MEDIA / FREQUENCY
Many forms of media can produce results. The key decision is not who’s #1 in ratings. It’s the frequency in any chosen media. Concentrate on fewer media and avoid spending “a little bit here and a little bit there.”
“Media mix is dead.” Concentration is the key.
It’s better to clobber fewer media, or run in high frequency in limited time frames, than to choose multiple media in low frequency over a long time period.
Your mantra should be “Go Big or Don’t Go.”
Below are some general guidelines. Keep in mind, there are always exceptions. Don’t change anything that is working for you now.
For Radio – 40 spots a week on any one station if 6am to Midnight. Only 20 if a specific day part like 3pm to 7pm. Better to run one week a month at 40x than 4 weeks at 10x.
For Billboards – It depends on market size, but you want multiple locations. One is not enough. In markets like Hartford or Springfield, run at least 5 to 10.
For Bus Signs and Benches – Again, domination is key. Wrap the entire bus or buy all the benches.
For Yellow Pages – Domination here does not apply. In fact, we suggest the opposite is true. Get out of that book or just run a small box. The one exception is when you want to target 60-plus.
For Print – Sunday inserts still work well for retailers like furniture stores. Otherwise, we have little faith in the big daily, unless you want senior citizens.
But, local suburban weeklies geared to local news, kids, and sports can work. Also still working are the free Penny Saver type flyers with retail deals, especially in used cars. Direct mail with good offers seem to get their best results if only used quarterly. The slick glossy magazines with the high-end, fashionable products/services rarely work. Nor do small printed banners and signs in sports venues, airports, etc.
For Cable – Run 100 per week, per any one channel or dominate a specific high audience program. Be wary of using multiple channels. Be wary of multiple cable systems delivering fragmentation with different service areas.
For TV – Run 3 to 4 per week, per specific program. For example, one hour of morning news. Or, dominate a day/week/month. For example, a lawn and garden dealer in New England might only run in May and June. “Fish only when fish are biting.”
For Digital – It’s all about the measurable metrics. Someone has to be watching over your results. The rule of “Go Big or Don’t Go” still applies in choosing one specific digital approach. For example, you might put all of your digital money in paid Google ad words or SEO or maybe geo-fencing your competition.
For Community Events – Be the major, and ideally the only, sponsor. Being listed with 10 other sponsors should be considered a donation and not marketing.