Traditional Media And Why It's Still Relevant Marketing With Tania Fielding Marketing Espresso podcast

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Traditional Media and why it's still relevant marketing with Tania Fielding

2d ago 20:20

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In this episode I’m joined by marketing strategist TanIa Fielding (Little Luxe Marketing), whose career spans Nova, 3AW, Fairfax Media, the Canberra Times and WIN. Between us we’ve lived through marketing before social, watched the rise of digital, and now blend both every day.

We dig into what many businesses are missing right now: traditional media still delivers when you pair it with smart digital execution. Think radio activations that feed email lists, local print that drives QR scans, a wrapped vehicle that points to a landing page, and community events that generate real conversations.

We also talk personal brand. It isn’t new or gimmicky - radio announcers, TV presenters and real estate agents have built careers on it for decades. The lesson for the rest of us: people buy from people. You don’t have to share your life story; you just need to decide what you want to be known for and show up consistently.

What you’ll hear

Why the foundations of marketing haven’t changed - only the channels have.
Real examples of traditional done well: radio street teams, local paper partnerships, mobile billboards, market stalls and community collabs.
How to make traditional measurable with unique URLs, QR codes, dedicated landing pages and simple offer mechanics.
Where personal brand fits for service providers and e-comm founders alike (and why real estate has been nailing it for years).
How to set sensible KPIs for offline channels so you can compare apples with apples.

Key takeaways

Traditional isn’t old-school - it’s underused. Your audience still listens to radio in the car, reads community media and turns up at local events. When you engineer a hand-off to digital (QR codes, vanity URLs, landing pages, email capture), your brand benefits twice: you get reach and you get data.

Personal brand isn’t about oversharing. It’s about clarity. Decide the handful of themes you’ll speak to, keep your tone human and consistent, and let repetition do the heavy lifting. As Tanya puts it, own your story and the right people will lean in.

Actions you can take this month

Pick one offline test that suits your audience: local radio live read, a community paper strip ad, a market stall, or a simple in-store collaboration (think colouring-in comp with a popular café or bakery).
Make it trackable: a campaign-specific URL, QR code to a short landing page, or an offer code that’s only shared via that execution.
Define success up front: impressions or foot traffic for awareness; scans, site visits and sign-ups for response; sales for conversion.
Start your personal brand cadence: choose three topics you want to be known for and post once a week using your own words and examples.

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