How can you reach your target consumer groups with your messaging? Once you've identified them, next you'll need to identify which media they gravitate towards. For example: 

• Seniors read newspaper ads. Newspapers also allow you to include details, which are likely to be confusing and ineffective in a radio ad.
• Young families are busy. A contemporary radio station is a good way to reach them while they drive children or do errands.

MEDIA SCHEDULING                                                     

Reach and frequency work hand-in-hand. The more frequent your advertising, the greater the your "reach" into the community.

1. Find out the demographic data from your advertising sales representatives in order to develop scheduling strategies for cost-effectively reaching your target segments.
2. Be strategic about when you place your ads. Scheduling when consumer demand is higher, such as during back-to-school and cold/flu season, will help deliver more immediate sales.

COMBINE MEDIA FOR GREATER IMPACT

Increase the opportunities for people to see or hear your messaging by using multi-media.

ACCESS YOUR CURRENT MARKETING ACTIVITY – WHAT HAVE YOU DONE THIS YEAR? 

Take stock of your current marketing activity, what is it costing you in time and money, and what is the effectiveness of your marketing. There are no right or wrong answers to this — your task is simply to collect your thoughts on where you are today with your marketing and advertising so you can determine where you want to go.

You may want to complete this chart yourself or with an employee who is responsible for your marketing activities. Consider sharing it with several other employees who may identify additional ways that you are marketing but don't think of as marketing. Feel free to include other marketing activities that aren't listed below.

OPPORTUNITY TRACKER — UNTAPPED MARKETING OPPORTUNITIES

Create a list of marketing opportunities in your community. Consider these questions to help create your list:

• Are there marketing ideas that you have had but not executed?
• Are there new opportunities and media that you should be taking advantage of?
• What are your competitors doing that you would like to try?

Because it probably isn't likely that you have the time or resources to accomplish everything, rate each marketing opportunity. Weigh one against the other to determine their priority, relative to each other. Consider all elements such as approximate cost, time investment, target audiences, reach into the community, and so forth.