Where you deliver your message is as important as what is in the message.
Small businesses do not have the resources of larger advertisers who have extensive facilities for analyzing the effectiveness of various media for a particular product.
Big time marketing principles can be applied to small time operations.
Instead of selecting a medium where you prefer to gather your information. Rather, ask your targets which media they prefer. Be careful about selecting a medium because you like working with the representative.
Does the medium serve your target market or are you buying much more coverage at a higher rate? Does your advertising attract unwanted attention? Does the medium give you the best opportunity to tell your story with words, sounds and pictures? Does the distribution frequency and the image of the medium suit your messages? Can you 'pulse' your message to your prospect more often with the same amount of money.
Target your advertising to where it will be most effective for your purposes.
When other circumstances indicated we should advertise in the more costly media, we began to think of our positioning inside the media. In conversations with existing customers we discovered certain features such as the Ann Landers column and a specific TV sitcom were popular. These were certainly not my favorites. Any premium to have our ads placed next to these paid off nicely. This stimulated more research (simply asking about customers' preferences) that determined most or our media selection thereafter.
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