We knew you were excited to hear more! Here is the continuation of Ron’s tips for avoiding dental media mistakes. To see the 1st mistake, simply scroll down to the post on July 13th.
TV/Radio Mistake #2 Listening to the ad reps: I’ve never met a TV or radio ad rep that hasn’t believed your success in their media is directly dependent on spending more money with them. This isn’t completely an inaccurate belief, if you know when and where to buy. If you follow the advice of the rep, they’ll have you buying everything.
With TV you have the option of local broadcast and/or cable. With the exception of terrestrial radio, all radio is local. I recommend that your first attempt in broadcast advertising be on the radio. Your money will go farther on radio than TV. Plus, you have fewer options to broadcast on. Local radio will be more effective for you (a local dentist) than TV initially. That doesn’t mean you don’t also do TV, but after you test messages. In both radio and TV, you will get a higher response from your media buy when you buy more frequency. The cable TV ad rep’s idea of frequency is putting you on as many networks as you’re willing to buy, but that’s a mistake… one I don’t have enough time here to discuss (but will at the next NPE in August).
There are very specific criteria to follow in buying media for maximum frequency. For example, there are engaged and non-engaged times on both radio and television. I think of it this way. It has more to do with the viewer/listener than it does with the broadcast. Non-engage time is when the broadcast is ‘white noise’ to the viewer/listener. They’re physically tuned into the broadcast, but not mentally. They see and hear the programming and commercials, but their mind is not focused on them. Engaged time is ‘me’ time. It’s when the viewer/listener is physically and mentally tuned in. Buy the see, hear and comprehend time of the programming and it’s advertising.
You will never hear ad reps talk about this because they make less money in commissions during the ‘me’ times than they do during the ‘white noise’ times. The key is knowing when and where to buy ad time. There are specific days that will produce better response and there are times during those days that produce higher response.
It’s actually quite simple to figure out. The key is knowing the math. The formula is:
Target prospect + right message + Day(s) + Day part + frequency = maximum qualified response. And that leads me to the 3rd mistake.
(to be continued…) Keep an eye out for the continuation of Ron’s tips in our next blog post on Wednesday, July 19th.
Ready to hear more from Ron? Register for the August New Patient Extravaganza to hear Ron discuss that the 4th major mistake is in the message. He’ll share examples of both effective and ineffective advertising messages. In addition to radio and TV advertising, he’ll also be sharing 4 other media opportunities you’re either not using or not leveraging well. For example, free publicity from philanthropic activities. Are you making money directly from this kind of work or are you happy with only the warm and fuzzy feeling you get from doing it. You’ll be surprised to find out the kind of money you could be doing from the free or fundraising activities. Dentistry you do than the stuff you’re trying to sell in your advertising and marketing. Go to http://jerryjonesdirect.com/new-patient-extravaganza to register for the August Jerry Jones NPE.
Ron Sheetz is the founder of RJ Media Magic, Inc. Ron has made himself an absolute authority in media marketing for dentists across the country. He has become an expert in the application of television communication with more than 3 decades of experience. His unique, innovative and proprietary marketing strategies are revolutionizing how dentists are now able to position and differentiate themselves from other dentists, group practices and the mega-corporate practices popping up in every town across the land. Ron’s strategies are leveling the playing field for the patient-centric dental practice, tipping the advantage back to the practices on a modus operandi of taking care of patients first. Ron has the distinctive ability to take a very specific asset every practice possesses, but under utilizes, and transform it into a powerful marketing and advertising advantage.