When they think about advertising, most business owners think first of a mass marketing campaign that will reach a wide customer base. This is, after all, the traditional form of advertising.

While many small business owners are eschewing undifferentiated marketing in favor of niche marketing, there are still some reasons that you may want to consider a mass marketing campaign:

1. You have a product that appeals to a wide range of people. Many products only attract a certain type of person, usually based on common demographics such as gender, education, age or hobbies. Some products, like Coke or Apple, appeal to many people. In cases like this, mass marketing is appropriate.

2. You have a large budget. Advertisements for the mass market and mass marketing management are expensive. However, if you have a large enough budget for advertising, you could make much more money from your advertising efforts.

3. You want to reach the largest audience possible. If your product appeals to many types of people, there's no reason you should limit your advertising to a small niche market. The more people that know about your product, the more customers you are likely to attract.

Action Steps
The best contacts and resources to help you get it done

Hire a mass marketing expert to create mass marketing campaigns

If you're going to spend millions of dollars on advertising costs, you want to hire the best advertising company to create your ads. These companies have experience and research to know what consumers want to see.

I recommend: McCann Erickson can help your company create a demand for your product. This is essential for mass marketing success. JWT also has its finger on the pulse of what people want, with a special trendspotting division. Either company can offer you the best mass marketing advice that money can buy.

Create a mass marketing campaign for general interest magazines

Millions of people read magazines and you can easily advertise to them by purchasing ad space in these magazines.

I recommend: USA Weekend is available in over 500 newspapers nationwide. Check out their media kit, which includes marketing services and advertising rates. You can also reach a wide audience by advertising in Parade.

Use product placement as a mass marketing tool

Companies spend a lot of money to have their products placed in popular movies and TV shows. Whenever you see a character choose a Coke over a Pepsi, you can be sure that Coke paid money for the character to make that choice. Influence consumers by showing your products on the big screen.

I recommend: MirriAd can help you place your product in the movies. Brand Brigade uses digital technology to insert your product or brand into an image after production.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  If you're not seeing the expected returns from your mass marketing efforts, consider narrowing your focus to a small niche audience. You may be able to get a higher percentage of customers this way.