Discovering where to advertise is not only one of the most crucial steps in making any ad campaign successful, it is also the easiest.
Our Call 100 Strategy is so easy and precise: All you have to do is call 100 prospects and ask them this simple question:
?If you were looking to buy [name of product or service], where and how would you start the buying process??
Getting Started
Step one: The list of typical prospects.
In this step, you will need to collect a list of at least 100 of your typical prospect. As you know, typical prospects are the consumers that perfectly fit your target market.
You must gather the following information for each and every prospect: Full name, phone number, and title. We strongly advise you to use our Call 100 Template. Click here to download our Call 100 Template.
Step two: The mediums.
Have the following list of marketing mediums ready so that when your typical prospects answer your question, all you?ll need to do is place a check mark beside their answer.
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Television
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Radio
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Yellow Pages
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Internet/Online
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Magazine-National
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Magazine ? Local
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Direct Mail
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Local Newspaper
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Industry Publication
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etc.
Step three: The 100 calls.
Start calling the names on your list and use the following script:
Hello, my name is [your name] and I am the Marketing Officer for a company called [name of firm]. I am currently conducting a one question survey in order to find out exactly where we should be advertising.
All I need from you is to answer this simple question: ?If you were looking to buy [name of product or service], where and how would you start the buying process??
You must keep track of all their answers since the results will tell you exactly where you should be advertising. Use our template to guide you though this process.
Step four: The Results.
After calling your prospects and recording their answers, it is now time to analyse the results.
Start counting the number of check marks under each medium and this will tell you exactly where you should start advertising.
For example, if your results look like the answers below, you'll want to spend most of your advertising budget on the Yellow Pages and on the Internet.
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Television: 2%, Radio: 2%, Yellow Pages: 65%, Internet: 30%, National Magazine: 1%, Other: 0%
Step five: Start Advertising. With Confidence.
Good luck with your ad campaign and do not hesitate to call one of our consultants for a a more in depth analysis. You can reach us at
613-282-3991.
Chris Jaja
VP Marketing/Project Manager
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