reach your audience at the right frequency while having the chance to be creatively diverse with your message.

     

    Advertising for small business can be tricky, even more so than for a larger one. With tighter budgets and sometimes less people to help, it can become a difficult task. But taking into account these three things will help you on your way. But if you think you could use some help and that a marketing agency is right for you, contact us today and we will see if we can give you that help.  

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    Topics: marketing, advertising, marketing agency, Advertising for small business