It's a given in media placement that frequency sells, and that repetition is critical to advertising success. A single exposure of an ad is “reach” – defined by the number of people who've had the opportunity to be exposed. More exposures to the same ad for those same people are “frequency.”

Media planners will tell you that a weekly frequency of “three” is essential. So, when budget constraints force them to trade some reach for additional frequency, they do so without argument.  And for most ads, this is prudent thinking. Why? Because the average ad is... average. Nothing special. And announcements with lesser salience necessarily require more repetition to have an effect on their audience.

But what happens when an ad is better than average? What happens when the ad content captures, and holds, attention better than the average ad? Is frequency still essential to move goods and services?

Let's look at this one which ran during this year's Superbowl:

How much frequency did Denny's need to get this message out? A frequency of one. They purchased astronomical reach, and a single exposure. Now, truthfully, there was follow up exposure (frequency) over the next few days, which acted as a “Yes, you heard right” reminder. And an estimated two million people crowded into their restaurants on February 3 between 6am and 2pm.

Free breakfast is a highly salient message. If only we could all be Denny's. What if you don't have the ability to give away your product? What if you're, say, a car dealer? Can your message be salient enough to benefit from increased reach at the expense of frequency? Suppose, instead of the usual chest thumping “we will not be undersold” posturing of most car dealers, you said:

"I'm John Johnson of Friendly Autos. Do people believe the hype from car dealers about their crazy sales or selling below invoice? I don't think so. People are smart enough to know that if you sell anything for less than you buy it for, you'll quickly go out of business. I'm not going to pretend that we don't need to make a profit at Friendly Autos because we do, but we don't need to take someone to the cleaners by making a thousand dollars profit on each car. That's robbery. And trying to convince you that it's below invoice? Well, that's just insulting. At Friendly Autos we make roughly $300 to $400 on each car, and that's enough to pay my employees a good wage, and keep the lights on in the dealership. So, if you're looking for solid value, and honest deal, and a great car, come to Friendly Autos. We'll find a car that's right for you and a deal that's even better. Of course, if you need a crazy below invoice sale to make you feel like you're getting a deal, there are dozens of other dealers who would love to see you. And let me know how that works out for you, OK? Friendly Autos, downtown on Main at Second."

Again, a pretty powerful message, don't you think? If I were the media planner on this account, I'd be scheduling for the highest possible reach.

Conclusion: The value of reach increases with the salience of the message. The more average your message, the more repetition it will require.

Read About Michael Keesee

Ralph Waldo Emerson is regarded as one of America's most influential philosophers.  He will not be remembered, though, as an entrepreneur. 

Emerson's best known quote is: “A man can write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though he builds his house in the woods the world will make a beaten path to his door.”

But, Ralph was wrong.  Better mousetraps are built every day.  And every day another inventor goes bankrupt waiting for the world to line up at his door. 

Why?  Because the world doesn't even know the inventor has a door. 

And Kevin Costner's “If you build it, they will come,” will leave the inventor just as disillusioned, and just as broke.   

You see, the world of commerce doesn't turn on technology, but rather on benefits.  People don't want quarter-inch drills, they want quarter-inch holes.  They don't want to order on line.  They want to never stand in line.  People don't much care about you, or your invention, until they understand how it's going to make a difference in their lives. 

If you don't want to end up with a warehouse full of unsold mousetraps, you have to let the people of the world know that you have a better trap, why they should buy it, and where your door is. 

That's what marketing is.  Telling the world about your new and improved mousetrap.

Read About Michael Keesee

Here's a secret from the best producers of television advertising: write the words first. Then match the visuals to reinforce your message.

I can prove it. Turn off the sound and see which ads make sense. Then turn the sound up and try it again without looking at the screen. Most of the time the audio alone can carry the message. Most of the time the picture alone can't.

Many will claim television's power is in its pictures. They're wrong. Television's power is in it's ability to demonstrate.

Show the six-year-old making toaster waffles, or the clean dishes coming out of the dishwasher. Show how easy the prepackaged skillet breakfast is to prepare, or how even your arthritic Grandmother can open jars with the new cap snaffler.

Show people using your product or service and having great results, but match that picture to the selling message your words have already created. If your words alone don't carry the message, better rewrite until it does.

Read About Michael Keesee

Conventional wisdom says its tradition which prevents health care providers from advertising their services. And there may be something to that.

In the pioneer days a new doctor would come to town, “hang out his shingle,” and the resultant word-of-mouth in the community was enough to keep him gainfully employed for the remainder of his life.

In many communities it still works that way. In those communities there are more people looking for a primary health care provider than there are doctors willing to accept new patients.

Not all doctors, however.

Not all dentists, or optometrists, or chiropractors, or physical therapists, or nurse practitioners have a waiting list of new patients, hoping to become “accepted.”

At a meeting with a television sales staff yesterday I was asked if professionals (other than personal injury lawyers) ever advertised their practices? I had to admit that it's not common. But, the problem, as I see it, isn't tradition. The problem is communication.

