Coffee News South Africa

When you prepare for a fishing expedition you’ll select the net according to the size of the fish you plan to catch. But why then do traditional advertisers drop any sized net into the water.

Let’s look at the traditional advertising cycle and see how it relates to a fishing net.

The traditional-advertising cycle used by most small businesses follow the same cycle. Basically they pay for an advert without thinking about the mentality of their potential customer.

Today I will discuss the traditional advertising cycle and then, in a follow up post, I will look at a multi-step-marketing cycle as an alternative to the outdated traditional advertising cycle.

Diagram: You get 10 000 people called the target population, only a 1000 read the advertisement, 100 like what you have advertised and become a wanter. Only 10 decide to buy but when it get’s to taking out the money only one have the guts to actually to take out the purse and pay for it. Every time during these stages the potential client is returned to the target population. Never is there a place were relationships are cultivated. In the next post I will look at the cultivation cycle then I will just focus on the cultivation cycle.

I believe that traditional small-business advertisers make a fundamental mistake because they assume there’s only three (to four) advertising stages.

Let’s consider the traditional advertising stages:

1. Out there is a mass of people (population) and some of them (target population) may be interested in the product being advertised. Let’s assume that only 10% of the target population see the advert. (The other skip the ad because it was not well structured to draw them in).
2. Then we get the wanters; those who read the advertisement. They want the product. They may not want it today but they want it. This stage is over looked by traditional advertisers. These wanters may want to buy today, others may want what is advertised but may not have the money today or need some time before they spend the money. Other wanters are at this moment gathering info on your product. Traditional small business advertisers ignored this stage and allow these people to become part of the general population again.
3. A small percentage of the ‘wanters’ will take out their purse and buy what’s on offer and then they become a ‘payer’. They give you money. The other may not yet trust the offer and become a expensive non-entity.
4. I have also included a stage that I call “Post Payer.” This stage is also not considered during traditional marketing. It’s included here to show you that in traditional advertising the ‘post payer’ also becomes part of the general population.

Every time traditional business people advertise using this model they recreate the fishing experience.

They spend expensive money to attract the same people over and over again. They attract people that they are willing drop through the holes again. These holes allow potential paying clients, who read their ad, to get away. It’s like putting bait out and hoping to catch many fishes with a large eyed net.

Our initial net was caste to 10 000 people but we only caught one. This gives the advertiser 0.01% success.

When you plan on catching fish with the correct net and various cultivating tanks you will be able to increase your success rate by 1000 times.

Well, maybe only a 100 times.

But I will take a 100 times anytime.

Because:

Let’s assume you are small business person advertising;

• You have an advertising budget of 1000 per month
• You measure your response and get a 100 new clients every month
• Then for the same amount you’ll get 1000 new clients with the new marketing proposal.

Do you agree?

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