Back in 1984, the Wendy’s hamburger franchise launched the first of its soon to be hugely popular “where’s the beef?” commercials.
If you remember, it featured a diminutive, white-haired grandmother who would screech out this line either when the narrator was highlighting one of the competitor’s “inferior” offerings, or in later commercials, as she drove around to various competitors’ take out windows.
It wasn’t long before the line, “where’s the beef?”, was well entrenched in popular culture, used in reference to anything that was sub standard or not up to par.
Today, “where’s the beef?” could well be applied to traditional advertising.
Print, radio, and T.V. – these mediums are incredibly expensive and growing more so every day. With the current economic malaise and lack of consumer confidence, small business owners can simply not afford to risk dwindling amounts of capital on advertising strategies that may or may not deliver a return on investment (ROI).
The biggest problem is that much of traditional advertising is largely based on branding, or establishing YOURS as the premier brand, product or service in the prospect’s mind. Branding can be done on a local level, of course – it is not simply restricted to large companies who do national advertising campaigns just keep their brand in the forefront of their customer’s mind (Coca Cola’s Christmas Polar bear advertising is a great example of this).
But branding is expensive no matter what “level” you try to do it at, because your prospect sees/hears/reads hundred’s of advertising messages daily. How many times does s/he need to be exposed to your advertising message before it starts to resonate?
No one knows for sure, but experts estimate 7-13 times.
That means your prospect has to see, hear, or read your ad 7-13 times before it starts making an impact.
How much will that cost?
Now, don’t get me wrong – traditional advertising *can* and *does* work… for certain businesses. If you have a product or service that appeals to a large percentage of the population, then a properly managed traditional advertising campaign can make a difference to your bottom line, despite the expense. Everyone needs clothes and groceries, and everyone at one point or another buys furniture, appliances, and TVs.
But problems arise when…
1) You do not have the financial capital to sustain long term traditional advertising campaigns (consistency with your marketing is the key to success, even with products/services with mass appeal. And that’s very expensive).
2) You have a product or service that does not have broad appeal; instead, it appeals to a niche market. When a large percentage of the people who are exposed to your advertising campaigns are not interested in what you offer, you may as well throw your money down a well.
Despite this, some businesses continue to spend money on traditional advertising because they need more customers, and they simply do not know what else to do.
Happily, there IS an alternative.
Not only is text marketing an incredibly affordable alternative, (as little as a nickel per message), but every penny of your advertising budget is allocated to delivering your marketing message either to existing customers, or to qualified leads who have confirmed their interest by subscribing to your service.
There is absolutely ZERO waste.
You do *not* spend money attempting to place your marketing message in front of people who are not interested in what you have to offer.
You do not pay by “circulation numbers”, number of viewers, listeners, or any other metric that doesn’t mean anything if it doesn’t contribute to your bottom line.
You only pay to deliver your messages to those people who *want* to receive them.
That’s right – the complete opposite of “traditional” advertising.
Accordingly, the Return On Investment yielded from text message marketing campaigns is immense.
So when it comes to traditional advertising for most small to medium sized businesses, one has to ask…
“Where’s the beef?”
Want to learn more about what text message marketing is and how it works? This video will help…