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The Marketing Mix

How do the world's most successful businesses advertise? And why should you care?

The most successful companies use a variety of advertising techniques to reach their target audience and promote their products or services. Some common advertising techniques used by successful companies include:

  1. Paid advertising: This includes techniques such as television commercials, radio ads, and online ads (e.g., display ads, search ads, social media ads). Paid advertising allows companies to reach a specific audience and target specific demographics. Think of GEICO and their radio and TV ads. Target and their retargeting ads. Anheuser-Busch and their OTT/CTV, television, radio, print, billboard ads.

  2. Content marketing: This involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Content marketing can include blog posts, videos, infographics, and other forms of digital media.

  3. Influencer marketing: This involves partnering with influencers (individuals with a large following on social media or other platforms) to promote a company's products or services. Influencer marketing can be effective at reaching a specific audience and increasing brand awareness.

  4. Public relations: This involves managing a company's reputation and building relationships with the media, customers, and other stakeholders. Public relations can include press releases, media relations, and event planning.

  5. Social media marketing: This involves using social media platforms to promote a company's products or services and engage with customers. Social media marketing can include creating and sharing content, running social media ads, and engaging with followers.

These companies often use a combination of the above advertising techniques to reach their target audience and promote their products or services. They will continually test and measure the effectiveness of different advertising techniques and adjust strategies as needed.

Most importantly, they have the resources to utilize not only the most effective modes of advertising, but also multiple of them simultaneously. This is a luxury a small business does not have.

So why am I writing this?

Because it's important to see what the 'big guys' do then apply those successes, that they spend the money experimenting on, to your own small business.

For example Federated Media invested in a digital interface where you can have one of their radio station's at your finger tips. Create your own playlists. Listen to whatever song the station plays. Sounds pretty great, right? Your favorite radio station on demand! Except Spotify, Apple, Pandora, and more already do that and when people are listening 'on-demand' they tend to not care about the local aspect a radio station bring to the experience. So a smaller organization, like Big Rapids Media, decided not to do this. Thanks Federated for the experiment.

It's also worth applying even the basic concepts on a local level. For example, most businesses can't afford to put their logo inside Tiger Stadium for an entire season like the Ford Motor Company. But every business can put their logo on the Little League field next to the area's largest elementary school all spring, summer, and fall for $250 total.

Finally, in smaller markets realize the cost of local mass media and digital advertising is most likely not what you think, but you also get what you pay for. Not all radio stations are created equal, and not all media outlets reach the same amount of people.

For example, the Big Rapids Media Network is always offering 'package deals' for airtime like WBRN's Detroit Tiger Baseball Sponsorships and Reed City High School Football. These packages have live and recorded mentions along with commercials in and out of the games making them a full mix of name recognition and branding through commercial messaging, all in one. They also offer a Fire Sale that gives small businesses, even those with small advertising budgets, the opportunity to be on multiple radio stations for the price of 1. For businesses with no advertising budgets, they can participate in the Big Country Auction.

Additionally, Big Rapids Digital has digital advertising approaches that cost as little as $150 a month to target your competitors geo-locations. They can create websites for under $1000 and design graphics for no charge.

Being a business owner in a small market has it's challenges, but it also has it's perks. Such as affordability.

 

For more info on Big Rapids Media and Big Rapids Digital, contact JT Scarpelli at Big Rapids Media: scarp@bigrapidsmedia.com

Weather

Local High School Schedule & Scores

CSAA Baseball

MONDAY - 5/13

Reed City 0 @ Big Rapids 3

Reed City 3 @ Big Rapids 16 (5inn)

Lakeview 4 @ C Montcalm 14 (6inn)

Lakeview 4 @ C Montcalm 9

Tri County 5 @ Fremont 1

Tri County 8 @ Fremont 5 (6inn)

TUESDAY - 5/14

Chippewa Hills 5 @ Grant 4

Chippewa Hills 1 @ Grant 2

C Montcalm 7 @ Kent City 6

C Montcalm 12 @ Kent City 2

Big Rapids 13 @ Lakeview 1

Big Rapids 14 @ Lakeview 1 (5inn)

