Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know – Part 3

Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know – Part 3

Part 3 – This article is a continuation of a discussion started here with Part 1 and here with Part 2

Revised Advertising Campaign

CLIENT:  A Chiropractic Clinic

REASON FOR ADVERTISING:  1. The clinic has hired an additional doctor. 2. The appointment calendar has excessive openings. 3. The clinic will cover the co-pay (up to a certain dollar amount) for new appointments scheduled within the next 2 weeks.

TARGET AUDIENCE:  Individuals who are interested enough in our practice to care about our new doctor, live within a certain radius from our clinic, understand the importance of chiropractic care, believe that our clinic has the ability to provide them with care and wish to see a chiropractor or are on the fence about seeing one.

METHODS OF ADVERTISING: Direct mail, email, automated telephone messaging, website update.

BUDGET:  $1,000 (Approx)

Not only is our new marketing campaign giving a very direct, actionable and desireable message to our prospects, the message is much more targeted to a very specific group.

Don’t overlook that this advertising campaign costs significantly less than traditional advertising.

The Message

Let’s dissect the two main elements that differentiate these advertising campaigns. First, we’ll look at the message.

As earlier discussed, people are selfish. That isn’t a character flaw, it is survival. It’s built into our DNA. We must look out for our own well-being. We must protect our interests, our finances, our property, our family. By having a crystal clear understand of this, you will find your future customer engagements much smoother and satisfying for both you and the customer.

If you want the prospect to react, you need to make it worth their time. You need to enter the conversation that is already going on in their head. In the original advertising campaign, the message was all about the Chiropractor. In the revised campaign, the message was all about the consumer. Well, to be fair it was partly about the consumer. Our message presented a problem that WE have and how OUR problem will benefit the potential customer. We know that the prospect is interested and will also benefit because he/she has already said so. (We’ll this more in the next section)

Every time you communicate with your prospects or customers it is crucial that you communicate in terms of them and not you. How does whatever you’re selling benefit them?  

The Target Audience

The second element that we need to look closely at is the target audience.

Understand that not all customers (or prospects) are created equal. Not everyone is ready to buy from you or book an appointment or consultation. Only a very small number of prospects go from a cold introduction to committing immediately.

A much larger number are interested, however. Let’s call them hand-raisers. Potential customers who aren’t ready to buy just yet, but are ready to learn about what you do. These prospects enter our “A to Z Buying Spectrum” at a given point and we try to walk them along the spectrum until they are ready to buy.

We discuss the A to Z Buying Spectrum in greater detail on our website:

www.pavlovichmarketing.com/a-to-z-buying-spectrum

By talking to our hand-raisers and nurturing them along the A to Z Buying Spectrum, eventually we have a group of prospects who are ready, or nearly ready to buy. All they need is a little nudge. The offer we gave them in our message should be just enough to entice them to move to the Z position on the spectrum. In other words, turn them from prospects to customers.

Does that mean that Mass Media is worthless?

Absolutely not. Traditional mass media, or non-targeted advertising works well for specific tasks. Particularly those where, not surprisingly, the masses need to be reached.

Mass media is especially good for brand building products that have a very broad target audience and for those advertisers with incredibly large advertising budgets.

Summary

If you’ve spent money on marketing that doesn’t include an actionable message that your target audience doesn’t find completely relevant as well as a targeting that message to a very specific audience, you have wasted a lot of money shooting blindly into the forest.

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Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.

Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know – Part 2

Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know – Part 2

Part 2

This article is a continuation of a discussion started here.

Is that your plan to win?

You have a tremendous amount of resources tied up into your business. The Kauffmann Foundation estimates that it costs around $30,000 to start a traditional small business. Clearly this number is a grossly inaccurate estimate. Home based businesses can be started for much less and manufacturing businesses will certainly cost much more.

Perhaps more valuable than money is the human element that has been sacrificed to get your business of the ground. If you’ve been in business for a while, you know how many hours you have invested for free in your business. As if the sacrifices you and your family made aren’t enough, you have employees who are depending on the success of your business for their own personal financial stability.

Think of the sacrifices you have made for your business.

  • Sleep
  • Money
  • Family time
  • Hours of worry

After investing so much in starting and operating your business, is your advertising and marketing plan really summarized by those a vague plans of action?  

The reason most of your advertising dollars are being wasted is because you are throwing money around at every advertising outlet and hoping for more sales.

You are essentially shouting into a crowd of people and hoping that one of them cares about what you have to say. You know your customer is out there — somewhere — they just need to hear about you. It is the equivalent of throwing your dice into roulette wheel and hoping it lands on black.  That isn’t marketing, it’s gambling.

A typical Advertising Campaign (And nearly a complete waste of money)

Here is a typical example of an advertising campaign — one that you may well see yourself in  — which is (nearly) a complete waste of money:

CLIENT:  A Chiropractic Clinic

REASON FOR ADVERTISING:  The clinic has hired an additional doctor and wishes to “get the word out”.

TARGET AUDIENCE: Everyone

METHODS OF ADVERTISING: Local radio commercials, Newspaper print ads, postcard campaign to existing customers, updating the website, roadside signs placed in the vicinity of the clinic.

