Monday, February 20, 2006

How to select the right media

We are actually getting snow today! And my daughter came home from college for the weekend with 5 loads of laundry!! So between loads I’ve been re-reading some of the marketing information I collect to spark ideas.

One of my favorites is from Guerilla Marketing. In fact reading some of their books a couple years ago had a great impact on me and is one of the reasons I’m working online now!

By Jay Conrad Levinson
Some media are apples and others are oranges. What
works in one medium may not work in another. Guerrillas
have insight into the powers of each medium. They tap those
strengths to use the medium to its greatest advantages.
Here's what they know about media power:
1. The power of newspapers is news. Marketing that is
newsy gets noticed because news is on the forefront of
readers' minds.
2. The power of magazines is credibility. Readers
unconsciously attach to the advertiser the same credibility
that they associate with the magazine.
3. The power of radio is intimacy. Usually radio is a one-
on-one situation allowing for a close an intimate connection
between listener and marketer.
4. The power of direct mail is urgency. Time-dated offers
that might expire before the recipient can act often motivates
them to act now.
5. The power of telemarketing is rapport. Few media allow
you to establish contact in a give-and-take situation as
adroitly as the telephone.
6. The power of brochures is the ability to give details. Few
media allow you the time and space to expand on your
benefits as much as a brochure.
7. The power of classified ads is information. Nobody in their
right mind actually reads the classified ads except for those in
a quest for data.
8. The power of the yellow pages is even more information.
Here, prospects get a line on the entire competitive situation
and can compare.
9. The power of television is the ability to demonstrate.
No other media lets you show your product or service in
use along with the benefits it. offers. TV is still the
undisputed heavyweight champ of marketing.
10. The power of the internet is interactivity. You can
flag a person's attention, inform them, answer their
questions and take their orders.
11. The power of signs is impulse reactions. Signs motivate
people to buy when they are in a buying mood and in a
buying arena. Signs either trigger an impulse remind
people of your other marketing or both.
12. The power of fliers is economy. They can be created,
produced and distributed for very little and can even bring
about instant results
13. The power of billboards is to remind. They rarely do
the whole selling job but they're great at jostling people's
memories of your other efforts.

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