I’m listening to Internet radio from Paris – one of my favorite stations with a playlist whose mood matches the time of day in Paris. There are almost no commercials to interrupt the Brazilian jazz during the quieter times of the day/evening and the trance/dance beat during the livelier times.
Sadly, the station has been transformed to a more commercial format by SkyFM – a few commercials and much of the same music repeated. Before the “take over,” it was rare that I’d hear the same song twice in several days of listening.
It’s an interesting thought for a potential advertiser. Hardly any competition on the air – so – if there’s an advertising message, it’s more likely to be heard without the chance of the typical clutter effect of so many ads.
Marketing depends on a synergy of things all converging in the same place and time. It’s reaching the right prospect with the right message at the right time. Marketing requires making enough of an impression (or cumulative impressions) to get results. And, breaking through the clutter so your message can be heard.
Once we have someone’s attention, we need to make the product or service the consumer wants available and offer it at the “right” price to cause action. In addition, Marketing requires that we make sure that the customer lifecycle is watched closely and each entry point of the lifecycle has marketing designed for results.
There are only four ways to increase the sales of any company. The first is to add new customers (or clients). Second, is to increase the amount of the average sale. Third, is to increase the frequency of purchase. And, last is the referral value of a customer in bringing customers to you. Social media has helped with the referrals and recommendations to friends.
Will your customers tell their friends about your products or your company? Viral marketing is a way to leverage the power of 10s.