Health care providers tend to be scientifically-trained, analytical, rational, left-brain thinkers. The nature of their professions requires them to critically examine the clues and deduce the optimal treatment.

Marketing? That's persuasion. That's an intuitive, perceptive, emotional, right-brain process. Its a way of thinking which runs counter to a health care provider's mindset.

And when effective salespeople talk about “advertising,” they know that people make decisions emotionally, then come up with a intellectual explanation for the purchase later. Naturally, the salesperson uses emotional reasoning. Just as naturally, the health care provider is making a rational decision.

The doctor asks a rational question:

“If I spend $2,500 on this advertising schedule, how many new patients will I get?”

But the salesperson responds with an intuitive answer, “If you don't spend the money, how many new patients will you get?”

Since they're obviously not communicating, no sale happens. No advertising is run. And the doctor still wonders how to effectively (and ethically) attract new patients and grow his practice.

I'd recommend that he start by reading a new white paper written by my friend, and colleague, Chuck McKay. Its called Marketing P.A.I.N. for Health Care Professionals - How to Overcome the Four Biggest Mistakes in Health Care Practice Promotion.

It's available as a free download at Advance My Practice, where Chuck is also the managing editor.

In this paper, Chuck spells out in left-brain, analytical, rational terms exactly what will cause a potential patient to even pay attention to a health care provider's marketing messages. He explains which media strengths are most effectively applied at different stages of the buying process. And, he details exactly how much media coverage is necessary to help the doctor's message “stick.” The average health care provider will find hard numbers and science to make the advertising decision more analytical.

Oh, and be sure to download the companion case study, Dr. Newcomer's Flyer. Seeing the Marketing P.A.I.N. concept applied ties all of the information up in a nice, easily understood package.

If you know a health care provider, bring this paper to his, or her, attention.

If you're a media salesperson, steal these ideas. Use them. The more you learn about marketing, the more effective you become for your clients.

And that leads directly to increased sales for you.

Read About Michael Keesee

It is very often that we define our own limitations by how we describe the problem.

It’s a shame that in our industry, we describe our business as warfare. I understand the comparison. I have used them myself earlier in my career, but in the minds of our sales and marketing people, we are preparing them for battle. In warfare, you have a winner and a loser.   We set our people (and our customers) to deal from the mindset that someone is going to win…and someone is going to lose.

As a manager of a sales staff, I don’t want the basis for my sales staff’s motivation to be looking for a victory at someone’s defeat.   I want my sales people excited about growing business and building relationships and I want my clients delighted at their service and results.    

What got me thinking about this was that twice in a two week period, I heard the Willy Sutton Story mentioned.   The first time was in a sales training and the second time was a manager’s meeting.    Now these weren’t the first times I heard about him but the proximity is what made it stick in my head (repetition at work).

If you’re not familiar with Willy Sutton, he was a bank robber.  He was wanted in Miami, New Orleans and New York.   He was ingenious in his robberies. His popularity grew.   When he was finally apprehended on March 9^th, 1950 a reporter asked him, “Why do you rob banks?” and Willy’s response was “Because that’s where the money is!” It wasn’t the so much the bank robbing that made him a “sales legend” as it was that one line.

Willy’s witty remark bought him a place in sales infamy as this battle cry leaps from the lips of sales trainers and managers around the world.   “Go to where the money is!  Sell! Sell! Sell!”  

When Willy Sutton won, the bank lost.  The people who kept money in the bank lost.   Willy is the quintessential Win/Lose scenario.   Why are we using metaphors that have us stealing?     

I would prefer that my sales people see the relationship aspect of the deal.   I want them to develop a Win/Win from the first meeting through the closing of the deal and beyond.   At the base level when they describe what they do, I want it to be reflective of a positive relationship.   I want the client to have a long relationship with my company, as we grow their relationships with their clients.  

Maybe Willy Sutton just needed someone to love?

Read About Michael Keesee

When you hear my confession, you may call me un-American or question my masculinity.  Then again, if enough of you say "Me too," maybe I'll get the slow clap building to loud applause.

Oh well, (takes deep breath).  Here we go. 

I don't care about the Superbowl.  I only watch it for the commercials. 

Right now, without searching, I couldn't tell you who won the game last year.  (Truthfully, I don't even remember who was playing). 

Here is what I can tell you. 

• I can tell you that Gillette introduced the Fusion Razor.  Up to five blades now...and mine vibrates. 
• I can tell you that FedEx is a better mode of delivery then a pterodactyl.  
• I can tell you that I laughed my tail off when I first saw a Sprint phone used as crime deterrent device.

I can tell you that I spend the rest of the year wishing for great commercials.  It seems as if outside the Superbowl, neither agencies nor clients care enough to create great advertising.  

With the advent of DVR's, the industry has started scrambling trying to figure out how to protect the almighty 30 second commercial.  That answer is too simple: give me a reason to watch. 

