Last week I met with three prospective clients. Our conversations all started something like this:
“We just bought a radio schedule of 28 ads a week for 16 weeks!”
“Did the salesperson ask you what you want the advertising to accomplish?”
“What do you expect the advertising to accomplish?”
“I’m not sure.”
“Does a 16 week schedule of 28 ads per week give you enough frequency to accomplish that?”
“And you want me to write your ads?”
“You’re the expert.”
You’d be surprised how often the first thing prospective clients ask about is media. Media selection should be one of the last considerations. But since media reps have trained most businesspeople that selection is the all-important Holy Grail of success, that’s what businesspeople usually ask about first. It should be the last.
Have you ever met with a media rep and the meeting went something like this?
1. Discuss the merits of the salesperson’s advertising medium.
2. Discuss why his/her medium is better than the competition
3. Discuss your budget (optional)
4. Discuss rates
5. Negotiate rates
6. Put together a schedule based their rates and your budget (or their best guess).
7. Jot down a few notes for the ad writer.
Been there, done that, got the T-Shirt?
Now you know why most advertisers are disappointed with the results of their advertising. To paraphrase the Cheshire Cat, “Without a destination one road is as good as another.” You might try something along these lines:
1. What do I want to accomplish?
2. What resources (time, money, training) will I commit to achieving the goal?
3. What do I need to say to create powerful and persuasive messages?
4. Which media will gives me the best reach and frequency for our investment?
Advertising campaigns are like buildings they should be build on a strong foundation. If you’d like some help click email@example.com and tell me where you want to go.