1. Mike Slover www.whatsthemeat.com mikeslover@wizardofads.com 618-889-0674

2. Which Media Is Right For You?

3. I've learned over the years that if you take data and torture it long enough, you can get it to confess to anything you want. - John Thompson, Best Buy

4. Ive never seen a business fail because they were reaching the wrong people.

5. But Ive seen thousands fail because they were saying the wrong thing. Roy H. Williams Ive never seen a business fail because they were reaching the wrong people.

6. Dont worry overmuch about reaching the right people.

7. Every media works. The important question is this:

8. Every media works. The important question is this: Whats the highest and best use of the budget?

9. Expensive signage is often the cheapest advertising your money can buy Have you maximized your signage?

10. Buying Media

11. Half the money I spend on advertising is wasted; the trouble is, I dont know which half. - John Wanamaker

12. There is no direct correlation between dollars invested and results gained. - a Wharton School of Business seven-year survey about the effectiveness of advertising

13. MASTER The missing variable that prohibits such a calculation is the power of the message. (Impact Quotient - IQ)

14. What percentage of your traffic is currently advertising-driven? What percentage is location-driven? What percentage are repeat customers? What percentage are referrals?

15. Your media buy will affect only your advertising-driven traffic. Other factors remaining equal, ad-driven traffic should increase by the percentage that you increase your effective reach.

16. Media Vehicle Comparison: Strengths and Weaknesses

17. Outdoor Advertising/Billboards Reach more people for a dollar than any other media Limited to a picture and no more than eight words. Easily ignored.

18. Look for billboards with intrusive visibility - as close to the road as possible - as close to windshield height as possible - no left-hand readers

19. Use extensions for 3rd dimension

20. This board has too many images, too many words.

21. And so does this one.

22. These people are just plain idiots.

23. Reaches the second most people for a dollar. Cannot be tightly targeted geographically and can only be loosely targeted by demo. Echoic intrusiveness. PPM has shown more listeners but they are listening to more Radio

24. Likely your best bet if people will drive significant distances to buy your product or if you sell a we come to you service. Has competition from Satellite radio, Pandora..etc. Radio

25. Cable TV Offers the visual language of moving images as well as spoken words

26. Cable TV Can often be tightly geographically targeted (Just The area you service)

27. Cable TV Advertise on the same networks at the same times of day on the same days of the week. Dont buy rotators

28. Cable TV PROBLEM: Your ads will likely look homemade. Too many channels.

29. Broadcast TV Big Reach; Big Prestige; Big Bucks Able to target psychographic profiles Viewership (and rates) vary seasonally

30. Broadcast TV Buy specific shows, not rotators Generally, try to buy M-Th 7p-11p

31. Newspapers Reaches those who are in the market to buy today. Your ad isnt likely to be noticed by people not yet in the market for your product or service. Delivers the same results consistently. Results do not increase over time. High impact newspaper ads are traffic builders. Response, if it happens, will be immediate. Expensive and dying. Older demo is still reading.

32. Magazines Expensive, but high-impact Tight targeting Little waste Weakness is infrequency of repetition Buy based on availability.

33. If your plan calls for long-term use of newspapers or magazines, consider a standby schedule. Full page ads in Magazines 1/4 to full page in Newspapers

34. Direct Mail Highly targeted, all the way down to the level of the individual. Shockingly expensive, could cost as much as $5 per person.

35. Yellow Pages A service directory for the undecided customer Not a good use of budget for a retail business (use the internet instead.)

36. Social Media Use as a relationship deepener. Listen to customers. Spy on competitors. Stay away from offering deals, people arent there to be sold.

37. Trying to reach more people than what the ad budget will allow is one of the most common mistakes in advertising.

38. Assuming average impact, the identical person must be exposed to the identical ad at least three times within seven nights sleep before you can safely assume that you have reached that person.

39. Question & Break Time

40. Mike Slover www.whatsthemeat.com mikeslover@wizardofads.com 618-889-0674