Rachel, my client will consider only digital
Our reader asks, how can I get her to see the value of traditional media?
September 16, 2016
I’m dealing with a client who shoots down all the traditional media options we put before her, believing that digital is the only medium that matters any more. She’s on Facebook, everyone she knows is on Facebook, so she thinks she should be advertising on Facebook and nowhere else. Nothing against Facebook, but her products are really better suited for traditional media, like radio and out of home. What arguments can I present that will persuade her that her best options are traditional media? Our only interest is coming up with a media plan that does the best for her. Sign me Working for the Best Results
There are so many great things to say about digital, beginning with how it has really opened the media industry to competition and brought in a lot of advertisers who could never afford traditional media. It’s been a boon for small businesses in particular.
But digital is not the right medium for every advertiser in every situation.
Each medium has its strengths and weaknesses, and as you well know the objective of smart media planning is to create a mix of media that maximizes their various strengths.
It all gets down to return on investment. What sort of dollars am I putting out and what sort of return am I seeing in the form of sales?
Too many advertisers these days are weighing the cost of media first and then making their decisions based solely on that cost.
But that’s backward. It’s not what a medium costs, it’s what that investment return in sales.
Newspapers may be struggling as advertisers flee to digital, but newspapers are still very effective at driving sales for certain kinds of advertisers. Yes, they can be expensive, but if they deliver a solid ROI, they are a smart investment in anyone’s book.
Radio can be hugely effective for some advertisers, depending on the product, the message, and the target audience of likely purchasers. The same goes for out of home and television and magazines.
I should note, TV is booming as advertisers who tried digital are returning. Radio certainly has its problems but it too continues to command advertisers’ dollars. Out of home is very strong.
Why are advertisers continuing to support these traditional media?
Because they work.
Here’s my best advice for dealing with your client.
Walk her though case studies. Pull out past campaigns you’ve done using traditional media and show her the results.
Then go to the various media trade groups and check out what case studies and research they have to offer. You have to take some of it with a grain of salt, but it should be helpful.
Check with the media outlets you’re recommending as well. They should have their own research.
You may not win this one. The important thing is that you make your best case. You are the professional here, and part of being a professional is standing up for the best interests of the client, even when the client just won’t get it.
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