Double Take...

No matter how small your budget, you want to get the most of it. If you do a large campaign, say radio, make sure you leave room to compliment your campaign with another media. No matter how small your second media, be sure to reference and tie it all together. You will maximize your budget if you are sure to plan ahead and use a multi-media campaign. That's not to say you will not see results if you don't. You will see more results by reaching your target consumers in a various ways, visual and audio. Take your large mass marketing campaign and narrow it down to find a smaller, inexpensive publication. Hitting people on the go is best, consumers lead such active lives now that you need to reach the masses in various ways throughout their day, local is not just local anymore, we are a community of commuters. However, if you have a bank opening in a specific part of town, take a small portion of your budget and focus on that community. Small, local newspapers or maybe flyers to businesses in that area, even clipper mags are great for pinpointing a key neighborhood. Above all, if you mention one thing in an ad, make sure you mention it in both. That way when the local consumer sees one ad, they can relate it to the whole campaign and that my friend is called frequency. Frequency is only ONE key, get the other three and the door to unlimited consumers is unlocked.....

Nicole Mattison
Director of Business Development at Cumulus Broadcasting
nicole.mattison@cumulus.com
Direct-615-312-3471