Guerrilla Advertising Selecting Your Media

guerrilla marketing 

Guerrilla Advertising Selecting Your Media

Okay, you've got a good bead on your target audience, those people who ought to own what you're selling, but for some reason, don't own it yet. Now you've got to determine the most effective way of reaching them and speaking to them.

Sometimes, you can do that with the newspapers. Sometimes, you need magazines, consumer or business. Other times, you'll need radio or television. And don't forget brochures, the yellow pages, signs, and the omnipotent Internet. Here's a major tip: guerrillas realize that most likely, it's a combination of these media.

The direct marketing media such as direct mail, postcard decks, telemarketing, newsletter, catalogues, infomercial, home shopping shows, online marketing, canvassing, trade shows, and networking functions all work much better when they are combined with advertising. And advertising works much better when combined with direct marketing. In a battle, you never have to choose between using a gun or using ammunition. You must use both or you're going to lose that battle.

So don't go off and begin to advertise as soon as you've completed this session. First, decide which of the direct marketing weapons you will employ to load your advertising guns with live ammo instead of blanks. Advertising without direct marketing makes a lot of noise, but doesn't generate profits -- or hurt enemies.

When selecting the media that will hit your target audience right where they live -- or work -- consider the environment in which your advertising will appear. Pick the media that reach that audience and will provide the proper environment for the advertising you will create, advertising that fits the moods of the readers, listeners, viewers or visitors. It's easier to do than ever with the highly specialized media now available.

Some media are apples and others are oranges. What works in one medium may not work in another. Guerrillas have insight into the powers of each medium. They tap those strengths to use the medium to its greatest advantages. Here’s what they know about media power: 

* The power of newspapers is news. Marketing that is newsy gets noticed because news is on the forefront of readers’ minds.

* The power of magazines is credibility. Readers unconsciously attach to the advertiser the same credibility that they associate with the magazine.

* The power of radio is intimacy. Usually radio is a one-on-one situation allowing for a close an intimate connection between listener and marketer.

* The power of direct mail is urgency. Time-dated offers that might expire before the recipient can act often motivates them to act now.

* The power of telemarketing is rapport. Few media allow you to establish contact in a give-and-take situation as adroitly as the telephone. 

* The power of brochures is the ability to give details. Few media allow you the time and space to expand on your benefits as much as a brochure.

* The power of classified ads is information. Nobody in their right mind actually reads the classified ads except for those in a quest for data.

* The power of the yellow pages is even more information. Here, prospects get a line on the entire competitive situation and can compare.

* The power of television is the ability to demonstrate. No other media lets you show your product or service in use along with the benefits it. offers. TV is still the undisputed heavyweight champ of marketing.

* The power of the Internet is interactivity. You can flag a person’s attention, inform them, answer their questions and take their orders. You can initiate a dialogue, one of the major advantages the Internet offers.

* The power of signs is impulse reactions. Signs motivate people to buy when they are in a buying mood and in a buying arena. Signs either trigger an impulse remind people of your other marketing or both.

* The power of fliers is economy. They can be created, produced and distributed for very little and can even bring about instant results.

* The power of billboards is to remind. They rarely do the whole selling job but they’re great at jostling people’s memories of your other efforts.

Guerrillas are aware of the specific powers of each medium and design their marketing so as to capitalize upon them. Their awareness gives them more mileage for their marketing investments than if they created marketing while being oblivious to these special strengths. By capitalizing on their insights, they get the very most that each of the media have to offer. Adjusting the message to the medium is an artform and a necessity.  

All media were not created equal. Guerrillas are quick to take advantage of these inequalities to increase the effectiveness of each weapon they use.

Remember always tha all the media work better if they’re supported by the other media. Put your web site onto your TV commercial. Mention your advertising in your direct mail. Refer to your direct mail in your telemarketing. Plants the seeds of your offering with some kinds of marketing and fertilize them with other kinds.

You’re not really promoting unless you’re cross-promoting. Your trade show booth will be far more valuable to you if you promote it in trade magazines and with fliers put under the doors of hotels near the trade show. Guerrillas try to market their marketing.

Your prospects, being humans, are eclectic people. They pay attention to a lot of media so you can’t depend on a mere one medium to motivate a purchase. You’re got to introduce a notion, remind people of it, say it again, then repeat it in different words somewhere else. That share of mind for which guerrilla strive? They get it with they combine several media. They say in their ads, “Call or write for our free brochure.”

They say in their Yellow Pages ad, “Get even more details at our website.” They enclose a copy of their magazine ad in their mailing. They blow up a copy to use as a sign. Their website features their print ads.

Guerrillas are quick to mention their use of one medium while using another because they realize that people equate broadscale marketing with quality and success. They know that people trust names they’ve heard of much more than strange and new names;, and guerrillas are realistic enough to know that people miss most marketing messages -- often intentionally. The remote control is not only a way to save their steps but also a method of eliminating marketing messages.

No matter how glorious their newspaper campaign may be, guerrillas realize that not all of their prospects read the paper so they’ve got to get to these people in another way. No matter how dazzling their website, it’s like a grain of sand in a desert if it is not pointed out to an unknowing and basically uncaring public.

Cross-promoting in the media is another way to accomplish the all-important task of repetition. One way to repeat yourself and implant your message is to say it over and over again. Another way is to say it in several different places. Guerrillas try to do both. Nothing is left to chance. If you saw a yellow pages ad that made you an offer from a company you’ve never heard of and another with the same offer except that the ad said, “As advertised on television,” you’d probably opt for the second because of that added smidgen of credibility. Credibility creates confidence and confidence creates sales.

 

If you'd like to speak to Bruce Doyle 'Global Guerrilla Marketing Master Trainer' and the Team about 'Your' Marketing Apply for a Complimentary Strategy Call where we'll conduct a Marketing Audit for You.

 

About the Author

Bruce Doyle

Guerrilla Marketing Master Trainer (personally mentor by Jay Conrad Levinson)

Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of UnlimitedBusiness.com

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 

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