To make every investment in promoting your business pay off, make smart marketing decisions. Three keys to success are:

1. * Using Proper Medium
2. * Choosing Correct Creative
3. * Proper Frequency

Here, we’ll discuss Proper Frequency

Running one ad or mailing one postcard is completely ineffective, unless you are literally giving your product away. Repeated efforts are critical to create an impression on your target and prompt them to respond. 

With cable and radio, as much frequency as your budget can afford is recommended, an absolute minimum of 3 times daily per station, as frequent repetition is vital to make an impression. 

Mail a minimum of 3 direct mail pieces with no more than 6 weeks between pieces. 

Print ads should run at least once a week for a minimum of four weeks. Rotate a bank of creative so viewers don’t skip over your advertisement out of boredom. 

The only exception to this frequency rule is unsolicited e-mail. Send newsletters and promotions no more than bi-weekly, as frequent, unsolicited e-mail quickly becomes spam to the recipient. 

Ideally, use several media concurrently to make a strong impression and build a real market awareness. 

Proper frequency is the third key to marketing success. 

At the foundation of these principles, however, is your brand. Your brand and your brand equity - the beliefs and expectations that consumers hold about products or services sold under your trademark; your reputation; what you stand for -  is your most valuable asset.

Think, promote and sell a brand instead of just a product. As a result, your customers will be purchasing a positive experience, a enitre company and a reputation, which is a much more valuable commodity.

Rebecca Palumbo is Principal/Creative Director of Rollins Palumbo Creative, a full service advertising and design agency. Contact her at 708-614-9766 or www.rollinspalumbo.com.

To make every investment in promoting your business pay off, make smart marketing decisions. Three keys to success are:

1. * Using Proper Medium
2. * Choosing Correct Creative
3. * Proper Frequency

Here, we’ll discuss Choosing Correct Creative

Make a unique statement that directly relates to your business. Money is wasted when advertising efforts, no matter how mindblowing, don’t relate to the product. 

However, to act, your audience must read. To read, they must be intrigued. And they must be impressed to be intrigued. 

You don’t need to be a cutting-edge company with proprietary offerings to advertise creatively. You and your competitors each approach clients differently, target different market segments, etc., making your business unique. Use clever, thought-provoking headlines that tell readers how your particular uniqueness will benefit them. Have fun, get a little “out there,” and don’t be afraid to use humor. 

A great test for creative: If you lift the headline and copy out of context, could it apply to just about anyone in any type of business? Or does it make an effective, positive statement, unique to you? 

Establish a campaign, keeping the look and theme consistent throughout multiple pieces. Your efforts should look like “siblings” to build familiarity in your viewers. 

To get a good return on your investment, include a clear, attractive offer or discount with a precise expiration date. This compels your prospect will act in a timely manner, giving a solid return and an efficient tracking vehicle. Using unique, intriguing creative is the second step to successful marketing.

Next Time: Part 3 Proper Frequency

Rebecca Palumbo is Principal/Creative Director of Rollins Palumbo Creative, a full service advertising and design agency. Contact her at 708-614-9766 or www.rollinspalumbo.com.

To make every investment in promoting your business pay off, make smart marketing decisions. Three keys to success are:

1. 1. Using Proper Medium
2. 2. Choosing Correct Creative
3. 3. Proper Frequency

Here, we’ll discuss Proper Medium

Establish a marketing goal. Ånalyze who your prospective customers are and which are your most profitable customers. Decide whether broad exposure or focused exposure is needed. 

Broad exposure is used to target a wide variety of people in the most cost-effective method. Use newspaper, cable and radio and the channel, station or section that draws your desired demographic. For example, to advertise an upscale restaurant, consider the History and Golf channels, WFMT radio, FirstLook and At Play newspaper positioning. Distribute press releases, post on community websites, and send email blasts as well. 

Focused, narrow exposure is used when your ideal customer is clearly defined. Precise data collection enables one to identify and advertise directly to almost any demographic. One can find, for example, women over the age of 30 experiencing incontinence, families buying gourmet dog food, and southwest suburban serious golfers.

If your ideal prospect is the office manager at medical facilities with 10-50 employees, in business 5 years or more and located within a 15 mile radius of Silver Lake Country Club, invest directly, and wisely, in this target. 

Target your timing. Consider seasons, holidays and market need. For example, when seeking charitable contributions, soliciting in late November is perfect while January is a disaster. 

Determining your most profitable customer and the best way to reach them is the first step to successful marketing.

Next Time: Part 2 Using Correct Creative

Rebecca Palumbo is Principal/Creative Director of Rollins Palumbo Creative, a full service advertising and design agency. Contact her at 708-614-9766 or www.rollinspalumbo.com.