4 Keys of marketing success:
- Consistency
- Frequency
- Reach
- Creative
I have mentioned a few times these keys and those who are my clients should (I hope!) recognize these. They are based on Harvard studies on how to improve ROI on marketing....and they WORK. Let me briefly explain each.
Consistency- Easy...keep it up. Buying happens in stages, think of a bull's eye of a dart board. A small amount of people will buy your product this week. A larger amount (next ring) will buy your product in 1-3 months. An even larger amount (next ring) will buy in the next 3-6 months...and so on and so on. By being consistent with your campaign you hit all consumers through the buying process, thus they will think of your business first when that need arises!
Frequency- Like a good neighbor.....(yup, State Farm is there). You would not remember that had you not heard it over and over, frequently. Sleep is the great eraser, you have to build up a frequency in your consumers, make them remember.
Reach- How many consumers are you reaching? This is the only Key to compromise. This is also the $$ Key. Example: WTN and ESPN. WTN reaches about 4 times the people that ESPN reaches and is also that much more expensive; however if 1% of the audience were to utilize your services for their needs, it would still greatly impact your business.... On a small budget, stick with consistency and frequency but choose a smaller target audience.
Creative- I don't think I need to explain much on this one... make it a good commercial. There are SEVERAL options. Make it sound like a PSA for a more serious business, funny always works as well. Don't loose the audience with this one...less is more! And please, understand I don't want to call your baby ugly but THINK before you blow budget on local TV spots.... nothing looks worse than a poorly executed local commercial. Radio works best (sorry, its proven!) to let the consumer think what they would like...theater of the mind!
I will be more than happy to talk with anyone who has questions about the Keys or how to utilize them efficiently. I am well studies in several medias and can explain with an unbiased opinion the pros and cons of each (radio have cons??? Nah).
Have a Happy and Safe 4th of July!!!!
Nicole Mattison
Director of Business Development at Cumulus Broadcasting
Direct-615-312-3471
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