in this issue Top of the Bell Curve Equals Stairway to Heaven Heading Down is Your Rise to the Top Chipping Away One Media Stone at a Time

This isn't to say that the television exposure will disappear-Carleton Sheets, Tai Bo, and Tony Robbins are excellent examples of long-lastingness, however the pervasive almost omnipresent nature of the media presence goes away. Instead of spending hundreds of thousands a week on media, that same figure may eventually be spent every six to twelve months.

Top of the Bell Curve Equals Stairway to Heaven

If you and your media/marketing managers have played all of your cards right, the full value of your advertising and profit production were exploited in the Phase Two process of media roll-out. Now you are entering Phase Three (3). In the past many marketers considered this the "sunset" of their marketing and money-making venture, however just the opposite is true.

It is this Phase Three (3) where the REAL momentum of your media and marketing exposure come into play, because as the media spending declines on TV there are more opportunities available to ramp-up new areas of distribution, sales, and money-making opportunities.

Last Weeks Newsletter: Issue 62: Get Paid To Advertise Your Product

	Heading Down is Your Rise to the Top
Why? Because when you are selling product in Phase Two (The Peak or topping the bell-curve) it is crucial to preserve the media and the profits it produces. If you start selling your product in inappropriate areas of distribution, then those sales could undermine your TV profitability. Hence the phrase "you can only buy it here" is really an important factor in driving TV sales, and holding back on other areas of sales until the peak starts to diminish. Once the natural drop-off in TV sales occurs, then that is the time to launch into other areas. It is the skill of the media buyer and your marketing strategy to determine when those times have come, so you are able to release distribution and maximize profits in print, retail, or whatever particular area makes sense on the downward cycle (Phase Three). All of the wonderful advertising value you built up in Phase Two starts to pay-off in the downward momentum of your media purchasing. You can advertise in more marketing venues without the risk of destroying TV sales, and yet it was those TV sales that laid the groundwork for you to exploit additional areas NOW.   Issue 57: Where The Real Money Is And How To Maximize It »

	Chipping Away One Media Stone at a Time
The media buying dynamics of Phase Three is just as simple as the other Phases. Your media buyer follows the progress of successful media, and as it loses it sales power in each timeperiod or daypart-termination of that media follows. Again, these are individual media properties, not a sweeping "all or nothing" process. Eventually over time the successful media base (that represented your Peak) will condense to such a degree the TV media will be a very small part of your ongoing marketing plan.       Creating a Million Dollar Roll-out One Media Buy at a Time »

Quick Links...

Last Weeks Newsletter: Issue 62: Get Paid To Advertise Your Product Creating a Million Dollar Roll-out One Media Buy at a Time

Issue 57: Where The Real Money Is And How To Maximize It About Us