Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘demographic

Say that again…and again

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shouting1Having an on-target message is only part of the formula you need for a successful marketing campaign. What good is a solid, well-crafted message if no one hears it? Putting it into the right channels (tv, radio, etc.) to reach the right demographic is crucial. But if you ever have the chance to talk shop with a media buyer, you will hear them talk about reach and frequency.

Reach is putting the right message into the right channel to reach the desired people. If you’re a mom-and-pop business with a small local hardware store, do you really need to spend the money reaching across the entire state or will a local campaign be more effective?

What I wanted to talk about this week is the importance of frequency. It is often the most neglected part of the media buy. Failure in mass media marketing often comes at the hands of well-intentioned, but inexperienced media reps that overestimate an advertiser’s goals or budget.

The narrative often starts with a sales rep that makes a living from selling one form of media and one single channel (one group of radio stations, one newspaper, one tv channel, etc.) and a neophyte business owner. They have been trained and know the power of their particular offering. They have a meeting with a business owner who is looking to grow their business. They may not need to buy the entire coverage area that the sales reps offers, but that’s all the rep can offer. The campaign starts, it’s more expensive than the business owner needs (the business owner is paying a premium for reach without any benefit from it) and pulls the plug on the whole program early, thereby ending all frequency. Even in the areas where the message would have had effect, the ending of the campaign early ends all chance of success.

In today’s ultra-saturated media world, you have to reach your desired audience over and over again just to start to penetrate the clutter. It’s not enough to state your message and disappear. You have to repeat it over and over again. Say it enough times, and people start to recall your message on their own. Say it enough times in a respectable medium and it will have legitimacy.

Say it enough times and it will be effective.

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Hit ’em where they are.

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boxingBesides being a marketer, I’m also a consumer. I have some value to advertisers. I have to buy things occasionally just like everyone else. And, just like everyone else, I’m susceptible to advertising messaging.

By try reaching me. I’m not easy to get a hold of.

I’m media and tech savvy. That means I’m not necessarily easy to reach via normal media channels. Typically I watch broadcasting content via TiVo or other digital delivery like iTunes or Hulu. My commute to the office in the morning is typically spent with a podcast (if I’m not conducting business by cell phone – hands free of course). Like many my age and younger, I don’t consume news via newspapers. My magazine consumption is limited to trade magazines, but I do allow myself the guilty pleasure of a Macworld subscription.

Let’s say that you have some goods or services that you want to market to me. How do you reach me or others like me? And I’m approaching 40. If you think I’m difficult, just try the current 18-34 demographic. They don’t trust standard media messaging techniques. Their interactions with any media is typically divided as this new generation is shaping up to be one of the best multi-tasking generations in history.

My original question is now expanded and is still unanswered. How do you reach people like me?

Have you researched a social media channel lately?

I’m on LinkedIn. I have email (which I bring with me everywhere in the form of a Blackberry). I listen to/watch podcasts. And I do consume some locally originated broadcast. If this doesn’t provide you with enough clues on how to reach this new media savvy and over-connected pool, you need to email me and let me set you straight.

Because if you don’t learn this today, it’s going to be too late.

Written by Jeff York

December 29, 2008 at 3:11 am