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Some media are apples and others are oranges. What works in one
medium may not work in another. Guerrillas have insight into the
powers of each medium. They tap those strengths to use the medium
to its greatest advantages. Here¹s what they know about media
power:
The power of newspapers is news. Marketing that is newsy gets noticed
because news is on the forefront of readers' minds.
The power of magazines is credibility. Readers unconsciously attach
to the advertiser the same credibility that they associate with
the magazine.
The power of radio is intimacy. Usually radio is a one-on-one situation
allowing for a close an intimate connection between listener and
marketer.
The power of direct mail is urgency. Time-dated offers that might
expire before the recipient can act often motivates them to act
now.
The power of telemarketing is rapport. Few media allow you to establish
contact in a give-and-take situation as adroitly as the telephone.
The power of brochures is the ability to give details. Few media
allow you the time and space to expand on your benefits as much
as a brochure.
The power of classified ads is information. Nobody in their right
mind actually reads the classified ads except for those in a quest
for data.
The power of the yellow pages is even more information. Here, prospects
get a line on the entire competitive situation and can compare.
The power of television is the ability to demonstrate. No other
media lets you show your product or service in use along with the
benefits it. offers. TV is still the undisputed heavyweight champ
of marketing.
The power of the internet is interactivity. You can flag a person¹s
attention, inform them, answer their questions and take their orders.
The power of signs is impulse reactions. Signs motivate people
to buy when they are in a buying mood and in a buying arena. Signs
either trigger an impulse remind people of your other marketing
or both.
The power of fliers is economy. They can be created, produced and
distributed for very little and can even bring about instant results.
The power of billboards is to remind. They rarely do the whole
selling job but they¹re great at jostling people¹s memories
of your other efforts.
(C)2000 Jay Conrad Levinson
www.gmarketingcoach.com
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