The History of Marketing

The History of Marketing

The history of marketing – Marketing is defined as the action of promoting and selling products or services. For as long as there has been something to trade, barter, or sell, there has also been marketing. From the first example of branded materials to the invention of the printing press to modern technology, let’s take a trip through time and discover the history of marketing.

The_history_of_marketing, The history of marketing goes back thousands of years. In this image, we explore the history of marketing from 1450 (the first appearance of printed advertising) to the more recent boom of social media in the early 2000s-2010s. This timeline of marketing history takes you through the major events that made the industry what it is today.

Looking Forward

As we step into the new year, marketing looks a bit different than it did 200 years ago. Cutting-edge technology and business practices, coupled with new consumer habits, require brands to step up with new marketing techniques in 2022. Forbes magazine predicts that this year consumers will be more inclined to purchase a brand than a product. Buyers want to do business with brands that share their values. Forbes also predicts that consumers will prefer to be taught, rather than sold on the ethics of a business. They understand that company X may have the best customer service around, but they are looking for companies to educate them on their biggest questions.

Ep #03: Creed Alexander | Special Projects Manager

Ep #03: Creed Alexander | Special Projects Manager

Ep #03: Creed Alexander | Special Projects Manager

In this episode, we are going to tap into the mind of my good friend, Creed Alexander, Special Projects Manager here at Root & Roam. Creed is going to give us some insight into his creative role here at Root & Roam, and we’ll dive into influencer marketing, what that is, his process, and what a successful influencer looks like for a client.

We’ll be back monthly to tell you more about what’s going on behind the scenes at Root & Roam.

Choosing a Graphic Designer

Choosing a Graphic Designer

Choosing a Graphic Designer Quality graphic design is a vital element of your business. A quality graphic designer can help your company’s visibility, sophistication, efficiency, and desirability over the competition. It is essential to stand out effectively with your products and services in the marketplace, so it is essential to choose a quality graphic designer who can meet your needs.

5 factors to consider when choosing a graphic designer

1. Skills

It is important that the graphic designer is on top of the latest design, marketing, and Web trends. Knowledge is power, and a quality graphic designer will be able to apply their knowledge to help your company succeed. Another element in their skill set should be efficiency in the latest design software. The more efficient and knowledgeable they are in these programs, the more confident you can be, knowing they are using the best software to create great designs.

2. Experience

No matter if you are choosing a freelancer or design firm, industry experience is also important. A reputable graphic designer will always be up to speed on the latest strategies and best practices. A quality graphic designer or firm should be able to present their work experience to you. This can come in the form of a presentation of their portfolio or customer testimonials.

3. Portfolio

A strong portfolio can give you an idea of the designer’s sense of style, capabilities, and whether they are a good fit for the projects you need. Look for work that shows freshness, creativity, and attention to detail.

4. References

If a designer is able to provide you with references or testimonials from clients they have worked with successfully, this is a good indicator of a positive attitude and dedication to presenting quality, professional design to your business.

5. Personality/Professionalism

A quality graphic designer will take pride in the relationships they form with a client. They should be responsive, knowledgeable, and active listeners. You should get a good sense that they are on your team, consistent, and are understandable to your company’s vision.

Not all designers are created equal. With these five factors, choosing a quality graphic designer can be a long, but worthwhile, process. Adding a quality graphic designer to your design and marketing efforts will not only improve your brand identity but will also help you stand out against the competition.

    Ep #02: Callie Lubke | COO

    Ep #02: Callie Lubke | COO

    Ep #02: Callie Lubke | COO

    In this episode, we catch up with Callie Lubke, COO of Root & Roam – Integrated Marketing Agency. She also serves as Chief Event Coordinating for Bacon Bash Texas, the nation’s largest bacon cook-off benefitting kids with type 1 diabetes, and local charity, Niki Warms the Cold.

    How To Plan For Holiday Marketing

    How To Plan For Holiday Marketing

    TABLE OF CONTENTS

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    Holiday Offer

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    Holiday Marketing Goals

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    Campaign Key Performance Indicators

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    Holiday Marketing Campaign Target Audience and Personas

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    Holiday Campaign Budget

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    Holiday Marketing Action Items

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    Get to Work On Your Marketing Plan

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    Holiday Marketing Summary

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    Final Thoughts

    How to plan for holiday marketing. – The hustle and bustle of the holidays do not come without intense preparation months in advance. Consumers save their money year-round to purchase the best decorations, food, and gifts available for their loved ones and themselves. In 2019, $729 Billion was spent during the holiday season. Whether you are advertising for Black Friday, Cyber Monday, or December global holidays like Hanukkah and Christmas, or any other holiday, it all boils down to your campaign strategy. A complete campaign strategy will help your marketing team stay organized throughout the process. Your trusted Root & Roam team has put together this checklist to help you get started on your holiday campaign.

    HOLIDAY OFFER

    The first thing you need to know when preparing for the holiday season is what you want to offer to your customers. Typically, holiday campaigns include discounts and/or limited, seasonal products. When determining what to offer, you will need to consider what will make the most sense for both the consumer and for your business. For reference, you might want to look to the leaders in your niche. The leaders in your industry have likely tried many tactics to reach their audience. They know what works best. Never copy other brands’ offers or campaigns. This is simply an exercise to help you brainstorm your own ideas. Choose an offer that will bring value to your customer and your brand.

    HOLIDAY MARKETING GOALS

    Your goals are the things you want to achieve with your holiday campaign. A few examples of common goals are to generate sales, revenue, contact information (emails, phone numbers, mailing addresses), website visits, and door swings. 

