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I am on record saying the following:
“Interruption Marketing, marketing with radio, television or print advertising is DEAD to the tiny business owner. It is no longer possible to build a tiny business using these methods.”
I stand by that statement.
But that doesn’t mean that all of the rules of marketing are just thrown out the window.
Frequency Is Extremely Important
Effective Frequency is a critical metric in marketing. It is the number of times that you are placing a marketing message in front of your market.
No matter the size of your business (or marketing budget) you must still put your marketing in front of your audience frequently.
The Difference Is In How You Market
Do you create a direct mail campaign with:
- postage costs
- design costs
- printing costs
Do you create a radio or television ad with:
- talent cost
- development/creative cost
- production cost
- air time cost
Do you create newspaper advertisements with:
- design cost
- circulation cost
- ad size cost
Or will you take advantage of the free marketing methods available to you on the Internet? Will you exchange monetary cost for the time and energy it will take to build a valuable resource online?
Either way, you will need to create messages that find their way to your target market frequently. Frequency is still the goal.
I would love to hear your thoughts! What are your plans? How will you get your message in front of your audience frequently?
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{ 1 comment… read it below or add one }
Russ, Interruption Marketing is not a solution for the small business owner indeed. There are various reasons for the ineffectiveness of this type of marketing of which a couple include cost and return on investment in my opinion.
Great post! Great way of putting things in perspective related to Interruption Marketing.