Focus for Success
In 1993, Ted Danson,the star of Cheers, had an audience of 80 million, and a salary of $500,000 per episode. In February of this year, Charlie Sheen, the star of the hit series Two and a Half Men, had a much smaller audience of 14 million, yet a whopping salary of $1.8 million per show!
Welcome to the world of fragmenting audiences and higher costs. Your advertisers have more competitors today than ever and the number of media choices they have is literally bewildering.
Legendary marketing strategist Al Reis says the only way they can succeed in this new environment is to ‘focus’.
Advertisers can no longer be all things to all people, and they certainly can’t afford to ‘reach everybody’. Successful marketers do a few things well, rather than trying to be all things to all people or trying to reach everybody.
If you can help your clients focus on these two marketing disciplines, you and your clients will be successful.
1.) Focus on the message. Help the advertiser understand what they do best, and what they can claim, that their competitors cannot. In the world of clutter and fragmentation, their prospects can only remember one thing about them. You can help your client discover and focus on that ‘one thing’.
2. Focus on Select Media. Capturing the dominant share of voice on a few strategically-selected media will always be more powerful than spreading budgets too thinly over a variety of media. Your advertisers can easily become lost in the shuffle trying to reach everybody via Radio, Facebook, TV, Twitter, newspapers, online directories, billboards, websites, printed directories, email, direct mail, Groupon, flyers, YouTube, cable and a growing list of digital media choices.
Teaching your clients to focus on a few radio stations and a few internet media will serve them well. In the Electronic Age, media strategy needs to be simplified. Simply put, radio inspires and internet informs. By the way, there is no need for print in ‘The Electronic Age’….only broadcast and digital qualify as ‘electronic.’
Your job is to teach advertisers to focus;
a.) on a few radio stations to inspire their prospects, and
b.) on a limited number of new digital media to make it easy for their prospects to find the information they are looking for once they are inspired.
The choice and fragmentation your clients have today can actually be detrimental to their success if they do not elect to do a few things well, rather than trying to reach everyone in every new media flavor of the week.
Randy’s ‘What if’:
What if you could persuade 25% of your clients they no longer need print, and that the combination of radio to inspire and internet to inform, is the perfect solution in the new media mix?