Do you know about - choosing the Right Advertising Media to Find Your Ideal anticipation
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Ok ... So you've got a product on your hands. Maybe it's your product. Or, maybe you're a copywriter and it's your client's product.
The ask is, where do you find the prospects that are most ready, willing and able to become your customers?
That's the ask I was asked recently. Well, actually, the ask was a bit more specific:
"I have a new client selling jewelry items (ear rings, chains, broaches) targeted at those who feel patriotic about their country - and wish to display their pride on their clothing and body.
"We are discussing advertising in The National Enquirer-type of publication. Danbury and Franklin mint are consistent in there with products in similar price points.
"Where would I find mailing lists targeted at those who buy jewelry items at the 0 price point?
"What about lists of buyers who are patriotic - where would I find such a list?"
Soon as I read that question, I realized I've been woefully remiss in writing articles about advertising media. Should you begin with Tv? Radio? A Web campaign? Print ads in newspapers or magazines? Direct mail?
I mean - it's kind of an prominent ask when you think about it. After all - the medium you'll be using not only determines the cost of your promotion; it also is a major work on on the arrival you're going to take in your sales copy!
So today, we're going to remedy that - with a basic, plain-English guide to selecting the advertising media that will give your promotions the many likelihood of success.
Or, alternatively titled ...
Media choice 101
Right off the bat, it helps to understand three all-important facts of life about selecting the optimal medium for your promotion ...
Fact #1: There Ain't No Such Thing as a Free Lunch. If you plan to rent a direct mail list, place an ad in a newspaper or magazine, buy time on Tv or radio, plaster your firm all over a billboard - or even buy space on the back of a matchbook - you might as well get used to it: You're going to have to unlimber your checkbook.
Think you can dodge the media cost bullet by building your firm on the Internet? ... Maybe with affiliate programs, joint investment or per-inquiry (Pi) deals?
Good luck! These programs are important, but your affiliates and joint investment partners - not you - get to decree if and when your ads run and by extension, if and when you'll become a success.
To produce the big numbers of new customers you're seeing for, you'll need to seize control of your own fortunes. And that means renting e-mail lists, buying banners on websites, signing on for pay-per-click campaigns -- and unless you personally have the time and knowledge required, paying person else to make sure the search engines can find your site.
Fact #2: Some Advertising Media Cost More Than Others. The rates a particular medium charges you are generally based on four things ...
A. The number of people who will see your message: The number of people who subscribe, read, view or listen to a particular medium is often referred to as "impressions" or "eyeballs" - and the more eyeballs you get, the more you pay.
The cost of a medium divided by eyeballs tells you how much you're paying to deliver your sales message to one prospect. Multiply that number times one thousand and you get that medium's "cost per thousand" or "Cpm." Cpm is the number that's usually used to collate the cost of varied media.
A 30-second television spot in a local market might cost you as limited as /M. A red-hot direct mail list could cost you 0/M or more.
B. The size of your ad: In expanding to the number of eyeballs you get, you also pay for how much time or space your ad will consume. Full-page ads cost more than limited ones; 30-second commercials cost less than 30-minute infomercials. Even in bulk mailings, basic postage rates allow you up to three ounces of material. If you want to send more, you'll have to pay more.
C. The type of people who will see your message: As a general rule ...
Media that deliver your ad to the gray masses are the cheapest on a Cpm basis: Billboards, general-interest newspapers and tabloids, local Tv and radio channels, for example ...
Media that deliver your ad to better-defined audiences cost a limited more: extra interest magazines, cable channels and websites, for example ...
And the media that put your sales message only in front of people who are most very great to buy your product payment out the wazzoo: very prime direct mail and e-mail lists of folks who have bought your type of product straight through this kind of medium in the new past are at the top of the media cost pecking order (and usually, well-worth it!).
Fact #3: Some Advertising Media produce Higher Response Rates Than Others. If you ever had the chance to run the exact same sales copy on every medium available, you'd probably find that the division of folks who talk to your ad will be up to 100 times greater in some media than in others.
Same ad, same copy, same offer - huge response differential.
Why?
Well, for one thing, there's the competition. If your sales message is just one in a big newspaper or magazine or clustered with others on Tv or radio, not all readers will see or hear you - and therefore, the media will probably cost you less.
On the other hand, if your sales message is delivered all by itself (as in direct mail or e-mail blasts), your response rate could be up to 100 times higher - and the media cost will also be higher.
But there's another, more crucial fancy why the response rates produced by some advertising media are so much higher than others ...
The Selectivity Factor
Media that produce the many response rates are invariably those that deliver your ad to your most great prospects. Put simply, they allow you to make your mind up your audience using one of three general criteria ...
1. Geographic Selection: Some media - billboards, general-interest newspapers and tabloids and local Tv and radio stations, for example - can't tell you much about who'll see or hear your ad.
Sure -- they've done polls, so they can also give you a good idea of the median and/or median age and income level of their readers - and what percent are men vs. Women. But that's pretty much it.
Beyond that, all they can de facto tell you for sure is the geographic area in which your ad will be seen -- a particular neighborhood ... Zip code ... Scf (the first three digits of your Zip code) ... City ... Metro area ... County ... State ... Region ... Or nation, for example.
By their very nature, they can't offer you the choice to advertise only to men or women or folks above a particular income level.
On the other hand, these media are very cheap. So, if just about everyone in a particular area is a anticipation for your product, these geographically defined media can de facto be very cost-effective.
But ...
If only women buy your product, you could be wasting up to half of your advertising dollar - effectively doubling your media costs ...
If only women over 50 are prospects, you could be quadrupling your media costs ...
If only women over 50 with osteoporosis are prospects, you could be multiplying your media costs by a factor of ten ...
