I’ve had people argue, “Hey! AT&T does all kinds of media… why shouldn’t I?”
Because in 2012, according to Adweek, AT&T spent $1,590,000,000 in advertising. Do you plan on spending a billion and a half? If so, you might be able to afford to spread some around between different media.
Our clients have achieved their levels of success and growth by taking the opposite approaching and dominating one advertising medium and, when budget allows, complementing it with a second medium that strategically fits our plan. We’re now–slowly and steadily–introducing a third channel, too.
You’re far more likely to be heard, seen, or read by being in the same place again and again and again.
I’m not going to tell you which media to choose… for free. There are dozens of choices, and I’m unwilling to provide you with an oversimplified answer to a complicated, nuanced question.
It depends on your market and your competition and prices.
And, mostly, it depends on your messaging, your customer experience, your strategic plan, and your goals and values.
The expert from afar always carries more weight in a conversation. Every Tim writes something like this I have to wonder if he’s reading my mind. This is perfect advice for small business people. Unless of course they have $1.5 billion. I cite Tim’s work just about anytime I think about trying to tell a marketing story about radio. Great work.
You’re very kind, sir. Thank you!