It's All in the Mix

If one marketing medium is effective in helping you build awareness of your association, your contractor members, or your affiliate union, a combination of two or more will multiply the effects more than the number of mediums used. In markets where direct mail was first used alone for one of our association clients, then used with radio support, the impact was far greater when the two were used together. When PR was added to the mix, effectiveness (measured by Web site visits) grew even more.

Depending on market size, direct mail can be used in combination with print ads in trade or business publications; radio commercials in drive time or during sporting events; or even cable television to increase effectiveness. But remember, no matter which advertising vehicles you use together, consistency is still key to accomplishing your marketing goals. The message must be consistent, and must be repeated consistently.

If you decide to attempt a multi-level marketing program, compare demographics for different radio stations and/or publications to make sure you’re reaching your target audience. Then figure the cost per thousand people reached. Don’t throw money at ad campaigns because a radio or newspaper rep promised you it was a good deal. If you want to be effective in your advertising, base your media choices on PROOF!

And don’t ignore the new channels for reaching your audience – banner ads on others’ Web sites, email newsletters, mobile marketing and blogs. Fifty million Americans visited a blog in the first quarter of 2005. Imagine what that number has grown to today.

Sponsored events can not only get your name out to attendees at the event, but can garner media attention with reporters.

One thing won’t do it. But a combination of media with a consistent look and feel will weave together a picture of who your contractor members are and begin to build a relationship with the public. Done right, it can be the beginning of a very beautiful relationship.

Examples of their campaigns can be seen on the mcaproof.com Website.

Watch for emails with more steps for
successful marketing.


© Nehlsen Communications 2006-2008