What is it about smart business owners/executives just not grasping how to communicate to their target audience in the digital media world we now live in? They want to rely too heavily on word of mouth or print to reach their audience. Obviously, word or mouth and recommendations from friends and family rank right at the top when it comes to influencing our buying decisions. But, even if someone we trust turns us on to something extraordinary, what is the first thing you are going to do? If you are like me, you are going online to do a little research on the brand in question. Where am I going to do this research? Online, of course. Now, if the brand is on the ball, they will be creative and utilize a marketing plan that incorporates multiple components reaching across several platforms in order to hook me. Hey, not every company or brand is going to have household name recognition. A comprehensive branding strategy is going to be key to their success. Because at the end of the day, how many people are they really going to reach via word of mouth. A few, I am sure, but to really hit their target audience and peak some interest they should think social and visual media. This is where everybody is, no matter the age. I would hope they have some talented individuals on board that are crafty enough to develop a sound strategy that entices both right and left brain people. I am going to go out on a limb here and say, “print media is dying”! With that said, in some cases I do agree that print can help in very small doses. But, too many people rely on it as their largest means of brand messaging. Print ends up in the garbage basket and the cost benefit ratio for print advertising is usually small, so don't go heavy. Anybody that pushes a print intensive campaign should be shown the door immediately. Think about where your audience spends most of their time and what they are doing. It is a good bet that they are on the internet and more than likely on some social media site or watching video or both at the same time. Find a savvy person or agency that really understands the online world, online community development, social media, and can produce high quality video and hire them. Work with them to design an engaging marketing campaign for you. You can reach niche market segments more effectively this way. And, because of the tremendous shelf life digital media offers, you brand message will be seen over and over.

Go Full Throttle Media! Share the experience and sell the dream.
Seth Horne

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