Advanced Media Marketing - PMG International

OMG!  TV, Radio and Print SUCKS for Advertising

Or at least that's what a number of my clients tell me from their experiences.......but wait -

There's no two ways about it, TV and Radio have taken a bit of a bath in the last few years  and Print is being treated like a bird cage liner because of the internet and current socio- economic environment.  The impact of frequency marketing over traditional broadcast mediums is  slipping into the internet abyss and you're seeing full-on cut backs at all levels.  But new hope rises with the future.

Up until now, smaller start-up companies had a real hard time making a real impact on public broadcast with low budget short term buys.  Wedging their way between companies that could afford mass frequency for short burst runs was their only hope.  But now there's a new light at the end of the tunnel and TV, Radio and Print will be able to harness the movement.

One of the drawbacks of AE (account executives) driven direct sales is that, in most cases, they are just interested in getting the sale using presentation tactics such as "You need to", "this is how many people", "your competitor does it", "our ratings are" blah blah blah. 

Another potential drawback is that most of the time the AE is also your copywriter too or at least assists.  Of course, no offense to the AE but they don't know what the real mission of the company is because their not involved in your marketing plan......if you have one, so the wrong message might get out and money is wasted.

But here is the turn-around for what I see as a new rush of possible growth for the traditional media industry.  Re-training AE's  to push website re-direct campaigns for potential clients and dive deeper into NTR driven business with start-ups.

With more and more companies focusing on their websites as a premier point of branding and imaging then the message that all the AE's should be inserting into their pitch is the importance of campaigns that are designed to re-direct people to company sites.  But that's not mentioning a URL in the spot, it's more than that!  That's how I get paid.  :)

Helping potential clients to grow their internet presence is much more appealing now. The fact is that just about everyone who has a site grows their business 2 to 1 over traditional on-premise traffic because of customer re-search.  You know what I'm talking about, right??

Yes you do.....  When you get any kind of a quote for anything you want to buy even if it's from static on-premise locations like car lots, you go straight to a search engine, look up competitors and see if you can get a better price.  More people spend 5 times more time on a company site in the comfort of their home than they would going to the store.  Once the consumer gets the info they're looking for, then they come to the store.  So broadcast media should support that complex with their advertising initiative.

And about NTR (non-traditional revenues), this needs to be more active because public broadcast is going into non-traditional times.  Keeping the integrity of the NTR mission of public broadcast companies I wont say too much, but it's real engaging when a broadcast company takes more of a chance with NTR to develop more of a supporting bond with a potential long-term buyer.

Here's an article I wrote about Salem Radio Hawaii and their super niche.
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