Email-vs-Radio-Spots
Email-vs-Radio-Spots
Email-vs-Radio-Spots
Are you stuck in the traditional forms of marketing to new customers? While there is something to be said for the "Tried and True", you have to change the way you do business. Match your marketing methods to your audience. Most audiences are much more sophisticated these days and have VERY little time to watch or listen to long ads. 95% of people online are checking at least one; if not multiple email accounts through out the day!
If you are selling through your website, the low hanging fruit are the people who are already online. Give someone a link, they will click it. Make someone work for it and you will never see them. People want things to be easy. The level of patience a user or potential client has decreases as time progresses. You'll find that people rarely stop and jot information down anymore. Trying to drive traffic to your website through TV or radio is not easy! In fact, these days it is nearly impossible!
If someone is driving down the road listening to the radio and hear an ad for a website, do you think they are going to be able to visit the website? Not likely from behind the wheel and I hope they don't try. Are they going to remember your ad out of the 50 or 60 they heard on the way to work and look up your website? Chances are slim even if you are selling something they need. I know for myself, I try to make all sorts of mental notes of ads I hear and think "ooo, let me check that out". Well by the time I make it to the office, I feel fortunate if I've remembered to bring my keys from home with me...let alone an ad I thought was interesting. There are just so many distractions!
A TV commercial will be slightly more effective because you are at least reaching the right demographic. According to Neilsen, People who watch more than average TV are also spending more than average time online. The problem is that most people aren't watching TV with a laptop. When they see your commercial it is not that likely they will stop what they are doing, go to the computer and look up your website. They won't even remember your website name for that long. Though I'll admit to doing it on a VERY rare occasion. But I really need to feel compelled to act based on the commercial or ad.
Your email shows up in someone's inbox. You are using an opt in list, so this is someone who is already interested in your product. They are going to check email anyway, they might as well open your email while they are at it. You give them a link that is easy to click and they go straight to your website. See how easy that is? Email has become the most proactive form of advertising and marketing, than anything that has proceded it. The intended audience can act right at that moment, by clicking that link you just sent them! Email has become a critical part of any firm's communications and marketing plan. It can help retain customers, keep members, increase sales, fill seats, raise brand visibility and help you grow your business. Email is faster and more affordable than traditional print mail, and, by some measures, it offers the best return on investment (far exceding $40 per dollar spent) of any marketing medium.
Now let's compare costs.
Here's the scenarion 1...
You have a TV commercial produced which can cost hundreds or thousands of dollars. Then you run the ad. A 30 second spot can run you $5 to $5M depending on the station and time slot. For simplicity's sake, lets say you run the ad locally 30 times a week at $250 each. That's $7500/week. Plus production.
Here's the scenarion 2...
For a radio ad you pay much less. Production aside, you can get packages for as low as $1200 a week for 30 airings. That's still $1200/week. As soon as your message stops, people forget about you.
TV and radio stations will give you all sorts of stories about the number of people you are reaching, and how many times you need to repeat your message, etc. What they don't tell you is this: You are blasting your message to everyone whether they want to hear it or not. You are wasting all that effort and money on people who are not your target market.
I recently had a conversation with a friend in the Real Estate industry. He was approached by a local newspaper sales rep, who was trying to get him to commit to a regular spot in their paper. My friend had noted that the prices had increased significantly from the last time he signed on for the same package. "Well, why is that?"...he asked. "Has readership increased? Did you expand your coverage area?" The sales rep explained that neither was the case; in fact, subscriptions had decreased...(all of this information is a matter of public record by the way). "Well then...why the hike?" my friend asked. The sales rep explained they needed to offset the declining subscriptions. My friend's response..."Let me get back to you."
The most cost effective marketing is to go after the people who are actively online. If you want to take out all the work of email marketing, the writing, the design, the database management, the sending and analyzing the reports,
The Customer Store will handle all of it for you at a fraction of the cost. The best part is you are getting you message to the people who want it.
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