Value-Based Media Decisions

I have discussed, in a previous blog, about the importance of putting your business on a map. If you own a business that invests money in traditional media, i.e. radio, TV, print, etc., make a list of all of the various zip codes that define your customer distribution map. Take this list and pass it along to your media reps. and request performance data for your targeted demographic based on this collection of zip codes.

Ask your Radio Representative for Respondent Level Data reports. Ask your TV rep. for Stellar Data reports. For printed publications, you can get what you need from their Audit Bureau Report.

This information can be critical in order to make a "value-based media decision". For example, you may find that the number one radio station, for your targeted demo, in your unique market (the area defined by your customer distribution map) is not the same as the number one station in the larger market area (DMA, Metro, etc). Here's the good news. You may be able to buy a less expensive station and reach more of your targeted demo. This takes some effort but the payoff can be significant.

If you want to discuss this media strategy, please feel free to give me a call at Dimension X.
Phone: 724-522-9990, E-Mail: wmyers@dxadvertising.com.

What Makes Your Business Different?

I recently met with the owner and General Manager of a very well-known automobile dealership and presented them with the following question: "What makes you different?" They spoke about their people. Obviously their people are different; but, the services they provide are very similar to a hundred other dealerships in the market. It can't be their product. You can't drive five miles without coming to another store that sells the exact same make and models as they do. How about the "Best Price"? Please! Don't even go their. In this market, I hear everything from "Nobody beat our deals" to "If we can't beat your best deal, we'll just give you the car"!!! My point is, they really couldn't tell me one substantial thing that made them different from their competition. My business associate, Norman Wright, Jr., President/Chief Creative Officer of Dimension X, calls this a "Me, too" business. In other words, this business is the same as so many others. Unfortunately, attracting new customers is difficult when you're a "Me, too" business. In this case, why would customers drive further when they can get the same product, good service and a similar price closer to home? Why cross a river, fight heavy traffic, etc.? Simply stated, THEY WON'T. This can leave business owners feeling extremely frustrated because nothing they do from an advertising and marketing position seems to work. In addition, spending thousands of dollars every month, with little or no return, is hard a hard pill to swallow.

If your business is struggling, maybe you should ask yourself the hard question: "Are we a 'Me, too' business?" If you are, there is a solution. With some work, a lot of creativity and a strong commitment on your part, you can re-energize or even re-invent your brand.

I love to talk about branding. Please feel free to contact me.
E-Mail: wmyers@dxadvertising.com - Phone: 724-522-9990.

Retail Health Care

As I watch the presidential debate play out each evening, in my living room, during this political season, I find the proposed "changes" in our health care system to be very interesting.

Increasingly, health care is becoming a retail business not unlike so many other industries, in which I've had the pleasure to work over the past three decades. With a lot of assistance from the Internet, the future of health care in the United States will become more and more consumer driven. Success for health care providers will depend upon their reputation for treatment of specific medical conditions more so than the reputation of the institution. This will require an entire new market strategy. Markets across the country will need to make available information that is transparent and objective regarding pricing, quality of treatment and service.

The presidential candidates are correct, there will be many "changes" in the future of health care, in our country. To a large degree, these changes will be based on consumer dictates and the free market system.

Put your Business on the Map

Here's a simple tip that can reveal a lot bout your business and your marketing strategy. Develop a customer distribution map so you can see your customers in conjunction with traffic patterns, population centers, shopping areas, etc. It is amazing what this visual will show you. At Dimension X, this exercise is part of establishing our clients' "Ground Zero Market Area", the third step in our X-Factor Process.

Frequency and Consistency in Advertising

A very successful home builder once gave me some advice about business early in my career. He said "Keep your business visible so that when an opportunity presents itself, you will be in position to take advantage of it.

Not following this advice is a major reason why many businesses are not achieving higher levels of success. In today's market place, businesses must have a solid Convergence Marketing strategy (a blend of Traditional Media with New Media and Web 2.0). If you are not involved in New Media, it is only a matter of time before your competitors will begin to eat into your market share. When it is decided that your strategy is sound, the battle is on. Remember that the battle is most often lost in the pursuit, not the initial attack. The execution of the plan must be consistent in order to build the needed frequency. Stay focused and committed to a good strategy and watch what happens. If you would like to talk about strategy and execution, please give me a call or send me an e-mail. (724-522-9990 / wmyers@dxadvertising.com)

Golf can be a Four Letter Word

I had the opportunity to play in a chamber of commerce golf outing yesterday, June 23rd, at Edgewood Country Club just east of Pittsburgh. I came to the 5th hole, a par 3, which was playing about 170 yards. I chose a 6 iron and tried my best to make a good swing. I had been pulling shots on the previous holes and was determined not to do it again. I hit the shot and it felt very good. When I looked up, I saw that it was on a great line. The ball hit the green directly in front of the pin then struck the pin and veered off slightly to the left. The ball had a lot of spin on it and that caused it to come back and strike the pin a second time. It still didn't fall in the hole but remained a few inches behind the cup. If the ball would have gone in, I would be giving rides to my friends today in a new 2009 Hyundai. That's right . . . it was a contest hole and the prize was a new car!!!

You've got to be kidding me. I've never heard of a ball hitting the pin twice. How about you?

I love New Media

If you're not using New Media tactics in your advertising & marketing strategies, you are really missing out on a major growth opportunity. ;-)