A few different topics to cover this morning including KUDOS to the Myrtle Beach CVB and remembering a great man who is no longer with us. First, the QOTE:
This weeks question comes from ANONYMOUS. Actually, I know who it is, they just asked to not have their name or company name used.
Q: How long should you run the same ad for?
A: I wish there was a magic answer, a firm figure to apply to this question. One thing that I always tell my clients is that by the time that they are sick of hearing it, the public is just starting to get your information digested. Think of it this way, before the ad actually airs you've heard it a few times already. Once when your agency or media rep has presented it to you. Then when you get a copy on CD, DVD or via email you play it a few times to pick it apart, you'll play it for your employees and family. Let's face it, before it even gets on the air you're sick of it! How long you run it depends on how much media you are buying. The magic number in media is THREE. Your prospect needs to hear your messages three times before they are either going to act on it or disregard it. When making your media buy your media rep or agency contact should share with you the "frequency" in the schedule. If it's not a three, don't waste your money!
Hopefully that helps a little bit! Remember if I choose your QOTW you'll get showered with fun prizes from the PRIZE HOOPTY! You can email them to me at bo@mustardnrelish.com
MYRTLE BEACH CVB story:
I've been working on a few guerilla marketing project for clients, and I must say it's very fun. And better yet for my clients, it's a lot less expensive than traditional media. I read with glee (by the way, I haven't used the word glee in quite sometime... jest if you must) this success story about the Myrtle Beach CVB guerilla marketing campaign. The whole idea of the guerilla marketing campaign is to promote and sell your product or service in an innovate way, and it usually gets under your competitions skin.
The MB CVB has purchased internet ads pointing web traffic to websites touting Myrtle Beach as the best vacation destitination. The ads appear when folsk search for Virginia vacation info. "In my mind, it's unprofessional," said Jim Ricketts, Virginia Beach Convention and Visitors Bureau director. "Whether it's unethical or not is certainly open to interpretation." I would bet a better portion of my next paycheck that the only reason that Mr. Ricketts drawers are in a wad is because he didn't think of this first.
"Frankly, my top priorities right now are filling hotel rooms," said Brad Dean, president and CEO of the chamber. "It's pure guerrilla marketing, and some take issue with that. ... Highlighting a few of the many reasons why the Myrtle Beach area is a better vacation than my competition isn't dirty, it's my job." I could not have said that any better myself!
Mr. Rickkets was quoted as saying that Myrtle Beach must be "desperate" for business, but I think the numbers speak for themself: Around 2.75 million tourists a year stay overnight in Virginia Beach. Almost 14 million tourists come to Myrtle Beach each year. Now do you see why I love guerilla marketing? Check out the full story here.
GOODBYE GOOD FRIEND
Anyone who has spent anytime in Columbia SC knows the name Jerry Fowler. A top notch realtor, a great radio personality, a community leader... and a good friend. Jerry and I may not have always agreed on certain issues, but you could always count on Jerry to be there for you, no matter what for. Jerry passed away Thursday after a long battle with cancer. He is a true inspiration in so many ways. You will be missed.
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