Our fist thought would be that the economic climate should not genuinely effect how well one medium performs at reaching the right audience versus another. The right medium should be the right medium. What I hope this new economic environment will do is to get marketers to reappraise their “traditional” marketing mix and genuinely question the value of a TV ad or print ad in connecting with their core consumer. The Lounge specialise in connecting with under 35’s and for this audience we are often surprised at just how much money is spend on traditional channels at the expense at more targeted ones.
We believe that out of home, brand experience and outdoor, is significantly more effective at engaging this audience than either print or TV. In absolute terms you may see a lower reach however you will get significantly more engagement and therefore effectiveness from these “non-traditional” routes. These routes when combined with other channels such as digital will get your clients much more bang for their buck.
The key element that is going to effect how well your brand engages with your audience is how well you understand them. Brands that actually invest in smart marketing, marketing that is targeted genuinely to the needs of their consumer, will see a big difference in this economic environment. Non-traditional routes enable more subtlety, and enable a much more tailored solution therefore, if you employing smart marketing then the non-traditional channels will perform better for you. If you are just grinding out the usual parp then best of luck to you.
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