Washington, DC is an unusual media market.
In addition to homeowners and hobbyists, our local audience includes:
- 435 Members of Congress
- 100 United States Senators
- Hundreds NSA and CIA Operatives
- Way Too Many Lawyers, Lobbyists, & Influencers
- Thousands of Military Officers and DoD Executives
- And Lots and Lots of Buyers for Military Branches and Federal Agencies
That’s why, when driving home from work, you’re likely to hear an ad from Lockheed Martin for the F-35 Joint Strike Fighter on News Radio, WTOP.
Click this link or the video above to see the F-35 Joint Strike Fighter on YouTube
The Problem with Radio Advertising
WTOP is the most profitable radio station in town. They have an incredible format that switches back-and-forth from news to ads so seamlessly that you often can’t tell which is which. And, since all of their revenue comes from advertising, they know a little something about targeting audiences.
The problem is that, in addition to reaching many of the high-value prospects listed above, Lockheed Martin’s ad pitching fighter jets is also reaching tens of thousands of listeners who have no influence whatsoever on military purchase decisions. Multibillion-dollar companies can afford to do that. Most of the government contractors I meet cannot.
Digital Media Positioning Solves That Problem
But, what if you could get people to raise their digital hands and say, “I’m qualified and I’m interested!” and then only show your ads to them? Not only would your message be reaching a more responsive audience, you’d also save a lot of money because you’re not paying to speak to thousands of people who will never buy from you.
Website Visitors
For example, with Connected TV advertising, you can show your ads only to people who have visited your website, and only when they’re watching their big ole flat screen TV in the comfort of their living room or bedroom. Or just on their phone. Or both.
Previous Ad Watchers
How about the ability to immediately show display ads (no video, just text and graphics) on websites across the Internet, only to people who just saw your TV ad?
Email List
You can also upload your email list to LinkedIn, YouTube, Facebook, or a number of other platforms, and only show your video ads to people who already know who you are.
Blow Past Firewalls and Gatekeepers
You say your Federal buyers aren’t allowed to check their personal email, watch videos, or visit certain websites at work? No problem! Just send them a Quarterly Video Update or Video Capabilities Statement in the form of a Video Brochure, via FedEx or USPS.
Not only is the physical package personally addressed and hand-delivered to them, your video message can call them by name the instant they open the cover! How’s that for targeting? More on this powerful sales tool in a future email.
It’s All About The Targeting
My point is that we have access to client-targeting tools today that have never before been available. And, if you’re not taking advantage of them, you are missing a huge opportunity while falling behind your competitors.
Any Questions?
If you’d like to learn more, click this link to schedule a video call. You’ll be surprised how much you’ll learn in just 15 minutes – at no charge!
Frank Felker
703-982-0984
Focus on identifying your target audience, and then communicate an authentic message that they want and need.
Kim Garst | Marketing Strategist
