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Apply the Marketing Multiplier by using
different marketing tools together to
increase the effect of each individual
tool. How does it work?
Combining hits from different media
has more impact than more hits of the
same message. I’m sure you’ve experienced
this as a consumer, for example, a new
campaign launches and you see the tv
commercial. The next day you’re in your
car, you hear a radio ad for the same
product, the advertiser uses the same
music, the same theme and a message
delivered in a slightly different way.
It clicks. Later that day you see an
internet banner ad for the same product,
you buy!
Here’s a couple easy ways to use the
marketing multiplier to maximize the
impact of your marketing budget.
1. Utilize all of your existing customer
touch points to build consumer awareness
of a new product or offer. Think of
the last time McDonald’s launched a
big Disney Promotion. They had a Nemo
poster in the Window, a Nemo sign behind
the counter, and Nemo was either looking
out at you from your tray liner or was
printed on your bag in take-out. All
of these touch points are low cost consumer
hits that reinforce the message on tv.
2. Utilize PR to announce a new campaign.
This is particularly effective in regional
markets. Explain to local media why
their market was selected for a launch.
3. Add to a media buy - negotiate added
value from your media partner. Negotiate
a home page article featuring your product
with your online banner buy, or add
a promotion to your radio commercial
buy to get the announcers talking about
your brand.
If you enjoy the Golden Rules Quick
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Keep clicking!
Jay Berkowitz, President
jay@tengoldenrules.com
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