Strive For Open Ground
Naturally, the most fundamental FACT of any marketing
venture is "do people want your product, and will they
pay for it?" Without that even the best placed and
least expensive media will make no difference, however
lets assume you have something people want. In the
last Klondike Marketing Issue (Issue 14-refer to
Newsletter section of www.klondikemarketing.com) we
discussed that the client made a basic mistake-
committing many thousands of media dollars to the
venture before testing and attempting to discover what
we described as "open ground.
Last Week's Issue 14
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Dear Reader,
When you are selling products or services directly to
viewers over television there is one factor which will
either catapult you to the heights, or plunge you into
the deepest depths-Media. Media is going to be your
greatest expense, and the one true element that can
drive you to success or failure.
"Media-A deadly Warrior" is an apt title for this article,
because it is a friend and/or foe to be feared and
respected. And its effect just doesn't stop at your
television sales campaign. If you can drive sales on TV
all other areas of aftermarket opportunities open up:
print, catalogues, radio, overseas distribution, and
ultimately retail. And these areas open up in a big way-
the buyers of organizations will call you asking for your
product! Media is your biggest marketing challenge and
the door to eventually brand your product or service in
the market and world!
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| Proof is in the Pudding
| | |  In the book "Art of War by Sun Tzu" he describes open
ground as "ground on which either side has liberty of
movement." When you are able to test the assumptions
of where to buy and how much to spend on media AND
you begin to get back verifiable results, then you begin
to enter the world of "open ground."Learn About The Author | | |
| Consistency Is god
| | |  As the test progresses and you begin to find some
consistency in the results (certain timeslots, stations
and markets are performing over and over again), then
your media buyer can start to move into other unknown
areas with a greater confidence and media
commitment. | | |
| Scaling The Heights
| | |  As you deepen and widen the media exposure a new
terrain begins to take shape. In this case it is
called "serious ground" and it is defined as "when an
army penetrates into the heart of hostile country,
leaving a number of fortified cities in the rear." "Serious
ground" can be characterized as a number of stations,
timeslots, and markets that are performing with
consistent positive results, and with the information
these past/present performers provide the media buyer,
there is justification to purchase new like-
markets/timeslots/and stations. | | |
| Preparing For The "Mother of All Battles"
| | |  Further, the purchasing of these new media areas or
terrains proves to be successful and also provides
consistent positive results. If you had to translate this
attainment of "serious ground" in terms of a media dollar
budget, you would probably be spending at least
$50,000 per week and over a 4 week period.The stations, timeslots, and markets that fell within this
budget and timeframe could be considered "serious
ground" and basis to expand the media to even greater
more desirable ground called "ground of intersecting
highways." Continued Next Week | | |
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