The Media versus The Message

In the never-ending maze of online media, on-air media, outdoor media, direct mail, and print media, business owners often ask, “Which media works best?” or, “Which media platform will give me the highest return on my investment?”

If you ask an honest and knowledgeable media person, they will tell you, the media isn’t necessarily the most important criteria when it comes to effective marketing. The truth is, there is no media that will not produce results, there are only messages which do not produce results.

The next time you hear about an ad campaign that was hugely successful, look at the message. I can guarantee you it was profound and something other than the norm. Seldom will it be the media, but rather the message, that created the results. Of course, the media must be scheduled appropriately, with the right combination of reach and frequency, but it is the relevance of the message that will make consumers respond to a campaign… on any media.

That’s not to say that all media is equal.  

There are huge differences in what kind of message you can put on a roadside billboard and a 60 second radio ad.  

There are also differences between TV ads, Facebook ads, and, well you name it.

The environment of where the ad is placed creates a level of trust or distrust, so that also needs to be taken into consideration.

Figuring all this out on your own is beyond most business owners expertise.  That’s why I am here to help.

Contact me for help and guidance and also sign up from my free Sound ADvice marketing email newsletter below.