March 11th, 2008
You are currently browsing the articles from written on March 11th, 2008.
Whether youre a startup or an established small business, one of the toughest decisions that you will make is how much money you are going to spend on your advertising and marketing communications. Prospects need to be acquainted with you, need to know what you do and how your product or service will benefit them. They need to know where to find you, and how to contact you. But how much should you spend to get that word out?
For companies who are just beginning a communications program, the tendency is to decide where you think you need to advertise, and then spend whatever it takes to get to be there. You rely on your instincts to tell you what communications vehicles you ought to be using, and then price out what it costs to use them. Perhaps you do know your market very well, and you wont waste a lot of time, money and energy in the wrong places. However, this approach has a definite flaw. You are not taking into account either what your company can really afford, or the dynamics of the marketplace, both of which are important factors that should play strongly into your thinking.
There are other, better ways of determining your marketing budgets, and at least one of them just may fit better into your companys strategies.
1. Take a look at what your competitors are spending, and establish your budget based on the competitive marketplace.
This approach works well when your competitors are around the same size that you are, and when they are pitching the same size accounts that you are pitching. If everyone is spending at a fairly similar rate, then you can be comfortable that you know what the price of entry is into the market. You dont necessarily need to use the same promotional vehicles that your competition uses, but you do want to try to capture a comparable share of voice in your prospects mind. The downside of this approach is that it really cannot be implemented effectively if there are only one or two very big spenders in your particular area. As a smaller business person, you cannot outspend or even match their big budgets, and so you must find a more creative way to gain mindshare among your prospects.
2. Take Approach #1 one step farther, and factor in your relative position in the market compared to the competition.
For this method, you still have to be aware of what your competitors are doing, but now you must also acknowledge that you need to be spending somewhat more if you are a late-comer to the market, or if your goal is to improve your market position. Conversely, you can spend less if you are already one of the leaders in your market. Take a look at what the average spend rate is in your product category, matching your geography and target audiences, if you can. Then think about using a dollar range that is 5% plus or minus that average, depending on whether your position is where you would like to be or not. Once again, you can be successful here if everyone in the market is around the same size, and you can be comfortable in their spending patterns.
3. Base your communications budgets on a percentage of your projected gross revenues. Now you are taking into account what kind of monies you will have available for communications, and also you are leaving yourself the flexibility to revise and adjust your budgets as your situation changes. If your program is very successful and sales increase, you can increase your budgets. In slow times, you can cut back, but still maintain a presence in your marketplace. You wont spend yourself out of business, but you still need to take into account your particular market. The percentage that you will want to work with will vary by industry, but you should think about what it will take to be visible in the advertising media that your industry uses.
Any of the three methods outlined above will bring a sense of discipline to your marketing program. Whether you choose one of these options, or choose to work out a combination of techniques, you can feel more confident that your marketing efforts reflect a prudent business base, and that they integrate well into the personality of your company and the dynamic of your marketplace. And those are ultimately the keys to a successful marketing communications program.
Linda Riley
Linda Riley Media Services
http://lindarileymedia.com
For over ten years, we have been providing our clients with creative media strategies and cost-effective media buys. We don’t stop until you have the best possible program for the lowest possible media costs.
For more information, email Linda at lriley@lindarileymedia.com.
Business Ethics: Lesson Plans, Knowledge Management, Ethics and Capitalism CollideRecently I read of a new website where teachers can post and sell their lesson plans to recover the time that they had spent in developing these plans. On the surface, this sounds reasonable and why would anyone object to teachers making a little more money through such a capitalist venture and leveraging their […]
Business Ethics: Would You Buy From You?You can never find yourself until you face the truth. Pearl BaileyAT the beginning of the twentieth-first century, it seemed that business ethics had become an oxymoron, that integrity was for suckers and that profit was the singular force driving business.Then, as mega-corporations collapsed and scandalized companies fell, we witnessed the fragile framework of […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
You wake up one morning with a stabbing pain in your back. It’s in the lower part and hard to reach. You decide to take some aspirin or Tylenol. It seems to help and you forget about it. A week later you’re in the hospital in traction. What went wrong?
