I’ve spent literally millions of dollars in advertising. I’ve spent it on television, events, internet, radio, billboards, direct mail, even some money in print. Thinking about the actual number, I’m betting its close to $6 MILLION dollars in spend.
After all that, I know exactly what advertising and marketing works and what doesn’t. I’m going to tell you something unexpected that you probably do not expect to hear from any media person, much less a salesperson. I will tell you the truth as to what media works best.
I really feel bad for small business owners in Billings. How do you know what Billings marketing is right? You started a business for a reason. To make more money, secure your families life, maybe you were tired of dealing with the “Man” all day long, and for what?
You have endless regulation, taxation, employee issues, and untold amount of worries on how you are going to meet payroll. You know you can handle it–you are awesome. You are great in your chosen field. Your shop, store, or business is the best in town. You are awesome. You just have to tell people how awesome you are.
That’s where it gets complicated. You are not a marketing expert. You are a business owner.
The $6 Million Billings Marketing Secret
So you take in a seminar from the newspaper. Surprise, they say the newspaper/web combination is the only way to market. Google holds a big “Get Onlline” seminar in town with free websites (almost). Next the TV station has a “how to use modern media” seminar, and you go. There you discover that it really is TV is the only way to reach consumers. Radio stations have their own programs and seminars to encourage you to buy spots (they are ADS not SPOTS.)
And so it goes. Not only are you dealing with all the stuff required to run a business, but now you have conflicting information from people you trust on marketing ideas. I talk to business owners like this EVERYDAY.
If you have a moment, I’m going to tell exactly who in all this marketing conflicting ga-ga has the right answer.
You see, ALL MARKETING WORKS. Provided you have a good message and get enough time (or traffic) to get heard. The difference is effectiveness and the amount of money you want to invest. That’s it.
A Half Million Dollar Marketing Lesson
Every media gets bashed for their lack of effectiveness, even TV. I personally spent a half MILLION dollars of my companies money in 4 weeks on TV. I thought we had a great ad and a great schedule. Everyone agreed all the way to the president of the company. I was the one who got fired.
The ONLY way to compare media is by dollars and cents. Spend the same amount on an ad schedule on TV, radio, billboards, and print–then compare the results. You’ll figure out pretty quickly which one works best for you. It may not be the same for your competitor. It is what works for you–what makes your revenue rise that’s important.
Next time when you feel overwhelmed with the pressure to make the “right” decision on your marketing, relax. It all works. Besides, I’m guessing you have never spent a half million bucks on TV. And never will.