As things stand, folk aren't exactly being extravagant with their spending.

But they still have to eat, still have to CONSUME. The tough times may continue for a while longer, but they will come to an end – and when they do, and people find that they have disposable income once more, you'll need to be positioned to take advantage. This is the time to keep your brand UPPERMIND. With marketing campaigns that work across the spectrum, and that reinforce your intended messages. Generally-speaking, multi-media campaigns work better than those focussed on one media-type. (In other words, advertising in print and on radio will generally yield better results than advertising only in print, and outdoor advertising working in tandem with television advertising will work better than if you advertised only on billboards). People have short memories. They may hear your product punted on radio on their way to work but by the time they're at the next traffic light, it may well be forgotten. Now if you had also advertised your product on street pole posters, say, your targeted client would be again reminded of your product. And when he got to the office and saw your ad in the newspaper, he would be reminded again. And when he went on-line to see how much money he had lost overnight on the stock market, and saw your banner ad in the process, he would be reminded again. It's all about brand re-inforcement, and it works a charm. Because I've worked across all media, and have a good understanding of the processes, I can advise you. You need to reach your target market from all angles and this requires strategic thinking – and an understanding of who you're trying to reach. Is your targeted client female? How old is she? Where does she live? What does she read? What's important to her? (By committing to market research, and by holding focus groups, answers can be had to many questions). Once we know who you're talking to, we can plan a strategy and decide where and how to advertise.

TV?
Television advertising builds brands and sells product. The question is, how best to use it? Do we sponsor a program? Do product placement? Flight a series of short-duration spots in multiple bursts?

Radio?
Radio is an effective way to market. But again, which stations? Which time slots? Advertising on radio in morning or evening drive time on stations with a high and loyal listenership will reach a lot of people, and because they're in their cars or taxis, they're all ears.

Print?
There are a great many publications out there, and a myriad of advertising opportunities available. But where does one advertise? Newspapers? Magazines? And in what sections? Knowing your customer and what he or she reads is of crucial importance. You need to fish where the fish are.

Outdoor?
Used correctly, outdoor advertising can create a BIG impression. It's a brand-builder and a product-seller, and good creative work on this medium can do wonders. The trick here is to keep your message simple – and to purchase sites that strategically make sense. As with property, it's all about POSITION, POSITION, POSITION.

On-line?
Whilst on-line marketing is already hugely popular, it can only become more so with cheaper internet access in the future a given. The question is, how does one use it so that it works for you? The likes of You Tube and Facebook provide enormous possibilities. I work with people who specialise in on-line advertising and their expertise is yours for the asking.

Clearly, embarking on a multi-media campaign requires that you have a budget to work with. Having said this, I'll work with the budget you have available. With one objective: GETTING YOUR PHONE TO RING. Call me.

 

If you'd like to pick my brains, please call me on my landline 087 805 9977 or

083 444 9888. Alternatively, email me on [email protected] with "Help" in the subject line. I'll get back to you asap.