It’s a scenario that describes many small businesses that refuse to pay for expert advertising advice. Sure, they know all about tire sales or Mexican food, but what do they know about marketing? They try a few simple, inexpensive flyers or local ads and yet, their restaurant or store remains empty. What went wrong?
Advertising is a business and a profession. People like myself spend years learning the trade and learning some more. It never ends. Even with my degrees and agency experience, I’m still learning. I’ve counseled thousands of companies over the past thirty years and it’s amazing how many companies use the do-it-yourself method of marketing in a hit-or-miss way. If you want to be successful, think about the following:
(1) Why are you in business?
(2) What are your marketing qualifications?
(3) Do you want to stay in business?
(4) How much do you budget for advertising?
I would want to also know, as part of question 4, what part of that budget allows for consulting services? Your basic business plan must include and promotional program, but that can’t be conceived until you understand how you will reach your customers and how they will find you. Whether it’s an advertising agency or a consultant, invest in a professional as you would in an attorney or insurance agent. The difference is that the advertising expert will make you money. The object of any business is to be profitable but recognize your own limitations and stick with what you know best. Leave the rest to the one’s that have spent years in their fields. In the end, you’ll be further ahead and wiser for the choice.
Jeffrey Hausers latest book is, “Inside the Yellow Pages,?which can be viewed at http://www.poweradbook.com
He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
Are your business-to-business ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you.
Dont just fish for customers, catch them!
1. ALWAYS include your company name in the first sentence, preferably as the first word. Dont start out with we? And briefly state what you do right away. For example: Solinc designs plastic injection molds.?You want them to know who you are right away. Also, many B2B sites dont allow visitors to view the total ad without paying or registering. You want everybody to at least be able to search for you on the Internet. This can also help your ad to appear on some search engines.
2. You need a hook?to reel in your readers. There are probably plenty of other ads right next to yours so you need to get them within the first sentence or two. Use some great adjectives. Which is better: Solinc designs injection molds.?Or Solinc expertly designs high quality, precision injection molds.?Now they know who you are, what you do, and why you are special.
3. Ask a question about why your reader should choose you and answer it. Questions such as Do your customers demand high quality??Are you looking for a total solution package??Then tell them thats what you deliver, youve got what they need.
4. Clearly state what you do step-by-step. Use bullets, numbers or short dedicated paragraphs. Make a list of your products and services. Then tell a little bit about them. Dont forget to use your adjectives here. Give them a line?to find the bait.
5. Give them some food for thought. Its time to ask them another question. This time ask them about a problem they might have that you can solve. For example, Are you completely satisfied with your current supplier??Are you frustrated with late deliveries??Are you looking for faster and more reliable service??/p>
6. Give them a call to action. This is your sinker? Offer them the answer to their questions by contacting you today. Dont let them get away.
If you follow these steps you are on your way to catching some customers. But you need a few more pieces of bait to land the big catch.
Include your keywords and company name throughout the text. This can help your ad land in the search engines. Avoid using the words we?and it?and our product?
Use you?often. It pays to include your potential customer in your ad.
Be entertaining or subliminal, but dont be boring! This can be a bit tricky in some areas of business, especially manufacturing. A good trick is to use a product noun as a verb and couple it with an adjective. An example would be for injection molds. Not the most entertaining subject, but: Inject some speed into your production with high quality molds by Solinc.?And youve got a line with pull.
Be sneaky. Some B2B sites dont allow you to put in your email address or URL in the ad copy. However, if you spell out dot?or at?in your addresses your potential customers can find you.
And finally, be polite. Never use all caps or more than one exclamation point at a time, be careful of poor grammar or bad spelling. Show your potential customers you care.
Dont forget, practicing and proofreading lead to good ad copy, which leads to good sales.
