By Joe McClary, NBEA Executive Director

Over the past year, I have had the privilege of volunteering as a judge for DECA student competitions. These competitions provide high school students with real-world business experience as they present entrepreneurial pitches, hoping to convince judges—acting as potential investors—to fund their fictitious ventures. Some students impress with well-researched, creative presentations, while others gain valuable experience in the art of the pitch.

But after judging several of these competitions, I’ve noticed a common and concerning trend: Almost every student pitch includes a marketing strategy heavily reliant on radio and TV advertising.

The Problem with Outdated Advertising Strategies

Traditional media—TV and radio—has its place in marketing, but it’s also among the most expensive advertising methods available. Many of these students don’t fully understand the cost implications of running even a small-scale TV or radio campaign. A local radio ad can cost anywhere from $200 to $5,000 per week, while a 30-second television spot in a mid-sized market can cost tens of thousands of dollars—and that’s not even counting production costs. For a small startup with a limited budget, these options are often unrealistic.

So why are students defaulting to these strategies? The answer is simple: They don’t have enough exposure to modern digital marketing.

The Missed Opportunity in Digital Marketing

While students may be active on social media platforms personally, they often lack knowledge about how to leverage digital marketing effectively for business purposes. Strategies like:

• Social Media Marketing – Using platforms like Instagram, TikTok, and LinkedIn for targeted brand engagement.
• Pay-Per-Click (PPC) Advertising – Running cost-effective, trackable ads on Google and Facebook.
• Influencer Marketing – Partnering with micro-influencers to tap into niche audiences.
• SEO and Content Marketing – Creating blogs, videos, and other online content that attract organic traffic.
• Email Marketing – A low-cost, high-ROI method of keeping potential customers engaged.

These digital approaches are often cheaper, more targeted, and provide measurable results, making them a much better fit for small businesses.

How We Can Better Prepare Students

To bridge this gap, we need to ensure students have hands-on experience with digital marketing tools before they graduate. Here’s how business educators and programs like DECA can help:

1. Integrate Digital Marketing Projects into Curriculum

   • Have students create and manage social media accounts for fictitious businesses.
   • Teach Google Ads and Meta Ads basics, including budgeting and audience targeting.
   • Assign real-world case studies on viral marketing and influencer partnerships.

2. Encourage Partnerships with Local Businesses

   • Students could run small social media campaigns for local startups, giving them real-world experience while benefiting the business.

3. Introduce Free Digital Marketing Certifications

   • Programs like Google Digital Garage, HubSpot Academy, and Facebook Blueprint offer free certifications that students can add to their resumes.

4. Host Digital Marketing Competitions

   • Instead of just pitching business ideas, students could compete in running the most effective digital marketing campaign for a hypothetical product.

Preparing for the Future of Business

The marketing landscape has shifted dramatically over the past two decades. While traditional advertising methods still have their place, digital strategies dominate modern marketing efforts. It’s time we ensure our students are learning the skills they need to succeed in this evolving world.

By equipping students with real digital marketing experience, we’re not just improving their DECA pitches—we’re preparing them for a future where they can launch and grow real businesses in the digital age.