Hitting a marketing homerun!
One of the things I dread about advertising is following up with a client after they ran some advertising, especially very short runs of advertising to see how the results were. I’m confident in the products and publications that I use for my clients, but when it comes to my clients expectations I always fear the worst, especially when they don’t heed my advice and go for frequency.
Even after my educational process of telling them how advertising works, how frequency is the key, sometimes budgets come into play and clients take the “budget” way out and hope for a “lottery” mentality and win big with their advertising. Sometimes it works due to numerous factors such as product, timing and message, while most of the time the “one and done” style of advertising falls short.
I’m a sports guy, so I understand odds and percentages and I like to use this as an analogy. In baseball, the BEST players get a hit 30% or less the time they are at bat. Think about that, 70% of the time they fail! The key is numbers, the more times you’re in the batter’s box, the better chance you have at getting a hit, just like in advertising. Reggie Jackson, a Hall of Fame player, a legend, one of the greats at the plate actually holds the record for MOST STRIKEOUTS. Babe Ruth lead the American League in strikeouts five times, and accumulated 1,330 of them in his career, yet is considered one of the best home run hitters ever.
What does that mean to you as an advertiser? Simple, you cannot expect to “hit it out of the park” every time you advertise. Even the big companies like Apple, Microsoft, Pepsi, Coke etc, have had misfortunes in advertising, but instead of walking away with a bad taste in their mouth, they dust themselves off and take another swing, knowing sooner or later they’ll literally have a hit on their hands.
Think about all the advertising yuor potential client is exposed to on a daily basis? Did you know the average is around 5,000 per day? Now what do you think your one or two ads will accomplish with those staggering numbers? How do you overcome that? The not so secret formula is frequency and the correct audience. If you’d like more information on how I can combine them to maximize your marketing, email me today [email protected]