    Your goals will vary depending on your brand and what you wish to achieve. Keep in mind that consumers purchasing products or services during the holiday season are likely expecting to receive their goods or services before their respective holiday. When setting goals, you will need to consider the time it takes to fulfill and ship the item or provide the service.

    CAMPAIGN KEY PERFORMANCE INDICATORS

    Key Performance Indicators (KPIs) are specific measurements of success related to your goals. While key performance indicators are similar to goals, it is important to brainstorm each separately. Because there are many ways to measure performance, your team will need to know what they are looking for specifically. When creating your KPIs, keep them reasonable and attainable while challenging your brand’s capabilities. What we mean by that is to set KPIs that are not beyond your reach like selling more orders than your team is capable of getting out in a reasonable amount of time or obtaining a level of revenue that is extreme. Aiming for a 20% increase from the previous year’s Black Friday sale, for example, is a reasonable KPI. Some examples of KPIs are a specific percentage increase in sales or obtaining a specific number of email subscribers.

    HOLIDAY MARKETING CAMPAIGN TARGET AUDIENCE AND PERSONAS

    Your target audience is the group or groups of consumers you wish to reach with your marketing efforts. The persona is a visualization of your ideal customer. Having the persona is helpful in determining messaging and platforms. Each persona is determined by research. Gather the following information for each persona:

    • age
    • gender identification
    • social status
    • job status
    • source of media consumption (search platform, social media platform, television, radio, magazine, etc.)
    • parental status
    • professional status
    • relationship status

    You need to have at least one defined persona. However, multiple personas are recommended if your target consists of a range of any of the factors listed above. A few tools that you can use when creating personas are surveys, interviews with current or previous customers, and research. Feedback from your clients is valuable when trying to figure out status and media preferences. Give the persona a name and a face to aid in visualizing the persona.

    Keep in mind that consumers are typically not shopping for themselves during the holidays. Typically, your persona and target audience are the same. During the holidays, your persona represents the person that would find value in your product or service. Your target audience is the person who might purchase your product or service. Due to this, your team will need to conduct a little extra research to find where they might reach the actual buyer. Depending on what you are selling, your target audience might be grandparents, adult children, parents, friends, or spouses.

    HOLIDAY CAMPAIGN BUDGET

    The next thing you will have to determine is the budget for the entire campaign and how the projected cost meets your budget. The research will need to be conducted to determine the cost of graphics, photography, videography, models, ad spend, landing pages, social media posting and maintenance, radio ads, and/or actors depending on your chosen platforms. 

    The visual piece and labor are usually charged at a flat rate or hourly rate depending on the specifics of what you are looking for. Ad spend is a bit different. Your ad spend should reflect your goals. Ad spend is based on the cost per click or cost per conversion, depending on your goal. Obtaining a sale or a click requires your ad to be shown to anyone who relates to your set audience. Each time your ad shows, a portion of your ad budget is spent. The total amount of your budget that is spent to obtain one click or conversion is the cost per click or conversion. The higher your ad budget, the more people your ad will reach. The more your ad is shown, the higher your chance of achieving your goals. 

    Factors that might affect ad cost include but are not limited to: keyword search volume, keyword difficulty, and keyword cost. The appearance and messaging of your ad may also affect your ad spend. The Root & Roam digital marketing team is here to help you navigate ad placement and budget.

    HOLIDAY MARKETING ACTION ITEMS

    The action items are the key piece of your holiday marketing strategy. This is where you plan out each step to achieve your goals based on your KPIs, personas, and budget. Action items might include creating an ads account, researching keywords, contacting publishers or networks, and creating a social media post or graphic. If you are not sure what is involved in a specific action item, collaborate with your team. Use their input to set each deliverable and their deadlines.

    GET TO WORK ON YOUR MARKETING PLAN

    Once you have written out your campaign strategy, it is time to delegate the tasks and get to work putting your plan into action. Begin with essential pieces like script or copywriting, filming or photography, and graphic design. If you’re doing print ads, purchase your ad space. Lastly, launch your campaign and wait for the engagements, subscribers, and shoppers to roll in. Post-launch you will need to allow your marketing team time to monitor and make adjustments to your campaign as needed. Monitoring and adjusting is the most crucial piece to making your campaign successful. You want your team to correct weak points in your campaign while there is still time to recover.

    HOLIDAY MARKETING SUMMARY

    Holiday marketing is much like everyday marketing intensified. During the holidays, you are not only competing within your niche but with every other brand advertising their product or service. The overarching goal of holiday marketing is to convince consumers that your product or service will make the best gift for their loved ones and their pocketbooks.

    FINAL THOUGHTS

    As you can tell, holiday marketing can take quite a bit of time to execute. Root & Roam recommends beginning your holiday marketing plan months in advance, allowing wiggle room for unexpected events. We know that planning and executing holiday marketing can be challenging. Your Root & Roam team is here to help you through the process. Are you ready to jump-start your holiday marketing plan? Click the button below.

    Ep #01: Ryan Lofton | CEO

    Ep #01: Ryan Lofton | CEO

    We’re excited to announce a new project we’ve been working on: Off the grid with Root & Roam! Here, we’ll chat about the things we’ve been up to and what we’re excited about in the wide world of marketing. In our first episode, Rai catches up with Ryan, who just returned from the Grocery Shop conference in Las Vegas. Ryan gives a look behind the scenes, telling us what he learned, who he met, and what he’s excited about.

    We’ll be back monthly to tell you more about what’s going on behind the scenes at Root & Roam.