Thursday, November 20, 2008

How Much Advertising is Too Much?

Every once in a while, someone would tell me that the advertising schedule I wanted to run for a client was too much. Not too much money, but too many ads.

To which I would point out that in the radio business, most of our commercials are 60 seconds long and if I want to schedule one or two minutes an hour, that leaves 58 minutes that our listeners are not hearing my clients advertising message.

Face it, we are living in an age of commercialization that has never been seen before. From Football Stadiums, to Concert Tickets to, well you name it, and someone will try and sell it.

This discussion however goes beyond scheduling radio commercials, it is a broader discussion on how much advertising is needed to accomplish the objective. And the answer is as individual as the specific objective of each campaign. There is no one right answer.

But there is a better question. It is the right question you should ask before placing any advertising anywhere.

The question:
What is the best message possible to connect with the people who are going to want or need to buy my product or service?

Too many times, the message doesn't connect with the buyer. You have to step into the shoes of your buyer and design your marketing from their perspective. Because they don't care that you are family owned, or have been in business for 8 years, etc. They need to know that you can help them, and how and why.

So start by asking the right question and go from there.

Oh, one more pet peeve. Please stop putting your street address in your radio commercials. Nobody knows where 4211 Harrison Street is. Instead use landmarks, such as on Harrison across from the Post Office. Thanks.

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