Traditional Advertising is Wasteful

Traditional broadcast advertising tries to reach "whoever;" to the greatest extent that someone might be interested. But the reality (and the reason traditional advertising is wasteful) is, the audience is being reached to the slightest extent that anyone might possibly be mildly interested. The advertiser is casting a wide net and hoping to catch a smidgen of any person's attention.

In the era of social media advertising we can hyper-target specific individuals with specific messaging. Instead of advertising to all adult men in a particular city; we can advertise to men, ages 22-34, who own dogs, in a specific 7 block neighborhood, with incomes $50K+, who rent an apartment. We can get the by-name-list matching that criteria; engage that audience with a combination of direct mail, email, social media ads, display ads, and messages; and if any person on the list clicks on the advertising they are taken to a webpage which dynamically pulls their profile picture from social media and displays a welcome message with the person's name. "Hi Fred. We've been expecting you!" From a legal perspective, everything on the webpage with that personalized welcome is a contractual offer, it is no longer a broadcast advertisement. This is big data in action for small businesses.

The Lead Reach integrated approach to advertising accomplishes four effects. 1 - It personalizes the message so the audience member gets a sense that "this is for me." 2 - It minimizes wasteful "adspend" on too broad an audience. 3 - It achieves the 8-12 touches needed to reach a buying decision through use of multiple communication channels in a 45 day surge by making the audience think "you guys are everywhere." We actually aren't advertising everywhere, we are only advertising everywhere that particular person goes. 4 - It is attributable. Unlike broadcast advertising, every result from this integrated campaign can be attributed to the campaign.