As we’re well into the New Year, you should be in the process of developing your advertising plan for the entire year. I am not going to tell what media you should be using for your company, as that’s up to you to decide. I have enough trouble figuring out what media methods are the best for our company. There are so many options out there available to us today that I find the whole process of making those decisions one of the most difficult tasks I face every year. Therefore, I will let you and your staff or your professional consultants help you make those decisions.
There are some important commonalities that we all should keep in mind as we plan both the media we are going to use and the type of message we wish to send. To begin, we need to determine the type of image we want for our company. Believe it or not, there are several options. One is to be the low-cost provider, or the Walmart of the industry. Another is to be a high-quality, top-of-the-line provider, or the Mercedes- or Rolex-type provider. These companies have determined the markets they wish to serve, which in turn helps drive their types of advertising and media they use. Rolex is a very good example of a company that pursues its top-of-the-line strategy, not only in the type of ads it produces but in the locations it places them, as well. Those who enjoy watching golf and/or tennis are very much aware that Rolex has clocks that look like Rolex watches placed strategically near golf tees as well as around high-profile tennis courts. Rolex has determined its consumers are likely to be involved in golf or tennis or both. They place their advertising dollars there rather than in say the middle of a blue-collar television sitcom, which is more likely to feature a Walmart ad.