How to stand out in the crowd

In 2013, it is becoming increasingly more difficult to rise above the onslaught of advertising that we are bombarded with on a daily basis. The average consumer is exposed to 3,500 messages daily. How is that possible? Just think about your average day. You wake up in the morning and turn on the radio and hear several messages, you get up and brush your teeth with Colgate, wash your hair with Pantene, and shave with Gillette. You may browse a newspaper and will definitely see billboards on your commute to work. And your day has just started. So how do you stand out. The answer is a combination of reach and frequency coupled with a compelling story and consumer benefit. The debate between reach and frequency is ongoing; however, the key is frequency over reach. Would you rather tell a compelling story to a smaller group of prospects or a short mention of your company to a larger group. Frequency trumps reach. As a matter of fact, larger reach equals a bigger price tag and limits frequency. Unless you are McDonalds or Coca Cola, the affordability factor must be considered. In terms of radio advertising, I would prefer 30 commercials weekly on a radio station with smaller reach than 10 weekly on a station with bigger reach. Consumers have to hear or see a message often enough to elicit a reaction. So when you are selecting media, also consider having a strong presence with less media than a weak presence with more media. For more information, visit my website at

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