In an age where traditional advertising channels are being filtered out, how do small businesses reach critical mass without a high-dollar budget quickly and easily?
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J Pat M.
Director of Marketing & Promotions at Journal Broadcast Group
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Cary,
I agree that traditional media shouldn't be counted out. One item to remember is that while online marketing offers terrific targeting you still need to be repetitive with the message. My background is in radio and our research tells us that listeners/users need to see or hear a message several times before it "sinks in." Think about that, how many times have you heard a commercial repeatedly but had no idea what they were selling? I'm a big fan of targeted marketing but don't forget to load up whatever avenue you choose with enough of a budget that you can saturate the target. I'd rather tell 200 people something 5 times than 1000 people something once. I guess the bottom line is that you need to motivate someone to take action and a persuasive message needs to be recognized by the target so they can act. If you'd like any help building a radio buy or focusing your message to the target I'd be happy to help.
Best of luck!
J. Pat
Samuel P.
Vice-President at IAB Canada
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This all depends on what industry the "small business" is in. But ever since the early 90s, before the web, we've been talking more and more of targeting the right consumer for a product or service.
Maybe the time has come to realize that reaching a critical mass = critical media wastage.
By definition small business are more local or regional. They have no choice but to target geographically for starters. Whatever they have to sell or serve, there are potential clients that can be identified just as readily as there are clearly people who'll either never need that product or service, or want it, of afford it.
I would recommend we all start now assigning a real value to targeting, regardless of media used (I'm personally more fond of the Web, but know full well many targets are hard to reach by it). Value is important because targeting means taking more time to do more research, have more in-depth talks with media suppliers which can often time open up opportunities you may not have thought possible or even considered.
The more professional our targeting becomes, the more return the small business will get for their money, the more they'll come to value our work over seeing or hearing themselves in media.
Take your advertising mobile with a vehicle wrap. It is one of the most effective ways to advertise your business. As you commute, consider this, on the average, there are 1.35 occupants per vehicle, each vehicle travels 15,000 miles per year which could give you up to 30,000 impressions each day. A great return on your investment.
David A.
Partner at moddern marketing services
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You can 'reach' critical mass with a low conversion rate, or generate more targeted/lower cost reach with a higher conversion rate. You will spend less money and probably sell the same amount (or more) than you do now. That's improved profitability.
Fran P.
Inside Advertising at Bradenton Herald
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Cary,
By no means count out traditional advertising. Depending on your target demographic, you can reach them through spot market TV, Radio and print. Magazines can be bought by zip code as well as direct response.
All of these are quick and easy with immediate response.
The new media is great for the younger more tech savy demographic but it is still to fragmented to reach any kind of critical mass.
Hope this helps
Fran
Gunther S.
Co-Founder & Chief Strategy Officer - Heardable, Inc. Mentor, K5 Ventures. Technologist. Advisor. International speaker.
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Since you're talking about niche markets, it really depends on what exactly you mean by "critical mass", but the reality is that you can't gain uniques quickly or easily without spending a considerable amount of money.
To Fran and J Pat's points, I think traditional mediums are critical to achieving targeted outreach for two main reasons:
1. Online channels such as search and display advertising are becoming more and more saturated. Viral and other buzz marketing executions can be great, but still require a good amount of time and money to promote. Remember that there are over 80 million blogs and other forums out there -- you're treading water in a vast sea of information.
2. Traditional channels still represent real-world or "legacy" experiences (shopping, eating, attending events, lifestyle activities) that can provide ways to connect with brands, as well as affordable solutions, that are true complements to your online efforts.
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Pete "NetDoc" M.
Owner and Visionary for www.ScubaBoard.com
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Forums. Spend your time on several forums and utilize that guerrilla marketing called "buzz". Of course, if your business has ANYTHING to do with Scuba, you can come spend time on my forum!
