Media Advertising Works With Quality

By Tom Gauger

In today’s fast-paced and often under-planned and executed marketing strategies, it’s no wonder that so many of the campaigns launched on radio and TV are ineffective or at best, not nearly as effective as they could be by obtaining real increased ROI results.  While companies scramble to maintain budgets and maintain competitive in this often times crazy global economy, where so much of the market has shifted in different directions, in some ways it’s understandable as to why we are seeing such lack luster advertising on radio and TV – but it is still not acceptable and you shouldn’t settle for it.

Media advertising and planning doesn’t have to bust your wallet and neither does the actual production costs have to either. The fact is, that many companies simply put up with second rate quality production and others worse yet, simply give in to what they consider as the almighty dollar restricting them or confining them to loop driven music with the same old tired musical lines and phrases with absolutely no creativity involved.

Your advertising and marketing has got to get beyond including your company name and telephone number in there three times.  Advertising with meaning and purpose takes time to create and think through. If buying is an emotional decision and one in which the buyer buys from who comes to mind 98% of the time, then what are you doing to connect with your buyers on the emotional side.  This doesn’t necessarily mean cry, but do they laugh, do they feel good about themselves, are they confident?  How are you connecting with your potential buyers on the emotional side?

And what are you doing in your ads that would make them think of you first in your market.  The fact is, that many pass by reputable brick and mortar store fronts every day and never stop in, why? Because many buyers don’t even know that the store exists.  We’ve all done that.  You look over and say, “I didn’t know that was there,” even though you’ve driven by it umpteen times. 

So what does it take?  It takes quality and not the same old worn out production music that so many small businesses are sold on from radio and cable reps selling them on keeping their costs down by going in-house.  Don’t get caught in this myth.  In-house productions usually yield in-house results and you don’t want that.  You want to make the socks of your customers roll up and down when they think of your company.  The only way to do this is by going with reputable companies that truly know the radio and TV market and who know how to deliver your message in such a way as to melt the butter in everyone’s frying pan!