One of the most common questions our Quaintise healthcare marketing agency receives from new clients is “What advertising platforms will drive the most traffic? Where will I see the greatest ROI?” Because every single penny counts when it comes to running a successful medical practice, it’s exceedingly important to spend that money wisely, especially in this business of branding and marketing.
We don’t often talk about print advertising in healthcare marketing circles anymore. Why? With the surge of mobile advertising, digital marketing, social media and more the focus has dramatically changed, the mediums dramatically altered. At Quaintise, our Los Angeles healthcare marketing professionals implement every possible strategy and campaign techniques to produce results, and that still includes print advertising. Here’s why…
Is Print Dead?
As a journalism major, it saddens me that print has become so inconsequential to so many marketing professionals. In the healthcare industry, where journals, niche magazines and medical papers still maintain a powerful presence, it also strikes me as odd that more healthcare marketers are fully migrating their campaigns to digital only.
Video marketing is not a ‘trend’ of the future, it’s a marketing strategy that has grown online with tenacity, and has reached a pinnacle point where the experts at Quaintise can say that it’s become an integral piece of the marketing puzzle. Over the years Video marketing has grown from a fledgling technique with limited resources; to an entire campaign all its own with endless branding possibilities and limitless audience engagement possibilities.
Video Marketing by The Numbers
Whether you’re a web designer, video producer, healthcare marketer, or advertising agency, you inherently know that videos produce results. You might not have always been able to prove how effective Video marketing was in quantifiable ways, but you knew it worked. Today, you have the numbers to back up those claims. Numbers like these:
Advertising has come quite a long way since TV first broke onto the scene in the early 1940’s. Before that it was all about print media, and with the advent of TV advertising things began to change. Advertisers had to think more organically about how to incorporate products and services into sponsored television shows and news shows. From there, everything changed. Even today as the Internet has brought advertising into a whole new realm of fragmenting and targeting audiences, TV remains a major influencer of consumer purchasing decisions.
Last week we talked about the importance of maintaining consistent brand marketing on TV advertising. Today, let’s dive into the production process; the steps that your marketing and advertising firm will go through to develop a winning TV advertisement.
As with any marketing project, a good amount of brainstorming, creative and client meetings are in order to hammer out exactly what direction you want to go. Your overall objectives must be clear. By answering the following questions in your first creative meeting, you’ll start the production process out on the right track:
Creating, developing, and producing a TV commercial is a process that few can accomplish effectively. The progression from client-agency meeting, to marketing briefing and strategy, to brainstorming and client presentation, to drawing board and final revisions, can sometimes seem endless. The creative process is extremely involved, but done right this form of advertising can reap amazing benefits and financial gain for the client and company brand.
Staying Genuine To Your Brand
I’m getting ahead of myself in the production process here, but I want to point out how important it is to stay true to your brand message. This is the most important asset that you company has, more vital than any product, service or investor. When it comes down to it, your brand message, the company promise to your audience, must be consistent throughout every creative process.
Recently, Quaintise was given the wonderful opportunity to use the full extent of our resources in creating a television commercial for one of our healthcare clients. It was a remarkable marketing strategy that is currently reaping some magnificent benefits for the client. And it got us thinking, with the downtick in our U.S. economy, should clients be second-guessing their decision to use their marketing budget for television advertising? We know the answer to this question, so let’s dive in.
Bad Economy Good for TV
They have always said that when the economy starts to take a dive, movies, tv, and alcohol sales and advertising go on the rise. Consumers want to escape from the struggles of daily life, and whether it’s by going out to the movies or having a glass of wine in front of the TV, media conglomerates such as Viacom, NBCUniversal and Time Warner “have not seen any deterioration” in their “current market conditions,” according to the New York Times.