Why use Mass Media? Well, it gives you a wide spread identity and recognition, which in turn, makes your localizeed marketing more effective. It helps you establish and maintain a brand. Mass Media is far less expensive than it has ever been, and it now widely offered to small businesses.
Most businesses think that using mass media in their marketing campaign is out of the question due to its perceived costs and only to be used for larger companies. This just isn’t so. This article has some great cost effective ways to use the reach and power of mass media for your next marketing campaign. Take another look at your Marketing Strategies to find some good areas to incorporate into mass media.
Direct Mail - Generates leads that can lead to a sale. Direct Mail sets up your leads. Direct Mail is a great addition to your Comprehensive Business Plans for these reasons:
- The Advantages of Direct Mail:
- Measure results immediately
- Can target your audience
- Can be personalized
- Receives some of the highest response rates of all media
- Great for repeat sales
- Components of a Successful Direct Mail Campaign:
- Ask the reader to take Action
- Find recipients who have bought via mail before
- Include a recommendation in your letter
- Ask for the business in your first headline
- Use Black and Red color types. Red for important words or headlines
- Have a good logo or graphic
- For success, repeat your mailings with different content
- How the Numbers Stack Up:
- 90% chance of reaching your targeted audience
- 60% read the letter
- 50% make it to the decision maker at a business
- 60-30-10 Rule: 60% of your Direct Mail success depends on the right list; 30% of it depends on the offer; and 10% depends on the Creative.
If possible, I choose Direct Email over Direct Mail because it is instant, automated, easily tracked and cost effective. However, obtaining good email lists without violating Spam Laws can be a challenge. Always consider using Direct Mail with Email or Point to a Website with Direct Chat to enhance the dialogue and personalize your campaign.
Radio - Radio is great because you can have and questions and answer type show or ad, where the caller is asking the expert a question. This type of format sets you up as the expert. This is very price negotiable since it is partly a public service, which is the sanction of radio. In other words, it is an ad disguised as an informational resource. Both a win-win for your business and the radio station. Make sure you give out a memorable and short web address and an easy to remember phone number during the ad. Then be sure to track the results and use the resources at the radio station to tune up your ad session. Radio can be a highly profitable addition to Write a Business Plan. Look for ways to use Radio for your company.
TV - You can cost effectively target your audience. The average U.S. Household watches an average of 8 hours TV per day, with the average viewer watching 4 hours per day. With Cable, you can cost effectively target an audience. Avoid prime time and take advantage of fringe time. Consider a media buying service to really save on your ad times; they often buy unsold TV time for pennies on the dollar. Direct Response TV can offer your prospects the entire sales performance. This is a powerful system! Some Direct Response advertising can be bought on a per inquiry or sales basis, taking a lot of risk out of your capital outlay.
Newspapers - While Online Advertising is really giving newspaper advertising a run for its money, you will find that newspaper ads are acquiring cheaper and cheaper as a answer. Moreover, a newspaper can add flexibility and can be quite targeted if necessary. Always test your ads by including codes so you know which ones are most effective. Narrow your ads to the most effective papers by contrastive ads and gauging the differences.
Magazines - I like Magazine advertising as it is Regional and National in scope and you can target your audience effectively. I like to test classified ads in different Magazines to see what works then I consider Display ads (and keep the classified ad). As Business Plan Writers we encourage our clients to find highly targeted magazines to advertise in. A magazine ad should always be run in conjunction with other media, such as, online media.
Outdoor Ads - A lot of outdoor ads are not effective as they aren’t visual enough and can’t be read at 55 mph. However some good ways to make it more effective: tell the driver to Exit Now; contains a big arrow; is very visual; and your ad is in an excellent location - all of these variables can add up to a successful billboard ad. Being a constant reminder to commuters that you there and ready for them, can be powerful. Outdoor billboards are excellent in establishing an identity and brand for your business. However, on the flip side, they can be very expensive.
About The Guest Writer
Frank Goley is a Business Planner for ABC Business Consulting. He is a expert in organization planning, advertising and marketing, strategic planning, organization turnarounds, on the net marketing and advertising and search engine optimization (SEO). Frank has penned more than 170 Business Success Articles and E-Books. He is creator of a Business Plan E-book and writes the Business Success Weblog. Frank seriously enjoys assisting organizations to start, grow, turnaround and succeed!
Tags: marketing strategies using mass media, mass media marketing
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