I love interacting with people who make me think. Recently, a fellow credit union marketing person, who remembered my background as a radio broadcaster, and I were conversing, and he said something like this to me:
“Now that targeting is all but dead on Facebook and Instagram, I believe that the rules of reach and frequency that have always applied to traditional media like television and radio will also apply to social media platforms as they shift away from micro-targeting and toward looking more like mass media.”
It reminded me of an old formula developed by a wise radio fella that we used to help make sure clients buying advertising on our station got results. It was called APE (Advertising Performance Equation).
Share of Voice x Impact Quotient = Share of Mind
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