The one thing I hate about having my house for sale is all the stuff I have boxed up to make the house less cluttered. There are 9 boxes filled with my books sitting on shelves in the basement. Many of those books I have read more than once. A few of them I keep reading over and over.
If you ask me my favorite books, for fiction I’ll tell you The Chronicles of Prydain by Lloyd Alexander—a five book series published in the late 1960’s that I have read over a dozen times, including twice reading them out loud to my boys. You may recall that it was book #4 Taran Wanderer that gave me the lightbulb idea of hiring for character traits, not experience, thus leading to my first book Hiring and the Potter’s Wheel: Turning Your Staff Into a Work of Art.
For non-fiction it is The Wizard of Ads Trilogy by Roy H. Williams. I have never read a book before or after that was as equally enjoyable to read as it was informative. Although not yet to a dozen, I have read all three books several times. In fact, last night I went and pulled book #2 Secret Formulas of the Wizard of Ads out of one of the boxes in the basement.
Yesterday I read an article with ten tips for marketing this holiday season and it had one tip I keep hearing over and over that I know Roy had refuted in the book. The tip was to make sure you are in as many channels as possible this season because otherwise you won’t reach all your potential customers.
Roy calls this one of the sacred cows of advertising in chapter 3 “Dead Cows Everywhere.”
Here are some things I want you to think about before you spread yourself too thin across multiple media.
- You will never reach 100% of your market. No matter how many channels you choose, you can’t get to them all, so it is folly to even try.
- You don’t have the time and resources to do every channel well. You don’t have the budget of Coca-Cola or the marketing team of Pizza Hut. At best you have a social media director and a handful of somewhat helpful sales reps running your advertising at your direction (while you juggle all those other hats like HR, CFO, CEO, firefighter, and bottle washer).
- Advertising and marketing yourself in a channel poorly is not only a waste of time and money and resources, it could be detrimental because a poor first image is worse than no image at all.
- If you were able to convince just 10% of the market to shop with you, your cash registers would sing like angels.
In one succinct chapter Roy points out that a customer who sees your billboard, hears your radio ad, and reads a social media post likely won’t make the connection between those three fragmented campaigns in a way that reinforces your brand. Our brains don’t work that way. They aren’t wired that way.
You are better off picking one or two channels where you can be truly effective and focus all your time and money and resources on those to the point that you own each media. Yes, own it! There is that one business in your town that owns billboards. You know who I’m talking about. There is another business that owns radio.
If you really want to be noticed and remembered, be the business that owns one of the media outlets. Win Facebook by being the one who posts the most shareworthy and memorable posts that engage and get customers to like, comment, and share. Own the radio by being the business whose ads are actually anticipated and talked about at water coolers when the new ad starts. (When people talk about your ad at the water cooler, then you know you’ve finally written a good one. I’ve had that happen several times. It should be your goal with every message.) Own the billboards by having the kind of posters that people tell their friends to drive by and see.
You likely don’t have the resources to do all that in every channel, so pick one. Own it.
The cool thing when you own a media is that not only do you get more bang for your buck (you become first in people’s brains because you get a bigger share of mind than what you actually spent), you also keep your competitors from being noticed in the same media. They fade into the background or they look boring and dull in comparison.
In the same chapter, Roy kills another sacred cow called Gross Rating Points. Reaching 100% of the market 10 times is the same as reaching 10% of the market 100 times in terms of cost. Yet convincing 100% of the market 10% of the way is not the same as convincing 10% of the market 100% of the way. When you spread yourself over many channels, you face the risk of convincing 100% of the people only 10% of the way. When you own the media, you have a far better chance of convincing the people you reach to shop with you.
There are a lot of great marketing tips out there. Spreading yourself too thin across too many channels is NOT one of them.
If you can’t own a media channel, put your resources where you can. That is what will get the angels to sing.
PS It isn’t just how much you spend, it is what you say. Spend enough and speak boldly. Say something surprising and powerful. There are two coffee shops in my town that both use billboards with equal frequency, but one has a far more creative team creating fun and memorable (and sometimes controversial) boards. Ask anyone in town which coffee shop is the one on all the billboards and 90% will name the guy with all the fun boards. You tell me who owns that media?
PPS Here are some of the radio ads I used to try to own that media.