UNSUCCESSFUL MEDIA CAMPAIGN? IT’S NOT WHAT MEDIA OUTLET IT RAN ON….

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It’s the messaging. Consider this, even the lowest rated radio station in any market in the top 100 has enough cume for an effective messaging campaign to generate results. We only need to determine the best demographic, geographic and psychographic fit for the business, then negotiate the rate, IF we have the right messaging. You’ve heard the adage… “nothing kills a bad product quicker than great marketing”? Well, nothing kills a great product faster than weak messaging on ANY media outlet! The problem is, most advertisers and media outlets at the local level don’t put near enough focus on effective messaging. This should be the first step in any campaign, right? It’s not. It’s a shame how many campaigns have been a waste of money due to weak messaging, in every market size! The next time a client cancels or doesn’t renew, take a minute and truly evaluate the messaging. I can almost guarantee you’ll find the problem there. You don’t need the largest and most expensive cume outlet in the market to succeed, but you do need the right messaging. Imagine how efficient most advertising campaigns can be if the first step in developing the campaign is the right messaging… sometimes common sense makes sense!