The Right Marketing Mix for Maximum Results
By Karen Girard
From the April 2006
Issue of Applaud Magazine

Do you ever wonder where the best place is to advertise your company? If you are a small business owner, this question can be quite overwhelming at times. We all know that budgets need to be stretched, and you want to make sure you are getting the results you need to justify spending those hard-earned dollars. Should you buy television, radio, newspaper, magazine, direct mail or all of the above? Where do you begin? The answer is different for every business, but there are some basic guidelines that will make the choice easier in the future. 1. It’s important to remember that you need a consistent advertising campaign with a focused message. Placing one ad and hoping the masses arrive at your door is not realistic. The average person needs to see an ad 3 to 7 times before they remember it. That makes frequency of message an important part of your advertising campaign. 2. You must also take into consideration your target market. If you are looking to target women between the ages of 25 and 50, then you would not want to have a television campaign on a male viewer-based station. You want to make sure you are sending your message to the right audience at the right time. Although many media offer lower prices during off hours, you would be better served spending a few more marketing dollars to ensure you are reaching your target market at the right time. This way, they are more likely to be ready to receive your message. 3. Make sure your ad appeals to your target market. A common mistake business owners often make is only moving forward if they like an ad. Conduct a focus group of the target market and show the ad to that group. They are the ones who need to like it--not the business owner. 4. Don’t spread your marketing budget too thin. It’s great to have a marketing mix, but if your budget is smaller, it is better to own one media. Just make sure that media is the right choice for you. For example, if your target market is teenagers, you would not want to advertise in a newspaper geared toward older adults. 5. Don’t clog your ad up with too many messages. Visual clutter is one of the number one mistakes that business owners make with respect to their advertising. Make sure you are sending one clear, focused message. Your ad should have plenty of white space for the viewer to easily see the point you're trying to make. 6. Understand the results you can expect from your advertising campaign before spending the money. For example, direct mail results average a return of 1%-3%. With this information in mind, you would want to make sure you send the mail piece to a large enough list to produce the results you expect. 7. Have a clear understanding of the money you are spending vs. the results you are getting. Do not assume that all sales are from your advertising. Have a plan to track your advertising so you know what your results are. There are many professional marketing companies that can help you if you don’t know where to begin with your advertising. It is always beneficial to start with clear goals, a budget and a strategic plan. You will want to research your target market and carefully plan your marketing efforts specifically geared to that market. Karen Girard & Robert Girard, Co-owners of KR Designs, specialize in creatively infusing the brand of their clients. With over 20 years of marketing experience, KR Designs helps their clients measure and achieve results. They can be contacted at 603-666-9721 or online at www.kr-designs.com