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3 M's: Market, Message, Medium

by June Van Klaveren

Your marketing medium is the vehicle you use to deliver your message to your prospects and customers. Choose a marketing medium that gives you the highest return on your marketing dollar. That means that you want to choose the medium that delivers your marketing message to the most prospects at the lowest cost. Here is a list of the various media you can use to get your messag out.

• Newspaper ads
• Posters
• Card decks
• Seminairs
• Signs
• Banners
• Trade shows
• Yellow Pages
• Articles
• Classified ads
• Newsletters
• Charity events
• Networking
• Billboards
• Special events
• Sales letters
• Flyers
• Email
• Postcards
• Doorhangers
• Media releases
• Brochures
• Word-of-mouth
• Website
• Business cards
• Public speaking

The trick is to match your message to your market using the right medium. It would do you no good to advertise your retirement community using a fast-paced, loud radio spot on a hip-hop radio station. This is a complete mismatch of the market, message and medium. Success will come when there is a good match of these three elements.

June Van Klaveren, owner of Compelling Communications, helps her clients attract and keep customers. To contact her, call 800-779-0067 or email

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