Do you have the courage to embrace risk? As the marketplace becomes more complex, playing it safe becomes less and less safe, and embracing risk is not risky at all, it's necessary.
"Media mix" (spreading your budget thin - into radio, TV, print, or any combination thereof) is a prime example of trying to play it safe and losing. Investment bankers and some media reps alike will advise you, "never to put all of your eggs in one basket." The investment banker is correct, but the media reps are just trying to fill a sales quota.
If you have respect for frequency and consistency, and understand their importance in making advertising work, it becomes clear why Media Mix is the opposite of what should be done. The goal in advertising is to pile that basket high with eggs until the basket is thoroughly full - overflowing even. In other words, pick an audience you can afford to reach with relentless frequency. Then, you move on to Basket Number Two and then Number Three - depending on what your budget will allow. In radio, Basket Two and Three would represent station number two or three. In TV, additional baskets would mean additional programs, as people are not loyal to stations, just programs. No matter how strong your message is, it must be scheduled properly in order to produce significant results. To mix metaphors for a moment: the seed (message, egg) is powerless until it comes in contact with the soil (audience, basket).
Any good media buyer understands the power of focus but rarely has the influence or client's trust to accomplish it. As an agency, we've consistently accomplished big results for every client that has allowed us to apply the principle of focus, and conversely failed to do so for those clients that refused and played it safe with media mix.
I've had discussions with business owners who stand by the idea that a bit of everything is better than too much of one thing. Yes, in your diet, sure - or maybe when dating? But never in advertising - not with the clutter of today's market. Going for only a little of everything will result in a lot of nothing.
In the end, the only way to rise above the noise and clutter of our over-booked, over-scheduled, over-communicated marketplace is to speak to the heart of the customer with well-conceived and engaging creative with the correct amount of frequency and consistency, one audience at a time. Your budget will determine how many audiences you're able to reach. Any budget can be effective using these guidelines, you simply need to understand how to buy media.
How many weeks is enough? Well, 52 weeks is our minimum, but really, we should be looking at a two or three year commitment as a minimum for consistency. That consistency combined with a frequency of 3 (per 7 night's period of sleep) will produce results. It's a law of the advertising universe. And all of the well-intended, untrained salespeople who are pushing that 4 week, 8 week or 13 week schedule, or an advantage package or holiday package, are simply trying sell you whatever you're willing to buy.
From a strategic standpoint, media buying is critical in achieving breakthrough - that point at which you may reap the harvest from the seeds (message) that you've planted (in your chosen media). It requires frequency and consistency that can't be achieved with a fragmented budget in most cases. Almost everyone that I've dealt with in the God-forsaken business of advertising ignores that simple, but critical element. At some point I will break down for you how to determine the budget you'll need in order to benefit from media mix. If you are to use media mix effectively, consider nothing less than 1 million annually. Anything less will not allow you to effectively execute print, radio and TV together; you'll have to make a sacrifice.
Remember that the need to play it safe opens up a world of opportunities for people with the courage to embrace risk - but hopefully not for your competitors.
Keep climbing, if you will.
Jake
