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in
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Dear
Reader,
Every media and marketing venture is different and will play out
according to it's own rules, however it is safe to say that most
nationally successful media roll-outs will test and peak over a six to
nine month period. At the end of that time the media base will start to
erode- gently and slowly towards an ever smaller amount of productive
media.
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
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Heading
Down is Your Rise to the Top |
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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 »
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Chipping
Away One Media Stone at a Time |
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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 »
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