We hope you'll enjoy this edition of Strategy Matters, a newsletter bringing you news, tips and strategies for effective communications from Strategic Communications, LLC, committed to bring you success through strategy. www.stratcommunications.com |
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Is advertising necessary?
Total measured advertising expenditures in the first six months of 2008 declined by 1.6 percent as compared to the same period in 2007, according to data recently released by TNS Media Intelligence.
The top 10 advertisers in the first six months of 2008 spent a combined total of $8,442.7 million - down 3 percent from the previous year.
It is no surprise that media outlets are struggling to attract advertisers and remain in business (not unlike those they look to for ad revenue!). Still, $8.4 million is a significant amount of money - and just the tip of the iceberg. Is it worth it? Most importantly, how do you know?
One benefit of this tough economy (in my opinion) will be an increased - and much needed - focus on measuring the value of communication activities, whether those activities include advertising, media relations, organic or paid search, social media, etc.
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Audience or SEO - A Balancing Act |
I was listening to some podcasts recently on SEO - Michael Campbell's Internet Marketing Secrets - and was surprised, and a bit relieved, to find that even the SEO experts write with the reader in mind first and optimization as somewhat of a by-product of their efforts.
Granted, these experts have been practicing their craft for some time, so much of what they do comes naturally. Still, without exception, they indicated that focusing on the audience and writing with them in mind is the best starting point - just like any effective writing process! Then, go back to ensure that your key words are in your title and headings.
Another interesting point - there seems to be a movement away from paid search to more organic efforts. Makes sense - again if you can't demonstrate value you really need to question why you're spending the time and effort.
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A Tactic Looking for a Strategy |
- "We need to get into social media."
- "Our competitors are using billboards - we'd better put up a billboard."
- "I need to start an e-newsletter."
- "We need to
be doing TV advertising."
When I hear these kinds of comments from prospects and clients - and I hear them quite often - my first question is: "Why?" I'm looking for the strategy. What is it that they believe they will achieve through this specific tactic and, based on what they hope to achieve, are they sure that this is the best tactic? Usually not.
If you find yourself often coming up with, or needing to evaluate, great ideas - "tactics looking for a strategy" - here are three key questions to ask yourself before moving forward:
- Who am I attempting to influence? Be specific - not just "consumers between the ages of 25-54," but, perhaps, "working mothers, between the ages of 25-34, making $75,000/yr. and living within a certain zip code range" (and you might even get more specific than that!)
- What are the specific results that I'm looking for? Raising awareness? - by how much? Generating preference? - by how much? Generating prospects? - how many? Generating sales? - in what number/dollar value?
- What communication tools are available to me that would be most likely to reach and influence my target audience for the least cost (in terms of both time and money)?
You might have a great idea. Then again, you might not. But before investing any resources - time or money - into implementation, make sure you're tying your tactics to your strategies!
Read more on www.stratcommunications.com. |
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Strategic Communications, LLC, specializes in strategic communication planning and implementation for brand management, community, customers, employees, marketing and media relations. Working with businesses, large and small, Strategic Communications, LLC, has developed a reputation for tying tactics to strategies and measurable results based on each client's unique goals and objectives.
Sincerely,
Linda Pophal
Strategic Communications, LLC |
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| Linda Pophal
Who do you tell first?
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