Media Buying Experts

Mistake #1: Delivering the wrong message. You can usually best appeal to your target market by clearly stating the benefits of the product and making sure those benefits are relevant to that target audience’s needs or “hot buttons”-both pleasurable and painful. Certain types of drtv ads, such as for weight loss, hair restoration, and skin care products, demand “Before” and “After” shots to give the product credibility, show results, and deliver a positive message about the company’s belief in its product and what it can do for the consumer.
 
Mistake #2: Not running drtv ads often enough. You’ll generally need three exposures to build awareness and motivate someone to respond to an ad. By spreading your media buying over too many different types of media, your intended audience might not get those three exposures, and they won’t take the action you want them to.
 
Based on your budget, focus on the highest-performing media for your type of product; this will allow your target audience to see the ad enough times to build awareness. Research services like MRI research can help you with this. They survey 26,000 consumers every year. You give them information, and they give you a goldmine of drtv research tailored to your needs, such as the television networks and shows your target audience watches with the highest frequency. Again an experienced media buyer can help you navigate through the relevant research information.
 
Mistake #3: Utilizing the wrong media to reach your target prospects. Seniors, for example, still don’t use the Internet as much as younger people do. So if you have a senior product, focusing your drtv marketing efforts on the Internet might not be a good idea. Similarly, if you’re trying to reach a smaller, niche audience, TV or radio might not be the best fit, since they reach a broader, mass audience. Consider a specialty print publication like a trade journal or a local interest publication to more effectively reach potential customers. Work with and media buying expert to pinpoint the right media to research your target audience.

Peter Koeppel is Founder and President of Koeppel Direct

Technorati Profile

This entry was posted on Tuesday, February 20th, 2007 at 7:08 pm and is filed under Uncategorized, drtv. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.