An open letter from Jack Kelly,

General Manager of Radio International:

An interesting and often discussed issue in the advertising business is the truth that a large part of the money that companies spend on their marketing efforts is wasted. While this is most certainly true, it is also unnecessary. My experiences in media and advertising have taught me that while there is no way to guarantee success there are definitely ways to guarantee failure.

On this page we will explode some myths, offer some tips and generally try to provide a little helpful insight into the processes of identifying goals, determining campaign strategies and offer some thoughts on the selection of media. (Of course we love radio, but nearly all media, if used correctly, should work for you.) Your marketing efforts, including advertising and promotion, are an investment. Investments should provide a measurable return. Conversely, a "hit and miss" or cavalier approach can reduce your investment to the status of gambling.

Not too surprisingly, in general, smaller companies see a much smaller return on their marketing investments than large companies. Large companies hold the benefit of having people whose entire function is marketing or advertising or public relations. Obviously the people holding those jobs are well-trained and highly skilled professionals. Smaller companies rarely have such luxury of staffing. Accordingly, someone whose main strengths may lie in other areas must perform these functions.

If you are the one responsible for the marketing efforts of a small or medium sized company, you should take heart that you are not destined to be less effective than larger companies; indeed all it takes to be as effective as the big guys is a little understanding of the same basic rules that the big guys use.

We have dedicated this section of the Radio International website to offer some helpful hints to those who must make decisions regarding publicity, advertising, public relations and promotion.

For starters, let's take a look at some of the more common marketing and advertising errors.

Error # 1: Belief In Myths
Myth One: "I will have more business if more people know my name." Also known as "Fame = Success".
I find it amazing how frequently I find myself talking to people who want to build an advertising strategy around this myth. While it DOES seem logical on its face, it is an extremely narrow view of the marketplace. The only customers likely to be gained through this strategy must meet two qualifications: 1) they have already learned why they want your product or service and 2) they also have no current supplier who is satisfactory for their needs. Obviously this is a very small universe from which to extract prospective clients. To me an advertiser who pursues this strategy actually has no strategy and is not a true competitor in the marketplace (because he, or she, has made no declaration of intent to compete).

Myth Two: "The public has an inherent need to try new things".
While this CAN be true, normally it is not. There are a few categories of business that may benefit from being the newest entry into a market. However, these are typically businesses (such as certain types of restaurants) that may benefit from being "trendy". The vast majority of enterprises are not "trendy" and therefore must find growth by overcoming, or interrupting, the inertia that causes consumers to continue to buy from their past suppliers.

Myth Three: "If you build it, they will come" also known as "The market will expand adequately to make room for me".
If you are a new entrant into an existing marketplace, your survival will probably depend on your ability to take market share from those who are already serving the market.

Error # 2: Different Messages In Different Media.
I always discourage clients from using different themes across the various media that they use. Staying with a single message (or at minimum, a single message theme) allows for a synergistic effect that helps each of the media used become more powerful while delivering its own version of the message. I recommend that when advertising is undertaken, it should be considered a campaign. If more than one medium is selected, make a concerted effort to insure that the "sound, look and feel" is the same across all your media expressions. That way regardless of how a customer, or potential customer, is exposed to the advertising message the campaign has excellent re-enforcement opportunities from the adjacent media. Result:1+1= 2.5.

Error # 3: Failure To Differentiate.
If the key selling points of your advertising are the same selling points that have made your competitor famous do not expect much reaction. We call this type of advertising "Me too!". If you are trying to compete by offering what are essentially identical products or services as those of your competitors you will only succeed if you offer a lower price point. If you choose a lower-price-point strategy you have created differentiation and you are no longer "me too". If offering lower prices is not your cup of tea, you must find another way to differentiate. It may be easier than you think. We can help you with this if you like. (Click here to send us a note.)

Error # 4: Fear-Driven Abandonment.
Unless you have an unusually rare and exciting offer, it will probably take the marketplace a little while to get up to speed with the finer points of your advertising. Expectations of the world beating a path to your door within days of your campaign's debut will most likely not be met. Instead, take a realistic assessment of the advantages the customer will have by doing business with you. Explain this in simple and memorable terms. Select media appropriate to reach your target market. Buy enough "weight" for sufficient delivery of your message. Be patient. If the customers understand the benefit, they will respond.

If at any time we can be of service to you, from answering a simple question to planning a full strategic media campaign please contact us by telephone or drop an email, in English or French, to sales@radiointernational.net. If you prefer to make an inquiry in Italian, Danish or Swedish, please contact Fredrik Muhr at fred@radiointernational.net. In France or Monaco call us at (+377) 93 50 60 80 or in Italy you may call (+39) 0184 33 924.

Best regards,

Jack Kelly