Traps to avoid with media planning and buying media

It turns out radar traps can teach us a valuable lesson about media planning and buying.

If you drive a decent amount, you’re probably aware of the common radar traps in your area.

Why would law enforcement continue to do radar from those specific spots if people are familiar with them?

It has as much to do with long-term memory as it does with writing tickets. If police didn’t do radar multiple times in that location, we would never commit that spot to long-term memory.

But the desired outcome isn’t just to write a bunch of tickets; it is to get traffic to slow down.

Imagine you’re the Commissioner and you want to slow traffic down.

You have a limited amount of patrol hours (budget) that you can spend on radar.

What do you do?

Slow Traffic Down via Impressions

GRP

Slow Traffic Down via Frequency

Frequency radar

Both of the strategies above will work to slow traffic down the day the cop is there.

However, the strategy that is focused on frequency will do a better job of getting people to slow down even when a cop isn’t doing radar that day.

That’s because, as drivers, we tend to commit “radar traps” to long-term memory due to the frequency that cops are posted there.

Your advertising works in a similar manner. If you try to reach too many people, it will be hard to achieve the frequency required to get your message into long-term memory.

You want your message to be heard three times a week (every week) by the average listener. This is because sleep erases advertising; however, frequency is your ally in getting your message to stick.

The thing about radar traps is that they are highly relevant.

Therefore, they grab our attention easily.

Your advertising isn’t nearly as relevant to the average listener.

In the video below, we show how you can hammer your message home by focusing your advertising budget on frequency instead of solely on impressions.

If you focus on impressions when buying media, then you’re not hammering your message home. Instead, focus on achieving a minimum weekly frequency of three.

That means the average listener is going to hear your message at least three times each and every week.

Frequency is a tool you can use to outpace sleep and land your brand message in long-term memory.

[thrive_leads id=’7399′][/vc_column_text][vc_column_text]This is part 5 of a 5 part series on marketing your business. Feel free to click any of the links below to catch up on past lessons.

  1. Field of Dreams Fallacy
  2. Avocado Relationship Theory
  3. Your brain watching the Extra Gum commercial
  4. The Kool-Aid Travesty
  5. Hammer your message home