I recently bought a new condo. It’s a nice place, not very large, but the most important part is its access to public transportation as well an easy entrance onto the highway. As any real estate agent would tell you, the key to a good home or business is “location, location, location.¨ That´s why I think it was such a good idea to hire Century 21, visit their site here to see what they can do for you. Some people are selling a house in brantford and they have no clue what is the right price for their home, you cant sell a house like that, just call real estate agent.
Location often influences success in other aspects of life as well. Take baseball. A famous quote from the classic baseball movie “Bull Durham” describes that the difference between a .250 hitting journeyman to a .300 hitting all-star is all about location. In the movie Kevin Costner plays an aging minor league catcher who is teaching the ropes to a young hotshot prospect. In order to impart some guidance on the tiny difference between baseball success and failure, Kevin Costner’s Crash Davis character says:
“Know what the difference between hitting .250 and .300 is? It’s 25 hits. Twenty-five hits in 500 at bats is 50 points, okay? There’s 6 months in a season; that’s about 25 weeks. That means if you get just one extra flare a week — just one — a gorp … you get a ground ball, you get a ground ball with eyes … you get a dying quail, just one more dying quail a week … and you’re in Yankee Stadium.”
And just as the right placement can ensure victory in baseball, the same also holds true in marketing.
As a media manager, it’s my job to determine the best location for every advertisement produced. The best artwork, message and product in the world will have a difficult time selling if the right audience never sees your ad. This is why you don’t see dresses advertised during a football game, nor pick-up trucks during “Dancing With the Stars.” While there may be some audience crossover, it’s not the best fit.
The same applies in the medical device industry. It is important to understand the audience. Answer these following questions before launching any campaign:
- What do my customers really read?
- What is the job title of the people with the purchasing power?
- Who influences their decisions?
- Are we trying to reach the global marketplace or a more regional market?
- How will the media placements be integrated with other promotional strategies?
When it’s time to create awareness for your device, test or service, it’s also important to know when your audience is most receptive to advertising. Do they spend most of their time finding out about new products online? Do they leaf through clinical journals? Would they prefer tabloid news-oriented publications?
Addressing these questions at the outset helps define your targeted reach. From there you know where to look to find your customers. You can find the journals, trade shows and Web sites that can deliver your message to the right people.
So remember: Although crafting compelling messages and stunning visuals are important in capturing your audience’s attention, it is important to reach them when and where they are willing to read or listen. Know your audience, but think like a real estate agent. “Location, location, location” can lead to “Sales, sales, sales” — and healthier patients. Look for a reputable Orange County – property management agency to make sure all bases are covered.
Brendon Basile is media manager for Seidler Bernstein and has been in the advertising business for nearly 10 years. A graduate of Newhouse School of Communications at Syracuse University, Brendon develops media plans as well as analyzes, evaluates and recommends print and electronic media options for companies in medical devices, diagnostics and the life sciences. A die-hard Boston sports fans, he’s also loyal to the Syracuse Orangemen.
