A BrainPosse
member recommended the demographic match of Vogue
instead of the geographic match of local newspaper and
increased A Pea in the Pod's same-store sales 40% with
no increase in budget.
Return on Investment Marketing™
Media agnostic. Religiously.
Marketing
communications is only effective when it reaches the right audience
in the
right medium
at the
right time.
Who's the right audience? It often seems obvious. But the person who
buys or uses the product isn't always the one we need to reach.
For example, most checks for carpet are signed by men. But
research shows that none of those guys had the slightest bit of
influence on the choice of the style, color, brand or store.
In this case, the only target audience that matters is female heads
of households.
“Who?” by itself leads to a pretty straightforward
reach-and-frequency-driven approach to media. And any
strategy that doesn’t take those metrics into account is
almost always an unconscionable waste of an advertiser's
money.
But so is a media strategy that relies on them
exclusively.
Picking the right medium is essential, because “Who?”
alone doesn’t take into account where the message is
most effective. A buzz campaign might be perfect for a
game console, but direct mail works better for Medicare
supplement insurance.And a 30-second television spot is right for most
packaged goods.
The right time is also critical, because different media
have different effects, depending on where customers are
in the sales cycle.To continue with the carpet example, at the
beginning of the purchase process, shelter (e.g., home
and decorating) magazines might be most effective.
During the decision-making process, detailed information
on the web can be the most important.Then, contextually- and behaviorly-targeted web
advertising can be the final link in the media mix.
BrainPosse starts with “Who?” and “Where?” and “When?”
and then factors in reach and frequency and cost per
thousand so we deliver each message where it’s most
effective and most efficient.
