March 1, 2010

That's why they call it MASS MEDIA!

The Leffler Agency is now in its 27th year of business. The most puzzling task we still have is the explanation to folks who advertise that there is a need for mass communication in order to get a response. This now includes social media, which can spread like wildfire in a targeted sense to massive numbers of high-interest potential consumers.

Too many marketing representatives in the sports industry think that advertising on one seemingly high-interest website or on one targeted medium will rock the registers. The problem is that each website and each social media output is a media outlet. Potential spend customers spend far less time on any one media outlet than they used to because their options are so numerous.

We used to be able to fairly accurately predict ad consumption habits because of there were a finite number of outlets. Now with infinite outlets, we must match the most likely sites and social media opportunities in network fashion with the standard media, which is less consumed, BUT nevertheless still consumed. The end product is still a presentation of MASS MEDIA; however, and not a dusting of a few media products.

For sports marketing professionals to hit big results, you have to reach big numbers of people.