#3, #4, & #5 in the 7 Criteria to Effective Advertising
This is the 3rd installment in the 7 Criteria to Effective Advertising series. Click here to read the original issue. To read Criteria #1, “Strategy” and Criteria #2, “The Message”, feel free to go to our website at www.ensmediausa.com/ens-sales/.
The reason we are including these three criteria together is they all have to do with budgets and scheduling.
Criteria #3 “Dominate” – In other words, wherever you are advertising – Be There! As Roy Williams suggests, “It’s better to reach 100 people 10 times than it is to reach 1000 people 1 time”.
All too often business owners want to run too few ads on several stations, thinking they are reaching more people. The truth is, they may reach more people, but they won’t affect anyone. This holds true especially in direct response or event-driven advertising.
Criteria #4 “Consistency” – This represents how many weeks per month and months per year you are advertising to the same audience. Starting and stopping a campaign is no way to build a brand.
You have probably heard a business owner or two, or twenty, say, “I have been on this station for 3 months now. I think I should try and reach another audience.” No! No! No! If they only talk to an audience for a limited time and then stop, the majority of that audience will have forgotten about the advertiser long before they will need the client’s product or service.
One of the biggest mistakes that business owners make is starting and stopping. It’s also a HUGE waste of money! Talk to them about the importance of being consistent!
Criteria #5 “Frequency” -This speaks to how many ads you run per day, per week or per month.
You might also refer to this as “Share of Voice”. If you’re talking to an automotive dealer and they want to run three ads per day, in most markets it won’t be enough frequency. In fact, they might only be whispering. You must have enough frequency to penetrate the minds and hearts of your listeners. However, if you are a roofing company, or a less advertised category, 3 ads per day or 20 ads per week might be like shouting from a mountain top!
The key is having enough ads per week to make an impact in your category! Both Consistency and Frequency are determined by your client’s budget.
Next week we will discuss why “Media Rep” and “Medium” are at the bottom of the list! Until then…
Again, as a reminder, this week’s ENS on Sales is part of a series of articles started two weeks ago. The original article was titled, “7 Criteria for Effective Marketing”. In the next few weeks, we will be discussing each of the seven criteria. To catch up, click here to read the original issue, and to read last week’s issue “Strategy Criteria #1”, click here.
To start, let’s be upfront about one thing, and that is… No one, and I mean no one, (other than media people), intentionally listen to your radio or TV station(s) for the ads.
I know that statement will offend a few but as I often say, sometimes the truth hurts. The fact is, when the commercial breaks come on, listeners don’t lean forward, and they never turn up the volume. There is only one time a year people intentionally want to hear and see ads. You got it, during the Super Bowl.
The key to successful advertising is getting people to hear and absorb the ads, whether they are intentionally listening or not. The only way to do this is to write and create better ads. Better Ads = Better Results!
Some might suggest that “Message”, the #2 criteria, is more important than the #1 criteria, “Strategy”! To be honest, you won’t get much push back from me. The main reason strategy is #1 is because strategy, communicated in a great message, is better than a great message that doesn’t communicate the strategy!
Strategy is also #1 because if you understand strategy and you can help create strategy, it will position you as a far more knowledgeable media rep.
After all, this is what our “7 Criteria for Successful Advertising” form is all about. Ultimately, it’s something you can share with your prospects and clients, and by doing so, it will help position yourself as a “media expert”.
How to create great ads or great message is a subject of its own and one we will discuss in future issues.
Today, we simply want you to understand that when you’re visiting with your prospects and clients, the topic of “the Message” should be a primary focus. Get them to understand that the message, or great ads that are produced well, will get your clients great results, nearly every time.
As a reminder, in case you didn’t read last week’s ENS on Sales titled “7 Criteria for Effective Advertising”, these next few weeks we will be discussing each of the seven criteria. To read last week’s issue and catch up, click here.
Strategy is listed as the #1 criteria because, quite simply, it’s the most important element that determines the success of a business or a product.
So, what is strategy? Strategy is what you want your business or product to be “known for”.
I’ll use the insurance category as an example. What is GEICO “known for”? Their slogan is, “In 15 minutes or less you could save 15% or more on car insurance”. Their strategy is simply that you will save time and money! It has nothing to do with better insurance, creative packaging options, or better or faster claims. Those strategies are left to other companies.
If GEICO owns the “saving time and money category”, what does Farmers Insurance want you to know them for? Regardless of how crazy your claim may be, they will pay the claim! They substantiate that strategy with their slogan, “We know a thing or two because we’ve seen a thing or two”.
That’s strategy! It’s what the business is “known for”.
Most small to medium-sized businesses that you deal with on a local level don’t have a strategy. In fact, if you ask them what their business strategy is, you’ll get answers like, “I don’t know what you mean”, “I don’t really know”, or “I don’t think we really have one”!
Once you understand what a company’s strategy is, it’s much easier to craft messages and campaigns. If they don’t have a strategy, help them create one. How to uncover or create a business strategy is a whole other topic and discussion for another day.
If you have questions or would like to discuss more on strategy, email me or give me a call.
Next week, we will discuss Criteria #2, The Message/Ad.
Years ago I was asked to speak to a Marketing and Advertising class at a local university. On this occasion, the professor asked me to speak on “what makes advertising work”. It was for that lecture/workshop that I created a handout for the students that I titled ”7 Criteria for Effective Advertising”.
Since then, I have used this piece hundreds of times with clients and when training reps to explain how to get a better return on their advertising investment and to build trust with prospects and clients.
Today, I am sharing the 7 criteria with you, and over the next coming weeks, we will dive into each individual criterion and discuss them on their own merit.
After reading the criteria, you may have a good idea of how you can use this piece when presenting. If not, you’ll get a better idea in the coming weeks.
My hope is that you will begin to use this in your own presentations and training.
ENS Media’s 7 Criteria for Effective Advertising
1) Strategy: What do you want your business to be “known for”?
2) Message/Ads: A GREAT message will get GREAT results nearly every time, regardless of the medium or station. A mediocre message will get mediocre results every time.
3) Dominate: Wherever you are, BE there! Don’t try to reach everyone.
4) Consistency: How often you advertise. Starting and stopping is no way to build a brand.
5) Frequency: How much you advertise.
(Budget will determine both Consistency and Frequency)
6) Media Rep: Find a rep that is genuinely interested in helping you and not just selling you.
7) Medium: Every advertising medium works. You must work the medium correctly.
When I finish explaining the 7 criteria to prospects and clients, I wrap it up with one powerful point that is intended to position the media rep and your stations in a very positive light. I will share that secret at the conclusion of this series of ENS on Sales.
I hope that you will join us each of the next few weeks as we discuss the merits of each criterion and how to use them to position yourself and your reps as marketing professionals.
If you would like to receive the “7 Criteria for Effective Advertising” in presentation form that you can use in training or with clients/prospects, click here and we will be happy to send it to you.
I look forward to next week as we discuss “Strategy”; what it really is and why it’s #1 on the list!