Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“Should Your Small Business or Retail Store Advertise In Several Media At The Same Time?” PDF Print E-mail
“Should Your Small Business or Retail Store Advertise In Several Media At The Same Time?”

This idea came from a non-subscriber. He advertised with 3 different ads in 3 different media (Radio, TV, and Newspaper) at virtually the same time. He called and asked what I thought of a “Media Advertising Blitz”.

Here is roughly what I said;
“I read your radio ad. Strong stuff. You start with a benefit laden headline (in radio, the first thing they hear is considered the headline)...you then go on building value, and then tell then where they can get it.

One problem with advertising in multiple media at the same time is that one ad cannibalizes the sales from another. In other words, If you run two ads (with basically the same offer) the result is diluted for the second ad. I don't suspect that's the case here, because you are using different media.

But you are spending money on three different ads (different media). How will you know which one is bringing in Sales....? not bringing in comments, compliments, or "I saw you on TV"...but Sales?

When people advertise in multiple media, let's say three,  usually they will find that one media is bringing in all the buyers, and the other two are bringing in compliments.

And your ads have no way of telling you if it’s that particular ad that is working. You need a way to track your individual ad results.”

Here’s more;

With multiple ads (with the same offer), you’ll find that different people respond to different media. Some people listen to radio all day, some have the TV on all day, some read the newspaper. Almost everyone reads their mail.

But I would stagger the dates that the ads go in. In my experience, three ads (for the same offer) will add about 10% more sales than one ad. Not a good deal. So I would stagger the ads, to get the offer out at different  times.

One ad every week for three weeks is always more productive than three ads out at the same time.

The only exception is when you are advertising for an event that is just around the corner. The week before Christmas, for example...you would put out all the ads at the same time.