It’s funny to me that so many businesses think that they should either only be using social media or only be using traditional media for their marketing. Throughout history there have been tons of examples showing that utilizing multiple media touch points leads to far better results than just using one. It just makes sense, doesn’t it?
One recent example of great integration of social and traditional media is Taco Bell with the launch of the Doritos Locos Tacos. In their first set of radio and TV ads they asked consumers to go in and try the new tacos with the Doritos shell and then tweet their review using the twitter hashtag “#DoritosLocosTacos”. They actually said that right in the commercial! Awesome! Then after the first month of the product being available they started running radio, TV, and billboard ads with the actual twitter reactions. Even awesomer!
So the brand got a ton of traction on BOTH social and traditional media. They didn’t try to go all in on just one. Using both has brought great results for the brand as they recently reported 6% growth in same-store sales.
When you look to market your business, I realize you probably don’t have a big marketing budget like Taco Bell, but you can build some media synergy into your campaign to get much better results, because it’s #bettertogether.