3 Tips for Using Multiple Messages in Your Local Media Campaign

local media strategy

Don’t confuse your customers by running too many messages at the same time.

Many advertisers have the desire to run multiple messages in their advertising campaigns.  In an attempt to let potential customers know about ALL the benefits of their products or services, they inadvertently water down their message and confuse their customers.

Don’t let your desire to get the word out about your product or service cloud your judgment, when it comes to how many messages you have running at one time.

Here are 3 factors you should carefully consider when planning your message:

1. Focus

Even though you might offer a wide range of products and services, it is important to focus your message on one or two of them at a time.

For example, you might want your customers to know about an important product you offer. But, instead of focusing your advertising on that product, you run a multitude of messages about a variety of other products.  Suddenly your customers don’t have enough information about any one product to make a purchasing decision.

By focusing your advertising on a minimum number of products or services, you are giving your customers all the information they need to make a decision about purchasing that product or service.

 2. Consistency

Another factor to consider is how consistent you are with the timing of your messages.  Remember, people learn by repetition, so it is important for them to hear the message on a consistent basis, so they will be more likely to respond to it.

Constantly switching out messages, and never repeating the same message twice, causes customers to forget your message each time a new message is added to the mix.

Consistency is also important when providing product information.  By being consistent with both the timing and content of your messages, you can be assured your customers have a clear picture of what you are offering.

3. Impact

And finally, make sure you are running each of your messages at impactful levels, so your message isn’t watered down with advertising clutter.  Consider how many people you are reaching with your message, and the number of times you are reaching them, when determining whether or not to add a second message.

In media terms, it is important for your primary message to achieve your reach and frequency goals PRIOR to adding a secondary message.

By considering these three factors, you will be less likely to confuse your customers with multiple messages during your next local media campaign.

Linda Thomas

About Linda Thomas

Linda is the Director of Media Services at Sheehy+Associates, a regional advertising, marketing and media agency. With over 25 years in the industry, there isn¹t much she hasn¹t seen or done with regard to media planning and placement on a local, regional or national level.

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