Once in a lifetime media opportunities?  Seriously Marty? 

Yes indeed. Let me explain...

Current events have caused advertising media to change literally overnight, as BILLIONS of dollars in ad money was canceled by brands that have been forced by the government to close up shop.

Think about how many movie trailers, restaurants, car dealerships, big box retailers, airlines, hotels, travel destinations, and so many others had to turn off their advertising without notice.

That's caused a MASSIVE inventory of available ad space, and that space is selling cheap as media outlets scramble for every dollar they can get to replace it.

If your business is lucky/blessed enough to be open right now, this is your opportunity to get advertising for pennies on the dollar and GROW your business.  Some examples...
​

• TV – TV rates are down to levels not seen in decades, while at the same time, viewership is UP substantially, as people sit home 24/7, seeking information and solace in their screens. Not since cable de-regulation in the 1980's has the opportunity to reach a huge audience at incredible ad rates been so strong for TV. If you have a product or service that is home deliverable, even better. Bottom line for TV: Record low rates + record high viewership = Perfect storm of opportunity.
  
  
• Radio – Radio rates are down in some areas by 90% or more. I'm even seeing “per inquiry” deals on networks that would never have entertained the model just 60 days ago. Now, a caveat...radio listenership is down as well, so I'm not as bullish on radio as I am on TV. However, the arbitrage is still VERY favorable. Listenership might be down 30% or 40%, but rates are down 70 to 90%, so it's still a heck of a bargain. CPM's as low as $0.50? Yes please! Also, radio is much cheaper and faster to test than TV, so if you've ever thought about giving it a shot, now is the time.
  
  
• Digital – Similar to TV, digital ad dollars for many sectors have dried up to nothing, while e-commerce, distance learning, communications (Zoom, etc) have exploded. But more than ever, people are glued to their screens right now. News sites and some other very highly-topical sites are getting a premium ad rate, but opportunities abound, as across the board rates on ad juggernauts Facebook, Google and Youtube have dropped anywhere from 20% to 40%, depending on the category.

What if your business is closed or restricted right now? There may still be opportunity to benefit from these once in a lifetime media rates. Some businesses I'm working with don't have a product or service that can be delivered/provided during the shut-down, but they are still aggressively marketing right now in order to build a prospect lead list, so when things open up, they'll be poised to make up for the revenue they've lost during the shutdown. One client I'm working with started a lead-gen campaign last week, and in just 3 days, had 40,000 new email leads in their funnel to nurture for later!

If you want to chat about how your business might benefit in these unprecedented times, fill out the contact form below to schedule a free, no-obligation consultation.

About a decade ago, I was working on a web project with video editor and producer Bruce Feagle, when he said something that struck me like a bolt of lighting:

“You can have good, fast, or cheap.  But you can only pick two”
Over the years, I have quoted that line to clients, vendors, employees and business partners.  Sometimes I’ve had to choose good and cheap, but it wasn’t fast. Other times I’ve had to explain to a client that he could have something good and fast, but it won’t be cheap.
​
Whether it’s producing infomercials, creating web sites, or crafting multi-million dollar marketing campaigns, I’ve seen rare exception where you didn’t have to pick two out of the three.  Heck, some days I’d be happy just to have any ONE of the three qualities delivered to me by a service or product supplier.

Yesterday, one of my social media connections Issamar Ginzberg posted a cool graphic he had designed which clearly articulates this concept.  He gave me permission to share:

This graphic is Issamar’s variation of the “Project Triangle” aka “Project Management Triangle”. Click to read more in Wikipedia.

So what do you think?  Do you agree with the Good / Fast / Cheap philosophy?

Why or why not?
​
Please leave your thoughts and experiences with Good / Fast / Cheap below in the comments section.

Need I say more?
Now go forth and do likewise