Welcome to "3"ā€¦three insights in about three minutes. Is traditional marketing dead? Well, today's guest on "3" doesn't think so, and well, frankly, neither do I. But things have certainly changed. Paul Owens is the Marketing Director for AutosDLVRD, an auto delivery solution for dealerships, auction houses and consumers. Paul, what is your take on traditional marketing tactics?
Paul Owens: You know, I think we all know digital is by far the best way to reach your customers now, but traditional media marketing is not dead. It still should be an important part of your marketing mix. So let's say you're running a radio ad. You know, you run the ad, you promote what you're wanting people to do, either buy a product, and then what you would do is come up with a custom URL that can easily be promoted on the radio. Drive your audience to that website, and that way you can track your success of your traditional media.
Drew: Oh, I agree wholeheartedly. In my book, You Can't Lead What You Don't Understand, I make a statement that just because it's a new tactic doesn't mean it's effective. And the corollary is true, just because it's an old tactic doesn't mean it's ineffective. These tactics have changed, but they haven't gone away.
Paul: No, not at all. And, you know, you need to make sure you have a digital component to all your traditional media and you need to make them work together. And so an example of that would be, you have a direct mail piece. You're trying to target the people you're sending the mail to, to the address you're sending them to. Well, take it a step further, take those addresses and figure out the geo-fence in that area and now deliver digital ads to the same people or the same area that you're trying to target. This will increase your frequency and also increase your likeliness that you'll close the deal.
Drew: Oh, that's good advice, Paul. Now, you shared with me that you learned a lot about marketing by playing offensive line on a Division II football team. Tell me about that.
Paul: Yeah, you know, I realized early in my marketing career that offensive line really, really helped me for my future career, in the fact that, you know, as an offensive lineman, you do a lot of the grunt work, a lot of the hard work, you clear the lanes for your successful and your specialty people to run through, like your running backs, and score a touchdown. So, you know, we don't need to know thatā€¦ We don't need to be interviewed after the game, but we do need to know that we're a part of the win.
Drew: That's an awesome metaphor, Paul! Marketing is like football. If you're willing to do the basics, the blocking, the tackling, then you'll be in for a winning season. "3" is just one of the resources available at MarketingAccelerator.com. We believe that interaction between marketing colleagues creates an environment of optimal performance. I'm Drew Dinkelacker.