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A GUIDING PRINCIPAL
A GREAT MAGAZINE IS ALWAYS IN THE PROCESS OF BECOMING PERFECT!
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AUDITED MEDIA IS SAFE UNAUDITED MEDIA ISN'T |
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Audited media means the publisher’s circulation is verified by a third-party organization, using objective audit procedures approved by media buyers. Audits can only be objective if the auditor has nothing to gain, or lose, by the results of the circulation audit.
An audited circulation statement provides verified data about:
circulation activity and quality (where the names came from, how old the names are, whether they are paid or non-paid subscriptions, whether they fit the intended audience for the media)
circulation breakdowns by job titles, industry type, geographic location
When a media supplier supplies its own data as evidence of its circulation, it’s hard to know if it’s either objective or accurate. A media owner has everything to gain, or lose, by the contents of their own circulation figures or sworn statements. Circulation reports, event attendance reports and any kind of ‘sworn statement’ can have no basis in fact, be out of date, inaccurate or missing the detail you should expect in order to make informed media buying decisions.
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To Increase Your Advertising Effectiveness Stop Selling ! |
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by Karon Thackston
How many times have you heard the old adage, "The customer doesn't want a drill, he wants a hole in his wall"? While I may disagree with parts of that phrase, one thing is for sure. If you want to increase your advertising effectiveness, you have to stop selling what YOU want the customer to buy and start solving his problems.
What exactly does that mean? For starters, it means finding out who your customers are and what challenges they face. It also means that your ad copy, your tag line, your Web site design, your brochure, your customer service plan and your support need to all work in concert to provide the solutions to those challenges.
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Forty Years Strong and Still Independent |
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Founded on May 21 1964 Kerrwil Publications Limited is one of Canada’s oldest privately held publishing companies. Since then we have been involved in numerous industries and disciplines. Whether it was plastics or an emerging electrical technology, Veterinarian medicine, or automation our team developed a solid in person, in print and on line strategy.
Developing ancillary brands
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Advertising In Lean Times |
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For businesses large and small, the first part of the budget to get cut is advertising when times get tough. In some cases, these cuts are necessary, but most often they are a mistake. In fact, many savvy business owners are actually increasing advertising. History has shown that companies that advertise in slow times are the first to emerge when the economic tides switch.
In the study, "Media Advertising When Your Market is in a Recession" by Dr. Valerie Kijewski, it was found that firms that aggressively spent on advertising during a recession period outperformed firms that did not by almost 250 percent. When customers are ready to buy, they buy from the places they have heard from regularly. If you are like most small to medium-sized businesses (like us at TMA) there are some cost effective marketing strategies you can employ to keep business growing during a slow economy.
Contact all your former customers. Call anyone you have ever worked with on a project or sold your product to. Let them know that you are updating your client database.
Ask them if you can verify names, addresses, phone numbers, emails, etc. Tell them that you are looking forward to working with them in the future. Ask them if they wouldn't mind giving you referrals. Also ask them for any feedback that would help you serve them better, and more importantly, thank them for their business.
If you are in a service industry, such as a restaurant, contacting all your former customers can be a little tricky. If you have been gathering customer email addresses, use them. Otherwise, radio and newspaper are most effective. Stay top of mind by running promotional offers, thanking them for their loyalty and inviting them back. Educate your staff on how to make genuine personal connections with your patrons... this will ensure return visits.
Promote your business. Have you had any major changes within your company? Did you hire new staff or relocate your offices? Have you purchased new equipment or developed a new product that will give you a competitive edge? Let your current and potential customers know about it. Send them a postcard, give them a call or send an email. Spending time evaluating every area of your business, developing partnerships and building customer relationships is a better investment than keeping your money under the mattress.
Use your web site effectively. Is your web site generating leads? Are you using it to communicate news and updates from your company? Make sure your web site is valuable enough to current and potential customers to keep them coming back to it.
Maintain your market presence during slow times and you will be out ahead of the pack when the market picks up!
"In an economy like this, it's even more important to keep your message out there, because when the economy does improve, you want to be top of mind," Matt Bucher, Marketing and Business Development Coordinator, HNI Risk Services Inc.
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ARE YOU AT RISK |
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If your company buys unaudited media, you’ll never really know…
if you’ve made a good media buy, or if you’ve just rolled the dice
how many qualified people have been reached with the campaign
why the campaign succeeded….or why it fell flat
if your company can be accountable for its marketing expenditures, just like other departments are accountable for their purchases
Is this a risk you can afford to take? These days, fiscal accountability and sound purchasing policies must apply to all facets of a business. Media buying should not be an exception.
In the 2007 Chief Marketing Officers Council survey CMOs ranked "quantify and measure the value of marketing programs and investments" as their top challenge.
See www.cmocouncil.org for their Marketing Outlook 2007
If you can’t be sure who the unaudited media reached, you can’t properly analyze or report on the financial results of the program.
Effective
media campaigns
depend on:
The right creative
The right product or service
The right call to action
The right target market
The right media
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