Marketing Jargon Kills

marketing jargon kills media in BillingsI was reading a 67 page guide “How To Be in the Internet Marketing Business” or some such thing the other day and it hit me just how much jargon there is in marketing and advertising.

For those of us working as professional marketers, it seems to spew from us like so many negative television ads during this election campaign.  Endless and non stop.

Why the Marketing Jargon?

So why do we do that?  While talking with two different clients in the past week, I was rolling along talking about 30’s and 60’s.  I went on to talk about how we could use that time to gain attention and help people learn more about their products.  In this case, both of these people were running for office in Montana.

Neither understood a word I said.

One wasn’t even sure what the rates for an ad were after I explained them.

Marketing is full of jargon like CPP, CPM, CPC, SEO, CTR, AQH, AQR TSE, TSL, and HUT among others. It is no wonder the idea of marketing a business or a product is scary to a lot of entrepreneur’s.  They don’t want to make the wrong choice.

Digital Media–Measuring and Applying Jargon to Marketing

Digital media has gained traction because of its ability to translate something that is generally unmeasurable into something that might be measurable.  Add to the digital media pros bag of tricks a never ending litany of jargon and a few success stories and you have the recipe for the hottest, newest kid on the block.  Besides, who can argue with a success rate of .0026% CTR? (why would you even measure that?)

Add the millions of books and guides and a low barrier to digital entry and you have the recipe for even more confusing material in the marketplace.  As best I can tell, you can claim you are a digital expert just a few weeks after leaving animal obedience training school.  The confused stories I hear from business people who want to use social media to market their businesses would be funny if it weren’t so sad.  (“let me ask my son in law, he’s on Facebook all the time.”)

Jargon-less Marketing

Media like television, radio, billboards, and even print to some degree have to understand that people don’t understand the words they use.  The jargon doesn’t work. When people are confused, they don’t do anything.

If you have a company who needs to market, don’t let the jargon scare you.  Force your media person to talk to you about what you care about–leads, traffic, prospects, or potential buyers.  Marketing your business today is the battle to get noticed in a time of a high level of noise.

Let them save the jargon for Alpha Bits cereal.

 

 

Getting Noticed–the Key to Marketing

Getting attention for your marketing in BillingsMarketing 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.

The Election Does Not Matter to Your Business Marketing

crowd of shoppers from examiner.comI’ve heard from a number of marketing clients in Billings over the past few weeks worrying about what the election is going to bring.  Will it be Romney or Obama?  What will they do to help/hurt my business?  Who will win the Governor/Senate/House and what will they do?

None of that really matters.

Shopping always trumps politics.

The amount of shopping for hamburgers at McDonald’s on Central or Main is more important than the debt ceiling debate. The amount of shopping for beer at the local convenience store is more important than any contest for President. And the number of shoppers occupying the aisles of Target and Wal-Mart is more important than the number of protestors occupying Wall Street.

Marketing to Buyers

People want to buy.  Sometimes its products they need. Sometimes its products they want. They bought those products throughout the first Great Depression.  They have bought them through the second Great Depression.  People want to buy.

In spite of all of the traumas that have occurred in our country whether 9/11, Watergate, partisanship, wars, bank failures, foreclosures, or depression, people were still buying and will continue to buy.

There has always been a doom and gloom vibe that goes around.  I remember my father storing his dried food rations, guns, and ammunition in the late 60’s and early 70’s convinced the United States was doomed. I wonder what he would say today.

Marketing is simple at its core.  Attention, interest, desire, and action.  These are the four steps in the buying process every person who is going to buy your product passes through.  These are the steps your marketing must touch if you hope to make a sale.

Are you going to be found when they are ready to make that purchase.  Are your prospects going to think of you when they are ready to take action?

Making a Smart Marketing Choice

Your choice of marketing method may be based on a number of different considerations from price to reach to your perception of its value.  Unless you have unlimited money to use in marketing, radio should be an important part of your mix.

Getting to the top of your prospects mind is important. Being “locally owned and operated” in your marketing does not scare Wal Mart in the slightest nor does it put you ahead of them in your shoppers mind.