--- title: A Marketing VP's Insight to Non-Traditional Marketing description: Gloss Media, is a digital out of home and experiential non-traditional marketing company that exclusively targets the females. image: https://www.sapbwconsulting.com/hs-fs/file-30350057-png/images/screen_shot_2013-04-19_at_1.27.34_am.png --- ![](https://www.sapbwconsulting.com/hs-fs/file-30350057-png/images/screen_shot_2013-04-19_at_1.27.34_am.png) # A Marketing VP's Insight to Non-Traditional Marketing Table of Contents ## Get An Insider's View of a [Non-Traditional Marketing Agency](https://www.sapbwconsulting.com/blog/inbound-marketing/skyrocket-your-sales-with-a-reliable-inbound-marketing-agency) We interviewed Ms. Lea Ghandour, Vice President of [Business Development](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-use-hubspot-prospects-and-linkedin-sales-strategy), at Gloss Media to get an insider's view on the ins and outs of a [non-traditional marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-develop-your-inbound-marketing-strategy-assessment-tool) agency. Gloss Media is based out of New York City.  ## **Please tell us a little bit about yourself and your background in [marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/are-you-ready-to-think-grow-rich-mindmap). ** Currently, I am working at a [non-traditional advertising agency](https://www.sapbwconsulting.com/knowing-what-you-sell-the-key-to-dominating-your-market) by the name of Gloss Media as the VP of Business Development. Gloss Media, is a digital out of home and experiential [marketing agency](https://www.sapbwconsulting.com/blog/inbound-marketing/field-report-from-a-marketing-project-manager) that exclusively targets and caters to the always growing importance of the female [shopper](https://www.sapbwconsulting.com/blog/inbound-marketing/does-pci-dss-compliance-affect-you), mother, career woman, trendsetter and recommender.   ## Provide Unique Customer Experience   We provide our clients with customized [marketing opportunities](https://www.sapbwconsulting.com/blog/inbound-marketing/10-steps-to-promotion-marketing-success) through our partnerships with a nationwide network of Nail Salons to offer both [digital marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/4-ways-to-bring-digital-innovation-to-your-company) and experiential touch points. ## Unique Educational Background Helps   I graduated from Portland State University with a bachelor in [French, Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-use-social-media-to-your-advantage-in-your-business) & Management and moved to New York City in search of an interesting job in the Marketing/Advertising sector. I worked at a non-traditional ad agency called Ambient [Planet for](https://www.sapbwconsulting.com/blog/inbound-marketing/how-venezuela-s-uprising-has-shown-the-power-of-social-media) approximately 6 years.   ## Focused On Non Traditional Marketing Strategies   I began [my career at](https://www.sapbwconsulting.com/blog/inbound-marketing/the-art-of-assessing-your-market-segmentation) Ambient Planet as as an operations assistant and worked my way up to the VP of Operations. In 2008, myself along with a few of my colleagues decided to start a non-traditional [focused advertising](https://www.sapbwconsulting.com/blog/inbound-marketing/4-ingredients-for-a-successful-direct-marketing-mix-recipe) agency. After conducting deep marketing research, and based on our experience, we decided our [target audience](https://www.sapbwconsulting.com/blog/inbound-marketing/5-simple-ways-to-assess-your-market-segmentation) would be female focused and that we would provide [nontraditional](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-how-to-land-big-customers-using-multi-channel-marketing) and digital out of home company experiences [under the umbrella](https://www.sapbwconsulting.com/blog/inbound-marketing/three-marketing-tactics-that-lead-downton-abbey-to-success) of another company called Ubiquitous Media and launched a new company that is now known as Gloss Media.   ## **What is a typical day for a VP of Business Development at a [marketing agency](https://www.sapbwconsulting.com/get-the-ultimate-guide-to-hiring-an-inbound-marketing-agency)?**   A typical day at Gloss Media can really vary-its safe to say that no day is ever the same-we all have the opportunity to ‘wear a lot of hats’. Although my goal is to expand the digital out of home network and [continue to run](https://www.sapbwconsulting.com/blog/inbound-marketing/how-i-learned-to-sell-like-a-lion-king) marketing campaigns using various [marketing channels](https://www.sapbwconsulting.com/blog/how-to-leverage-sap-bw-in-a-multi-channel-marketing-campaign) - A typical day is usually focused on managing/creating strategic partnerships, working on client proposals and managing/executing client campaigns using various marketing tactics, such as [influencer marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-why-we-use-inbound-marketing), stealth marketing, direct mail and other experiential based approaches, around the country.   ## **Your agency is described as a non-traditional marketing, experiential marketing firm.** ### **Can you expand further on what makes your marketing non-traditional versus what is considered traditional?**   Traditional marketing/advertising simply put is - newspaper, radio/television –at Gloss Media we offer our clients a different approach to reaching their target market based on extensive, objective market research.  We focus on nontraditional advertising strategies such as-digital out of home, placed based advertising and [promotional/event marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/6-overlooked-facts-that-can-affect-your-promotion-marketing).  This approach allows us to reach our target demographic where they are at.  It means we often place ads in unusual places.   ## **What advantages does non-traditional marketing give to the client?**   The biggest advantage is cost - nontraditional efforts often are a fraction of the cost of traditional advertising (television ads, radio ads and [print budgets](https://www.sapbwconsulting.com/blog/inbound-marketing/try-our-google-adwords-roi-calculator) are quite different). Nontraditional marketing approaches allow the advertisers to interact directly with their potential customers and can often create an element of surprise-which creates a more memorable impression. Also-we can reach customers where traditional platforms cannot and the effect is one that is often more lasting and impactful.   ![Headset Radio Station](https://www.sapbwconsulting.com/hs-fs/hubfs/Stock%20images/Headset%20Radio%20Station.jpeg?width=1000&height=716&name=Headset%20Radio%20Station.jpeg)   For example –someone can easily [change](https://www.sapbwconsulting.com/blog/inbound-marketing/discover-project-managers-utopia-with-these-change-management-tips) a radio station, flip a channel or turn a page whereas an ad on a mani pedi mat (see picture below) is something that a customer will be exposed to from anywhere from 10-30 minutes. Many of our platforms have this type of effect.   ## Custom Street Marketing   We also create an opportunity for the customer take take something home voluntarily (branded emery board, polish etc).      ![describe the image](https://www.sapbwconsulting.com/hs-fs/file-30350057-png/images/screen_shot_2013-04-19_at_1.27.34_am.png?width=159&height=104&name=screen_shot_2013-04-19_at_1.27.34_am.png)   ## Non-Traditional Ads   Our digital out of home network is also advantageous because of the way it interacts with the customer- the nail salon customer is immobilized when getting a manicure or pedicure and has the opportunity to watch Gloss TV-which airs female focused marketing content, and our advertisers can reach a specific audience and air ads to their exact target customers. This type of content marketing helps with brand recognition efforts and yields great results.  In addition-most of our platforms can be targeted by household income, zip code, radial distance or ethnicity for maximum flexibility.   ## **What have been some of the challenges you have faced executing non-traditional marketing methods?**   The main challenges for our traditional media type advertisers with nontraditional tactics is that it can be difficult to measure – [ROI](https://www.sapbwconsulting.com/hubspot-roi-calculator) is not easily measured-nontraditional is also very organic at times and can take longer to plan/execute as it is not always turnkey. Overall the main attraction for many clients is that it is affordable and it creates more of a buzz/excitement which has more of an impact on today’s customer.   ## **Your agency has several divisions and among them you have one focused on women marketing called Gloss Media. ** ### **How has marketing for women changed over the years and how do you see it evolving in the future?** **![describe the image](https://www.sapbwconsulting.com/hs-fs/file-30350322-png/images/screen_shot_2013-04-19_at_1.27.01_am.png) ** Overtime it has become quite evident that women have a massive buying power-and the importance to market to women has become a focus to many advertisers. It is documented that women make up 85% of the consumer purchases and play a significant role as the key decision makers.   ## We Reach the Key Decision Makers   Given the unique combination of a significant dwell time, 92% + female skew and captive environment-we are convinced that there is not a more effective network as ours in the out of home/digital out of home market. Gloss Media offers advertisers an opportunity to market to women in a truly unique way.   ## **What has been one of your favorite campaigns so far?