The StartupNation Blog Trends, tips and real-life anecdotes from industry experts

Archive for February, 2011

Weekend Read Will Change My Approach, Change My Year

I started my Saturday this past weekend with a midwest to westcoast flight. By the time I was over the Rockies, I was so excited to get to work on the new ideas filling my head that I couldn’t WAIT to get off that plane! I had just finished reading through Josh Linkner’s brand new book, [...]

Continue Reading

Is Your Site Missing from the Search Engines?

“My site is optimized for the search engines, and it’s not showing up online.” Yep. I hear this a lot. And unfortunately, I have to tell a lot of entrepreneurs that they just wasted their money. Maybe you can relate? Did you just spend a lot of time and money on a search-engine-optimization (SEO) service [...]

Continue Reading

Advertising Your Small Business? Here’s What You Need to Know

Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work?  I have, many times.   And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of dollars on advertising every year?

The truth is that they wouldn’t spend money on something that doesn’t work.  And for companies like these, it makes sense given the massive numbers of people they need to buy their products every day in order for them to be profitable.

The reason that they use these mediums is simple; because television, radio and print is a very effective way to reach massive quantities of prospective buyers on a consistent basis.

Reach and Frequency

The marketing concept we are talking about here is called “Reach and Frequency.”

Reach is the total number of prospects who hear your marketing messages.  Frequency is how often they are marketed to.

Seth Godin uses a colorful and appropriate analogy about reach and frequency in his book Permission Marketing.

Think of it this way:  Marketing is like planting a garden.  Which is better?  Planting many seeds and watering them only once, or planting fewer seeds, but watering them consistently over time?

Just like your seeds will die if you only water them once, so will your marketing messages die in the minds of your prospects if they only hear/see them once.

Frequency Builds Trust

When consulting with one of my clients recently I asked about how our marketing and advertising was working.  The question was, “Why are more people calling?  Is it because of our radio ad?  Newspaper insert?  Website? ”  I was surprised by his answer.  He said “It’s not just one thing; it’s everything.”

When customers call they say that they saw our insert in the paper, but then they had driven by a few times and seen our place, but then they also heard us on the radio, and they had seen us on TV too.  And they had finally decided they needed to come in and see us.

My client says that it’s all about “Reinforcement.” Another term for this would be frequency; and frequency builds credibility and trust.   All of the marketing strategies we use on a regular consistent basis work together to bring more customers in the door.

Your reach and frequency needs will determine which advertising media will work best for you.    Just don’t do what I did and run only one advertisement and then give up.  Plant an assortment of seeds, water them regularly and then harvest bushels of success.

Always be marketing.

Related Posts:

Wendy Kenney is the best selling author of How to Build Buzz for Your Biz, Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business, available on Amazon.com.  She has been featured in the New York Times, Wall Street JournalUSA Today, and Newsday. For more information go to http://23Kazoos.com.


-->

Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work?  I have, many times.   And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of [...]

Continue Reading

5 Benefits Of the Provisional Patent Application

As an inventor with a new product idea (or improvement to an existing product), it’s important to understand the various types of protection that are available to you.  Let’s assume that your idea provides benefit and usefulness (not just a visual design) ~ you might consider filing either a non-provisional patent (a “Utility Patent”) or [...]

Continue Reading

WordPress 3.1 – What’s new?

In case you have never heard of WordPress, it is the backend content management system (CMS) that runs sites such as CNN, the WSJ Magazine, and even these StartupNation Business Blogs. With the release of version 3.1, WordPress is making a solid move from "blogging software" to a solid CMS. While there are many awesome [...]

Continue Reading

Yahoo’s MyBlogLog is Shutting Down

Today, Yahoo! sent announcements to all of its MyBlogLog account holders to announce the shutdown of MyBlog on May 24, 2011. This is not a surprise to anyone who caught Yahoo’s announced plans to "sunset" some of their services such as Delicious and MyBlogLog back in December. The journey from the Yahoo! purchase of MyBlogLog [...]

Continue Reading

On Becoming a Mompreneur – All Access Tour

In October, 2010, I woke up and announced to my family that I was going to start a business.  It went something like this, “Good Morning!  Today, I am going to become a mompreneur.  Have a great day at school.”  I know it sounds a little flippant, but there really was no other way of [...]

Continue Reading

Just in Time… Financial Tips for Tax Season

  I recently spoke to Kimberly Palmer. She’s the senior editor and personal finance columnist for US News & World Report. And in addition to appearing on NBC’s Today show, CNBC, CNN, and local television and radio shows nationwide, she has also written for the Washington Post, The Wall Street Journal, and the Asahi Shimbun/International [...]

Continue Reading

How to Become a Marketing Superstar

Wendy Kenney is the best selling author of How to Build Buzz for Your Biz, Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business, available on Amazon.com.  She has been featured in the New York Times, Wall Street Journal, USA Today, and Newsday. For more information go to http://23Kazoos.com.

-->

What is the biggest marketing challenge that you have in your business? According to a survey by Marketing Sherpa, 78% of businesses say that their biggest marketing challenge is generating high quality leads. In my work as a contract Marketing Director with small businesses I see this challenge on a daily basis. Interestingly enough many small businesses make the [...]

Continue Reading

What The Grammys Can Teach You About Business

Hi gang, How do you get your product noticed in our current sea of product noise? Obviously, the way to be noticed is to wrap yourself inside a giant egg and be carried somewhere by the entire cast of The Rocky Horror Picture Show, right? Yep, you’ll be noticed for sure.  Lady Gaga was certainly [...]

Continue Reading

New Facebook Pages – First Impressions

If you are a business with a Facebook Page for your business, Facebook’s news of changes to Facebook Pages might sound important to you, whether or not you know what it all means. I have been reviewing the changes this week and experimenting with them on my own Facebook Pages, and I have found that [...]

Continue Reading

What’s Next After Your Newsletter?

Ok. You have a newsletter registration on your home page, and people have started to sign up. Great! Now, what do you do? A.     Sit back and watch who signs up. B.     Communicate with your new registrants right away. C.    Send valuable information to your list on a regular basis. If you answered B and [...]

Continue Reading

Post Here to Win a Sleek Dell Vostro V130 Laptop

Every now and then, I throw you a freebie. This is one of those occasions. Here’s the deal: Dell has provided me with a Dell Vostro V130 laptop, and I’m so impressed, they’re allowing me to give one away for free to one entrepreneur winner among you! Through this giveaway, you have a chance to [...]

Continue Reading

What is Small Business Public Relations Anyway?

Small Business Public Relations – What Is It? When many entrepreneurs think of public relations (PR), they think about sending out a press release. But PR is so much more… It entails all of the communications you have with the media, customers, employees, partners, etc. Why Do You Need It? By communicating with your customers [...]

Continue Reading

White House unveils new initiative for small business owners, but something is missing

Yesterday President Obama unveiled a new initiative to encourage entrepreneurship in the United States. Dubbed “Startup America,” the goal of this new program is to encourage “high growth” entrepreneurship to increase the number of new jobs added to the economy. The program brings together people from both the private and public sectors. According to the [...]

Continue Reading
Lineage2, Aion, Blade And Soul