3 Tips To Track Traditional Marketing Digitally

3 Tips To Track Traditional Marketing Digitally

Traditional Marketing | Bouvier Kelly

Over the past 20 years, digital marketing has grown with the ever-increasing amount of time that people are spending on the internet and the ability marketers have to analyze their marketing efforts. However, the best marketing strategies often still have a well-rounded tangible marketing mix that includes traditional marketing strategies. Analyzing the performance of traditional marketing is equally as important as tracking digital campaigns so that you have a more complete understanding of how your marketing strategies are performing as a whole, to increase your future return on investment. In this blog, we will cover three ways you can better track your traditional marketing tactics to make informed decisions and adjustments in future media planning.

1. Include vanity URLs in your ads

A vanity URL is a shorter URL or web address that automatically goes to your website when typed. Vanity URLs should be easy to remember so that users can recall later.

When someone enters the vanity URL they will be redirected back to your website, and you can track this redirect in Google Analytics. Consider creating a new vanity URL for each offline medium you advertise on so that you can track the performance of each ad individually.

2. Track phone calls with call tracking phone numbers

No matter what advertising medium you are using, your ads should always include a call-to-action (CTA). CTA’s such as listing your website or phone number are great ways for prospective clients to reach you if they’re interested in your product or service.

Call tracking is one way to track your offline ad’s effectiveness. All you need to do after you have signed up for a call tracker service is to include a unique phone number in each ad. When someone calls the number in the ad, the call tracker will record it in a call log and redirect the call to your actual business phone without the customer even knowing this happened.

It can also be beneficial to track calls from your digital efforts with the same tracking service so that you can be sure you’re measuring all events in the same place. If you set up a specific phone number for each medium.

Let’s say that you have decided to run a 15-second ad spot on a radio station. In the script of the ad, you insert the phone number that has been set up and associated with your radio ad. Once the ad is on-air, you can track its success by seeing how many calls that specific phone number received and calculate an actual ROI of your traditional marketing strategies.

3. Use QR codes to make print ads come to life

Recently QR codes have become more and more prevalent in print advertising. By adding a QR code to a print ad, you make it easier for users to go directly to your desired landing page. Users simply snap a picture of the QR code on their smartphone with an app and they are taken to the assigned landing page.

Tracking QR codes is easy as most QR code generators have reporting data included with the free and paid subscriptions. If you want to track the QR codes on Google Analytics, you should consider using a Vanity URL or a UTM code at the end of the landing page web address. When using a UTM make sure that it is easy to recognize in Google Analytics, for example, you can use the name of the publication in which the advertisement is published to know which ad sent the traffic from to the landing page.

QR codes can be used in print ads or on signage to drive web traffic and new leads. All ads are trackable in Google Analytics with the use of UTM codes, this enables you to make more informed decisions about advertising strategy for our clients as we continue as their marketing partner.

Another great reason to use QR codes is that they are fully customizable, so you can incorporate your company’s branding in them to make them stand out on the page.

The only issue with using QR codes in your print ads is that it requires users to have access to a smartphone to scan the code. For that reason, we recommend also adding the vanity URL mentioned earlier to the copy of your ad in case the person seeing the ad happens to not have a smartphone.

Track your traditional marketing tactics digitally

As mentioned earlier, the use of digital marketing has made tracking campaign performance so much easier with all of the great tools and resources like Google Analytics. Measuring traditional marketing campaigns digitally should be just as easy to track so that you can make informed decisions in the future about how you spend your marketing investment.

If you are interested in using any of the tips listed in this blog but are unsure of where to start, reach out to us today at pparsells@bouvierkelly.com.

3 Tips to Improve User Experience

3 Tips to Improve User Experience

3 Tips to Improve UX

To generate a good user experience (UX) and ensure you communicate effectively with your audience, start by following a user-focused design approach. User Experience is most often talked about in reference to websites, but a user-focused approach can help refine all of your marketing efforts and materials. The more you take your customers’ needs and preferences into account, the better your response will be.

1) Understand Your Users

Each type of user (or customer) that you have, whether they’re brand new or a returning customer, is going to have slightly different needs. You should start by understanding their goals, needs, behavior, and what motivates them. This research can be done once for general use and then tweaked for specific marketing pieces.

It can be time-consuming, but we recommend getting real feedback from real users. And you don’t need to delay your launch until you have this feedback. You can also gather data and use it to develop new iterations or make small improvements over time.

