Archive for the ‘Advertising’ Category

In the past, we’ve discussed the negative effects of today’s fragmented media on your marketing efforts, but what about the potential positive aspects? When television, radio and print were the only advertising mediums available, you had to determine a fairly specific demographic and target them with a consistent and singular message. Targeting groups outside this demographic or utilizing multiple messages would limit the effect of your marketing and risk diluting your brand. Today however, you can easily target a variety of demographics each with a message tailored specifically for them. And because of the fragmentation of media, you will  generally face little risk of diluting your brand as they will most likely never see the marketing directed at the other demographic groups. Keep in mind – this doesn’t mean you should try to be all things...

As the economy continues to get worse, it’s more important than ever to stand out from your competitors if you want to survive the current challenges that most business owners are facing as well as the many more that are sure to follow. The knee-jerk reaction during tough times is to reduce costs in any way possible, which usually includes reducing or eliminating marketing budgets. Unfortunately this only increases the problem by reducing or eliminating any chances of producing new revenue. Think about it like a camp fire – if you stop adding wood to the fire, it is going to produce less heat. If you want to be warmer but plan to wait until your fire starts producing more heat before adding more wood, you’re going to have a long, cold wait ahead of...