BUDGET:  $2,000  (Approx)

Breaking It Down

The flaws in the typical advertising campaign we just described (and most other advertising campaigns) are fundamental and result a monumental waste of money.

There are two core flaws in this campaign. Let’s break them each down.

Fundamental Flaw #1 – The Audience

In our example, the effort and expense of radio broadcasts, newspaper and roadside signs have the equivalent effectiveness of shouting into a crowd and hoping someone in that crowd cares enough about your message to call your the office and make an appointment. It is the equivalent of shooting blindly into the forest and hoping that you hit your prey. It is an incredible waste of energy and resources.

A much more effective and fiscally responsible plan is to set your sights on exactly the target you want to hit and fire a direct shot. One target. One shot. A direct hit.

To accomplish this a business owner must know their customer. It is absolutely critical for a business owner to understand exactly who the customer is. This also includes knowing who your potential customer is.

For the most part, mass media such as radio, TV and newspapers would be completely ineffective for this advertising campaign. This is true primarily because of their very nature:  They reach the masses.

In our example campaign, we need to reach a very specific group of people. We do not need to reach a mass audience. We need to reach people who share many (if not all) of these qualities:

  • Are interested enough in our practice to care about our new doctor
  • Live within a certain radius from our clinic
  • Understand the importance of chiropractic care
  • Believe that our clinic has the ability to provide them with care
  • Wish to see a chiropractor or are on the fence about seeing one

Think about the effectiveness of an advertising campaign that could talk directly to that person!  Which is of these sounds like a better plan?

  1. Shout your message into a crowd of random strangers
  2. Tell someone who is interested in your clinic, lives within a reasonable distance and seeks qualified chiropractic care your message.

While the second is the obvious choice, this exercise has revealed the second fundamental flaw in our campaign:  The message.

Fundamental Flaw #2 – The Message

In this exercise, the advertiser wishes to “get the word out” about the new practitioner. Sure, as a business owner, you’re excited about it. The whole clinic is buzzing with excitement. But, outside of the staff…who cares?

If your local automotive service center held a big advertising campaign because it hired a new lube tech most of the world would answer with a resounding “who cares!”

People are selfish. Like it or not, that’s just the way it is. If there isn’t some sort of incentive for them to respond, they won’t. In every message you communicate to your prospect, tell them what their incentive is. What’s in it for them?  

If this were my client, I would suggest telling my audience that by adding the additional doctor, we have opened up a significant number of appointment opportunities on our calendar. To fill the appointment book we will cover the insurance co-pay (up to a certain dollar amount) for the first scheduled  appointment for any new customer who schedules an appointment within the next 2 weeks.

Now the prospective customer cares!

This article continues with a revised advertising plan here.

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Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.

Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know

Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know

Part 1

The amount of money spent each year on advertising is an astonishing amount. The website statista estimates that in 2017 businesses like yours will contribute to a total advertising spend of over $206 billion dollars. In 2018 the estimate is over $220 billion dollars.

Certainly some of that money is being spent in high-dollar advertising venues such as the Super Bowl television broadcast where in 2015 advertisers forked out $350 million dollars.  However, most of the nation’s advertising budget was spent in regular day to day advertising campaigns.

$206 billion dollars of advertising money; mostly wasted.

Worse still is that the great majority of these businesses don’t have the money to waste on advertising. If you own one of the nearly 28 million small businesses in the United States, you know this to be true. Month after month, week after week advertising representatives walk through your door trying to get you to spend money on advertising.

No doubt you’ve spent money on several if not all of the following:

  • Yellow Pages
  • Radio
  • Newspaper
  • Television
  • Websites
  • Facebook
  • Local broadcast or newspaper websites
  • Sports Broadcasts
  • Yearbooks
  • Sports boosters
  • Chamber of Commerce brochures
  • Pay-Per-Click
  • Search Engine Optimization
  • Vehicle graphics
  • Clothing (T-Shirts, Jackets, Caps, etc)
  • Billboards
  • Email
  • Sides of busses
  • Live radio broadcasts
  • Door hangers
  • Distributing flyers
  • Roadside Brand Ambassador
  • Classifieds
  • Video sharing (Youtube, Vimeo, etc)
  • Post cards
  • Parking meters
  • Taxi boards
  • Balloons
  • Blimps
  • Grocery shopping carts
  • Community bulletin boards
  • Movie theater coming attractions
  • Weekly newspaper shoppers

There are certainly more methods of advertising and eventually advertising sales representative will walk through your office door attempting to entice, convince or guilt you into spending money with them.

Why You’ve Bought Advertising In The Past

Most of the businesses we’ve worked with have previously spent their advertising dollars for reasons that can be mostly chalked up to guesswork and hopefulness. Here are some of my favorites:

  • “I’m friendly with the person who runs the radio station.”
  • “My rep has been with the newspaper forever he/she knows what works.”
  • “I need to support the local businesses, so I advertise locally.”
  • “It’s a special sale, so we need to advertise.”
  • “We need to get our name out there.”
  • Guilt

Sadly, a great amount of the $206 billion dollars being spent on advertising leaves the business owner hoping that their advertising campaign is success.

This article continues here.

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* indicates required
Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.