Keeping up with marketing lingo can been head-spinning. And this is for people IN the industry! I can’t even fathom what it’s like to be a small business owner looking for trusted information.
There’s CTR, SEM, SEO, CTV, OTT, AVOD, CPM, CONTENT, INFLUENCER, CREATOR, just to name a few.
Before you pull your hair out, let me simplify this all for you: Good marketing and advertising sticks with some basic principles, no matter the new lingo.
When it comes to advertising, messages should be like a rhinoceros and have: ONE POINT. Then, once you pin-point the message, you’ll need the right mix of FREQUENCY + CONSISTENCY to get results, no matter where or how you advertise.
So… if you want to “try” a new way to advertise, let’s say: OTT (Over The Top, aka, Streaming TV) you can’t just dip your foot in for a few weeks, or even only three months. Like ALL advertising, it’s going to take time (frequency) and repeating the same message over and over (consistency) inn the same place, to the same audience, to see REAL results. And by real results I mean, serious sales growth - not just a bump in traffic.
Let’s look at GEICO: how many crazy ads have they run over and over and over? We know them all! We know what GEICO is, how much time it saves, and who it’s spokes-lizard is. How did this happen?? With: consistency (same funny messaging, same spokes-lizard) and frequency (can’t get away from their ads) and just one point: “15 minutes will save you $.” I am quite sure the marketing team at GEICO is sick of this campaign, but likewise think GEICO is making money hand over fist.
How can you apply this strategy to a small local business? You have limited funds, you don’t have a creative team, and you’re overwhelmed by the options and sales pitches that have come your way.
Figure these out:
What is your ONE important message? (avoid “best prices” unless you’re a full on discount store) avoid “best service” avoid “the best” - too generic.) How are you really different? In one sentence.
How much can you afford a month for pure advertising? (Not website development, not salaries, not organic social media, not printed fliers…) but pure advertising like traditional TV, Radio, Direct Mail, or new media like, Social Media advertising, Display Ad campaign, or Streaming TV.
What can you buy for that money? Start in ONE place for a good 6 months, and then add more. Trust your seasoned ad reps with your budgets, they know what works. Don’t try to have lots of ads going in lots of places - they will all get watered down and not work much. Put good money into advertising campaigns, and sit back and let them work, by adhering to the basics: One Point - Consistency - Frequency.
Most of all, don’t get overwhelmed by the new language of marketing. Stick to the basic principles, clarify your messaging, and trust that advertising WORKS!