There are a number of "rules" in advertising. Some of the rules are good, others not so good. Some are meant to be followed and others can be "broken." Some rules are new, and others may seem outdated. But like Gandalf said in The Fellowship of the Ring, there is “One ring to rule them all,” and there is one rule that rules all advertising. In advertising, the number one rule is:
Location! Location! Location!
Yes, advertising, not real estate, although, I’m told that’s their number one rule as well.
In advertising, location is the pinnacle rule. The point of advertising is to communicate with your audience to perform, persuade, or remind and ultimately to sell them on your product or idea. You could spend tons of money on a flashy, Super Bowl worthy advertisement but if that advertisement is not seen or heard by your target audience then what was the point of the advertisement to begin with? If you are not communicating where your audience is listening, then it doesn’t matter what you are saying at all.
Location in advertising not only refers to the physical location of your advertisements, but it also broadly refers to the channels you use to convey your message to your target audience. These channels refer to both the traditional forms of advertising like broadcast TV, print, radio, and out of home as well as non-traditional forms of advertising like digital advertising on social media sites and streaming as well as SEO and paid search. Location can be described as the vehicle to transport your advertising message to your target customer.
The first step to accomplish rule number one, is to know your audience. You must understand who they are and how they consume media.
It’s important to know who your audience is. Basic demographic information like gender, age, and geo-location will help determine the location your advertisement needs to be placed. Demographic segmentation allows you to target relevant customers and avoid wasting marketing and advertising funds on people who simply won't be interested in your product. For example, at the very basic level, if your target audience lives and plays in the suburbs, an advertisement located on inner-city bus shelters is not a good use of your advertising budget.
On a more finite level, demographic information can be refined to include lifestyle characteristics. For example, are they sports enthusiasts or do they prefer home & garden hobbies? These details can help improve your advertising delivery choices.
Once you determine who your target audience is, knowing how they consume media and where they do it is key. Knowing where your audience prefers to be entertained and informed helps determine whether you should spend your advertising dollars on traditional or non-traditional channels. Does your audience get their news, weather, and traffic reports from the local broadcast TV station or are they cord-cutters who obtain this information from websites and apps? If, for example, your target audience works from home, the best use of your advertising budget is not rush-hour radio advertising.
A good media planning agency will thoroughly research your target customers to ensure a combination of the best media channels in each geographic market are used to reach your target audience where and when they are ready to receive your message. Don’t be surprised to find out that the best vehicle to deliver your message will change based on market location, time of the year, and campaign goals. A3 Media takes all of these variables into consideration when developing your media plan. A3 Media specializes in delivering your message to the consumer in the right location at the right time to maximize your message’s effectiveness.
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