The Weekly Word…Reaction

It’s time for a quick does of Weekly inspiration and education.  Each week Kirby takes a word and digs into it for a lesson on business (and sometimes, life).  It’s the Weekly Word!  This week the word is…Reaction.  On the Weekly Word today we dig into the 3 R’s of Advertising and Marketing!  If you create a campaign, you can measure the success with Reach, Recall and Reaction.  Reach is simply how many people actually saw the message.  How many people did it reach?  Recall takes it to the next step.  Now that they saw your message, how many people can recall the message…or who you are? But when it comes to what you really want with marketing and advertising, that is measured with Reaction.  So for those of you that are yelling, “what I really want is sales!”  Exactly.  You want people to “react” to your message.  You want them to pick up the phone (remember those?), come to your store, click on the link…and buy!  Reach is important.  Recall is better.  But the holy grail of successful marketing and advertising is Reaction.  If you want to dig into more on this (with case studies, etc) check out our blog on this here.   Long story short, Promotional Premiums give you the best bang for your buck when it comes to reaction.  Promo affects human behavior…and that is what you want.  So the Weekly Word this week is Reaction.  

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Written by: Kirby Hasseman

Kirby Hasseman is the CEO of Hasseman Marketing & Communications. Kirby hosts a weekly Web show called Delivering Marketing Joy where he interviews business leaders from around the country. Kirby has published four books. His most recent is “Fan of Happy.” His book, called "Delivering Marketing Joy" is about doing “promo right” and is perfect for people in the industry and customers. He also wrote “Think Big For Small Business” and “Give Your Way to Success. All are available on Amazon.