I’m often asked by clients how much of their marketing budget they should spend on media.
Roy H. Williams, author of the book, “Secret Formulas from The Wizard of Ads,” recommends these profit-generating methods of getting the most from your investment in the media:
You achieve dominance in a medium by having the greatest share of voice. Share of voice paves the path to share of market.
If you cannot dominate all of radio, dominate a single station.
If you cannot dominate a single station, a single day-part of that station.
If you cannot dominate all of television, dominate a single hour of the day.
If you cannot dominate a single hour, dominate a single TV show cable channel. When your business has grown, dominate a second and third.
To become a household word, you’ve got to invest in at least 21 radio spots per week per station, from 6:00 AM until 8:00 AM, 52 weeks a year on as many radio stations as you can afford.
Got a small budget and a large station? Solve that problem by scheduling 21 spots a week 52 weeks a year, between 7:00 pm and midnight. You’ll reach less than half the station’s audience, but have good repetition to the segment you’re reaching.
Consider investing in radio on Sundays, one spot an hour, for 13 consecutive hours 7 AM to 8PM, 52 Sundays in a row. Fewer people listen on Sundays therefore rates are appropriately lower. Again, you get good repetition among a small but certain segment of the station’s audience.
Don’t believe that TV viewers are loyal to TV channels. They’re loyal to shows but not to channels. Channels don’t have specific demographics. Shows do. Most channels have the same kind of audiences. Shows don’t.
The smart way to get the most from your media investment: find a sales rep who will keep your best interests in mind and inform you of new opportunities.