This week is a continuation of our discussion of the 6 major mistakes of advertisers. Please feel free to review last weeks entry to remind yourself of mistake 1, advertising without a goal.
But now, we have a goal. We know how many people we need to see in our store. So how do we get there? At Hometown Radio, we believe that Reach (The Number of people who see, read, or hear your message) Frequency (The number of times they see it) and message (Are you communicating to them how you can improve their life) are the three central components to getting results.
The second biggest mistake is "having a small "presence" in a number of different places, without dominating any place" (IE...trying to reach too many people) Roy Williams, The Wizard of Ads, talks about reaching 100% of the people convincing them 10% of the time or reaching 10% of the people and convincing them 100% of the way.
Remember the TV Commercial with the three little ballerinas? They all had a small amount of milk in their glass and they could not reach the milk with their cookies. Obviously a problem. Then, they combined all their milk into one glass and the problem was solved.
Take a look at your advertising. Are you unable to reach your prospects because of too little frequency. Sometimes, advertisers see their competition advertising in a medium and they feel like they should be there as well. Before you realize it, you have a very small amount of milk in a number of glasses, but not enough to have an impact.
You can learn from most successful advertisers, whether it's radio, billboard, print, or web. When they advertise, they are dominant.
What can you do? If you are in a number of different mediums, you can probably improve your advertising, simply by spending the same amount of money but concentrating that money in fewer places.
Do some homework this week on how you are spending your advertising dollar and see if less places can mean more results. Good luck.
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