2) Start with Function, Not Form

Determine first how the piece needs to function and outline the pathway. On a website, for example, create a journey map to lead the different types of visitors to the information they want and the information you want them to see. If you start with design, it’s harder to fit functionality in on top.

On the other hand, it’s important to remember as well that UX isn’t UI. Your user experience is more than just the user interface and functionality. Experience encompasses UI as well as the emotional response to the design and messaging. So, while you should start with function, you can’t afford to forget the form.

3) Don’t Confuse Yourselves with Your Users

Typically, your team is not going to be a perfect match with the target user, and it’s important to separate what you like from what works better for them. When it comes to an internal debate with your team, circling back to your user data from Tip 1 can help settle the discussion quickly and get you closer to the right solution.


Some of these steps may seem obvious, but it’s easy to get caught up in the turmoil of internal discussions and multiple revisions. Before you know it, you’ve lost sight of your customer and their needs. If you can refocus on their perspective, you’ll communicate more effectively and make a better overall impression.

Read more about UX and Accessibility or check out more tips on developing a great website.

B2B versus B2C Marketing

B2B versus B2C Marketing

Fundamentally, there is a lot more that’s similar between B2B and B2C marketing than is different. But the deeper you dig, the more distinct differences you’ll find that you need to account for in your strategy. We put together this infographic with the basics broken down.

A preview of the infographic you can download

B2C vs B2B

Shared Marketing Fundamentals

  • Know the target market – what motivates them
  • Position and price product to be competitive in the marketplace
  • Communicate product attributes to demonstrate value and demand


B2C Consumer Advertising Fundamentals

  • Emotional Connection
  • Create Demand
  • Induce Action/Impulse

B2C Buyers

  • Look for brand values that align with their own
  • Want a connection to something larger than themselves (community)
  • Need validation that they make smart choices
  • Use brands to define how others view them

You Must

  • Understand your buyer’s journey
  • Make brand promise and culture a part of user experience
  • Have products and services that deliver on the emotional connection to the brand
  • Be where your customers are


B2B Trade Advertising Fundamentals

  • Factual/Informational
  • Motivate/Inspire
  • Calculated Decision

B2B Buyers

  • Have a responsibility to make the right decisions
  • Take less risks
  • Need quality to be absolutely right
  • Believe they have the ability to cut-thru the bull

You Must

  • Raise your game
  • Clearly understand their needs
  • Ensure that your products exceed their requirements
  • Let them know


Marketing Insider: Lesley Thompson

Marketing Insider: Lesley Thompson

Marketing Insider Lesley Thompson

For this edition of Marketing Insider, we interviewed Lesley Thompson, our Integrated Media Director. As the conversation jumped from Nielsen ratings to negotiation, it was a pleasure to learn more about how the media landscape has changed throughout Lesley’s career.

Bouvier Kelly: You have quite a complex job title that leaves many people asking what you do. To start, could you break down what it means to be an Integrated Media Director?

Lesley: Shortly, I develop the overall distribution strategy for our clients and buy media. A more in-depth description would be that I research the target audience, develop the best plan of action to reach them, then figure out the cost.

BKI: What does it mean to be “integrated”?

Lesley: It refers to the ways in which the media landscape has changed. I have been in the media industry since 1991, when advertising was less digital. Being able to go from tangible tactics like billboards and traditional TV commercials to digital advertising on streaming services and social media is what it means to be integrated. It basically means we have progressed.

BKI: How has the process of media buying changed because of these new advertising channels?

Lesley: For digital advertising, it is less about negotiation and more about strategic selection of tactic(s). Digital advertising is like a marketing vending machine. With the myriad platforms, creative options, and performance KPIs, the opportunities seem endless – unlike traditional media that is limited by commercial breaks or magazine pages.

BKI: How have a growing number of platforms and digital advertising impacted the way marketers’ find their audience?

Lesley: Largely through the research needed to discover where target audiences are obtaining their news and entertainment. Before digital, you could advertise on television and radio based on Nielsen ratings and Scarborough metrics and have confidence that a majority of the target audience would see it, but today you have people with the same interest or demographic with multiple options of how, where and when to get news and entertainment.

BKI: How can people with the same interests or demographic be so different? Wouldn’t they be more inclined to like similar things?

Lesley: Yes, they may like music from the 80s, but it does not mean they both listen to the local 80s radio station. They may stream audio from a multitude of services. In our digital world with streaming services and various social media platforms, there is a portion of people who use them, a portion of people who do not, and a portion of people who may use one platform but not the other. The diversity amongst the target audience has always been there, but it is now greater.