And if your best anticipation is a woman over 50 with osteoporosis who would try an alternative treatment, and can afford your product, you could be wasting 99% or more of every ad dollar.
2. Demographic Selection: Because they exclude inevitable non-prospects, advertising media that deliver consumers based on their sex, sexual orientation, race or ethnic group, age, education, profession, income level, home ownership, etc. - tend to produce substantially higher response rates.
Media that allow you to focus exclusively on the approved demographic for your product include ...
Special-interest magazines: Playboy, Maxim and beloved Mechanics deliver mostly men. Cosmo, Glamour and Woman's Day give you the ladies. Seventeen gives you young girls, modern Maturity gives you us old fogies and Black firm gives you Afro-American professionals. Arresting gives you health nuts ... Guns & Ammo gives you gun nuts ... Sports descriptive gives you sports nuts ... Ad infinitum.
Special-interest cable channels: Lifetime gives you women ... Discovery health gives you health nuts ... The History Channel and History International give you history nuts ... Speed Channel gives you car nuts ... Etc.
Special-interest web sites: With millions of sites out there, it's a deadlock cinch that you'll find a site that delivers your prime demographic - and then place your banners on that site.
Plus, just about every special-interest magazine you can name has a website and most will allow you to place banners on their sites for a fee.
Direct mail and e-mail lists: Take a look in the approved Rate and Data service (Srds) for mail lists, and you'll see three kinds of lists:
1) Compiled lists - lists of names and addresses that were compiled from collective records. Typical compiled lists include lists of addresses without names attached ("occupant lists"), lists of folks with drivers' licenses, homeowners, plus lists of professionals and so forth.
2) Inquiry lists - folks who have asked for more data in response to a lead-producing ad, but who have not made a purchase.
3) Buyer lists - folks who have de facto purchased a product (or donated money) as the direct corollary of a promotion sent to them by mail. Naturally, these include the lists of people who subscribe to all the specialty magazines named above.
Depending on your product, all of these lists might give you the capability to ensure that your message is going to folks who satisfy your demographic criteria - but because buyer lists include the names of folks who have de facto spent money straight through the mail, they're by far the most responsive of the three.
3. Psychographic Selection: The many response rates you'll find - by a long shot - are produced by media that allow you to make your mind up your prospects psychographically.
Psychographic choice allows you to find prospects on the basis of their Proven interests, beliefs, fears and desires.
"Proven" is the operative word, here. Psychographic media - mostly mailing lists and e-mail lists (and the co-ops, ride-alongs and insert programs that go to those lists) -- deliver folks who have de facto purchased a product like yours straight through a medium like the one you'll be using!
Putting It All Together
Looking back at the ask at the starting of this article, my friend was reasoning about 1) Advertising his patriotic jewelry in National Enquirer because Franklin Mint does, and ... 2) Mailing to lists of folks who previously bought jewelry items for colse to his 0 price point.
To me at least, whether would be a mistake. Why? Because it totally leaves the prospects' dominant emotions out of the equation.
Since 99% of all purchases we make every day are made to satisfy an emotional need, that's like showing up at a gunfight and leaving 99% of your bullets in the glove compartment.
Instead, I'd want my promo going to folks who are, first and foremost, passionate about their love of country - so passionate, they'd love nothing great than to express that patriotism in the jewelry they wear.
My first ask would be, "Where are the lists of folks who are already buying other kinds of patriotic jewelry at or colse to this price point?" In short, I'd look at direct competitors and try to rent their mailing lists.
My second ask would be, "Where can I find people who have purchased non-jewelry patriotic items and who have paid about 0 per purchase?" I'd scan for direct mail and e-lists of people who've spent 0 to buy American flags, patriotic license plates, red-white-and-blue clothing, for example.
My third ask would be, "Where can I find people who have such a compelling love of country that they'd probably jump at the chance to wear patriotic jewelry?" I'd look at magazines, websites, and mailing lists that deliver the most politically active folks out there: Members of political performance committees and lobbying groups like the National Rifle relationship ... Republican and Democrat fat cat donors ... Members of veterans' organizations ... And so on.
Finally, after I've fully explored all of these media, my fourth ask would be, "Where can I find general-interest media that's so cheap, I'll still make money even if my response rate is minuscule?" And that's where I'd look at print ads in huge circulation tabloids and Tv.
Then, I'd sit down and do a limited math:
"Hmmm ... My patriotic lapel pin costs me . I sell it for . That gives me an margin.
If my mail cost is 0 per thousand pieces mailed, I'll need to sell 6.25 pins for every thousand pieces mailed to break even.
That's a response rate of about .63%: About six-tenths of one percent.
Doable? Maybe. But that might restrict me to using only the most great lists out there. I'd great hedge my bets some.
For one thing, I could add a nice bump to my offer. Maybe a gorgeous broach for my prospect's spouse for, say, an additional (gross profit: ).
That should get my median margin per sale up to colse to 0. At that rate, my break-even response rate drops to .38%. Now, we're talking!
------------------------
Well, this media ask is a pretty big one - and we've only scratched the surface. True -- it's a scratch that would have gotten my butt whupped if I'd left it on my Mom's piano bench.
But it's still only a scratch. There's a lot more to reconsider - but I'll have to tackle the next step another time.
I hope you obtain new knowledge about Veterans Association Donations. Where you'll be able to offer use within your daily life. And above all, your reaction is Veterans Association Donations.Read more.. choosing the Right Advertising Media to Find Your Ideal anticipation. View Related articles related to Veterans Association Donations. I Roll below. I have counseled my friends to help share the Facebook Twitter Like Tweet. Can you share choosing the Right Advertising Media to Find Your Ideal anticipation.
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