Marketing is all about this quote from Leo Burnett:
“If you don’t get noticed, you don’t have anything.
You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks .”
— Leo Burnett: was a renowned 20th century advertising executive
There are a lot of ways to get noticed in Billings, but your marketing is really more than just getting noticed. It’s getting noticed in the right way, by the right prospects, at the right time.
Focused Marketing Using AIDA
One of the reasons the marketing axiom of AIDA is so valuable is the truth in that phrase. Prospects are always rolling through your window of opportunity. Your marketing in Billings or anywhere for that matter needs to be consistent and present in a target rich environment. You cannot predict with any degree of certainty when a buyer will be available to you.
Buying cycles occur everyday. People love to buy, but they often don’t like to be sold. Using a marketing media like radio gives you the best opportunity to be looking for attention when a prospect is in a buying mode.
Getting Noticed is Marketing 101
What do you notice? Is it the golf clubs or golf balls when you are watching the Ryder Cup? If you aren’t a golfer, chances are very good you won’t even be on that channel even in passing. To you, golf ads are a waste of time if they are even noticed at all.
To another, a golf event is a great chance to be noticed and move further into the mind of a customers buying cycle. You have been noticed. You have their attention. How you turn it into interest, desire, and action is the art of good marketing.
A sporting event is a great way of getting attention when you are tied in as easily as golf, but what if you are selling stereo equipment? Where would you want your message heard or seen? The proper choice of media along with a well targeted message will help you sell more product.
Wasted Marketing Messages
A claim you have the “best installers in town” is an example of wasting your time and money and listeners attention. Of course, any advertising on cable TV is pretty much a waste no matter how cheap you get it. The levels of usage of ad supported cable TV are so low in Billings you would be better off spending your money at the Crystal Lounge.
Burnett said it. “If you don’t get noticed, you don’t have anything.” So why would you market your product in Billings in a medium that averages less than 150 households unless its highly targeted and specific.
Or you’re feeling lucky.