BKI: From the standpoint of an outsider looking into the media buying industry, it seems like determining the most effective use of a client’s budget could be very complex. Especially when it comes to placement selection and negotiating ad prices with media representatives.

Lesley: It can be. Ultimately, it is about creating value for our client. Cheapest is not necessarily the best option. The goal is to negotiate or buy effective schedules as cost efficiently as possible to achieve stated goals within budget. Successful campaigns depend on a thorough understanding of the media landscape and target consumers’ media habits. Most times nothing is a “must-have” for an ad schedule to be successful. It’s really an art and a science.

For more on the shifts in Media Planning and Buying, connect with Lesley or check out this blog on tangible vs traditional media or this one on the effectiveness of print media.

What Is the Clubhouse App?

What Is the Clubhouse App?

Clubhouse App Logo

The Clubhouse App has taken the social media world by storm recently. In this article we will explain the latest social media platform, and what makes it special.

What is Clubhouse?

Clubhouse is a new type of network that is audio-based, enabling its users to talk, tell stories, network and develop fresh ideas. Users of the Clubhouse App can follow topics, groups, and other Clubhouse App users. The app’s algorithm uses the topics and interests of users to show them “rooms” that they may be interested in joining.

In a room, you can listen to speakers talk about topics ranging from finance to sports to religion and politics. Think of it as if you were to go to a conference and listening to a presenter speak about a topic that you’re interested in. When you join the room, you can “raise your hand” to ask questions or contribute to the conversation, and you may even be granted speaker access if the host wants to have you contribute more to the conversation.

Screenshot of Clubhouse App

Why has it become so popular?

The Clubhouse App has had a meteoric rise in popularity over the past month or so due to the app’s exclusive nature. Currently, the app is only available on IOS devices, and users have to be invited by friends already using the platform. By making the users wait to be invited to join, Clubhouse has created a sense of exclusivity among its users. Clubhouse will eventually open up to the masses, but while still in its infancy they are keeping the doors closed to the general public and requiring users to be invited. The app also plans on launching on Android soon, but haven’t released any information on when that may happen.

How you can be invited

Does the Clubhouse App sound interesting to you? Well, you can join the waitlist to be admitted to the app, and hopefully, receive an invite soon from one of your friends. When a user joins the app, their contacts can be used to invite others to the platform that have already joined the waitlist. Some people wait a day on the list, others wait weeks, and some still haven’t gotten an invite and are still patiently waiting.

To be invited to the platform, simply download the Clubhouse App on your iPhone and enter the information they ask for. Make sure you share your contacts with the app so that your contacts are notified that you want to join. While this isn’t required, by Clubhouse, it is highly recommended to build a larger community, and improve the user experience. If you are concerned with sharing information with Clubhouse, be sure to read over their privacy policy.

Build your personal brand

The Clubhouse app allows its users to build their personal brand by engaging with other users on the platform about topics they are knowledgeable about. By getting involved, you show that you are engaged, and also a thought leader or expert on the topics you are discussing within the app.

Users also get to set their bio, to tell the platform more about who they are. The bio is the single most important part of your profile. Make sure you write your bio using keywords that you would want to be found for . The first three lines of your bio are indexable and can be found in search terms on the app. You can read our Digital and Social Media Manager, Jared’s bio below, and see how he has taken the words that someone may search for and included them in the first three lines.

“Social Media and Digital Marketing Expert |
Podcaster | Social and Digital Manager @ Bouvier

By including his title and knowledge level, more people will be likely to click on his profile when searching for people with a Social Media or Digital Marketing background . He can also be found by other alumni from East Carolina, those people sure know how to network and have a good time.

Lastly, when it comes to personal branding, it is important that you connect your social media profiles to your profile on Clubhouse. Currently, you can connect your Twitter handle and Instagram with Clubhouse. By connecting these profiles, people you connect with will be able to follow you on multiple platforms. This is also helpful as direct messages are not an option on Clubhouse, meaning if you want to connect outside of the Clubhouse App, you will need to communicate on Instagram or Twitter direct messages. So we highly encourage you to connect the accounts and open your DMs.

In the 3 weeks that Jared has been on the platform, he has been thoroughly impressed by the types of content being created and shared with other users of the Clubhouse App. It may be too early to call this app a game-changer in the way people brand themselves and network for their business, but this app is surely a step in the right direction. We highly recommend you join and get involved by interacting in rooms. Build your personal brand and network for future opportunities!

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