We are all hearing clients say today, "I'm only using Facebook. I don't need radio, TV, newspaper, Etc."  Our budgets seem to be disappearing into the digital cloud. Studies show us that using digital options does NOT replace "traditional" media. In fact, clients need us more than ever. 

In talking with my clients' customers, I made an interesting discovery. Most digital media is designed to send consumers to the retailer's webpage. Now what happens? Most of the retailers we call on do not sell from their webpages with e-commerce. So, if they don't, what is the pathway a potential customer takes to end up giving the retailer money?  Do they email?  Call? Visit the store?

I've found that most retailers do not have a plan for this pathway. They use Facebook, other social media, keywords, ad words. These sources may get potential consumers to the retailer's website (and many of these websites are NOT well-done), but they do not get them to the cash register. 

We can be the link and guide for our clients. We need to help them to map out a pathway to turn prospects into customers. "Traditional" media can create awareness, desire and the top-of-mind position that gets consumers to google for a specific name. We can create the awareness that makes one retail business stand out over all the others when a category is googled. "Image" is more important than ever in today's crowded market place. 

Talk to your clients about their customers' "pathway".  Help them to design a complete marketing plan that will create name awareness, image, attitude and action!  We are an integral part of getting their cash registers to ring!