Klondike Marketing, Inc.

Issue 80: Don't Miss the Boat-When Media Blends Into Marketing )
 Your Electronic Goldmine-Igniting Worldwide Sales January 2004 
in this issue
  • The Media World Doesn't Exist Anymore
  • More Channels-Less Focus And the End of Media as we Know it
  • Media-The Science of Numbers
  • Media-The Art of Placement
  • Astrology of the Media Universe

    • Dear Reader,

    Many people have asked me why would someone who is known for media purchasing be involved in the entire marketing process? It is time to address this point especially since we have really jumped off the media track and into other areas of distribution-plus marketing.

    The Media World Doesn't Exist Anymore

    The idea that a media buyer is someone who negotiates for price on a station and gets you the best deal is a myth. Of course as you are exposed to numerous media company pitches this theme is played over and over again. "He who has the greatest number of media purchases/contracts will provide you with the best deals on media!" This is the media mantra and the simplistic assumption many people believe-in.

    This mantra is a logical conclusion and certainly makes sense, however it has nothing much to do with reality. Naturally, if you pay the lowest price your chances of direct response success have been raised, and if the price is right (no matter how low the orders) you can make money on every airing! Unfortunately those days only existed in 1984 and 1985, because the price of media has been rising ever since.

    When did the media world change and change to the point it does not exist (as we think of it) any longer?

    Last Week's Newsletter:Millions of Home Shoppers Are Waiting For You!

     

    		 More Channels-Less Focus And the End of Media as we Know it
    The fragmentation of media or "more is better" has dramatically changed the direct response world, so much so it doesn't exist in the notions and concepts we once and still hold dear.

    One prime example is our current discussion about home shopping. It is possible to air on the home shopping channels-sell your products successfully and simultaneously use DR commercials in the general media world. The two worlds (home shopping and the DR buyer) don't seem to collide or impact the sales of either one. This separate but equal condition is a good thing, the two options offer more opportunity to sell product and make profits at the same time.

     

     

    		 Media-The Science of Numbers
    When we look at general media or 500 channels on cable or satellite the picture changes. There are fewer viewers (in general) available on each channel or program due to the abundance of channels people are watching at any one time. Direct Response is a science of numbers where price of the media, number of people viewing an airtime will play a primary role in determining the success of selling on TV, right? Well LESS this is so.

     

     

     

    		 Media-The Art of Placement
    The science of numbers has changed to the art of placement. And the art of placement takes your media buyer from the world of negotiation to marketing. There is probably no one more intimate with your marketing effectiveness than your media buyer. The buyer lives and breathes your results each day. The results of your marketing create the cash to do business, expand, contract, innovate, pay salaries and your next insurance program. It is the lifeblood of your business.

    The TV channel choices are many, the audiences varied, the timeslots available vast, and the pricing falls within a wide range. In today' media environment your buyer must make marketing choices as well as negotiation. First and foremost are marketing choices, and secondly negotiation around price. The process is more complex than simply good station, channel, and excellent pricing choices. You also must trigger which avenues of distribution to use at what times during the selling of your products.

    The thrust of this newsletter and the seventy nine (79) issues to date is a description of this process. What to do when and with whom-plus why? Every step that you take in the DR marketing process whether you use TVmercials, RADIOmercials, WEBmercials, and/or spots have purpose, direction, and an interdependence that needs to be managed properly. Otherwise you can shoot yourself in the foot while being successful.

     

    Imagine Trying To Understand 100 Million U.S. Households. Impossible? Acorn Does It! »

     

    		 Astrology of the Media Universe
    The media world has changed, yet the problem of good media choices remains the same. Your media buyer or Mediamarketer (new word) has some very powerful tools to discover and predict how to navigate this new media landscape. It takes innovation, experience, and vision to work well in this new environment, and we are attempting to show how this process can be best maximized.

     

     

     

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

    Quick Links...

     
  • Last Week's Newsletter:Millions of Home Shoppers Are Waiting For You!
     
  • Why Guess And Throw Your Money Away? Predict The Markets That Have The Greatest Number of Your Potential Customers

    •  
  • Imagine Trying To Understand 100 Million U.S. Households. Impossible? Acorn Does It!
     
  • More About Us


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         email: cforrest@klondikemarketing.com
         voice: 858-270-1177
         web: http://www.klondikemarketing.com