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| Sep 09, 2007 2:16 pm |
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(Laura) re: re: re: ) re: re: Marketing help |
Kathy Buck
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Laura,
Everyhting you said about market research is well stated. Like I stated earler, it's called ROI projections that defines how a target might respond. Those projections gained from market research and there are many arms and methods.
I read once on another network that you run radio ads. Radio is an awesome media. I'd bet you might have been sold on Arbitron ratings and sold inventory based on listnership of your target? I hail from radio and did sales, I can't tell you how many times I'd show a prospect the Arbitron ratings and then crumple it up. The quantitive and qualitive numbers as to listner demographics are a bunch of hoooey five dollar ad words. I'm not get into how arbitron rates, Rome was not built in day and Arbitron still building. *giggle*
My point is Biz to Biz ads are the trickiest. Maybe you used your gut and took morning and afternoon drive times. High priced inventory times w/ generally good results. Maybe you chose to sponsor a popular show. In any event you are ontop of your game and know that only consistency and frequency works. If you bought based on Arbitron ratings, give me a hollar, your probably paying too much.:)
There is often no rhyme or reason why one campaign works and the other one doesnt. Sometimes it's timing of events that take place that overshadow interests from a normal buying market.
As far as Tracy knowing her business of professional investigators as to their needs. Of course she does know best, sometimes we though need to step away and seek outside help. An objective eye not so close to the product or service often can see things the owner missed. Smart plan to call on yourself and Sunny for assistance. I many times call on people to look over my work. Sometimes we as the business owners become like doctors needing medical attention, we self diagnos before noting all the symptoms and treatments available.
Best,
KB
Kathy B
Mayhem Marketing
"Creative Works & Strategies for the Mill of Human Consumerism"
http://www.mayhemmarketing.netPrivate Reply to Kathy Buck (new win) |
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