Getting Creative with Digital Advertising
Advancing Organizational Excellence (AOE)
Association management, strategic planning, PR & marketing, event planning and other areas of business expertise
By Victoria Sicaras, Account Manager for AOE
If somebody told our team two years ago that we’d be using puppies to promote concrete pavements, we wouldn’t have believed you. But we did, and it worked! Before showing off our furry stars, let’s first address the means used to deliver the campaign: digital advertising.
The Benefits of Digital Advertising
Marketers are finding that digital advertising is a great way to sidestep the limitations and hefty price tags that often come with traditional print, billboard, TV and radio ads. Unlike print ads, which are static and generally confined to a specific location or publication, digital ads can reach a global audience across various time zones, target (and retarget) specific audiences—or do both simultaneously. This level of precision ensures your message reaches the right people at the right time. Budgets can start small and remain flexible, and individual ad campaigns can be set with spending limits to ensure they won’t go over budget.
It's also easier to collect data from digital campaigns. By tracking ad views, clicks and even conversions (i.e., downloads, signups, purchases), you can see which content works best for which audience segments. Additionally, using tools like Google Analytics (GA4) and social media analytics allows you to track key metrics and make data-driven decisions. These insights can be used to refine campaigns and determine which ones warrant continued investment.
But in a crowded digital landscape, how can you make your ads stand out? The solution lies in knowing your audience and thinking “outside the box.” To help get the creative messaging flowing, continue on our blog to learn valuable tips for what your customers really need that your brand can deliver.
By employing these strategies, marketers can develop a comprehensive understanding of their audience's challenges and interests, enabling them to craft more relevant and effective digital advertising campaigns. For help infusing creativity into your strategies, contact the AOE team!
* See the below video for examples of the Paws ad campaign, which is now being used by ACPA for targeted audiences across the nation. (Fun fact: A few of the dogs featured in the Paws ads are proud owners of ACPA Board members.)
AOE News
AOE celebrates client’s 50th anniversary, Texas-style!
AOE is a sponsor of the American Concrete Pumping Association’s Fall board meeting and Operations Safety Maintenance conference, to be held in Austin, Texas Oct. 2-5. AOE has provided marketing consulting services to ACPA for almost a decade and is excited to help the Association celebrate its 50th year, Texas-style!
AOE Sponsors ACPA’s Annual Meeting
AOE is proud to be a sponsoring partner of the American Concrete Pavement Association’s annual meeting to be held December 3-5 in Phoenix, AZ. ACPA is a long-time client of AOE.
AOE Sponsors PTI's Committee Days
AOE is proud to be a sponsor of long-time client Post-Tensioning Institute’s 2024 Committee Days taking place October 1 – 4, 2024 in Cancun, Mexico. PTI Committee Days provides exclusive access to committee meetings, special events, and valuable networking opportunities within the PTI community. It provides an opportunity for industry stakeholders to contribute, collaborate, and stay abreast of advancements in post-tensioning practices. Find more information here.
AOE hosts a successful GLCPC Promotion Summit
AOE recently hosted a Promotion Summit for the Great Lakes Cement Promotion Council (GLCPC), a nonprofit that promotes the use of portland and masonry cements and concrete products. GLCPC is active in the states of Illinois, Indiana, Kentucky, Michigan, Ohio as well as Wisconsin, and AOE manages the organization. GLCPC's members are seven cement manufacturers that produce or ship products in this region.
Held on August 29, the Summit brought together many members and partners of GLCPC for an engaging and insightful event at the ACI Chicago Resource Center. The summit kicked off with a reception the night before, setting the stage for a day filled with collaborative discussions and knowledge sharing. We started the morning with a tour of the ACI Chicago Resource Center facility, providing attendees with a firsthand look at the resources offered.
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The agenda was packed with pivotal topics, starting with an organization update from all attendees where representatives highlighted key achievements and challenges within the industry. We then moved into topics focused on Coalition Building; Concrete Sustainability; the Concrete Masonry Checkoff Program; Federal Infrastructure; Carbon Neutrality; and Anti-Trust. Thank you to our speakers: Kerry Sutton, ACI; Kevin Cavanaugh, Cavanaugh & Associates; Lionel Lemay and Donn Thompson, NRMCA; Jason Tai and Andrew Perlstein, Tai Ginsberg & Associates; Jamie Farny, PCA and Andrew Klevorn.
Overall, the 2024 GLCPC Promotion Summit was a successful platform for fostering collaboration and education and we look forward to this event next year.
How to identify AI-generated photos podcast
Whether it’s improving productivity, advancing research or enhancing user experiences, AI is increasingly impacting our personal and professional lives and doing so in ways that are becoming harder to discern. One common type of AI-generated content is photographs or rather, images that are photorealistic. In this podcast AOE's director of design Lindsay Chelf takes us on a deep dive on how to identify real from fake. Listen to the podcast here.
Are you a regular listener?
Advancing Excellence is a weekly podcast hosted by AOE – serving the AEC industry. AOE’s podcast shares tips, ideas, marketing, events, strategic planning, crisis communication, organizational management, thought leadership and more. Listen on YouTube here.
Recent episodes:
Embracing the podcast wave
By Paulina Barbone, Account Manager for AOE
The rise of digital platforms has paved the way for innovative approaches to media outreach and content creation. As journalists and news outlets dwindle, brands, organizations, and agencies are turning to digital platforms for media outreach and content creation. Among these emerging channels, podcasts are gaining significant traction as a powerful tool for effective communication strategies.
Podcast engagement extends beyond passive listening. A substantial portion of listeners report taking action based on podcast content, from trying new lifestyle changes to making purchasing decisions. This level of audience interaction presents a powerful tool for public relations (PR) professionals to leverage podcasts as a means of reaching and influencing their target audience. Christine Baratta, Director of Situation Room Studios & Editorial Content, emphasizes that podcasts are no longer just a vanity exercise but a strategic tool for achieving specific communication objectives. Our blog and podcast on this topic provide valuable tips to assist your organization in building podcasting success.
Embracing the podcast wave presents a wealth of opportunities for communicators to connect with their audience in authentic and meaningful ways. By harnessing the power of storytelling and leveraging diverse voices, the AOE team can help your organization unlock the potential of podcasting as a strategic communication tool in this digital era. Reach out today.
AOE Digital University
Not every person in a group is the same, but it does help to know the broadly defined habits and preferences of age generations when determining where and how to reach a large grouping of people. Do you know how to engage different generations? Take our quiz and test your knowledge.