3 Marketing Media Ideas That Should Never Be Considered

1
3 Marketing Media Ideas That Should Never Be
Considered
2

• With the vast array of mass marketing media
  options to choose from, there are some that
  should never be used. Here is our list of 3 media
  options that should never be considered.

3
Bad idea 1 Store receipts or pharmacy bags

• Advertising on the back of grocery store
  receipts or on pharmacy bags is a waste. OK, we
  know were going to hear from the TWO dentists in
  the US who used grocery store receipts or
  pharmacy bag advertising and got a fabulous
  return on investment. Fine, glad it worked out
  for you. But for the vast majority of dentists
  (and we can say this because we have tested it)
  our advice is the reverse of Nikes Just DONT
  do it!

4
Bad idea 2 Grocery store video ads

• You may have seen these in your local grocery
  store a video monitor at the checkout counter
  that loops advertising to entertain you while you
  wait.
• This medium may have potential, but for now, the
  jury is still out. Its just too new to have
  solid data on the returns you can expect.

5

• We suspect that participation in this medium is
  similar to other type of TV advertisingyou have
  to commit to it for the long haul to gain enough
  repetition or frequency to make an impression on
  your audience. Unfortunately, as with movie
  theatre ads, this medium takes longer than
  television does to create that kind of frequency.

6

• Ask yourself how many times will the viewer see
  the message while standing in line at grocery
  checkout? If they see it only once each time they
  are in the store, and they visit the store every
  two weeks, youre NEVER going to build up the
  exposure you need to create an impression.

7
Bad idea 3 Movie theater ads

• When this medium was new, it was a viable way to
  promote your practice. But its not new anymore
  and as a result its far less effective than it
  used to be. First, people are just blocking them
  out. Second, youre just not getting the repeat
  exposure you need to see a response. Most people
  go to the movies once a monththats NOT enough
  exposure to get your message through to them.

8

• Ask yourself how many times will the viewer see
  the message while standing in line at grocery
  checkout? If they see it only once each time they
  are in the store, and they visit the store every
  two weeks, youre NEVER going to build up the
  exposure you need to create an impression.

9

• When choosing the marketing medium to spend your
  ad dollar on, make sure to start out with the
  lowest risk ad! As you build your patient base
  and your ad budget increases you will be able to
  start venturing into higher risk marketing
  mediums. Weve outline how to allocate your
  marketing budget in a previous post!