And don't think it takes money to make a great spot.  A great spot is built on top notch strategy and a memorable message. 

Educated Marketing Executive Rarely Allow Letting Dollars Negate Utilizing Terrific Strategy!
And they all love Emerald Nuts? (insert cheesy grin)

Read About Michael Keesee

Are you ready for some Football?

I feel the need to confess. 

When you hear my confession, you may call me un-American or question my masculinity.  Then again, if enough of you say "Me too," maybe I'll get the slow clap building to loud applause.

Oh well, (takes deep breath).  Here we go. 

I don't care about the Superbowl.  I only watch it for the commercials. 

Right now, without searching, I couldn't tell you who won the game last year.  (Truthfully, I don't even remember who was playing). 

Here is what I can tell you. 

• I can tell you that Gillette introduced the Fusion Razor.  Up to five blades now…and mine vibrates. 
• I can tell you that FedEx is a better mode of delivery then a pterodactyl.  
• I can tell you that I laughed my tail off when I first saw a Sprint phone used as crime deterrent device.

I can tell you that I spend the rest of the year wishing for great commercials.  It seems as if outside the Superbowl, neither agencies nor clients care enough to create great advertising.  

With the advent of DVR's, the industry has started scrambling trying to figure out how to protect the almighty 30 second commercial.  That answer is too simple: give me a reason to watch. 

And don't think it takes money to make a great spot.  A great spot is built on top notch strategy and a memorable message. 

Educated Marketing Executive Rarely Allow Letting Dollars Negate Utilizing Terrific Strategy!
And they all love Emerald Nuts? (insert cheesy grin)

Read About Michael Keesee

When you hear my confession, you may call me un-American or question my masculinity.  Then again, if enough of you say "Me too," maybe I'll get the slow clap building to loud applause.

Oh well, (takes deep breath).  Here we go. 

I don't care about the Superbowl.  I only watch it for the commercials. 

Right now, without searching, I couldn't tell you who won the game last year.  (Truthfully, I don't even remember who was playing). 

Here is what I can tell you. 

• I can tell you that Gillette introduced the Fusion Razor.  Up to five blades now…and mine vibrates. 
• I can tell you that FedEx is a better mode of delivery then a pterodactyl.  
• I can tell you that I laughed my tail off when I first saw a Sprint phone used as crime deterrent device.

I can tell you that I spend the rest of the year wishing for great commercials.  It seems as if outside the Superbowl, neither agencies nor clients care enough to create great advertising.  

With the advent of DVR's, the industry has started scrambling trying to figure out how to protect the almighty 30 second commercial.  That answer is too simple: give me a reason to watch. 

And don't think it takes money to make a great spot.  A great spot is built on top notch strategy and a memorable message. 

Educated Marketing Executive Rarely Allow Letting Dollars Negate Utilizing Terrific Strategy!
And they all love Emerald Nuts? (insert cheesy grin)

Read About Michael Keesee

Mike Stepto's Bar-B-Q Shack in Evansville , Indiana has some great food.   You can't drive bye his location without the smell of Memphis Style Barbecue trying to seduce you off into his parking lot.   One of the things Mike wanted to do was to grow his catering business, but wanted to make sure that diverting his marketing dollars didn't cost him any of his restaurant business.   Mike got the idea from another restaurant owner out of town that would make this possible. Mike sent out a direct mail piece to local businesses that said:

"You've won a FREE lunch for 10 people in your office"

When you turned the card over, it said that the first 20 companies that called would get the free lunch and then it supplied the phone number.   He even listed a "The Catch" section at the bottom, because in the world of hype we live in, everyone is looking for the catch.   It said:

1.             Only the first 20 companies will get a Free lunch for 10.   I'm mailing this to only a few businesses and I want to be able to personally drop it off and say hello.

2.             Think of Stepto's BBQ Shack first for your next event – That's it!

My company took Mike up on his offer and brought lunch in the following Monday for the office staff.   Not only did we have a fantastic lunch, I had a few minutes to talk with Mike Stepto, who did exactly as he said and delivered it himself.  

Mike won in a few ways that day.   One is that our company will consider Stepto's BBQ Shack next time we have an event.   They weren't even on the table as an option prior to that day.   Our company now knows Mike Stepto on a first name basis, and that can never hurt.  

But it had another effect, one that I know Mike intended.   The 10 people who had lunch remembered how great Stepto's was and that they hadn't been there in a while.   I guess they could have watched a commercial and had the same thought, but they were actually chomping down on one of his brisket sandwiches.  

Action Summary:

·         Mike Stepto was able to reach 20 businesses in town.

·         Those businesses enjoyed a free lunch.

·         Those employees were reminded how much they loved the food.

·         So for the cost of 50 or so direct mail pieces and food cost, Mike put his BBQ company on the map for events and had 200 people sampling his product.  

·         Can your company copy this technique to grow your business?

Read About Michael Keesee