www.klondikemarketing.com
. July 2003 Your Electronic Goldmine-Igniting Worldwide Sales
. Issue 55: Aiming at Your Media Target
in this issue
.
Draw Back the Bow and Take Aim!

There are 500 channels or more in the television world today. Numerous choices for numerous tastes and a great challenge is to decide which of these choices makes the best place to air your commercials?

Two areas of consideration for this project are national cable networks and local cable placement. We have left out local broadcast stations because these stations cater to a wide and diverse demographic of viewers. At this stage we need to target what we know are our customers and on the channels where these viewers watch.

Our research studies pointed to ten (10) powerful local markets where the greatest concentrations of our customers live. The studies also showed us the cable networks that attract our customers to a greater or lesser extent when we compare them to eachother.

So our first step is to marry the cable networks and the local markets together to form a profile on where we should air in each market. For instance one of the best combinations is Anchorage Alaska and on the FOOD cable network.

 

Issue 29: Why Guess And Throw Your Money Away? Predict The Markets That Have The Greatest Number of Your Potential Customers


Quick Links...

Dear Reader,

Doesn't it make sense to choose your targets carefully when you have hundreds of them to choose from? After all, we have defined who your customers are, what they like, where they live, and all sorts of demographic facts about each one of them.

We have even created commercials that will excite your customers to respond to your offers. Those commercials are rooted in your customers preferences and should get their attention. So what is the next step?

Market and Channel Marriages Made in Heaven
Before you start reading this sentence please read the FEATURED ARTICLE first (Left column) otherwise this won't make sense.

There are ten markets that came out on top. There were eight (8) cable networks that also came out on top for targeting the customers we need to reach. We contacted each local cable market provider and got the list of cables where we could insert our commercials on (60second spots).

The results were ten markets rated 1 to 10 and each local cable provider had all or part of our cable networks listed for commercial insertion. So in Denver which is rated 5th out of our ten markets we had all eight (8) of our prefered cables available for placement.

We could air on CNBC which was rated second (2nd) of our preferred cables in Denver which was rated as our fifth (5th) best market. So we created a picture of which markets and cables matched up best with eachother, and could sift through even our best choices to find the premium targets.

 

Break It Down According To Viewers and Price

Next step is to look at the number of households that are watching at certain times of the day and determine what are the costs for those times the cables are charging?

Juneau Alaska (ranked as number one) and the cable Headline News (rated as number three) is the BEST combination of all markets and cables according to our studies, but the cost for this media is too high. We want to pay less than one penny per household to reach that household, and here it costs twenty six cents per household. Eliminate, it is 26 times more than what we want to pay!

So we worked our way through all of the markets and all of the cable networks available in each market-to find which combinations of market ranking and cable ranking were the best at the lowest possible price?

Once we did this we came up with a list of markets, cable networks, times of day, and prices that are the best of the best to reach our target customers. It doesn't get any better than this-unless you have a crystal ball!

 

Issue 30: BINGO! When does your customer watch TV, What programs do they view, Which newspapers do they read, and What time of day do they listen to the radio? »

 
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