Are you concentrating your media efforts or diluting them?
In this Monday Morning Marketing Quote, we discuss advertising and marketing media mix, and our expert advice comes from Bob Hoffman, advertising executive and author of The Ad Contrarian (PDF download).
“The next thing you need to do is stop swinging wild. One of the mistakes that advertisers are making is spreading themselves too thin. With all the new media options it’s more important that ever to concentrate your efforts, not dilute them. You can’t be an efficient advertiser in every medium. Decide what you want to be and be a good one. If you’re going to be a broadcast advertiser, be there heavily. If you’re going to be an interactive advertiser, be there heavily. Don’t be an ‘alibi advertiser,’ i.e. a little of this and a little of that so that you can tell your constituencies that you’ve checked all the boxes. The key to media success is impact. The key to impact is concentrating your resources.” – Bob Hoffman.