July 29, 2010

A Dozen Ideas on Choosing Your Media

What Worked? What Didn't? Where To Go Next?

You have a product or service that needs exposure.

For the purpose of this exercise, we will assume that it is fantastic and there's a need for it.

We will also make the leap that your creative messages are well focused and all the other parts are in place.

The Future Is Now

Let’s deal with where most business owners unfortunately reside. It’s where the pain is most intense – today. There is no time to look at long term plans; you need to make your next quarter. But if you do the same things hoping they will work this time, well you know the cliché.

Should you do a television campaign or a microsite? Perhaps it’s time for you to increase your social networking activities or buy radio? Has the money you spent on print become a dead end or perhaps an outdoor campaign will work?

Shiny and Sparkling

It is dicey to change strategy without sound reasons yet dangerous to stay with a bad plan. Whether you run a large, medium or small organization, you have budget constraints. It’s effortless to look at Starbucks or Wal-Mart and have an opinion on how you would spend their marketing budget.

More of the Same or Give Up?

You can throw your hands in the air and say you have no money and marketing efforts will have to wait. But before you tear everything apart or stick your head in the sand, perhaps some of these ideas may help...

• Find people who can give you honest feedback and perspective.
• Stop watching the competition (for now).
• Remember that Facebook and Twitter are tactics, not your strategy.
• Pay no attention to those who say they have all the answers.
• Keep in mind that the media sales person is compensated on commission.
• Firing people to save money is not a good enough reason.
• Ask your customers what resonated with them.
• Carefully analyze what media has worked for you and what has not.
• Get out of your office, turn off your phone and think.
• Examine all of our current business activities. All of them.
• Cutting your marketing budget to save money is not the answer.
• Educate yourself on all media options and metrics.

What would you add to the list?

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