Not All Media Is Created Equal…

May 16, 2013

By Shane BoringImage

“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising’.”
– Jef I. Richards

Last week we talked about one of the two main components of effective advertising, the message, or “the creative”. It is critical to have a great message, but if you’re not strategic in where you place your message, it is all for not. This week we will discuss how to buy the right media for your business.

Think first about all the options available to you. TV, Radio, Cable, Newspaper, Billboards, Email, Social Media, Website, Blogs, Magazines, Trade Shows, Promotional Items, Printed Materials, and on and on and on. Now think of how many different channels there are for each of the above categories. Add them all up and you have thousands of options to place your message. However, you should avoid most of them.

Know your customer inside and out. Put yourself in your target customers’ shoes. Know their habits. When are they home, in the car, at work? What do they like? How do they consume their media? This will tell you where to start. The next step is deciding which channels are the absolute best for you. Unless you have the advertising budget of Coca-Cola, don’t try to spread your message over all the channels. You need to have enough frequency with your target audience for it to work. If this means you can only buy one channel, that is what you do, and you keep it there until your business grows where you can add another. Trying to buy more than what you have the money for is one of the most common mistakes made. Don’t do it. The other is buying what you like, not what your customer likes. Don’t do that either.

If you want your advertising to be effective, you’re going to need to put a significant amount of time and research into it. If you’re not sure you can afford the time commitment, then your best option is to hire an advertising agency like SDB Creative Group. They possess the tools and talent needed to put together a real, effective advertising program for you. Plus with an advertising agency an outside perspective can be extremely valuable.
If you would like more insight on buying the right media, register for our June 19th seminar or schedule a consultation by calling 432.218.6736 or emailing us at info@sdbcreativegroup.com.

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