Q&A with Matt Hudson, CEO of BRASS Advertising
Matt Hudson, the owner of Nashville-based BRASS Advertising, has built his career in the world of traditional advertising, focusing on broadcast television. With over two decades of experience, he’s witnessed the media landscape evolve, from a time when TV, radio, and billboards dominated advertiser budgets to today’s digital-first strategies. Hudson, however, remains a staunch advocate for traditional marketing methods, believing they play a vital role in a well-rounded marketing mix.
In this Q&A, Hudson shares insights on the enduring value of traditional advertising, how it integrates with digital strategies, and why it’s still a powerful tool for brands to engage audiences.
What are some traditional marketing methods that still hold value in today’s digital age? Why?
Matt Hudson: Several traditional marketing methods continue to be effective because they offer unique advantages:
- Print Advertising (Newspapers and Magazines): Print ads can reach audiences who might not be as active online. They also hold credibility, particularly among certain demographics. Specialty magazines, for instance, allow precise targeting and are often kept for future reference.
- Direct Mail: Direct mail creates a sense of exclusivity and personal connection. With data targeting, we can tailor campaigns based on factors like age, gender, education, and household income.
- Billboards and Outdoor Advertising: Billboards provide high visibility and drive local brand awareness. Their broad reach is unmatched for regional campaigns.
- Television: TV remains effective for older demographics and is invaluable for storytelling and brand recall. Live sports, news, and events still deliver broad, engaged audiences.
- Radio Ads: Radio captures audiences during morning and afternoon commutes. Live reads by local DJs or on-site promotions further amplify engagement.
How can brands effectively integrate traditional marketing techniques with digital strategies to create a cohesive marketing plan?
Matt Hudson: Integration is key to maximizing the effectiveness of a marketing strategy. Some best practices include:
- Unified Messaging: Consistent messaging across platforms is critical. For example, a print ad with a QR code can lead to a digital landing page, or a TV spot can mirror a pre-roll ad online.
- Cross-Promotion: Use digital to amplify traditional efforts. For instance, social media teasers can promote an upcoming TV appearance or event sponsorship.
- Data Integration: Leverage analytics from digital campaigns to inform traditional strategies. Digital insights can guide placements for print or outdoor ads.
- Interactive Elements: Add digital touchpoints to traditional media, like scannable QR codes on direct mail leading to virtual experiences.
What are the challenges associated with traditional marketing today, and how do you overcome them?
Matt Hudson: Traditional marketing comes with its challenges, but they can be managed effectively:
- Measurement Difficulties: Unlike digital, traditional media can be harder to track. Adding unique URLs, QR codes, or trackable phone numbers can help measure impact.
- Higher Costs: Traditional media often has higher upfront costs, but this is offset by its broad reach. Careful audience targeting and a blend of cost-effective digital strategies can mitigate expenses.
- Relevance: Traditional methods must resonate with modern audiences. Fresh, trend-aligned content and the inclusion of digital elements help maintain relevance.
How can traditional marketing methods bolster customer engagement and brand loyalty in ways digital marketing might not?
Matt Hudson: Traditional media creates an emotional and tangible connection with audiences:
- Tangibility: Physical ads like print or direct mail leave a lasting impression. A heartfelt TV ad during the Olympics, for instance, resonates more deeply than most digital ads.
- Local Presence: Billboards, radio, and event sponsorships build community ties and enhance local accessibility, where digital often gets lost in the clutter.
- Credibility: Traditional media carries inherent trust and authority, which can cut through the noise of digital misinformation.
How do you measure the effectiveness of traditional marketing campaigns versus digital ones? What metrics work?
Matt Hudson: While traditional campaigns are harder to track, several methods ensure effectiveness:
- Response Rates: Track calls, coupon redemptions, or traffic from specific ads.
- Sales Data: Look for sales patterns during and after campaigns.
- Surveys and Feedback: Ask customers how they heard about your brand.
- Brand Awareness Studies: Measure brand recall and awareness through pre- and post-campaign studies.
Can you share a story where a traditional marketing method outperformed digital for one of your clients?
Matt Hudson: We worked with a client in the arts and entertainment sector looking to increase local traffic. Previously, their focus had been on targeting tourists through digital channels. However, with a shift in strategy, we launched a billboard campaign targeting local residents in specific corridors entering Nashville. Despite a limited budget, we allocated 100% to billboards, designing vibrant, memorable creative that was impossible to miss. The result? The client sold more tickets than ever before in their 20-year history. This is a testament to how traditional advertising, when used strategically, can deliver phenomenal results.
Hudson’s insights underscore the continued relevance of traditional marketing in a digital-first world. By blending old and new strategies, brands can create powerful campaigns that resonate with audiences and drive results.
