Vertical Strategy
“Business is in the toilet”
“Then why don’t you try something different?”
If the market is not responding your ads, at least one of three things is wrong:
- The schedule did not have enough frequency to create traffic
- The message was not right or was unable to move the market
- The portion of intenders in the market was smaller than it should have been and no matter how good the message was, it was not going to be successful
If you have experienced any of these, or at least have blamed a “bad ad” running due to one of these, make sure your media is planned on a vertical strategy. Don’t try to run 20 days of TV/CABLE/RADIO in a month. Narrow your schedule down to achieve an incredible frequency over just a few days. Build around Monday Holidays, Pay Period Weekends, and other dates/events that stand to yield the greatest return on your investment.
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Categories: JPS
