Or how to reach your advertising response rate goal which is surely needed.
The old time boarding house of the early 1900’s introduced something called “the boarding-house reach”– the distance you could stretch your arm across the dinner table to grab a slice of fresh bread or the butter without asking any of the strangers at the table to pass it to you.
To have a good reach meant that you could pick up just about anything on the table with considerable finesse and anonymity.
Funny thing, reach has a variety of meanings. Like, to reach a contact with or communicating with an old friend or customer. Or, the rental property we stayed in on our vacation last summer, reached the shore.
If you are in sales, to aggregate or amount to as, “Benny’s sales reached over a million dollars for the third year in a row.
Or in sports, “the field goal kicker for the Chicago Bears, kick reached the cross bar and cleared it by inches, reaching their first victory of the year.
The word reach is constantly knocked around about a hit or miss of a marketing goal.
In marketing, people think about the reach of their advertising message, on about how far they can go, too. Marketing and advertising people think in quantitative term of distance and numbers.
Reach, however, has as much to do with going to the right place as it does with going to distant places. And so, the lesson for direct and digital marketing isn’t really how far you go, but where you go.
When you target wisely, you are defining reach in terms of the right place – getting your message into the hands of those customers who are likely to make a purchase.
How long before the message reaches the target?
Simply, targeting may be geographic. Targeting may have to do with income, lifestyles, previous purchasing history, and so on.
The goal is to determine the right direction, and then see how far that will take you and your team.
Developing a good reach begins with profiling, with analyzing your existing customers to pinpoint those economic and lifestyle factors that are associated with your best customers.
Sharpening your reach requires commitment, practice, experimentation and on-going testing. The more data management you have with marketing, advertising and customer profiles is just the beginning. If you are not using analytics to find how and why customers react to your advertising message, you’d better start now.
Like shooting an arrow from a bow, the more you and your team practice, the better your aim – in terms of both accuracy, distance and starting to know how your customers will react to your marketing communications.
If there are any questions, “Reach out, I’ll be there,” to answer your questions.
Learning and Coaching – It’s what I do.
Want to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?
I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this marketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!
We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. Check it out today!
Thanks for reading. I hope to see you on a journey.
Mike Deuerling. aka: MarketingDoc
At times, some of the smallest changes in your small biz marketing, have the greatest impact. New year, new lower mcg-eVal rates.
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