Marketing with Social vs. Legacy Media: What Wins?

Recently, my wife's co-worker was discussing media buying with another buyer, who asked if he buys "legacy media."  I've been buying for years and never heard that term, have you?   I had never heard television, radio, print and outdoor called that, but I kind of like it.  Legacy.  Classy.

I get it.  It really helps separate more traditional media as it's been known with social media, internet and other electronic or guerilla marketing.

The fact is, of course, that as buyers, we need to be tuned in to both legacy and whatever non-legacy media is called.

But, as Hamlet said, "Therein lies the rub."  To buy traditional or focus on free social media?

As consumers, we may not watch as much television as in the past, and there are twice as many choices as there were even ten years ago, but it's still the fastest way to reach a ton of people in thirty seconds.  Mostly, these spots contain enable you to make a maximum emotional impact that nothing on the web can hope to attain.

I know you've seen Target's great Back to School campaign with Another One Bites the Dust, Under Pressure and Rocky being played by penny whistle and kazoo,  Genius.  Social media can't give you that...unless it's a link to YouTube.  If you're a fan of the company, it can make you feel like part of their mission and reinforce the brand.

Target Back to School (Under Pressure)
Target Back to School (Rocky Kids)

But balance should you strike between social media and legacy media?    The answer is you have to do both.

Social Media
Does it help increase sales?  Not usually.

I agree with a lot of marketers that putting a lot of effort into Facebook and Twitter to make direct sales is a huge waste of time.  There is a reason they call it social media.  Think of it as a way to begin and establish a relationship with customers.  Due to the fact that it's free, social media looms as an inexpensive way to market your brand as a replacement for traditional media.  Don't fall into that trap.

The trick is to get those clients getting interested with your posts to make the move to your site to seal the deal.  Facebook will not seal any deal.  As a matter of fact, your hard sell will likely drive people away, never to return.  Use social media as an opportunity to interact with your customers, not to squeeze them.

Legacy Media
I know you're bound by a budget (we all are), but if you want to make that direct sale using mass media, I'm still big fan of television and radio to reach a large quantity of people with your branding.  With my main client located in a suburb, I am a big fan of using heavily targeted cable to "laser in" on specific counties, when broadcast television or cable would be a huge waste.  Round up those zip codes and let 'er rip.

Finally, don't forget direct mail.  This is an inexpensive way to target and coupon your audience, and a great way to measure results.

For more info and some great insight, check out this recent blog from Social Steve: Why are We Doing Social Marketing Anyway?

There are as many great (and poor) marketing approaches as there are clients.   It will always come down to a few ingredients for success:

1.  Know your audience
2.  Know what each differing medium will get you
3.  Create a consistent message delivered differently for the appropriate medium.
4.  Use a variety of media to reach your target audience as possible.
5.  Don't bore me!!!

Here's to common sense.  One size does not fit all.  What are some other marketing tips to follow that are outside the box?

--Rich Brase
redrich24@gmail.com

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