White Cloud 1 @ Morley Stanwood 2

White Cloud 11 @ Morley Stanwood 2

Tri County 1 @ Newaygo 3

Tri County 3 @ Newaygo 4

WEDNESDAY - 5/15

C Montcalm 4 @ Carson City 5

C Montcalm 24 @ Carson City 8 (5inn)

Manistee 3 @ Reed City 4 (6inn)

Manistee 12 @ Reed City 12 (5inn)

FRIDAY - 5/17

Big Rapids 0 @ Byron Center 4

Big Rapids 1 @ Byron Center 3

Kent City 6 @ E Jordan 3

Mancelona 3 @ Kent City 0

Lakeview 3 @ Grant 8

Lakeview 1 @ Grant 13 (5inn)

Ravenna 8 @ Newaygo 15

Ravenna 1 @ Newaygo 2

Morley Stanwood 2 @ Chip Hills 10

Morley Stanwood 2 @ Chip Hills 10

Tri County 6 @ White Cloud 8

Tri County 8 @ White Cloud 3

SATURDAY - 5/18

Inland Lakes 4 @ Big Rapids 7

Big Rapids 1 @ Beal City 11

Fremont 4 @ White Cloud 1

Fremont 5 @ Newaygo 10 (6inn)

Hesperia 2 @ Grant 12 (6inn)

Grant 2 @ Newaygo 1

Clare 22 @ Reed City 2 (4inn)

Ludington 13 @ Reed City 1

******************************************

CSAA Softball

MONDAY - 5/13

Reed City 8 @ Big Rapids 10

Reed City 0 @ Big Rapids 9

Lakeview 0 @ C Montcalm 10 (5inn)

Lakeview 1 @ C Montcalm 1 (6inn)

TUESDAY - 5/14

Chip Hills 9 @ Grant 14

Chip Hills 9 @ Grant 10

C Montcalm 7 @ Kent City 6

C Montcalm 12 @ Kent City 2

Big Rapids 14 @ Lakeview 1 (6inn)

Big Rapids 16 @ Lakeview 0 (5inn)

WEDNESDAY - 5/15

C Montcalm 0 @ Sacred Heart 15 (5inn)

C Montcalm 1 @ Sacred Heart 8

THURSDAY - 5/16

Cadillac 0 @ Reed City 19 (3inn)

Cadillac 0 @ Reed City 11 (5inn)

FRIDAY - 5/17

Lakeview 0 @ N Branch 10 (6inn)

SATURDAY - 5/18

Big Rapids 2 @ Dakota 12

Big Rapids 4 @ Oakridge 5

Big Rapids 9 @ Canton 4

Grant 2 @ Newaygo 1

Holton 1 @ Reed City 1

Ludington 0 @ Reed City 7

SUNDAY - 5/19

Big Rapids 14 @ Milan 2

CSAA Softball Standings

1.) Big Rapids: 16-0

2.) Reed City: 16-2

3.) Newaygo: 11-3

4.) Kent City: 9-6

5.) Central Montcalm: 7-5

6.) Grant: 6-8

7.) Morley Stanwood: 4-7

8.) White Cloud: 3-11

9.) Lakeview: 2-12

10.) Chip Hills: 0-10

11.) Tri County: 0-10

(from available data)

CSAA Baseball Standings

1) Big Rapids: 17-1 | +172 -42 (+130)

2) Chippewa Hills: 11-5 | +91 -57 (+34)

3) Grant: 12-6 | 107 -57 (+50)

4) Newaygo: 12-6 | +104 -65 (+39)

5) Central Montcalm: 10-6 | +109 -71 (+38)

6) Reed City: 11-7 | +125 -81 (+44)

7) White Cloud: 8-10 | +79 -117 (-38)

8) Morley Stanwood: 6-12 | +57 -117 (-60)

9) Kent City: 5-13 | +86 -144 (-58)

10) Tri County: 4-14 | +89 -147 (-58)

11) Lakeview: 0-16 | +60 -181 (-121)

This Week's Poll

What place will the Tigers finish in the AL Central?