When starting a business, marketing is (or should be) the business owner’s biggest priority. Yet many startups have no clue about marketing. With that in mind, I thought who better to learn what works in marketing than from those who have gone before? I reached out to established business owners across all industries to see [...]Continue Reading
Posts Tagged “advertising”
If you have ever seen a group of people suddenly start dancing in the mall, noticed a barrage of bumper stickers covering surfaces downtown, or been attracted to an unusual display in a shop window or on a street corner, you have experienced guerilla marketing. This strategy, which is touted as a low-cost, high-impact alternative [...]Continue Reading
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.
- How to Become a Marketing Superstar
- 5 Small Business Marketing Secrets from Big Box Retailers
- 5 Easy Ways to Turbocharge Response to Marketing Materials
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.
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
Promotion is an essential part of the marketing process. Promotion decisions include those related to communicating your message, advertising, and public relations. When you promote your business well, it will create desire in your customers’ minds and your business will more quickly succeed. Think of promotion as the umbrella that encompasses all methods of getting [...]Continue Reading
Last week I posted a short opinion discussing advertising funds and the benefits and drawbacks associated with them (as it relates to franchises, specifically). One of my responses asked about a start-up franchise vs. a more established brand and it sparked me to pull some information from our research. We've polled over 40,000 franchisees from [...]Continue Reading
As part of many franchise agreements, franchisors require franchisees to contribute to an advertising fund. Sometimes these funds are national (i.e. McDonald's) and others are regional … the deciding factor 99% of the time is the number of units a franchise has and if it makes sense for a national reach vs. a more targeted [...]Continue Reading
I just took a walk at lunch. I had already eaten a sandwich at my desk (peanut butter & jelly). I just wanted a walk break. I walked by 2 movie theaters & thought how cool, and creative-thinking-mind-changing, it would be to watch 45 minutes of a movie during my lunch hour. But the idea [...]Continue Reading
Ever wanted to do a TV ad campaign for your business? Not a problem. Even the thought of it sounds too pricey? Not a problem. Don’t know how in the world you’d shoot and create the commercial itself? Not a problem. Enter Spot Runner, a new service that packages up your specific advertising message with [...]Continue Reading
Podcasting is all the rage among the really cool people these days. And it’s not enough just to be listening to podcasts. (omigod, if you aren’t even listening to podcasts, then you definitely can’t sit at the cool people’s table in the lunch room) In order to be especially cool you’ve got to be creating [...]Continue Reading