Anchoring a broadcast program

When a customer tells me that they do not need to advertise in print because they are on TV or radio, I see this as an opportunity. I do not try to argue with the client but rather praise them for understanding the importance of marketing their business. I talk about the advantages of broadcast, the ability to create an image and tell a compelling story. I then ask the client if they want to get the maximum benefit from their TV or radio dollars by "anchoring" their program. Electronic advertising is by its nature ephemeral, it is in front of a consumer for 30 seconds and then it goes, hurtling into space to be lost forever. It may create a desire for their product but it is unlikely that the listener/viewer will remember the advertisers contact information. By creating a print ad that ties into the broadcast program, you give the consumer the info they need to follow-up. They look in the paper and see an ad "This is the place we saw on TV last night, it looked very nice and look, here's a great coupon. Let's go out for dinner tonight." This will greatly enhance the response to the broadcast ad.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Word of Mouth Objection #2

When I was a sales rep I liked to experiment with off the wall techniques. I went to a local quick print shop and bought a box of business cards saying:

Word of Mouth Advertising
Jim Busch
Local Representative

When someone would give me the WOM objection, I would say "Excellent!" and hand them the card. They would respond with either a perplexed look or laughter. Either way I had a reason to start a conversation. I explained that getting word of mouth actually made advertising more effective. A customer who gets two referrals from every new customer gets a triple response from the ad. (The responder + 2 additional referrals).

A print ad also locks in the WOM referrals for the advertiser. Some one might say "You should try my hair dresser, they're down on Main Street." It is unlikely that they will give you the number or hand you a card. You might tuck the referral away in the back of your mind, but unless you are actively in the market at that precise moment you are unlikely to take action. When that person sees an ad for the salon on Main St. it brings the referral to mind. "That's the place so and so told me about, I'll give them a call." When they call for an appointment they will mention the referral but never mention the paper. A consistent advertising program will increase the amount of WOM the business receives.

Thanks for reading.

Jim B.