Marketing Campaigns are a synergy of combined components. The ultimate goal is that these combined components, when implemented correctly will lead the consumer to FEEL THE EXPERIENCE of the brand.
What is involved in this synergy of combined components?
Let’s start with Sales Strategy.
Creating a unique marketing message is essential. But how unique should you be? Enough to make sure you are memorable, competitive and special to your target audience. Finding your target audience is essential because it will lead to the type of creative branding campaign we can develop and ultimately implement. Finding and knowing your target audience is essential in order to create branding, to decide where to put your advertising, such as radio, television, print, or billboards. Brand consistency used in all mediums will ultimately present the grandest return on you dollar. This, of course…. Leads to………….
Media Planning. You want the best return on your advertising dollars. There is no question about that. How can we make this happen for you? Well, we do the market research needed to tailor a multimedia campaign and use our buying power to leverage the best coverage of your advertising budget. Television is still considered, by some, to be the best branding medium. It is authoritative, persuasive and visual, making it an excellent branding medium. But is it the medium for you? Maybe not, but if so it can be effective if your creative brand is implemented correctly, the “time” is bought at the most affordable price and the schedule or schedules are managed responsibly. Areas to be considered are demographics, daypart, spot lengths, spot rates, rating points, cost per thousand, gross rating points, and delivery on the amount of audience promised. Radio is still an excellent branding tool, however, because you can target your audience with a more significant approach. We research the available radio stations, local, regional, and national. Then we assess the needs of our client’s advertising goals. Lots of elements are to be considered. What are the listening patterns of the audience? Cost per thousand for your target audience. The total reach and listening hours delivered by a station for specific audiences is key when implementing a radio campaign. What is the required effective frequency and, or exposure needed to ensure people will respond to your message?
There are many different techniques that we have found to be successful when using radio. When using talk radio, consider using a personality to endorse your product. If you are a “local” only company for your specific market, use a personality everyone knows and recognizes to talk about your product to give it credibility. If you are a national or regional company, consider someone such Dr. Laura, Rush Limbaugh, or Paul Harvey.
When using an announcer Ad-Lib, you give the announcer a few points you want him or her to touch on when speaking about your product. These are usually “live” and you will probably get more bang for your buck going this way. When people voluntarily tune in to listen to a specific personality, and that personality endorses you, it will automatically give your product credibility. Of course, leading to sales leads.
These two types of advertising have found to be the most effective, the price, of course is higher but sales generated will also be higher.
We also believe in the EOS style of advertising. This is a completely different approach, which requires more creative techniques and frequency. When using Personality Endorsements and Announcer Ad-Libs, you are relying on reaching more people rather than hitting a smaller audience over and over.
EOS, unless you can afford more, gives you an opportunity to hit a smaller audience with more frequency. Creative is crucial because it needs to give a message the listener will retain in their long-term memory. With the EOS approach, we would suggest taking a particular day-part and flooding that audience with your advertising campaign…. your message. As time goes on and that audience begins to take action and contact you, we suggest you leave that morning schedule in place and move to the next daypart, perhaps the evening daypart, and begin to flood that particular audience with your message. We have found this to be especially effective on music type formats on radio, and news on television.
Also, going with an EOS schedule requires a firm commitment from the advertiser as you are actually building layers with each new daypart you ad.
Community Involvement…. Have you considered it?
Before jumping right in with this unusual approach to advertising you must consider the following…
Ø Planning for your participation
Ø The Structural components of your community participation.
Ø Using Community Involvement to enhance the credibility of your brand.
Ø Having the type of leadership required to facilitate this type of involvement.
Being involved with the community indicates that your company is linked to society. It is called corporate social involvement. Indeed, a way of partnering with the community, and showing it’s not all about taking; it’s also about giving back. It is an action you can take which shows something apart from your profit making functions. You want to positively impact the community or communities where you live, work and advertise in. It’s yet another way to build relationships and credibility with current customers and potential customers. Being creative with different ways to keep current market share and gain even more ground is always a good thing. Community Involvement is a demonstration of corporate citizenship Are there any biking, running or swimming marathons in your area? Does your company have the manpower to provide these marathons with volunteers? Are there any educational programs that are helping to promote young people to be healthy and productive adults?
Community Involvement shows people your company values their unique interests, talents, and differences; it shows you are committed to providing your customers with a superior experience in every interaction.
Community Involvement shows your company has integrity, that you are honest and trustworthy in many different situations. It shows your company has a sense of spirit to work together with the community and your customers. Quite simply, Community Involvement gives your company an avenue to get positive recognition.
Have you considered Product Pricing? Public Relations opportunities? Customer Support?
We have lots of answers and ideas. Contact Media Skills today!!