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2 + 2 = 5


Over the years, researchers and the media industry have embraced the fact that running traditional media with an online campaign is more effective than advertising in just traditional media or online. The sum of the whole is more than the sum of the parts, 2 + 2 = 5.

Here are a few questions to get you thinking

1. Have you ever bought a dog only to find that suddenly half the neighbourhood have the same breed?

2. Have you ever discovered a business on the way to work and wondered how come you didn't know they existed even though they've been around for 20 years?

3. Have you ever thought about taking a holiday to a tropical paradise only to find that suddenly print, TV, radio and digital are running endless promotions about your exact tropical paradise?

If you're like me, you have answered with a resounding YES.


The answer is that something has caused that breed of dog, that business or that holiday to fall on to your radar. You have seen, read, heard or spoken about it and now it appears everywhere. Of course it was always everywhere, but you simply didn't notice it.

So now let's think about the statement 'the sum of the whole is more than the sum of the parts'. I see it on TV, hear it on radio and read it in print. It, or your business, is now on my radar.

I may respond directly or I may at a later date go online to research or discover your business. Whether I am searching Google or in a business directory, your business now jumps off the page, like a beacon. I choose your business because at some point in the past you have fallen onto my radar. This is what you want.

We call in branding, awareness, recall and it all came about because of the combination of the advertising and marketing that you have invested into your business.

2 + 2 = 5. The sum of the whole is greater than the individual sums.

So next time you are told:

1. I was just driving by and thought I'd drop in


2. I saw your sign and decided to stop


3. I found you in Google


4. I was on your website

Don't forget to dig a little deeper and ask, "That's great! Is there anywhere else that you know my business from?"

It's an answer that holds the key to a mountain of money.

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