Need fresh thinking?
Help is a few keystrokes away.
This article is a brief abstract of our exclusive study that takes the guesswork
out of personal care advertising and marketing.
Every day, the typical city dweller is exposed to 5,000 advertisements and brand exposures. From televisions to the mailbox, we view more marketing messages than ever before. Smartphones, radio, social media and more compete for our attention.
There are so many media choices that businesses are often challenged with deciding among them. Does a billboard make sense? How about a large poster on the side of a bus? For the many personal care businesses that often reside in neighborhood strip malls, it can sometimes be difficult to make reasoned media-buying decisions.
Wouldn’t it be great to know what ad messages consumers prefer and the media they favor for personal care messages? Wonder no longer. LAVIDGE and Mosaic Multicultural recently fielded a comprehensive consumer survey of consumers throughout the Southwest. Here’s a brief media insight from the resulting report.
When rumors of his own death reached Mark Twain, he famously wrote that the report of his death was an exaggeration. The often-declared demise of television is hyperbole, as well.
Without equivocation, survey respondents selected TV as the best way for a personal care company to advertise or market to them. This isn’t just a preference; it’s a mandate. More than 80% chose television in their top five preferred media, more than 20% ahead of the next most popular media. But we knew that already. Nielsen says:
Television is so ubiquitous that it would have been a shocker if it hadn’t led the pack. But direct mail finishing second is impressive. At 62%, direct mail seems poised for a resurgence. That makes sense for service-oriented personal care companies that rely upon repeat business, loyalty programs, special offers and coupons. The Data & Marketing Association reports that direct mail frequently outperforms digital channels, with a house-list response rate of 3.7% and 1% for a prospect list.
The Money Mailer and Valpak envelopes that arrive in our home mailbox are packed with coupons from personal care businesses, including recent promotions for Nutrisystem, SportClips, Sculptitude, Celebrity Tanning and Proactiv. The online and app versions also offer printable coupons from Fantastic Sams, Supercuts, Hand & Stone and dozens more.
Internet advertising that appears on home computers is the third most favored media (51%). This contrasts with the few people (19%) who expressed a preference for mobile advertising.
Finally, here’s another reason to feel sorry for phone sales workers who suffer repeated hang-ups—respondents ranked telemarketing dead last at a miniscule 8%.
This article is a brief abstract of our exclusive and authoritative study that takes the guesswork out of personal care advertising and marketing. Rather than speculating about what will drive consumers to action, we've asked them.
Help is a few keystrokes away.