Never make the mistake of thinking that your target customer is ready and waiting to buy from you. This applies whether you are advertising on the internet, or doing other forms of marketing. Your target market can be in any one of six buyer readiness states:
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
If most of your target market is still in the first state of "Awareness" - you will have some work to do. You will need to spend some money convincing them to buy, before you can expect major sales results.
1. The "Big Hit" Media Strategy
Many advertising agencies will tell you that high awareness is achieved by starting an advertising campaign with a "big hit" and then following it with a series of sustaining advertising bursts.
On radio for example, you might start your advertising campaign with 25 x 30 second commercials each day for 4 days and repeat the campaign in week two. Then once a month for the next 6 months you would run 30 commercials over a three day period.
There is plenty of research evidence to show that this strategy can be effective. When in the agency business I used this type of strategy for several successful product launches (but on a bigger scale).
Smaller advertisers can use this strategy too, but it is particularly effective for major advertisers with large budgets.
Advertisers on a limited budget might not have enough money for more than one or two follow-up bursts throughout the year. In this situation the awareness created by the "big hit" quickly fades.
Follow-up bursts are therefore very important. The follow-up advertising is designed to stop... or at least slow down, memory decay after a "big hit".
2. The "Being There" Media Strategy
For low budget advertisers, a continuity campaign might be a more realistic option. This media strategy concentrates on frequency and "being there" for people who are constantly entering the market. After all, customers are entering the market for your product or service all the time - whether you are advertising or not!
With this media strategy there are no "big hits" or random follow-up bursts of advertising. You trickle the advertising over a sustained period to a defined audience.
The trick is to choose the very best option of media, placement or time-slot, with good reach against your target audience. This might mean placing an ad at 7.20 a.m. on the same radio station every Tuesday and Thursday morning for a year. The important thing is to "be there" every week for as much of the year as your budget permits. You will be communicating to the same people every week. You may not get much response for the first six months, but then the power of repetition will start to "kick-in".
You might not achieve the wide reach, or instant sales, that a "big hit" strategy would bring... but you will consistently reach a reasonable proportion of your target audience over and over again.
Remember, your media strategy will flow from what you want to achieve within your budget constraints.
Noel has a friend with a new jewelry website with helpful information selecting a Mens Cross Necklaces and Mens Gold Rings. This site has helpful information for jewelry buyers, male or female.
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