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in
this issue
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Dear
Reader,
The last issue discussed Phase One, climbing the media mountain to
find and add to your successful media properties. This process will
eventually peak-out because there will be no more new media to add, but
rather manage and expand the tested media that is producing profit
(Phase Two). A successful project can represent hundreds of thousands of
dollars pouring into your media budget per week-at this stage.
Charting The Cash Cow 
If you chart this development on a graph it looks like the beginning
of a bell curve. Phase One starts at the bottom and begins to rise until
it first reaches a peak, and can climb no further. Phase Two is the Peak
or Top of this rise. Due to the nature of media and direct response the
top of this rise turns out to be a curve, not a jagged point and
immediate downward line.
Slowly the curve will start to form as the days and weeks go bye. At
the top and during it's development the media buyer will continue to add
airtimes that profit the project and terminate those that have lost
their pulling power. In Phase Two the greatest number of dollars are
usually generated, and the full power or value of advertising are
realized.
Last
Issue:Small Intelligent Choices Equal a Potful of Cash!
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Riding
and Deepening The Cash Cow Curve |
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In Phase Two the media buyer has opportunities to add to or
deepen your successful media properties. This is a simple
process-although when hundreds or potentially thousands of media
buys are purchased, and hundreds of thousands of dollars are
pouring out and in your media account each week, it may look
overwhelming or complex. Each airdate or daypart represents a
distinct media property. You have tested that media, and it has
proven profitable. Now, the issue is to continue to purchase,
monitor, and fully maximize the cash-creating potential of that
property.
Creating
a Million Dollar Roll-out One Media Buy at a Time »
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Renting
The Television Station's Shelf Space |
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In a way, you are renting retail shelf space at a television
station. The shelf space is airtime, and that time has proven to
be productive because the people/viewers who watch that station
(shop the store) like your offer and will buy. The key to Phase
Two is how many buyers will pass down the television store
aisle, and continue to buy your products? Your media buyer
monitors that shelf every day, and continues to stock the
shelves and pay rent as long as the sales exceed costs.
If you are buying media on station KXYZ at 9:00am on
Thursday, and the buyer can continue to purchase that time over
the next three (3) months every week and produce profits-then
that scenario represents the depth to which that media property
can be rented and be productive. The same particulars apply to
every other media airtime or daypart that represents successful
media in Phase Two.
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