Do you Spray and Pray?

When it comes to spending your marketing dollars, there are a lot of choices. It used to be we had traditional media only – the big three networks, newspaper and radio. Advertise here, and the message is out. Today we have consumers who are using three screens at a time – engaging in their favorite television program while messaging on their smartphone and searching the Web.

 

It sounds impressive to say that your most recent television ad was on American Idol, and you ran a full-page ad in the Sunday newspaper. Wow, that is some reach. But chances are you spent a lot of money on that campaign – money that possibly missed the mark. And unless you are a big brand like Coke or Proctor and Gamble, it took a large chunk of your marketing dollars. But here is the most important part – you’re hitting your target audience, but also thousands of other people who really aren’t interested. The real question is, did your message reach your target audience? You sprayed out your message to the masses and are now praying that someone got it. Spray and pray marketing may eventually do the job; it’s just not very efficient.

 

When determining where and how to advertise, first be sure you have the answer to these questions:

       

 

First, think about the audience you want to reach. It is rare that you can accomplish all campaign goals with one medium. Integration is the key to reaching most audiences effectively and efficiently. For instance, if you are introducing a new package and it is important that your audience know what your new package looks like, you need to consider visual media. Visual media could include television, cable, out of home, print – but all messages should include the center point of the marketing plan – your website.

 

Second, what is your message? Your message can’t be clear if you are trying to work it for such a broad audience. You cannot talk to a working mom the same way you talk to an 18-year-old boy. Advertising dollars are precious; ensure you are investing the resources so your message resonates with the intended target. Focus groups, research and testing can help you achieve that perfect message for your audience.

 

Third, don’t just “spray” out your message. Connect, engage and have a dialog with your customers. Ultimately you hope that the viewers will purchase your product, but they also might need more information before parting with their well-earned dollars. Invite them to your website in all messages. Social media like Facebook or Twitter allow for two-way dialog, so engage your audience. Once they choose your product, it is likely you’ll have more than a customer; you’ll have a fan.

 

Always remember your target and determine the best way to reach them. It might not necessarily be the most expensive option with the biggest reach, but it will give you a much higher return on your investment.