DAVID MCGEEHAN <dmcgeehan_at_r-effects.com> WROTE:
>What are the issues to consider when determining whether
>to focus on frequency or reach in an online marketing
campaign?
Any advertising is limited by budget. But the first
objective is to determine the primary target market.
After that you look for media options that match the
market with the least possible waste. Then you look at
your budget and determine what portion of the primary
target market you can reach with "effective frequency
levels". Effective frequency depends on purchase cycle
and competitive advertising within your product category.
For some advertising budgets that means you can afford
to reach one prospect until they are sick of hearing from
you... For better endowed campaigns the budget goes a
little further. But budget conservation is key. You want
to maintain a reserve for special publisher incentives
that come along in tight markets like this. I have
outdoor sales reps that tell me they haven't sold a
billboard since the first of the year in Dallas.
That's zero. What kind of discount do you think you
could negotiate now. I've talked to magazine reps with
30-40% decreases in page sales.
Back to reach and frequency. You try to maximize
frequency against the broadest possible target market.
In some categories 4-6 exposures is high. In others the
magic number is 20-30. Here again the purchase cycle
and the competitive level of advertising is the most
important gage.
Initial impact is also important in a campaigns. You
have to break through the clutter. Establish top of mind
awareness ASAP. That's were shocking creative is cash
in the bank. If you have blockbuster creative you save
on the frequency. Hence the willingness to spend big
buck on production.
Don Lokke Jr CEO
LokkeAdvertising
http://www.usa5.com
Received on Fri Apr 13 2001 - 11:52:05 CDT
