Remember, when I said it’s critical to choose a niche that you can easily contact? You’ll understand why that was good advice when you go to choose your marketing medium(s).

What the heck is a marketing medium?

Glad you asked. Your marketing medium is the communication vehicle you use to deliver your marketing message. It’s important to choose a marketing medium that gives you the highest return on your marketing dollar (ROMD).

This means that you want to choose the medium that delivers your marketing message to the most niche prospects and possible customers at the lowest possible cost.

The following is a smattering of tools you have at your disposal to get your message out:

Newspaper ads, posters, contests, seminars, TV ads, signs, sweepstakes, door-to-door, teleclasses, radio ads, banners, trade shows, yellow pages, articles, classified ads, newsletter, charity events, networking, infomercials, billboards, take-one-box, telemarketing, magazine ads, special events, sales letters, flyers, email, blogs, movie ads, Ezine ads, online ads, postcards, door hangers, agents, press releases, fax broadcasts, brochures, gift certificates, word-of-mouth, website, sign picketing, business cards, catalogs, public speaking, window display.

Want to make a huge impression? Use a blimp!

As you see, there a ton of different mediums to get your message out. The trick is to match your message to your market using the right medium. It would do you no good to advertise a retirement community using a fast paced, loud radio spot on a hip-hop radio station. Or it would do you no good to advertise your restaurant that caters to college students on a classical radio station. That is a complete mismatch of the market, message and medium.

Success will come when there is a good match of these three elements!