Internet
16. Build it and they will come. This is the most common mistake
businesses make with their website. Every business in 2006 needs a website
for credibility and information. But unless you have ways for your customer
to find your website, it becomes little more that a glorified brochure.
17. Your website must load fast. Speed is everything, and big
graphics slow down loading time. People are impatient and will go somewhere
else if your site loads slow.
18. The headline is vital to the success of your website. When
writing your headlines, keep in mind, you only have a few seconds to grab
your potential customers' attention. If your headline doesn't immediately
catch their attention, they'll simply move on and never return.
19. Most businesses don't collect names of the visitors of their
websites. This is a huge mistake. Then they don't do enough with the
data they collect, and worst of all, they don't track response to different
internet offers.
Shoppers
20. Print advertising (shoppers and newspapers) accounts for four out
of five coupons. While the value of coupons has increased more than 35%
over the last 10 years, redemption has declined more than 25%. And remember,
coupons are discounts on things you already buy, and has nothing to do with
customer loyalty.
21. While distribution may be 100%, shoppers reach only 35% of all
adults in a given week. 65% of potential consumers are never reached.
22. Advertisers buy space in shoppers to reach customers who won't see
a daily paper. In fact, readership is usually duplicated. Seven out of
10 readers of shoppers are already readers of the daily paper.
Radio
23. When you are looking at the Arbitron ratings, make sure they are
the most current available. Stations fluctuate from year to year, and an
old ratings book is not accurate.
24. Speaking of Arbitron, ask to see the audience composition of the
station(s) you are considering buying. A station that boasts big 12+
audiences might actually be mostly 12-14, or 70% female/30% male, when you
wanted something else.
25. If you're getting a low rate, check to see when your commercials
will air. Often, a station will run these inexpensive packages
5am-12midnight. If you thought you were getting morning drive only, you
better check.
26. If a station makes a mistake in your copy or schedule, ask for
makegoods. You should get one makegood (free commercial) for every one
that was a mistake. Stations must give you extra commercials if the mistake
is their fault.
Direct Mail
27. Americans receive 4 million tons of direct mail every year -- and
44% of it is never opened.
28. It's difficult to reach upscale or influential customers with
direct mail. Nearly two out of three persons who graduated from college
or earn $50,000 don't read every piece of mail they get -- their throw-away
rate is 65%!
29. The U.S. Postal Service admits that correctly addressed mail gets
thrown away as garbage at 80% of its offices.
30. Over 17% of the population moves each year -- making mailing lists
quickly outdated.
Newspaper
31. Newspaper cost per column inch has continued to rise dramatically,
while their circulation has shown very little increase.
32. Newspapers traditionally do not reach the 18-34 year old audience
very well.
33. Typical paper is 65% advertising and 35% editorial. Which
makes your advertising easily overlooked by the average reader.
About the author:
Chris Mitchell is the President of
www.258marketing.com
