Published September 2003

Top 5 things you can do
to improve ad results

Last month I wrote about how our new millennium meltdown has put a spotlight on “accountability in advertising.” This column is an extension of that subject matter with more tips to improve ad results.

You’ve heard of a “Half Nelson” (standard wrestling move); I’m going to do a “Half Letterman” by giving you my Top 5 List — backward, like Dave does. Drum roll, please!

No. 5: Tracking results. We recently did a survey of nearly 1,000 small-business owners. One disturbing discovery was that, while 90 percent indicated they track ad results, less than 10 percent document outcomes or do a cost-benefit analysis. That’s like buying a stock and never looking at the ticker.

You can’t make market-based adjustments to your advertising portfolio without studying the data. Check out my August column for more detail on accountability measures.

No. 4: Be consistent, especially with your position and presence. Some product/service categories are easier to time (buying patterns) than others. Many of us, however, have no control over when our prospects’ situation (want or need) will motivate a purchase.

Your advertising should have appeal for today’s consumers and establish recall for those in the market tomorrow. Wal-Mart’s position is always “everyday low prices”; their market presence is also consistent. Unless you’re selling Valentine cards, this more horizontal approach will generate better (long-term) results.

No. 3: Focus on a key message. The average consumer is bombarded with over 2,000 brand messages every day. The only way to cut through the clutter is by fixating on your key selling proposition. If your reason for consumers to remember you — when they need what you’re selling — keeps changing, you won’t likely become “top of mind.”

No 2: Concentrate on core segment. Companies have finite resources, yet most fragment their ad budgets by aiming at too many target markets. It is much more cost efficient to focus on fewer segments. Let your competitors fight over the mass market while you hone in on the most responsive, profitable and stable niche.

And the No. 1 thing you can do to improve advertising results is: put frequency above reach. Paul Schaffer must be exhausted by now. Most advertisers cast too large a net, thinking “the more prospects reached, the more customers acquired.” Oddly enough, the opposite is true. It is more effective to reach a smaller consumer group with more exposure than a larger one less frequently.

To get the biggest bang for your advertising buck, instill consumer recall of who you are and why they should buy from you instead of the competition. The best way to achieve top-of-mind status is to communicate the same thing to the same market with greater frequency over an extended period of time. And the only way you’ll know if you’re gaining or losing ground is by measuring performance against investment.

By the way, like Letterman, I’ve got a mailbag, too. I receive many e-mails and calls regarding this column. Your questions and feedback are appreciated. I write my content based on your input and interests — after all, you’re the customer — so keep it coming.

Andrew Ballard, President of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or by e-mail to andrew@mktg-solutions.net.

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