Concentrate and Dominate
One of the most bone rattling pot holes on the road to the customers occurs when a strong strategy is developed and the advertiser is afraid of not reaching everyone with his/her message and puts a little money in a lot of places.
In reality, in most cases, one chosen media used correctly will have MORE than enough potential consumers to make an advertising campaign successful beyond your wildest dreams.
The largest companies in the world can afford a media mix. McDonalds, Verizon, Coca Cola or Budweiser. Most local direct advertisers need to account for every penny and insure the best possible return on investment.
Choose the medium that best fits your need and dominate it. Get a MINIUMUM average frequency of three times every week on the audience. Then commit LONG TERM. If you are looking for faster results, get a higher frequency, but do not expand the reach yet.
For example, if a small a.m. radio station reaches 10,000 people, how many of those listeners do you need to persuade to do business with you over the next year to grow your revenue 10%. The better news is that those 10,000 people know other people.....and they talk! (multiplied word of mouth)
It's not how many people that you reach, but what are you saying to them!
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