Communication – It Needs To Come In Different Forms

I had a great discussion today with a media salesman about the different forms of communication available to promote your products. He told me that the company he works for offers different forms of advertising and that the subscriber list for each of the different forms has very little crossover (less than 15%). Their company offers hard copy magazines, an online magazine, e-mail newsletters, white papers, and videos.

We talked about why there were so many different options. I thought about books and the fact that I love to read and usually read several books a week. I have a friend who also loves books, but never reads them. He only purchases audio books and loves to listen to a good book. A relative of mine loves movies and can recite lines from books that were made into movies. We all love a good story, but our methodology for acquiring the story is coming from three different forms of communication, reading, hearing or watching. So when you start to plan your advertising campaign, make sure to include several different forms of media. You don’t want to miss out on a whole potential audience because you think you are duplicating your efforts needlessly. Remember the less than 15% crossover in media subscribers. For every type of media you don’t include, you are missing 85% of that audience entirely.

The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading packaging machinery manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at www.neminc.com.