Best of the ISP-Lists

Coordinating Ads In Several Media

Members of the ISP-Marketing list discuss when and how to plan an ad campaign in radio and print.

[May 3, 2000]

On the ISP-Marketing list in March, SS addressed this question to the group:

"We are putting together a marketing plan that would start with a radio campaign, then add newspaper inserts, and finally a direct mailing. In addition, we're considering promoting ourselves through 'events' in conjunction with radio stations during the summer months. Does anyone have any thoughts regarding 'good' or 'bad' times of year to make a big marketing push? Are there resources for finding this kind of information?"

A number of respondents were of the opinion that response rates were lowest in the summer months:

[JS wrote] "I think everyone would agree that summer is the worst. I would say that 'back-to-school' and after-Christmas are the best. However, there's no good time to stop marketing, because marketing is about momentum. Where you've been determines where you are and where you're going."

[BH added] "In terms of sign-ups, the second and fourth quarters are generally less active than the first and third quarters. For two out of the three previous years, January and July have been our best months."

One respondent shared a marketing approach that worked well for her company:

[MW suggested] "You still want to keep your name out there in front of prospective customers during the slower times. I usually run a one-for-one referral program (1 month free per referral from our existing customers) during the summer to keep the customers rolling in."

Another respondent felt that timing was less important than choice of media:

[KR opined] "There is no bad time to market, only bad media to use. TV response rates are lower in summer, but so are the rates so you might still end up with a $38.37 cost per subscriber!"

[KS emphasized] "Be very careful with any direct mail. You're better off offering something free on your own flyer/postcard, which has a better chance of getting the consumer's attention. I also suggest coordinating your print and radio. If you run a radio ad telling people to look for the "special offer" in their mailbox (or in the paper), you've got a better chance of having your info not land in the trash with the majority of the junk mail. It is better to saturate with multiple media outlets than to scratch the surface with each one separately. I'm a big believer in radio station promotions; they have worked well for us."

One respondent concluded with the first principle of marketing, "know your customer":

[DB wrote] "'Seasonality' is relative; it all depends on who the target audience is. The best thing to do is understand your audience as well as you can and develop communications that will target them effectively. Generally, you will see a downturn in July and August; this is particularly true in Europe where they typically take longer summer vacations. If you're targeting Fortune 1000 companies, the time leading up to Christmas will give you a low return because people are busier at that time of year and aren't able to focus on acquiring new products."

—End