MONETIZED SHOW & TELL

MAXIMIZING WEBSITE, EMAIL & DIGITAL MARKETING

There are many channels to promote your product or service: print, Internet, TV, radio, mobile, social, word of mouth, B2B, etc. Multimedia marketing solutions capitalize on the "best of" benefits of ALL of them. A product or service seller like you can take advantage of the cumulative marketing breakthroughs developed over the last couple of CENTURIES! Let's dig right in...

THINKING BEYOND PRINT, RADIO AND VIDEO ADVERTISING

Advertising in print mediums has been an effective way to sell products or services to buyers for hundreds of years. Benjamin Franklin (1706-1790) is considered an early pioneer, though even he was not the first.

The main limitation of print marketing is that it uses only words and pictures to try to drive buy actions. That was about the best they could do in Franklin's time. Messaging vehicles have considerably progressed since then.

Nevertheless, the vast majority of 21st-century websites still pitch themselves on an electronic page using only words and pictures. Think about how your own offerings are promoted on your website: are you still heavily clinging to to this ancient medium as your main- perhaps only- way to sell your audience? If so, why?

Print marketing was THE primary way to market products & services for a very long time. Then along came a MAJOR marketing innovation called radio...

Radio added a powerful dimension to product pitches by tickling prospect brains through a different sense: their EARS. Great written copy could be spoken, capitalizing on the power in the extra punch of emotion, inflection and so on... something even that very same copy offered in print form could never match. One can't READ emotion, inflection, enthusiasm with anywhere near the same impact as hearing it. The very same words could take on new meaning and have enhanced punch when spun by a professional, enthusiastic pitch-person.

Radio also offered much greater REACH. Instead of dealing with the range some local publication could be physically distributed, radio advertisements could fly wirelessly to receivers both near and far. Some stations could be tuned by almost the entire country. To match that exposure in print would involve buying ads in just about all local and regional publications. Easy reach made advertising target a REGIONAL-to-NATIONAL market instead of a local one. Prospective buyers could now be tens of millions instead of tens of thousands. It was AMAZING for driving new business.

As a result of both major benefits, radio became a popular way to sell products & services.

Movie theaters & television evolved the opportunity to sell by stimulating another sense- our eyes- with imagery, animation, video and so on. Radio's biggest limitation- requiring the prospect to imagine the imagery- could be overcome by actually SHOWING an intended scene(s) in support of each selling proposition.

If a picture is worth a 1000 words- and it is- a moving picture can convey massive volumes of print or radio marketing in as little as a 30-second advertising spot. Once again, marketers had a new, even-more-capable tool to help promote products and services. TV became the premier way to sell the masses for many decades... and it continues to dominate when the objective is to pitch huge numbers via passive channels.

THE FUNDAMENTAL WEAKNESS OF ADVERTISING MEDIUMS LIKE PRINT, RADIO & TELEVISION

All of these passive mediums have one standout shortcoming...

They offer limited capability to objectively measure their impact in absolute terms.

Companies always wonder exactly how much that new TV, radio or print ad actually contributed to sales... and does it justify spending more money on that medium? While there are some subjective ways on which to gauge impact, the unfortunate reality... to borrow a key line from a Peter, Paul & Mary classic hit...

🎵  the answer my friend... is blowin' in the wind... the answer is blowin' in the wind  🎶

A couple of generations of advertising firms were able to flourish in that ambiguity but- even today- concrete objectivity is still the exception in passive advertising channels. The working model has generally been to try a new marketing firm, campaign, etc. If sales SEEM to improve thereafter, continue with the firm, campaign, etc. Subjective judgement rules this medium.

Was it the firm or was it a multitude of other factors? Generally, there was no pure way to know for sure. A bit of lucky timing could make a terrible campaign SEEM genius... and vice-versa.

ALONG CAME A SPIDER, WHICH SAT DOWN BESIDE HER...

...and oh how the next big innovation frightened the old guard! The Internet made EVERYTHING tangibly measurable. Suddenly, there was a channel for EVERY kind of advertising that could OBJECTIVELY MEASURE RESULTS 😱. Print, audio and video creators could finally have their production put to hard tests... even head-to-head... to see exactly how well they worked. Miss and Mr. Marketing Muffets everywhere were shaking. Subjective ambiguity could no longer rule their relatively cushy world.

Why is objective measuring so important?

When marketing impacts are measurable, you can evolve the quality of your marketing based on scientific evaluation of effectiveness.

Poor performing ads can be jettisoned, while new ones compete head-to-head with proven "control" pieces: a true survival-of-the-fittest mechanism to make marketing departments and advertising firms genuinely earn their fees. More importantly: it offers a scientific approach to evolving messaging towards perfection... a major key to maximizing sales.

With all this power… with over a century of evolved marketing channel knowledge… what did companies do to sell their wares via Internet? The vast majority reverted to the old form, resuscitating the same old print marketing approaches online.

In websites and email, most Internet companies choose to limit themselves to words and pictures on a page much like Montgomery Ward, Hammacher Schlemmer, T. Eaton Co. Limited and Sears, Roebuck & Company were doing in their catalog businesses well over a century ago.

No video. No audio. Just words and pictures. In the 18th century, Ben Franklin had no choice beyond print marketing tactics. Modern companies have an enormous range of messaging mediums. And yet, even as the Ecommerce capabilities of the Internet approach their 30th anniversary, most companies are still locked into that same, tired & limited approach. Your website can do so much more! "WOW!" your leads & customers by marketing in stronger ways. Else, your competitors willing to step beyond Franklin tactics will lure business away.

Cinema and television proved that when the marketer can work in visual mediums, their ability to showcase products is significantly enhanced. The visual arts toolbox makes it possible to really show off your offerings and tell the viewer why they must have them in ways that e-ink on an electronic page can never match. Applying this to your Internet channel adds benefits like not being limited to a 15, 30 or 60-second spot; you can take as much time as needed to professionally pitch whatever you sell to the fullest.

Our team is expert at helping companies capitalize on Internet multimedia marketing. We can help you fully utilize cutting-edge, 21st-century promotional opportunities, rather than clinging to stuff Franklin was doing hundreds of years ago.

It's easy to test your way into multimedia marketing and let the results speak for themselves.

And again, since they are readily measurable, you can objectively quantify the lifts to judge value. Try it.

ENCORE! ENCORE! YES THERE IS MORE!

There's so much to share with you in this topic that we split it into a 2-pager. The next page covers some delicious details...

1. Using multimedia to pursue much larger GLOBAL markets,
2. How to develop a productive multimedia pitch,
3. Tangible elements of a successful presentation, and
4. How our experts could help you do this in exceptional ways right out of the gate.

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