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Archive for the ‘Junk Drawer’ Category

Q: Where is your money better spent on radio advertising or TV advertising and why?  – Mark Maltry, Jemm Construction.

A:  All in all, it depends.  If you’re doing a 2 day sales blitz at 4 locations around a metro area, then radio is a great way to get the message out cost effectively. However, if you’re promoting a single community or doing a branding campaign – this isn’t going to do you a lot of good unless you dealing with a low power “LOCAL” (ie: cheap) station.

The same can be said for broadcast TV.

Cable TV, however, is a different animal. Devoting a couple of hundred dollars a month to market to house enthusiasts (Can we call them “housies”?) on Bravo, HGTV or similar channels on Saturday afternoons within a specific cable zone can’t be beat.

That being said: Generally, Cable TV lands above radio on my media buying totem pole most of the time.

Alright…I’ve got a pet peeve.

The “we-specialize-in-large-small-ranch-colonials-for-the-first-time-move-up-empty-nester”.

Invariably when times get tough, our marketing gets broad – when just the opposite should be occurring.

If I’m considering building a custom home, I could care less about how many condos you’ve done or about your remodeling services.

I want to know – SPECIFICALLY -why you are the right custom home builder for me.

My company (for example) serves the home building and healthcare fields – 2 markets which COULDN’T be further apart in terms of approach.

You could care less about the latest eCommerce site I developed for an ophthalmic manufacturer…but you may care that I’ve worked for 30 small to mid sized home builders and developers over just the past 4 years and there really isn’t a lot I haven’t seen.

It’s not about me. It’s about what I can deliver my client.

Same thing applies to you.

Don’t generalize. Specialize.