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in
this issue
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Dear
Reader,
We have now successfully formulated a local cable network media plan.
That includes the best suited cables such as FOOD, CNBC, etc. and the
local markets where those cable networks are airing in. The next step is
to determine the national cable networks (where our target customers are
viewing), and which of those same networks are affordable.
Well Begun is Half Done 
There were two national networks in the original test that were quite
productive and successful. Since the current media pricing on both of
these networks and the times of day are reflective of what we did in the
past, we purchased the Do-It-Yourself Network (DIY) and the British
Broadcasting Corporation of America (BBCA).
It turns out that the DIY Network has a viewership profile that
mirrors our consumer or buyer profile. That is an encouraging sign that
our research is in tune with reality. The BBCA and its media pricing is
extremely advantageous for producing successful direct response results.
Issue
14: Media and The Art of War
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What
You Don't Know Can Really Hurt |
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The other national networks such as FOOD, Fine Living, Style,
Headline news, and CNN were all media that housed our buyers
profiles. They are very desirable media properties to place the
product we wish to sell. So the issue for these networks is: how
much does it cost, how many people can we reach, and can we
produce profitable results? We looked at more than the
aforementioned networks, but these were the ones that had the
best costs and the greatest number of our potential buyers
watching.
Placing spots on national cable is a very tricky process.
Almost all of the National Cables that we placed time on in this
test does not have the actual number of Households that are
watching at any particular time of the day. So Fine Living
Network has 16 million subscribers as potential viewers, but how
many people are actually watching Fine Living Monday through
Friday from 8:00 p.m. to 2:00am?
One thing we can count on is there will not be 16 million
people watching. By the same token Fine Living charges $500 for
that time of day (M-F 8:00pm to 2:00am). In this case a delicate
balance needs to determine the cost-with the customer
profile-with the time of day-to equal a worthwhile media
placement.
Issue13:
Do You Care Who Your Customers Are And Where They Are Located?
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A
Delicate Balance |
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With most of the National cables we have to juggle this balance
of cost-customer profile- time of day in order to make
worthwhile media placement decisions. Certainly it helps to
understand that the viewership of the station mirrors the types
of buyer profiles of the product you're trying to sell.
Yet we still have to balance time of day and cost no matter
how many potential buyers may be watching. When first testing on
national cable with a new product the media buyer will use their
intuitive sense based on past experiences with like products,
and also the past performance of the cable they are buying.
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Timing
is Everything |
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Now the stage is set for our next media test. If this test
proves successful, then we will launch a roll-out campaign. A
roll-out is a industry term for a very fascinating and
profitable process. Coming out of the gate, we will start to air
on our local cables choices in our local markets, and on our
national cables choices. This amounts to one airing at a time
with different frequencies on a number of different stations. As
the results start to roll in we start to get a picture of the
success, and/or failures the media placements produce.
An immediate and urgent fact about direct response
advertising is the minute you're spot airs and an order comes
in-you are in business! Many clients fail to understand that
fact. If your results are really good and profitable, then the
only course of action is buy more media, sell more products,
create more profit, and make more money! Advertise your product
more and more across the country.. All of this leads to branding
your product, and ultimately placing it on retail shelves across
the US. Timing is everything.
Issue
12: Timing Is Everything »
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The
Media Placement is Your Gateway to This Incredible Fast Track
Growth |
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Your first order can be an exploding almost overwhelming signal
of a new fast-paced and high- growth business. A business that
within weeks can create a relatively well known national product
awareness, and within months can see the beginnings of
international distribution.
The media placement is your gateway to this incredible fast
track growth. And to accurately map-out that media plan the
following is key: The research, understanding, and the use of
real verifiable knowledge about your customers is so incredibly
important to bring you to this level of success, words are
really cheap when trying to convey the importance of this fact.
More
about us »
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