Advertising and marketing are often a tricky maze of options in which the player feels like they don’t know which direction is the best. Today there seems to be more and more options everyday: Print, TV/Radio, Social Media/Online, and the list goes on and on. But there is 1 simple question you can ask to weigh your options before you advertise to see which one is the best fit for you.
1. How many people do you reach and who are they?
“Reach” is a broad term lots of folks like to throw around and means a lot of different things to a lot of different people. In short, it is how many people the medium’s is reaching on a daily, monthly, or yearly basis. However, many times “reach” is by far an overinflated number for most any advertisement. Ask for specifics.
In print, exactly how many do you print? Many times publishers will tout their “reach” with some unknown and outdated formula like, each magazine will be read by 2.5 people. That way they can take the actual number of printed pieces, for example 10,000, and claim those 10,000 pieces are reaching 25,000 people. Sure, most print pieces will be seen by more than one person- but to rely on these formulas are unrealistic. Knowing the actual number of printed pieces will help you make a better educated decision when comparing print mediums.
In TV & Radio, be sure to do your own investigating first. You’re probably already watching and listening. But be sure to understand your customers and to tune in to what they’re watching, what programs and music they’re talking about online. Then ask, can you provide us your latest ratings and what hours our target market is most likely watching?
Social Media and Online advertising can be a bit tougher, because you’re often dealing with a computer and not an actual person. Use a small amount of money, say $20, to test the waters. You’ll be able to drill down your target audience to exactly whom you want to reach- and then they will provide excellent statistics on reach, click throughs, and action taken. This is true for the king of Social Media, Facebook and the King of search engines, Google. Take advantage of the statistics they offer you so you can maximize your online presence.