In today's digital age, consumers access information through a multitude of sources and online platforms. This makes it challenging for businesses to determine the most effective marketing avenue. However, the solution may not lie in selecting a single channel but rather in adopting a multi-channel strategy. By using a harmonious combination of platforms, businesses can enhance awareness and engage a broader, more committed audience.
The Power of a Multi-Channel Approach
Ballarat and District Trotting Club is a prime example of the benefits of this approach. The club sought to attract a new demographic and updated its facilities, including a new function room and a children's play area. To reach younger families, they shifted to a multi-faceted marketing strategy in collaboration with ACM, the publisher of this title.
"We had the stigma that the club was for older people, so wanted to change that and solidify ourselves for the future," said Ash Madder, general manager of operations at Ballarat and District Trotting Club. "Using digital advertising with different formats was the best way to touch base with them."
Implementing a Diverse Marketing Mix
After attending an ACM Connect Plus event, the club was impressed by the presented marketing strategy. They leveraged their long-term association with ACM's Ballarat Courier to advertise across specific ACM platforms, including LTD, Spotify, Organic traffic booster, and CTV.
"It was more targeted to the audience we wanted and how they consume their entertainment these days," Ash explained. "For example, we knew a lot of people in that age demographic listen to Spotify throughout the day; so if they hear it on Spotify, then see it while scrolling on their phone, we're constantly front-of-mind for them."
The Organic traffic booster complemented these efforts by driving traffic to the club's website, resulting in increased online bookings and website visits. "Within the first six to 12 months, we could tell it was having an impact just by how constantly busy we were each week," Ash noted.
Simplifying Workflow with Expert Support
Working with ACM not only provided confidence in the strategy but also streamlined Ash's workflow. "They break down the reporting so it's easy to see," he said. "If I have any questions or am unsure of anything, an answer comes back straightaway."
Recommendations for Other Businesses
The success of the multi-channel campaign has led Ash to recommend this approach to others. "It's been a great relationship between the two of us and we've benefitted by marketing across different platforms," he said. "It's a good way to get in front of a different audience very quickly at a decent price - and if you put measurable components behind it, you can see it's working. I would say to anyone, to give it a go."
Join ACM Connect Plus
ACM Connect Plus is uniquely positioned to help regional brands connect with their next customer. By attending, you can meet with local marketing experts who will provide a 12-month bespoke marketing roadmap tailored to your business. Registrations are now open in regions including Tamworth, Newcastle, Canberra, Wollongong, Wagga Wagga, Albury, Bendigo, Launceston, Warrnambool, and Ballarat. Visit acmrsvp.com.au to learn more.
Content for ACM, publisher of this title.
