Heather Doering
Owner at ACE Strategies
Website Address: https://www.kickacestrategies.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Heather Doering from ACE Strategies. To learn more, check out https://www.kickacestrategies.com/.
What is the biggest change in marketing that you see coming in the next 2 years?
We are on information overload. As of 2018, the average person made over 35,000 decisions per day (I’m guessing the number is higher in today’s world of digital bombardment). Having a “differentiator” isn’t enough anymore; there is so much information out there, it takes a miracle to be found, let alone acknowledged. Too much vies for our time and attention. We think that the human factor is becoming the face of successful marketing and engagement, at least for those in relationship-based businesses. It’s not enough to be the best/brightest/smartest; what people are looking for is someone they can relate to, who understands their issues and challenges, who can solve their problems. Relationship marketing is where I see things heading for our client base.
Are there any trade organizations or groups that you belong to?
I started and still own a women’s entrepreneur’s organization – IN3 Network (INformation, INnovation, and INspiration for Women Entrepreneurs) 15+ years ago. I am very active with my local chamber of commerce (have been awarded Volunteer of the Year, Small Business of the Year, serve as an Ambassador, and chair our Annual Gala Auction). I’m a founding member of the Workforce Innovation Alliance. I’ve chaired the FemPreneur Summit, a metro-Detroit women’s conference, for the past 6 years. I’m a Vistage Trusted Advisor.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Technology has vastly expanded what we need to master, especially in the marketing realm. The bigger the business, the more irons in the proverbial marketing fire. Each area of marketing requires knowledge, and more importantly, expertise. It’s impossible for one person or a small general team to master it all. We recommend playing to internal strengths (if a company has a great graphics person, keep that in-house), but outsource those things that require a higher level of expertise, like media buying. That’s a complicated world. Without proper understanding of how it works, how to maximize spend, and how to design and run effective ads, companies throw money away.
What is one tip that you would give when it comes to media planning?
Be crystal clear on who you’re trying to reach. Technology allows us to pinpoint ideal customers and ideal customers only. Why target the wrong people? Recently, I had an ad pop up on an app for a site that searched local stores for specific wines. I’m a wine lover and actually clicked on the ad. When I entered my zip code, I got a pop up that said my state didn’t allow the search. Because I clicked, I see the ad several times each day. The company is paying for those impressions, which is a huge waste of money. I am not allowed to use their product. BAD targeting criteria!
How does a media buyer stay on top of trends with media placement?
I’m not a media buyer, but I’d venture to guess that the large exchanges would be a great place to keep abreast of trends.
