Going through my inbox today, I noticed ads from Tumblebeasts in two different newsletters, both the Creating Keepsakes NewsFlash and the ScrapJazz News. Karen, owner of Tumblebeasts, probably extended the benefits of her advertising dollar by advertising in both publications at the same time. That may seem counter-intuitive, but hear me out...
Many scrapbookers are just like me -- they subscribe to multiple newsletters and magazines. They scan through the newsletter content, and notice the ads. They open another e-newsletter, scan through it, and see a similar ad for the same company. Their subconscious brain registers the previous mention, and all of a sudden it seems like, "Man! That company is EVERYWHERE!" Even if it's really only two or three places.
Often as we scan, we may not make note of a specific ad (or article or review), but our brains process it just the same. Our brains zero in on similiarities, trying to sort images and concepts into similar categories, so it all makes sense. It's kind of like when you learn a new vocabulary word, and then hear or see it in three different places in the same week. That's because now your brain is more attuned to notice it.
Manufacturers and business owners can make use of this brain process by planning their advertising placement accordingly. Like Karen's Tumblebeasts ads "aired" in two different newsletters that were sent to subscribers on the same day. She could have furthered her branding reach by sending out her own newsletter today as well, or perhaps by arranging to release a guest posting on a scrapbooking blog.
Another way to extend reach -- if you know when an interview with you will appear in a magazine, newsletter, or podcast, arrange for ads to appear in other forms of media around the same time. All of a sudden, it seems like you're "everywhere"!
I received a number of comments just like this shortly after my Virtual Book Tour for The Book of Us. Over the course of two weeks, I 'appeared' at 15 different websites, offering challenges, scrapbooking tips, and doing Q&A sessions. Most scrapbookers don't visit all 15 of those sites, but they probably visit several of them. So over that two week period, in their minds, I was "everywhere"!
I received an email recently with that comment, because the person had seen scrapbook marketing articles I had written in both Craftrends and Scrapbook Premiere. Two places doesn't really qualify as "everywhere", but it's all about how people perceive it.
As busy trying-to-do-it-all business owners, we know how hard it is to try to do everything and be everywhere at once. So wouldn't it be nice if we could work it so at least customers *think* we're "everywhere" at once?
Think about how you can work that idea into your own marketing efforts, and put those plans into motions. Then report back here with your results!
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