You have heard that all publicity is good publicity. We can also make the case that all advertising works, if done correctly. Even the guy on the sidewalk with the sandwich board can be effective, it may not he efficient but it can be effective. I have talked with many people in the last 26 years who have made this statement, “I tried it once and it didn’t work,” when it comes to advertising. In all that time, I have only found 3 reasons that this would be the case.
One. Wrong message. These companies made the choice to advertise and then totally botched the assignment. The message failed to resonate with the audience. The message was filled with clichéd phrases and other word filler that did not speak to the consumer. Advertising messages are not overly complicated. Speak to what your product or service can do for someone else. What is the result of doing business with you?
Two. Wrong audience. Instead of fishing in the pond that was stocked ripe with potential customers, we chose to put the message on a radio station we like, rather than where our customer will be. Make sure you are using the best product to target the right people.
Three. Not enough frequency. When you decide you need advertising. Be consistent and be meaningful. When you get a messaging strategy that resonates with potential customer and you have found the radio station to match it with, don’t miss the last step in the process which is to run it enough to rise above all the other messages in the marketplace.
Need to advertise and not sure what the next step is? Call Connie Hayes at 806-748-2404 or call me directly at 806-748-2405. One of our marketing consultants can help you design a strategy that will satisfy the marketing triangle to get you the Right Message to the Right Audience with the Right frequency.