**   One of my favorite campaigns was for Fashion Week-our client, CND wanted to reach fashionable/trendy women and introduce their new produce-Shellac.   ### Innovative Uses of Social Media   As part of comprehensive public relations campaign, we transformed a glass truck into a CND-Shellac [Mobile](https://www.sapbwconsulting.com/blog/inbound-marketing/5-logical-reasons-for-hiring-a-mobile-marketing-agency) Salon and used [social media](https://www.sapbwconsulting.com/blog/inbound-marketing/three-ways-social-media-marketing-is-changing-the-way-we-shop) (Twitter, [Facebook](https://www.sapbwconsulting.com/request-facebook-ad-management-services) etc) to let everyone know we would be giving out complimentary Shellac manicures. This event lasted for three days and generated so much buzz and excitement-we had lines of women waiting to get their Shellac manicures at the start of each day-we couldn’t keep up with the demand but had plenty of [promotional samples](https://www.sapbwconsulting.com/blog/inbound-marketing/10-proven-shopify-marketing-and-promotion-strategies-to-increase-sales) to give away so no one left empty handed!   ![describe the image](https://www.sapbwconsulting.com/hs-fs/file-30349836-png/images/screen_shot_2013-04-19_at_1.27.52_am.png)   ## **What advice would you give to businesses that would like to market their product the non-traditional way?**   Know your exact target [demo](https://www.sapbwconsulting.com/blog/inbound-marketing/22-critical-lessons-learned-for-conducting-pre-sales-demos), get creative! There are so many unique ways to reach your target demo-the sky is the limit. If doing a promotional event always do your research to maximize your efforts and always look into feasibility etc. –overlooking details can cause an abrupt end to a promotion (for example not having a permit) to perform stunt marketing, such a parachute drop.   ## **Explain why it is important for a business to hire a non-traditional marketing agency when venturing outside their traditional marketing [scope](https://www.sapbwconsulting.com/blog/how-to-use-a-project-charter-to-start-a-project).**   Great exposure, more impactful (can be extremely specific/targeted-speak to a very defined audience/reach very specific demos), create buzz and is much less costly than traditional marketing. Overall it’s a much more unique approach and will hopefully be more memorable to everyone involved.    ## Wondering You're Business is a Good Fit for Inbound Marketing? Many leading businesses combine non traditional marketing and a combination of [Inbound Marketing](https://www.sapbwconsulting.com/inbound-marketing-assessment-scorecard) and Outbound to deliver unique customer experiences.  If you would like to find out if your business is a good fit, you should take our FREE Inbound Marketing Assessment.   [![New call-to-action](https://no-cache.hubspot.com/cta/default/118735/3d1bf654-8650-4417-a20c-130366b8804a.png)](https://cta-redirect.hubspot.com/cta/redirect/118735/3d1bf654-8650-4417-a20c-130366b8804a)   People Who Read This Also Read: - How to [Select a SAP](https://www.sapbwconsulting.com/blog/how-to-select-a-sap-recruitment-agency) Recruitment Agency - Learn What is [Catch Weight Management](https://www.sapbwconsulting.com/blog/learn-what-is-catch-weight-management) - Learn [What Tools](https://www.sapbwconsulting.com/blog/learn-what-tools-to-use-to-investigate-is-mill-functionality) To Use To Investigate IS-Mill Functionality - Leverage SAP BW to Increase [Supply Chain Inventory](https://www.sapbwconsulting.com/blog/leverage-sap-bw-to-increase-supply-chain-inventory-accuracy) Accuracy     Topics from this blog: [Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/marketing) [Non-Traditional Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/non-traditional-marketing) [Experiential Marketing Firm](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/experiential-marketing-firm) [Ad Agency](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/ad-agency) ### Download SAP BW Mindmap Learn what SAP Business Warehouse is and what it does in under five minutes [![Get this Mindmap](https://no-cache.hubspot.com/cta/default/118735/8db2ad37-8211-47a3-86ae-09b6b2bb297b.png)](https://cta-redirect.hubspot.com/cta/redirect/118735/8db2ad37-8211-47a3-86ae-09b6b2bb297b) [mailto:someone@yoursite.com](mailto:someone@yoursite.com) ### Cristina Keleshian Cristina is an Inbound Marketing expert with international experience in a variety of industries [View All Articles by Cristina Keleshian](https://www.sapbwconsulting.com/blog/inbound-marketing/author/cristina-keleshian) ## The SAP Blog Subscribe to our blog and receive SAP BW Updates, demand generation, inbound marketing, sales enablement, technology and revenue generation insights and ideas delivered right to your email. 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