Narrowcasting vs. Broadcasting

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					    EDITOR’S NOT E

            Narrowcasting vs.                                                                                          Editor & Publisher      Patrick L. O’Toole, ext. 2712

                                                                                                                         Managing Editor       Jon Minnick, ext. 1651
                                                                                                                             Senior Editor     Kenneth W. Betz, ext. 2724
                                                                                                                         Group Publisher       Tim Campbell
                                                         By Pa t r i c k O ’ To o l e                                                

                                                                                                                     Contributing Writers      Rob Fanjoy
                                                                                                                                               Harry Spaulding

                his spring, I spent a lot of time at local trade show events, Pro Expos, in 15 different cit-

         T      ies, presenting “20 Proven Ways to Boost Your Marketing in 2010.” Boiled down from
                over 600 marketing ideas, these 20 tips seemed to click with the groups who sat in on
                                                                                                                               Columnists      Nancy Chillag, Legal
                                                                                                                                               Gary Katz
                                                                                                                                               David Lupberger
        these presentations.                                                                                                                   Michael Menn, AIA, CGR, CAPS
            Many of the “20 Ways” focused on the importance of having a good Web site and devel-                                               John D. Wagner, Green
        oping methods for capturing demographic data about potential customers on your Web sites                                               Mike Weiss, CGR, CAPS, GMB
        in order to fill your marketing funnel. (Please send me an e-mail and I would be happy to
        send you a copy of our presentation.) Now, a few weeks removed from those presentations, an                           Art Director     Tracy Hegg
        over-arching theme seems to have emerged in my mind: The more targeted your message is                        Production Director      Steve Swick
                                                                                                                  Audience Develop. Mgr        Dawn Gundlach
        to a specific group of prospects with a specific offer, the better your marketing results will be.
                                                                                                                  Production Services Rep      Kathleen Weaver
        This seems logical but you would be surprised how many remodelers spend their hard-won
                                                                                                                        Admin. Assistant       Heidi Riedl
        marketing resources to broadcast generic marketing messages to a broad local or regional audi-
        ence even though they are not set up to service all of the eyeballs and viewers they are paying
        to reach. Yes, many very large remodeling firms and home improvement companies thrive on                                               1233 Janesville Ave.
                                                                                                                                               Fort Atkinson, WI 53538-0803
                                           broadcast messages, but the vast majority of small, quality-                                        (800) 547-7377
                                           focused remodeling firms need to think about reaching very
                                           targeted groups of qualified prospects.                                        Chief Executive
The more targeted                               A year ago in Richmond, Va., I met a remodeler who epito-
Description: A year ago in Richmond, Va., I met a remodeler who epitomized the right way to narrowcast a specific offer to a qualified group of prospects, specifically people who own waterfront property. Let's all agree that people who own waterfront property generally fit the income requirements of those who typically hire a qualified remodeler. Tb hit these people right between the eyes, this full-service remodeler touts his ability to build and repair boat docks. This is tough work to do.
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