Thursday, February 28, 2008

Matching, the key to successful advertising

Over the past 50 years, the options for where to and how to advertise has grown tremendously. Some people wish for the "good old days" when there were less options and more "mass" to mass media. But like the 50 year old former high school jock that continues to reminisce about winning the "Big Game" half a lifetime ago, it's time to wake up and look at reality today.

I have made a decent living in one of the traditional mass media's know as Radio. AM, FM have been dominate for free music, news and information all of my life. That, however is changing. Technology has changed the way consumers live their lives and that includes cell phones that not only take pictures, but are music players and internet portals. We have gone beyond what the Star Trek generation imagined, (Except for the ability to "beam me up"), or in my case, the Get Smart, Maxwell Smart with his shoe-phone generation imagined.

But no matter what technology brings us, there are certain principles that need to be followed in order to make the most of your advertising dollars, and those principles fall in the category of Matching.

With the growth of new media and the choices available, it offers you the ability to screen your advertising messages to those that best match the people you want as clients and customers.

Along with Matching the Media, you also need to match the method of communication and match it with your available dollars to spend. Remember that you are wanting to reach out to other human beings and create an impression with them so that you will be thought of first, (or be in their short list of 3), when they need what you have to offer. This is the branding side of your marketing.

I'm going to use the word party and send out invitations to your party to help you understand what I have observed as a common shortfall of many business owners. If you were to have a party and do all the prep work, decorate, order special food and entertainment, but never send out any invitations, how many people would show up? Yeah, zero. That's what happens when people open a business but never advertise to let people know they are there.

It's not the biggest audience that you want to invite to your party, you want to invite the select few that will really appreciate what you have to offer. Then those people will tell others and the effectiveness multiplies. But it all starts with Matching and inviting the right people.

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