Life – as we know it – is viewed many ways by many different people; and regardless of how different our paths may be, there will always be a set of constant variables that bring us together. One of these constants is a series of binary relationships we encounter as we evolve: good and evil, yin and yang, black and white, Republicans and Democrats, introverts and extroverts… you get the point. There cannot be one without the other.
Our conference room doubles as a “Zen” space… for when media takes a toll on the chakras.
That my friends – is the best Segway I can think of for the purpose of this short manifesto. But before I make my point, allow me to interject in saying that it has been an incredible 2017 for BLM, both as an ad agency and network of beloved clients. No matter how different our paths may have been, we all have one thing in common: our passion. Coming from the “loud and proud” media department at BLMFL, I know I speak for all of us when saying we take our wins and losses very seriously. I know that rings true for all of you as well.
Anyways, back to the point.
In advertising, digital and traditional media have become a binary relationship that often gets misinterpreted at first glance. Too often a time I find myself caught in a battle between the two, justifying one versus the other. We struggle with juggling polarized differences in most areas of life – it’s nothing new.
Here I am planning media strategies with my partner in crime… or “running trucks” as we like to say in the FL office.
The winners, however, are the ones who see the bigger picture; and with that comes seeing the connectivity of it all.
Traditional media – broadcast TV, cable, local radio, billboards and print – offer us a platform to reach the masses.. We use reach and frequency paired with disruptive messaging to make a gain on our clients’ share of voice in their respective markets. This is our flag at the mountain’s peak, the voice that speaks life into our overall brand awareness by reaching tens and hundreds of thousands of people. The takeaway is no secret, however – with a large audience comes a less targeted message. Digital media – display targeting, retargeting, SEM, SEO, social – provides a more targeted solution using behavioral and location data that allows us to reach a highly-qualified individual; rather than a larger and less qualified audience. In today’s hyper-connected and overly-sensationalized world, consumers are bombarded with messages on all platforms; all hours of the day. The balance of traditional and digital is what helps us be the voice that stands out. Efficiency over volume.
Rest easy, advertisers. There’s a new Sheriff in town – making sure you have the best media strategy out there!
Henry Ford said if he had asked people what they wanted, they would have asked for faster horses. I would have asked for less horse shit.
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From the desk of your media director
Gus Garcia