The Cumulative Effect of Marketing and Advertising
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The Cumulative Effect of Marketing and Advertising By Abe
Cherian Copyright ? 2005
One of the most difficult for people to get used to is the fact
that they do not get any return on their advertising dollar.
When you start testing advertising and marketing done the
emotional response way, you'll have to decide whether
advertising and marketing campaigns you start and test are
working well enough to continue.
All the biggest myths about advertising and marketing that are
professed by all the so called "gurus" is that there is a
cumulative effect of marketing and advertising. That "name
recognition" builds from this cumulative effect and eventually
results in business.
Image marketing can and does work in very limited circumstances.
Those circumstances are strictly in situations where someone has
so much money and so much time that they can afford to build
name recognition that eventually leads to a large and successful
business.
For example, we all know McDonald's and Coca Cola, and we've all
seen the polar bears and the Golden Arches. We know about those
products as things implanted in our brains. Keep in mind though,
that Coke and McDonald's spend literally millions and millions
of dollars a year to get and keep that kind of name recognition.'
In many businesses, while some large companies do have name
recognition, there isn't always a so-called "taste" as there is
with Coke or McDonald's. People go to buy those products and eat
or drink them because they like the way they taste. They don't
go just because they recognize the name.
Now keep in mind a very, very important difference between these
types of products and many other kinds of services. In services,
nobody knows what you taste like, or whether one office of
"Great way Brokers" is better than "Smart Financial Services".
Why? Because many services are highly personal. They require
making personal connections. "Name recognition" won't help you a
bit if your advertising
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isn't seen by anybody because it's
boring and uninteresting.
The cumulative effect and measuring the success of your
marketing clearly presents when you want to do any direct
marketing project, it either works well right away, or it
doesn't. Occasionally, you have a mediocre result that can be
tweaked and improved. Normally you know instantly whether your
advertising and marketing is working.
Let's say for example you were in sales and you decided to run
an ad in your local paper for $40. After two days you receive
eight leads who leave their name and address in your Voice
Mailbox. Now, using a ballpark of $10/lead as the maximum
acceptable cost for any type of marketing or advertising
campaign, you can get an idea of whether your promotion is in
the ballpark or not.
With this $40 ad divided into 8 leads, you're paying $5 a lead.
Which is certainly an acceptable cost per lead. This sort of
cost-per-lead range will end up being very productive and
successful for you as you move through the testing and increase
the frequency and size of your ads.
But, if you ran the same $40 ad and only got two responses,
you're at $20 a lead. That tells you that the ad probably either
A) has the wrong headline, B) is in the wrong place in the
paper, C) is in the wrong publication altogether, or D) is in
the wrong time of the week or month, or any combination of the
above variables.
This would work the same way if you were in the retail business.
Instead of getting leads you would get customers. Wouldn't it be
better to get 8 customers to respond to you rather than 2
customers? The ad cost the same no matter what your response is,
however the bottom line on your business makes it a huge
difference.
To be honest with you, even though you can take educated guesses
and get pretty good at figuring things out over time, as you get
more experienced in response marketing, you still never know
exactly why a particular campaign does or does not work. All you
know is either A) it does, or B) it doesn't.
About the author:
Abe Cherian is the founder of Multiple Stream Media, a leading
performance-based Internet advertising company dedicated in
helping small businesses create online presence, brand
recognition and online automation. Main company web site:
http://www.multiplestreammktg.com
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