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Marketing Essentials for Your Company’s Holiday List: Part Three
December 17, 2021
New Year, New You, New Prospects
January 7, 2022
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Marketing Essentials for Your Company’s Holiday List: Part Four

Last week, we outlined three more of our favorite marketing strategies that have led our clients to success in 2021 and will assist in kick starting 2022 on a high note.


Check out the final part of our holly jolly strategies below and cheers to all that is in store for 2022!


Traditional Media… With a Twist


QR codes are a unique way to bridge the gap between traditional, print media and digital media. At the start of the pandemic, QR codes made quite the comeback in our day-to-day lives, when restaurants began utilizing them in order for patrons to access digital menus and when retail businesses were scrambling to find ways to seek out contactless ordering and payment options.


Invented in 1994 by Denso Wave, the QR code was created to improve the manufacturing process of vehicles and parts. In 2012, QR codes became incredibly popular among marketers who printed codes on everything from direct mailers to different forms of product packaging to billboards. However, nearly a decade ago, QR codes largely failed as a marketing tool. While they were certainly a neat new technology, there wasn’t much use for them partly due to the technical barrier associated with actually scanning the code.


Now, about 10 years later, both Apple and Android devices can scan QR codes via their cameras and a global pandemic has accelerated online shopping habits, which in turn has made QR codes the ultimate comeback kid. For marketers, it’s our opportunity to have another chance to incorporate QR codes into our marketing efforts, but in a way that is customer-centric to allow for people to learn more about a product, purchase an item, make a payment or write a review. Within print ads, QR codes can be integrated to automatically trigger an action on the user’s device. Such actions include viewing and downloading a special promotion or offer, viewing a specific landing page associated with the ad campaign, viewing an organization’s website or social media profile, viewing a Google Maps location applicable to the business or campaign and more.


QR codes are an efficient way to get more information to a target audience within print campaigns. They are a convenient, one-step process for consumers and a cost-efficient strategy for your organization as there is generally zero cost associated with creating them. While there are many sites that can generate a QR code, we recommend using, as it helps to create a (free) code specific to the type of content you want your QR code to show the user after they scan it. While the codes made from this site are not editable or trackable, actions triggered by QR codes can be tracked via Google Analytics. Or, if you choose to use a different QR code creation company, many have QR tracking code options built into the software.


For organizations looking to engage an audience that utilizes both print and digital mediums in acquiring information, QR codes are a great way to incorporate traditional and non-traditional media within one campaign to ensure success while setting your business apart from the competition.


Attracting and Retaining Top Talent


Without a talented workforce, continuing to move your business forward becomes increasingly difficult.


To prepare for the future, experienced businesses are turning their attention to recruitment marketing plans and fine-tuning their employee value proposition in order to engage with and attract top talent. As 69% of candidates say an employer’s brand strength is essential or very important when deciding to accept or reject an offer, ensuring that your company’s messaging is consistent and plentiful is key.


Because your brand plays a significant factor in your potential candidates’ decision-making process, having a robust marketing strategy that establishes credibility, positions your organization as an entity that values its employees and is invested in its mission will set you apart from your competition and allow you to stand a better chance engaging with your next new hire. Time is of the essence to do so as January is one of the busiest month for job searches, with eight of the top ten days for job searches occurring in the month.


There are a range of channels available to a company that reach target audiences in slightly different ways while delivering a common message. Unsure of your organization’s ability to create effective recruitment marketing collateral? The Times Union Media Group can help. Our Recruitment Advertising Department is a trusted partner to organizations looking to hire top talent.


Nonprofit Marketing and Public Affairs Strategies


The marketing goals of a nonprofit organization or an organization raising awareness for a public affairs issue are generally different from those of a private corporation. For starters, by definition, advocacy advertising is the use of marketing to support a particular message or cause. Nonprofit marketing generally looks to grow a donor base, recruit volunteers, launch a campaign to raise awareness for your cause, or highlight the successes of various programs, to name a few.


While the particular goals and KPIs of marketing campaigns differ across industries, the underlying theme of generating awareness to increase engagement is universal. As the modern consumer ingests news and information largely through online platforms and via digital devices, digital marketing channels are used frequently and in tandem with traditional marketing channels to amplify advocacy efforts and to share nonprofit missions.


Especially true for many nonprofit organizations, having a solid marketing strategy is especially critical when there is a smaller budget to work with and fewer team members aiding your efforts. Incorporating traditional and non-traditional advertising mediums in your marketing campaign allows you to reach a larger audience, better engage with those who are likely to support your cause and run a campaign for a longer duration in a cost-effective manner.


Content marketing is one such way to bridge the gap between print traditional and non-traditional marketing. Creating and sharing your organization’s story has proven to be an effective advertising tactic. Especially for advocacy campaigns, content marketing provides audiences with valuable information in a manner that is easy to digest and in turn fosters trust and a deeper connection. Content marketing can also be used as an education tool through the creation of interactive content such as surveys, quizzes or other games that encourage engagement.


For any nonprofit or advocacy organization, remembering to deliver effective and valuable content and building a community on a foundation of trust is a winning marketing strategy. Get in touch with us today to learn more and deploy a comprehensive, cost-efficicient, multi-channel marketing strategy.


In Conclusion 


With that, we wrap the fourth and final part of our top holly jolly essential marketing strategies. Thank you for following along with us. We look forward to the start of 2022 after another year of learning, evolving and growing!




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