How To
Schedule...It's Not Rocket Science!
I’ve said a million times...the message is the most
important part of your advertising campaign...and that will always be
true!
BUT NOW...let’s talk about that schedule! Once you get the
message where it needs to be...how do you put your schedule together!?
I wanted to address this after receiving a schedule from a rather
large company this last week. They wanted to place a few commercials a
week, every other week! Do you think that would be effective?
It’s
really kind of simple. There are Vertical or Horizontal
schedules...depending on what we are trying to accomplish. If you have
an event or a sale...you go vertical...you use a lot more frequency over
a shorter period of time!
The client I mentioned before would use an
image campaign where you go horizontal. They need to be top of mind.
PEOPLE DO NOT REACT TO AN AD...THEY REACT TO A NEED…you NEED be talking
to consumers every week you are open with a good frequency! Next week we
will talk about how to do a horizontal campaign!
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It’s almost here!!
Football
Season!!
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We are officially less than a week away from regular season football!
And there is NO better place to find it than right here on 580 WIBW. Led
by 2008 Sportscaster of the year, Bruce Steinbrock, our sports team
covers more football than anyone in the state! We broadcast a different
local high school game each week. We are the voice of Washburn
University carrying all their games. We are an affiliate of the KU
network...broadcasting all of their games. We also carry the NFL game of
the week and Monday night Football!
And did I mention we carry two
daily sports talk shows done locally right here in our studios! Sports
Talk and Sports Sanity!
Ask me how you can be a
sports sponsor!
.
This Is My
Marketing Web-site To Help You Create Effective Marketing Ideas For Your
Business!
If you are new to resultsfocus.com I
created this web site to serve as an on-line newsletter for
you...anyone who wants help marketing their business. In the twelve
plus years I've been in marketing many of my clients have said to
me...
.
" We better do something we haven't
advertised for a while "
or
“ Let’s get our name out there
”
.
BUT my question
always is WHY ARE YOU ADVERTISING....WHAT ARE YOU TRYING TO
ACCOMPLISH? Don't get me wrong. I want you to advertise...I just want
to make sure you have a purpose and direction! Resultsfocus.com
is a site put together to hopefully help you and I get started! I have
designed it to focus on helping businesses get better results with
their marketing and advertising. I will give you tips on marketing
ranging from your advertising, to what it says on your door, to that
person working at your front desk. Every aspect of your business
influences your customer in one-way or another.
.
You will also find
information about the market like the articles below, information
about different industries and maybe a good idea or two that will help
you grow your business! Enjoy and please let me know what you think or
what you would like to see more of!
.
___________________________________________________
Here are a couple of things to think about!
.
What is a "Good"
Commercial?
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A commercial
that sells is a commercial that motivates the consumer to take action!
To Get Started Creating Your Commercial Click on the
"Marketing Musts" link on the left side of the
page!!
Another Important
Question.....
What is your
"USP"?
What is Your Unique Selling Proposition
To develop your marketing
message, it's vital to develop a Unique Selling Proposition.
Your USP very clearly
answers the question, "Why should Someone do business with you instead of
your competitors?"
Your USP should be used
repetitively in your marketing to build the consumer's top of mind
awareness of your company and your product or service.
There are two major benefits in developing your
Unique Selling Proposition.
First, it clearly identifies and sets your business apart from the rest
in the eyes of your current and potential customers or clients.
Second, it focuses your staff on delivering the promise of the USP,
helping to improve your internal performance.
Your USP is that distinct and appealing idea that sets you and your
business, or practice, favorably apart from every other generic
competitor. Your long-term marketing successes will, ultimately, be helped
or hurt by the USP you develop.
The possibilities for building a USP are unlimited. It's best, however,
to adopt a USP that dynamically addresses an obvious void in the
marketplace that you can honestly fill. Beware: It's actually
counter-productive to adopt a USP if you cannot fulfill the promise.
Try it. Write a one-paragraph statement of your new Unique Selling
Propsition. At first, you will have trouble expressing it specifically.
You may come up with two or three paragraphs or more. That's alright.
Ruthlessly trim down the generalities, and focus on the clearest, most
specific promise you could possibly hold out. Then, rework it and hack
away the excess verbiage or hazy statements until you have a clearly
defined, clearly apparent Unique Selling Proposition a customer can
immediately seize upon. And then, integrate your USP into every marketing
aspect of your business.
==============================
Strike could weaken TV's ad
picture
The networks, already feeling
the heat from advertisers this season over lower prime-time ratings and
the absence of any breakout hits, could have more trouble on their hands,
once they run out of new content in January and February. "We believe that
with each day the strike persists, broadcast programming's hold on
viewers, and potentially advertisers, is weakening," said Douglas Anmuth
in a Lehman Bros. research note. "Advertisers could be forced to
reallocate ad dollars to other media if broadcast ratings fall short of
guarantees made."
Los
Angeles Times (12/12/07)
