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November 10, 2017 at 9:00 AM

4 Big Reasons to Build Chicago Radio Into Your 2018 Budget

The new year is right around the corner. And that means Chicago business owners and marketers are in annual planning mode, or will be soon! If radio is not already part of your 2018 marketing budget, it should be.

We’ve shared why radio works for small businesses—in today’s post, we explore why right now is a great time to add radio to your annual marketing plan.

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November 9, 2017 at 9:00 AM

4 Steps to Better Healthcare Marketing ROI

Determining your return on investment (ROI) can be one of the hardest parts of marketing. In a previous post, we touched on some of the nuances surrounding ROI in healthcare marketing. While we shared that there’s not necessarily an exact formula here, there are still best practices to follow to achieve positive marketing ROI in the healthcare industry.

In today’s post, we’ll break down four medical marketing tips to help you bolster your strategy and see the results you need for your organization.

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November 3, 2017 at 9:00 AM

How Digital Marketing Can Drive Retail Marketing ROI

You may know that integrating your marketing message across multiple channels helps to amplify your results and success. But if you haven’t done a full dive into an omnichannel approach yet—integrating your digital marketing with radio advertising, social media, and other marketing efforts for a seamless brand experience—it’s time to consider taking the plunge.

According to a Forbes Insights’ report, “A Split Screen: Online Information and a Human Touch,” almost half of retailers report that customers research big-purchase items online, and then visit the store to buy. In other words, customers are looking for an omnichannel experience—and not all retailers are providing one.

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October 24, 2017 at 9:30 AM

5 Ingredients for Restaurant Marketing ROI

No matter the cuisine or customer that your business serves, as the owner of a restaurant or bar, you’re always on the lookout for ways to get (and keep) more people in the seats. Running a successful business isn’t just about combining good food and drinks with a pleasant atmosphere. You need to thoughtfully allocate your marketing budget and ensure you’re tapping the right opportunities that will lead to a solid return on investment.

While you might be dipping your toe in the social media waters or considering adding radio advertising to your marketing mix, how do you know what will be most effective?

The exact recipe for marketing ROI depends on your particular business, but here are five proven ingredients to include in your restaurant marketing.

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October 17, 2017 at 9:00 AM

How to Plan Now for Better Marketing in 2018

We’re well into Fall, which means it’s time to start your 2018 marketing planning. This may seem early but the truth is, no strategy should be done on the fly or at the last minute.

For many businesses, the end of the year is predictably a busy period—with holidays and vacations, end-of-year bookkeeping, budgeting, and other responsibilities to manage. It’s all too easy to let your marketing plan get pushed to the side. But doing so is a mistake, since your plan should guide you into a strong start to the year—not another month of playing catch-up.

We’ve put together four important steps to start taking now to develop your 2018 marketing plan.

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October 9, 2017 at 9:00 AM

Defining Marketing ROI in Healthcare

There are many reasons why healthcare marketing is different than other industries, which makes calculating marketing ROI uniquely challenging.

For one thing, an ad for a particular provider, facility, or treatment may not result in immediate action by a consumer. Many who are exposed to healthcare marketing may not need the service at that moment, or maybe ever. Depending on your service line (e.g., cardio versus obstetrics), the time frame where you can attribute revenue to your marketing can vary dramatically.

So, how do you know how well your healthcare marketing is working? On the surface, the calculation for ROI is pretty straightforward:

(Net Revenue - Marketing Spend) / Marketing Spend = Marketing ROI

Because of the industry complexities mentioned above, there’s not an exact formula for healthcare marketing ROI. However, the businesses that commit to an approach and stay vigorous about tracking their definition of ROI are more likely to allocate resources better and build more effective budgets.

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October 4, 2017 at 9:00 AM

Check These Stats Before Building Your 2018 Marketing Plan

No one likes to waste money. But many marketers do just that year after year. When you’re building an annual marketing plan and budget, there’s a lot to consider. Above all, it’s important to make thoughtful decisions based on hard data, so that you don’t end up wasting your advertising dollars on the wrong channels or tactics.

Heading into 2018, you might be tempted to stay the course you’ve created this year, or make changes based on what’s trending. Before you tack on new tactics or drop parts of your marketing mix because you think they’re not delivering, take a step back to examine where you’ve been, what’s happening in your industry, and where you want to go next year and beyond.

To help you do so, we’ve compiled some compelling stats focused around five key trends to consider.

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September 11, 2017 at 9:00 AM

3 Tips to Follow Now for Marketing ROI Down the Road

Consumer behavior is ever-changing. What’s working well today for marketers—in terms of reaching customers and prospects in meaningful ways to drive business objectives—may not work as well in the future, or in quite the same way.

It’s important to stay on top of the ROI you’re getting from all marketing activities to ensure you’re on track to meet your goals, today and in the future. Relying on assumptions about what’s working and what’s not can lead to inefficient use of resources, or an inaccurate assessment of a particular campaign or strategy. Measuring marketing ROI is not an exact science (every business is different, after all), but there are certain steps you should follow on a consistent basis.

It’s not necessary to follow these tips in any particular order. What’s important is to have a regular schedule for measuring these items to gain an understanding of where adjustments may need to be made—so that you stay on track and see a positive return on your marketing investment.

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September 7, 2017 at 9:00 AM

Don’t Let Your Marketing Creative Run Away With Your ROI

Have you ever seen a television commercial that you found really entertaining, but when you told someone about it later you couldn’t remember what brand or product the ad was promoting?

Developing a clever marketing campaign with an original message, eye-catching imagery, and perhaps a healthy dose of humor is partly what advertising creative is all about. But not at the cost of delivering a clear, strategic message. Don’t lose sight of your goals for the sake of creativity, because in the end, the purpose of your marketing creative is for it to resonate with your target audience, and motivate them to take some kind of action or think differently.

In this post, we offer five tips to help ensure that your advertising campaign is more than just creative, but creative and effective.

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September 5, 2017 at 9:30 AM

When Should You Be Planning Your 2018 Marketing?

At this point in the year, you’re likely fully immersed in your 2017 marketing program, analyzing what’s working, making adjustments for what’s not working, tracking progress toward your goals, and juggling resources to ensure all your bases are covered. But it’s coming time to add one more thing to the list of items you’re managing... your 2018 marketing plan.

Why should you be working on that now? Because January will be here before you know it, and building an annual marketing plan is not something you can effectively do in the first few days of the new year. Plus, you’ll save yourself time, stress, and money by building a strategic plan in advance and starting to make media decisions now versus later.

To help you out, we’ve put together seven steps you can start working on now to ensure you achieve marketing success in 2018.

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