If you are selling local radio or TV advertising, get out your sunglasses….your future has never been brighter.
There have always been two basic types of media; intrusive media and passive media.
Intrusive media are those media which reach and influence consumers before they have a need, while they go about their daily activities and before they have entrenched brand preferences or prejudices, largely radio and TV.
Passive media are those media which can only reach people after they have established a need. Passive media require people to stop what they are doing in order to actively search for more information as they make their purchase decisions.
Until the Internet, however, many local ad budgets were weighted towards expensive passive print media. The cost of delivery and production for old passive media (lumberjacks, pulp and paper mills, truck drivers, fuel, printing press operators, delivery people, and more) left little money for creating a pre-need preference with intrusive media. Brochures, yellow directories, coupons and newspapers took the bulk of local-direct ad dollars.
Passive media have long been considered a necessary evil by local advertisers who felt they needed to deliver detailed information, facts, figures, prices or pictures that could not be accommodated in 60 or 30 second ads.
Well, hang on for the ride! Embrace the Internet!
Local marketers no longer need to pay letter carriers, paper boys, forestry workers or press operators to deliver their ‘necessary evil’ details, information or pictures.
They need simply to invest in designing and posting the information, with little or no production and delivery costs.
Those former print budgets can now go to intrusive media to drive traffic to the lower-cost websites. And here’s another reason we’ll do well in the new media world.
Local advertisers previously only competed with a few local advertisers in the paper or mail box. Now they compete against thousands and thousands of easy-to-find competitors around the world.
Smart local marketers need intrusive media more than ever to drive traffic and create awareness for their passive media message. Your intrusive media can create awareness, credibility and trust for local businesses and their websites over the thousands of online choices web-surfers have today.
Better reach for those sun glasses…and don’t go for the cheap ones, it’s a bright new lucrative day ahead.
Click hereto arrange an appointment to discuss how our Winning in the New Media Economy advertiser seminar will persuade advertisers to invest larger shares of their budgets with YOU in this exciting new media world.
