Get the Most Out of Your Ad Dollars by Mixing Up Your Strategies
A healthy mix for your marketing and advertising plan creates a robust message that can reach your potential clients in a multitude of different avenues. What makes up a healthy person? The short answer is diet and exercise, but as we all know, it’s not exactly that simple. A good diet
consists of a finely tuned balance (protein, fiber, vitamins, etc.), while your exercise routine can include running, yoga, weight training, etc. Similarly, you can make the commitment to your marketing and advertising, but you’ll also need to decide on the right mix to keep you healthy.
We’ve all heard the saying that you can’t put all your eggs in one basket. This sentiment holds true for our ad spending, as well. Our potential clients aren’t doing one thing throughout the day. They’re constantly moving around and doing different things. Our message needs to follow a similar path, which means avoiding focusing on a single advertising medium.
Putting all your eggs in one basket
You’ve probably already come across Sales Reps attempting to sell you on a single product that
is the single solution to your marketing and advertising needs. Is it better than nothing? Sure. But is it the best idea? Probably not. For instance, let’s say I spend my entire budget on a local TV station because, according to my Rep, they have the best ratings in the market. Everyone watches it!
Okay, let’s take a step back and think about this. You’re now running ads on a single TV station. Let’s even say that this TV station is running your ads nonstop every hour of every day. All your bases are covered!
There are several other TV stations in the market. Sure, your TV station may have the most people watching it, but a good number of people are still watching other stations. Most people aren’t even watching TV. You’re not even watching TV right now; you’re reading my blog.
Where is everyone?
Everyone is everywhere, so to speak. Of course, not many advertisers can afford to have their message everywhere at once. What we can do, though, is create that illusion.
Spread your message efficiently
The ideal healthy marketing and advertising plan will incorporate a mix of traditional media (Television, Radio, Print, etc.), digital media (Search, Display, Email, etc.), and social media(Facebook, Twitter, Instagram, etc.). Your potential customer will be in front of one of those types of media at any given point in a day. Is your message going to be there, too?
Eric Elliott is a marketing and creative professional and serves as Principal for VIP Marketing and Advertising an integrated marketing agency, Principal of Craft Creative and Editor of The Legal Ad Journal, based in North Charleston, SC.
In 2018 his advertising agency, VIP Marketing and Advertising received notoriety as one of the top 400 branding agencies in the United States by Clutch. When Eric isn’t working on an ad campaign or creating the next advertising masterpiece for his clients he spends time with his wife and children. He enjoys consuming social knowledge and attending marketing conferences. He is currently focusing his energy toward his podcast The AdCast and publishing a self-help memoir. You can reach him at Eric@heyimeric.com or various social media sites like Facebook, Instagram, Linkedin, Snapchat.