Big Teeth Productions Blog

Old Media & New Media Sittin’ in a Tree…

Stop looking at social media as a scary new world – or even as a separate world from the one your marketing campaign is already living in.

A big mistake I’ve noticed companies making as they test the waters of marketing online is to think of social media marketing as a separate category from traditional marketing. This approach doesn’t make any sense to me.

Of course we all have budgets to stick to, but by taking advantage of the power of social media, you’re not subtracting from your marketing plan, you’re adding to it. No, wait…make that multiplying.

Anyone who’s ever had success in marketing will tell you the best approach is an integrated approach. Your work within one medium should complement your work in another medium. So when deciding to add social media to the mix, why treat it differently? Don’t you want your radio spot to gel with your TV spot? Same thing.

If you have an existing TV spot, put it on the web. If you have a website, create a microsite for an interactive twist. While you’re at it, Facebook is a great venue to bring your existing brand identity to life. Twitter can be an excellent gateway to your website. A blog can help create more personal relationships with the public and gain their trust.

To sweeten the pot, content created through your traditional marketing efforts can usually be transferred to online venues for little or no additional cost. (Don’t you love “synergy”?) Sprinkle in a few expertly executed videos (hint, hint), and you’re good to go.

It’s just common sense. Why not get more bang for your buck while also making your message more relevant to today’s more sophisticated consumer? It’s that simple.

But if it still doesn’t seem that simple, it’s okay, don’t throw up your hands in frustration. Write me at dan@bigteeth.tv, or follow more of my amazing insights on twitter, and I’ll be happy to walk you through some of the basics.

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