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Media Buying With Impact
Media buying is as much an art as a science. It's
about REACH with enough FREQUENCY to have an impact. If you're trying
to reach target markets also actively using the Internet, you may need to change
your media plan. And if you want to take full advantage of the Internet you may need
to alter your media message.
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"Reach" is easy to estimate if you have the right data. But
you need to be careful in evaluating media partner claims.
For example, a radio station can inflate their reach by telling you
the total number of adults listening to the station at some point during
any one day.
You need to know the total TARGET MARKET listening audience during the time
period your ad is run. Since your ads may be placed at various times during the day
(unless you purchase specific day parts), the necessary analysis of true reach within
the tarket market is generally done via a computer analysis of ratings data.
If your target market is defined solely in terms of age and income and gender, then
basic readily available ratings data can help you. But let's say you're targeting
a niche market within a broad adult market. You need to know how that niche market
uses media. And Cwi Associates can help.
Many lifestyles and consumer
habits are driven by such key factors as income and presence of children. Income in turn is often associated
with education and occupation which in turn
impact on taste and time for leisure. In today's world, you cannot be content to simply focus on total
reach among adults of the right age. Run the numbers and you may find that your favorite
media partner does a bad job in reaching your target market niche. And that target
market may have a high propensity to use the Internet.
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The Internet allows you to extend the impact of your media
advertising. Make sure you educate the consumer to the fact
that you have a web site and give them a reason
to get familiar with it. While they are visiting your web site,
ask them to provide
information about themselves useful for your marketing. More
on that later.
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In a world with fragmented consumer targets and ever increasing
media choices, you'll need a mix of media to reach your target with impact.
You need a thorough computer analysis backed by sales tracking data.
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Ultimately your media plan is driven by your objectives. If you simply want name
awareness but are not pushing a particular time period set aside for a sales event, then
you might be able to spend less and to spread relatively fewer spots over more days and media
partners.
But if you need action now, you may need to pound the
market with your message. If that's your situation, then you need to know
when you've spent too much, that is, reached
diminishing returns so that cutting back and saving ad dollars
would have little negative effect. Now you know why we've suggested
that there is art and not just science to cost effectively buying
media for effect.
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The bottom line is simply the extent to which your ads prompt
action. And the Internet allows your potential customer to visit you
for a virtual tour, to ask you about products in-stock before they come by
for a visit, and otherwise get the information they need.
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Most importantly, media is the most expensive way to
communicate with CURRENT customers. In an age of e-mail, companies are finding
that they can guarantee reach among current customers, personalize messages, and
otherwise target communications. Media can be effective in reassuring customers of
your brand dominance, showing them the new store, and otherwise letting them know that
you are "running with the big dogs" because you can afford to
run ads. BUT, some of those impacts will also be achieved
through powerful web sites.
As more and more consumers gain access to cable modems, DSL, and other
broad band Internet connections, you can expect to see an impact on how web sites
are used to deliver streaming video information. Companies will be able
to show the product and the shopping experience in ways that excite the customer.
And, you'll be able to use customer data on file to create on-the-fly a one-on-one experience
unique to each individual
coming to the site.
Call Now. Or click the information request link. We can help.
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