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market-farming - Re: [Market-farming] Advertising

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Subject: Market Farming

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  • From: Leigh Hauter <lh AT pressroom.com>
  • To: market-farming AT lists.ibiblio.org
  • Subject: Re: [Market-farming] Advertising
  • Date: Tue, 11 Feb 2003 16:26:31 -0500


The long term effects of repetitive advertising
are well documented in numerous books and
research papers and are worth mentioning here.
What the research shows is that advertising over
an extended period allows prices to be raised
for advertised products, relative to unadvertized
products in the same market segment. The price
differentials for advertised goods are substantial,
paying back the advertising many times over.



That's exactly right. except you target your ads to likely buyers. One of the reasons that magazines are becoming more and more specialized in whom they write to, is so advertisers can more selectively reach targeted markets.

In political advertising there is a belief that victory goes (among other closely related factors) to the one who can spend the most money having repetitive ads. But one of the mistakes campaigns make is sending out mass mailings. Not every citizen is in the target market. Not everyone votes. In fact most adults don't vote. A competent campaign that doesn't have money to burn only targets registered voters. A successful campaign even further refines its message and has different mailings for different targeted audience. George Bush sends out one mailing to the gun rights people, another mailing to the anti abortion people, another to small business men and women, and still another mailing to military members and dependents. Then, if he still has money to spend his campaign people look at the other demographics are less likely to vote for him, but might and finally he sends out ads to people who will never vote for him, but the ads are designed to depress their likeliness to vote for some other candidate.

A good example of this was a recent Virginia Senate race. Both candidates advertised during Redskin games. The difference is the Republican put out an anti gun control message. The Democrat put out a pro choice and women's rights message. When I saw those ads it was pretty obvious who was going to win the election because it showed one campaign understood targeting their message, and the other, they were clueless.

I think the key is, besides repetition ----
"Jay cares about you, Jay is interested. Buy Jay. Jay today. Jay tomorrow. Jay in everyway."

is finding the market, especially in a gourmet market like market vegetables, that is likely to buy in the first place. Especially if ad dollars and time are limited like they are for market farmers. And then reaching out to them. It's a waste of money to advertise expensive sailboats to people living in the poor neighborhoods of a landlocked city.




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