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6 Quick Ways to Avoid Wasting Your Marketing Dollars

6 Quick Ways to Avoid Wasting Your Marketing Dollars. Prepared by Deana Poole April 2012 Marketing Solutions Specialist, The Fanatic Press F5 to Start and Space Bar to advance. 1. Define your target to a single person.

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6 Quick Ways to Avoid Wasting Your Marketing Dollars

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  1. 6 Quick Ways to Avoid Wasting Your Marketing Dollars Prepared by Deana Poole April 2012 Marketing Solutions Specialist, The Fanatic Press F5 to Start and Space Bar to advance

  2. 1. Define your target to a single person Who is your ideal customer? Obviously when you advertise you will reach more than one person. However, the more specific you can be the better. Your commercial message will be more clear and your choice of medium will be more defined. For example: “Women” is not a target market. A better target might be: “Women who live in the suburbs of Philadelphia who have 1+ school age children and a household income of $150k+”

  3. 2. Have a clear marketing objective What do you want this target to DO or BELIEVE? “Branding” is not a marketing objective. Once you have established your specific target, have a specific goal for them. For example: “To get women to buy frozen ravioli” is not a marketing objective. A better goal would be: “To get the aforementioned soccer mom to by P&S Ravioli at Giant Super Stores in the Suburbs of Philadelphia during the month of September.”

  4. 3. Have a great message: Part I Your commercial should have your Valuable Point of Difference. Avoid listing specials or trying to cram every deal into a single commercial. You can rotate 2 or 3 commercials/ads if need be. Your message should match your marketing goal. EUREKA! Your message should match: in print, TV, Radio, and Outdoor. Synergy matters.

  5. 3. Have a great message:Part II Don’t rush. Always get a professional commercial. If your marketing budget is small, do the creative first. It is money well spent and you own it. If your budget is limited, you can create a universal message that can be “tagged” and used more than once. You might be surprised at how affordable a good commercial- TV or Radio- can be.

  6. 4. Don’t buy your favorite radio station A great example of this is a University I worked with years ago. They “sponsored” NPR and Local Classical radio. The highly educated marketing director loved that station. The problem? Everyone else listening to the station was highly educated and had no need for an MBA, to complete their Bachelors, or do undergraduate work. People do not watch TV networks. They watch programs. Buy programs that your potential customers watch.

  7. 5. Measure There are 3 things that make a campaign successful: right message, right audience, right frequency. Evaluate that regularly. How are you evaluating this campaign? Phone calls? Sales? Web hits? Traffic? All of the above? Share how you are evaluating the campaign with your marketing partner from the beginning. Results matter.

  8. 6. Call meDeana (610) 308-2677 The Fanatic has relationships with PROFESSIONAL radio production companies that can professionally write and produce your commercials FOR FREE. We have direct access to athletes, alumni athletes, professional broadcasters, and radio personalities that can read your commercial and endorse your product.

  9. Thanks for watching this. I hope it was helpful!

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