San Francisco Consult

Targeting Prospects with the Right Media

San Francisco Consulting proposes to help you target your prospects using the media most appropriate for your prospects’ or clients’ situation.

• Traditional media: Press, TV, Radio

Are fine to make a brand known, to project an image, to reassure also. They’re expensive…

• Direct media: Direct mail, telephone

These are great tools to recruit subscribers to publications, members to a club, or buyers of various products. They involve significant upfront costs but if well managed, yield a good return on investment one can calculate precisely.

• The Web:

Although the web can certainly be considered a direct media, I isolated it because it is so different from the other two above. The difference stems from the highly interactive nature of the web as a media. Instead of being a one-way communications tool like the other media, the Web enables a relationship, a reaction to the message.

What makes the web a unique media

- It is the most traceable in terms of effectiveness

- It is less expensive to test and use on a larger scale if efficient

- It enables more complex prospect management. Solliciting a response or reaction involves the target audience much more

- Incremental cost to reach an additional personal on the other side of the globe is small

- It is at the same time a media, a productivity tool for the enterprise and a collaboration and networking tool. When the web site integrates with a company’s ordering system, it becomes more than a communications front end. When a group uses a smart internet platform to help its members exchange online, it becomes part of its service to its constituents, not just a means to present information.

With our familiarity with the different media a product, service provider or brand can use to communicate to its target audiences, we can help you design the most effective marketing communications plan for your goals and your budget.We also partner with other providers you may also be seeking as part of your communications approach:

• Public Relations agencies who perform the media relations
• Special Event agencies