Since replacing radio as the most popular mass medium in the 1950s, television has played such an integral role in modern life that, for some, it is difficult to imagine being without it. Both reflecting and shaping cultural values, television has at times been criticized for its alleged negative influences on children and young people and at other times lauded for its ability to create a common experience for all its viewers. Major world events such as the John F. Kennedy and Martin Luther King assassinations and the Vietnam War in the 1960s, the Challenger shuttle explosion in 1986, the 2001 terrorist attacks on the World Trade Center, and the impact and aftermath of Hurricane Katrina in 2005 have all played out on television, uniting millions of people in shared tragedy and hope. Today, as Internet technology and satellite broadcasting change the way people watch television, the medium continues to evolve, solidifying its position as one of the most important inventions of the 20th century.

Despite the increasing popularity of over-the-top (OTT) video ads and streaming services, television remains predominant because of its unparalleled reach and staying power. If you’re not using TV advertising as an asset for your business, you’re neglecting millions of viewers who may not see you as easily on other platforms. One compelling reason to incorporate a TV advertising strategy today is that more people are watching than ever before. There are currently over 120.6 million Tv=V households in the U.S., and that number is rising. In addition to the growing number of TV homes, it’s possible to reach millions of people in every demographic. Although TV is seeing an aging viewership, younger audiences are also watching more TV which is mainly due in part to the changes that came with the pandemic in 2020. The younger audiences are watching streaming platforms like YouTube, Netflix, Amazon, Hulu, etc but this shift hasn’t negatively impacted television viewership. On the contrary, the popularity of TV has remained steady and withstood the test of time.

Despite all the changes in the last decade in how Americans access music, AM/FM radio is still the most cost-effective advertising medium today. It’s an inexpensive way to reach your existing and potential customers. There are three big variables you want to control when scheduling radio ads: reach, frequency, and consistency.  Reach is the number of different people who hear a radio commercial. Frequency is the number of times your ad is heard by the average person over the course of a week. How often are you sharing your message with the target audience? Be selective in targeting because you don’t have to reach everyone. Everyone isn’t your potential customer. Once you’ve identified your target audience, it’s time to build frequency. The time-of-day you run your commercials will play a major role in how much frequency you can afford per station. Creating brand consistency creates brand loyalty; branding is just about as equally important as the product itself. No other medium can reach such a broad cross section of potential customers at an inexpensive rate as radio can.

We develop a strategy that best fits our clients needs. Critical actions move a strategic plan from a document that sits on the shelf to actions that drive organizational growth. A strategic plan needs to be adaptive to survive changing or unanticipated conditions. An organization that develops and executes a strategic plan gains significantly from the experience. Starting with a working model and then building a tangible plan will make your organization successful.

Your marketing plan, just like your financial plan, must be monitored and adjusted as needed, and it must also be adaptable to changing competitive environments. The market looks very different today than it did two or three years ago. The marketing plans must change accordingly in order to capitalize on potential avenues of revenue.

In the construction phase we will first determine your objective, then perform a SWOT Analysis (strengths, weaknesses, opportunities and threats). We do not believe in a one size fits all approach. This is why we custom tailor our marketing plan to each client’s needs.

Understanding when and where to launch our clients campaigns is a vital part of the process. Strategy without execution is only theory. A great marketing plan helps you understand how each activity works in synergy with your other marketing activities as well as ensuring consistency throughout. The real key to success in marketing is the ability to execute – working each activity until you have attracted the attention you deserve.

Optimization begins with your website. We cannot emphasize enough how important it is to have a well-designed, thoughtfully-developed website. Search engines DO pay attention to this. Speed, content, and sure… you’re “on page seo” does matter. What’s on-page SEO you may ask? In a nutshell, it is the details that tell search engines what your content is and why it is important to your target demographic.

For example… If you’re a business that sells Custom Residential Windows, and you wish to attract clients who want “Custom Residential Windows”, then you want your content to deliver information regarding “Custom Residential Windows”. Makes sense, right?

At Zeppelin Agency, we’re going to ensure that your customers and prospects see and hear the message you want them to see and hear. We’ll make sure that your message is not only understood by your prospective clients, but also understood by search engines.

This, when combined with Social Media Marketing, Business Listings, Pay-Per-Click Advertising and Targeted Web Pages means that your business will be more pertinent than ever.

Interestingly enough, when running ads, metrics are very important. Each ad focusses on a particular key word or a phrase that has your targeted key words (i.e. “Condos For Sale In Cancun”, if you’re offering condos for sale in Cancun and are trying to reach people who are searching for condos for sale in Cancun). That key word will have a cost of advertising associated with it – also called a cost-per-click.

This is exactly as it sounds… for every person that clicks on your ad, you will be paying for that. We have the ability, by finely tuning the advertisment(s)’ targeting towards specific demographic areas, to reduce your cost per click. It’s all about learning what your average cost per customer will wind up being. Stabilization and scaleability is the key.

The great part is, with such fine-tuning, consistent oversight, and persistent adjusting of targeting and wording, your ad will convert more viewers into “clicks” and thus you’ll be rewarded by Google by reduced click costs.

This is due to the fact that your ad is seen by Google as being more pertinent than a competitors ad, because more people who view it click on it. In a nutshell, the careful split-testing of ads, and the skill of knowing what metrics to adjust, when, and why, is paramount. This is what we at Zeppelin Agency do best when it comes to pay-per-click advertising.

Reputation management is the art and skill of taking what is predominantly not-so-impressive about your business or service, and “pushing” it backwards – further inward – on the search results so that most people don’t take notice of it. This is done via a combination of marketing strategies all implemented simultaneously. 

When implemented properly reputation management is not only highly effective for reducing visibility of negative results (or “offsetting” to use a more fitting term) but also works just as well in creating broad visibility of a business, service, brand, or person even if there are no negative search results needed to offset.