Small business owners are always on the lookout for that one big marketing idea that will catapult their business into the stratosphere. What I’ve found, however, is that it isn’t just one marketing idea but many marketing ideas, implemented strategically and consistently over time that reap the best results. Here are nine of my favorite [...]Continue Reading
Posts Tagged “marketing strategy”
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
Let’s face it, starting a business can be very easy, but staying in business can be very difficult given that our customers have too many choices on where to spend their hard-earned cash. So the question I posed to small business owners was “How do you make your business stand out from the crowd so [...]Continue Reading
Many of the small business owners I work with are suffering from social media fatigue. The past few years have been a whirlwind of new technology that has left many of us wondering; “is all of this social media really worth while for marketing my business?” The recent introduction of Google+ for business into this [...]Continue Reading
Every small business owner understands the value of building relationships with customers. But many of us get lost when it comes to building relationships with potential customers. As a business owner, I’ve learned that success in marketing is all about timing. The optimal time for a business to sell a product or service to a [...]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