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Marketing ~ True or False

November 1, 2010

1.          The median age of the broadcast television viewer is now 51. True or False?

2.          84% of adults under age 50 have a Facebook account. And 89% of Facebook users are under the age of 50. True or False?

3.          Traditional media (TV, radio, newspapers, magazines) are now “dead” for good advertising results. True or False?

4.          Tracking your marketing results (in Traditional or New Media) isn’t necessary if your sales are going up. True or False?

5.          Local cable TV advertising is unsuccessful and expensive. True or False?

6.          Telemarketing is dead with the advent of the “Do Not Call” list. True or False?

7.          A 1% response rate is considered a successful direct mail campaign. True or False?

First, give a go at my little quiz. (The answers are at the end here.) How did you do? Did you do better than 50% correct? 75%?

It doesn’t really matter. I use this simple format to demonstrate why it’s important to stay on top of current statistics and trends in marketing. If some of the answers were surprises to you, it may indicate you’d be better off spending your time developing your business and instead hire a professional marketer to look after your marketing. We do stay on top of this data so that we can make the most informed recommendations and decisions on how to get the best bang for your buck. Let’s look at a few of the answers:

1. and 2.  If TV viewers’ average age has risen dramatically, your product or service (if not targeted to the teeny-bopper set) may do well in this medium. IF such a huge number of adults have Facebook accounts, and the majority of those belong to those under 50, capture one market online and the older demographic on TV!

3. All those folks in the over-50 set who aren’t using Facebook (but do watch TV) still read the newspaper, still read magazines and they may even use the printed yellow pages. EXACTLY to whom are you marketing? If you’re selling reader glasses, hearing implants, etc., think again about where to find your market. Traditional media isn’t dead; it’s merely evolving into something else…again.

4. Regardless of where you advertise it is crucial to track your results – even when your sales are increasing. You still need to know which mediums are working the best so you can hone your plan! Why continue to spend dollars where the return is almost non-existent? Don’t guess! Know your numbers.

5. Local cable TV can be an amazing producer for local businesses. I’ve seen a large number of local businesses with less-than-great production values in their commercials do quite well. Remember still photos can become moving pictures just as key words and slogans can scroll by on screen. Find a great video partner to work with your budget. You can add “as seen on TV” to all your other advertising vehicles as well as run your commercial on your website. Get the most bang for your buck!

6. The most valuable call list you own is that of your existing customers. I know of a local valley company that recently undertook a well-honed, 3-night telemarketing campaign and moved $100,000 in inventory that they couldn’t otherwise sell through two previous email campaigns. Talk to your customers!

7. Yes, you have to mail to more than 100 recipients to get even one whole person to respond. …But that one person responding could pay for the entire campaign! Direct mail via U.S. Postal Service or e-mail both can be highly effective. And don’t forget to send your mailing to your existing customer base as well. They are your best customers.

As a business owner you’re looking for home runs, or better yet: grand slams. (Yes, we’re in World Series mode here!) Some mediums will only produce a walk (but we know where that can lead). And it’s possible to strategize a sacrifice just to get another prospect to second base. The point is that it’s my job to know how all the players (from TV and radio to direct mail and e-newsletters) perform. Then I can figure out the best line up to win the game for you. Let’s play ball!

Answers: 1. True, 2. True, 3. False, 4. False, 5. False, 6. False, 7. True

One Comment leave one →
  1. November 9, 2010 8:00 pm

    Nice Blog format. Like it alot. I agree in some ways that the wine label artwork can dispel the buyer from buying or grab the buyer. One label comes to mind, J in gold, on the bottle, simple elegance.

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