Media: Six reasons to love your media
It’s time you loved your media. Seriously. Right now we have the ability to not only measure most media very closely and accurately, but we can use those measurements to fine tune our approach to make our media ever more effective. The media guys in the time of Mad Men (the 60’s) would have killed for the kind of data we can pull on each and every campaign for free, let alone the smorgasbord of paid-for analytics we have.
And here are 5 more reasons why you should love your media.
Your media talks to more people in a day than you ever could
Face it. Most of us can’t personally get in front of more than a hundred people a day and that’s pushing it. At the high end of the spectrum, media like TV reach thousands to millions, depending on where you’re running. And at the low end, with online banners, PPC, Adwords, direct mail, email and other more focused media, you’re exposing yourself (in a nice way) to hundreds to thousands.
Your media knows who to talk to
Good media is targeted. Media waste is, well, a waste. Focusing your advertising energy on the people most likely to respond is just plain smart. That focus something today’s media options, each to a greater or lesser extent, offer. I’ve designed direct mail campaigns to doctors wherein the cover image on the mailer matched the doctor’s gender, age, ethnicity, and area of specialization. That’s a huge headache, but it’s about as targeted you can get and it’s effective.
Your med carries your message in way you never could
I can’t imagine why, but let’s say you want dancing bears and a singing barracuda choosing your product or service over your competition’s in a humorous, tongue-in-cheek video spot. That can be done. That is not a show I’d recommend you take on the road and do live. But media can package and carry that message to the world, if you want it to.
Your media’s success is verifiable and reproducible
I have an adjustment to an old adage – success measured breeds success. These days, if you can’t measure it, there’s not much reason to do it. It doesn’t matter if you’re talking television, radio, PPC, event sponsorships, or anything else. If you can’t measure it, don’t do it. On the other hand, if you can measure it, do it, refine it based on your goals and metrics and do it again and again and again until it quits working. Doing X drove traffic, increased sales, ranked us higher in organic search. Then let’s do X again. Some of the analytics may be complicated, but it’s not rocket science.
Your media should be a revenue center, not a cost center
Speaking of Mad Men days, back then trying to sell the notion that advertising was a profit center would have gotten you laughed out of the corner office and off Madison Avenue. Now it’s insane to see advertising or marketing any other way. It takes some effort, but advertising should be a strategic switch you turn on with predictable results that drive sales.
If you don’t love your media, we need to talk. We’ve been doing this for 30 years. And we know how media works and doesn’t. We know how to craft campaigns that work and we can do it for you. Just email us or give us a call. We’re ready to share the love.