Marketing Is Now More Science Than Art
When I first got started in the ad biz, marketing was more “art” than science, but now because of technology, the balance has shifted. Thirty years ago, we thought more like Bob Ross. Today, we have to think more like Bill Nye “The Science Guy.” You have to determine what people love about the product or service. We can’t rely on just instinct (like in the old days) when it comes to creating a creative marketing campaign. We now have to focus on insights gleaned from exhaustive data analysis.
Does this make the ad business less fun? Sometimes. But it works.
You Have To Experiment:
A strong, effective digital campaign is more often the result of hundreds of small improvements based on A/B testing, rather than one enormous change at one time. When you experiment with different messaging and targeting to get in front of the right people — the results can improve. I’m an expert in experimentation. I experiment with fashion. I was the first to rock Crocs with socks.
Use Your Right Brain and Left Brain:
Peter Shankman, founder of HARO, shared with me years ago that the average human being is bombarded with 25,000 to 35,000 pieces of data, from sunup to sundown, each and every day. New estimates for 2021 say that 6,000 to 10,000 of those daily data points are ads. This email. The billboard you passed on I-64. The Amazon link suggesting Crocs. The logo on your mailman’s socks. The only problem? Your brain can only retain a tiny fraction of that data, maybe 35 or 50 pieces of that data. Your ad can only be successful if it breaks through the clutter and becomes one of those select few pieces that’s retained.
This is backed by the science of human intention — 47% of B2B buyers consume three to five pieces of content before engaging with a salesperson. Having a creative mindset to build an innovative campaign while also having an analytical mindset to capture the success of the campaign is essential. At Madison+Main, we have people who think with both sides of their noodles.
Look Between The Numbers:
A good scientist doesn’t just regurgitate data. We have to analyze numbers to get to the bottom of things. A new visitor to a website is important. A repeat visitor is a good thing too. But a visitor who doesn’t stay more than a second or two is useless. A engaged visitor who clicks on several pages or takes the action you want (i.e. signing up, buying a product, making an appointment, etc.) is the real goal. Average Google click-through rates versus audience sentiment are two different (but equally important) metrics you should get reports on. Simply looking at “hits” doesn’t tell you anything.
Yes, creative marketing is still an art — as well as a science. It has to be a balance of creativity with analysis, intuition with data, and emotional appeal with logic. Our team of mad scientists, known as the Madison+Main-iacs, are ready to help. Operators are standing by. Don’t wait. This offer is not valid in Alaska or Hawaii.
AJ’S ONE-YEAR ANNIVERSARY
On Monday, the team spent the day celebrating the first work anniversary of our very own Jr. Graphic Designer AJ Stuit. AJ stands for “All Jokes” and boy does she deliver. Always the first to snarkily respond to a Slack message with a funny quip or make a Madison+Main-inspired meme, AJ has been a wonderful addition to our team. Can’t wait to see what she does this year. Who am I kidding? I can’t wait to check my Slack to see if she’s slacked off this email.
Also on Monday, Account Executive Andrew Simpson and Creative Director Art Webb spent the day at Governor’s Land in Williamsburg, Virginia. No, they were not playing golf and sipping mimosas. They were actually working — scouting the top-notch facilities at Two Rivers Country Club for an upcoming photoshoot. Looks tee-rific!
BABY BAILEY’S BIRTHDAY
On Tuesday, we wished Happy Birthday to our Account Coordinator, Bailey Broughton, the youngest member of the Madison+Main team! She was definitely feeling 22 as she celebrated her T-Swift birthday in “Style” by heading to Music City USA. We’ve learned that you can take the girl out of the country, but you can’t take the Bama out of Bailey. Happy Birthday, cowgirl! #RollTide (I actually can’t stand Alabama football, but I love Bailey, thus that horrible hashtag.)
On Wednesday, many of our incredible clients celebrated #NationalNursingHomeWeek, including Lucy Corr, Pinnacle Living, Birmingham Green, and Williamsburg Landing! These incredible organizations work tirelessly to support their staff and residents — and not just this week, but all year long. Huge props to the leadership teams and staff at each of these incredible senior living facilities!
COMM’S TEAM GOES NUTZ!
#ThrowbackThursday, six days later. Last week the whole Communications team, our illustrious gang of word nerds, took in a Flying Squirrels game at The Diamond. They had beers, snacks, and plenty of laughs — especially when Jr. PR Specialist Ava Adenauer caught the lucky hot dog toss from Flingo The Flamingo. Instead of eating it, Ava saved it as a souvenir. Big thanks to Will Melton at Xponent21 for the ticket hookup!
On Friday, we recognized the work our client Chesapeake Economic Development has done in honor of #EconomicDevelopmentWeek! They offer businesses from all industries the necessary resources to succeed in Chesapeake’s dynamic economy. Kudos to their team behind the scenes making businesses grow year-round!
A FEW OF OUR FAVORITE EVENTS
Specialty Center for the Arts: Visual Senior Showcase – Grand Opening at The Perk
11810 Centre Street
Chester, VA 23831
May 14 | 1 – 4 p.m.
Join The Perk as they celebrate the opening of this exhibit with live music, light food, and of course, the ART! While tickets are not required to attend, RSVP’s are strongly encouraged. This exhibit will remain up in their Baxter and Elaine Perkinson Jr. Art Gallery through Sunday, June 26, 2022.
Hermitage Richmond Arts on the Lawn
1600 Westwood Avenue
May 14 | 10:00 a.m. – 4 p.m.
Hermitage Richmond, an upscale senior living community and member of the Pinnacle Living family, is hosting its second annual Arts on the Lawn event on Saturday, May 14, 2022. The event is free, family-friendly, and will feature more than 50 local artists and creators — showcasing unique paintings, photography, pottery, fiber art, handmade jewelry, woodwork, and more! Funds raised will go towards Hermitage Richmond’s Opening Minds through Art (OMA) Program, benefitting people with dementia.
“The greatest scientists are artists as well.“ — Albert Einstein