Steve Koons works in the marketing department of Solinc Die and Mold and lives in Seoul, Korea. To read more of his stuff visit his blog:
http://www.injection-molds.blogspot.com
http://www.solinc.net
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
Banner Stands are a high impact, inexpensive and attractive medium of advertisement. They are usually found at exhibitions, trade shows, retail stores ?just about anywhere the potential customer can be attracted by high wattage graphics.
The attractive thing about banner stands is that they are portable, flexible and easy to set up. There are different kinds of banner stands like retractable or rollup, pole, telescopic and others. The technology that enables the high quality of graphics and photos has added to the beauty of banners.
While organizing banner stands for exhibitions, there are many choices to deliberate on. For a portable trade show, the choice is between a fully customized exhibition and a portable exhibit.
The general opinion is that a portable is much better than a customized banner stand. For one, portable systems cost a fraction of a custom built one. The exhibition center built by portable is ready in a jiffy compared to the custom built systems.
Another advantage is that you can handle and test the system before using. It is flexible and can be used again and again. Also, portable systems are ready to pack and easy to transport.
Choosing the right banner stand may be considered care fully. Banner Stands can be divided into indoor and outdoor. Indoor exhibition banner stands are used for retail exhibitions and trade show conferences, indoor events and sales promotion. This category can be further divided into retractable and pole banner stands. Pole stands are cheap and strong. Roll up or retractable are easy to set up, with safe casing for graphics, and are easily portable.
Outdoor exhibition banner stands are suitable for outside use. They are weather proof, wind resistant and need outdoor resistant graphics.
Exhibition selling and advertising can energize the dullest of products with colorful and attractive banner stands. Banner stands exhibits are crucial for attracting potential customers.
Banner Stands provides detailed information about banner stands, retractable banner stands, roll up banner stands, banner stand exhibits and more. Banner Stands is the sister site of Promotional Advertising Specialties.
Advanced Tips for Advertising OnlineAdvertising online is really important for the online business. It is also very effective. You can use different types of online advertising methods to get the desired result.Place all your online advertisements in a website that has the maximum visitors a day. This is important because more visitors will ensure that you get good numbers […]
You Are WrongIt appears that most gurus if you want to call them that represent themselves as experts. In several statements that Ive read, they refer to other marketers as making mistakes. Yet, when they make the same mistakes, they call it testing.I read a quote one time about a child learning to walk. […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
LED video displays give you the power to communicate, to motivate, and to entertain. Led video displays are seen to be sited for outdoor advertising, in casinos, for events like sporting events in stadium and arena, for staging and mobile display etc.
The features of LED video display include high resolution with virtual pixel technology, advanced LED video displays have 200% more pixels than traditional LED displays for LED video Displays. With more display pixels, you can show more details and information, or simply a better video quality. This advance LED has the technology of displaying 48 bit color range capable showing 281 trillion colors.
This larger dynamic range helps Act One displays show more details on dark scenes, and smoother, more brilliant colors for all videos and pictures.
Jayex Technology the leading manufacturer of LED displays has proven itself in distribution of LED video Displays with solely providing high brightness output to ensure high visibility for outdoor video displays which is very critical issue.
The horizontal viewing angle of video displays is up to 150 degrees in the daytime, and up to 170 degrees in the night time. It means with displays, you will be able to reach more viewers and broadcast your information more efficiently.
The display systems come with user-friendly software to perform remote control and management. With the software, you can remotely monitor the status of the display, as well as upload and schedule files to show.
LED video displays are modularly designed so that they can be easily maintained. They can be configured into customized sizes and width/height ratios with the combination of modules. The modular design also makes LED video displays easy to setup and dismantle, and therefore perfect for staging applications.
About The Author
Paula Jones
Jayex Technology Limited, based in London specialise in advanced information display systems. Established in 1978 we have pioneered the development of the LED display market and now have over 18,000 customers worldwide. We offer, probably the largest range of models from small single line signs to big screen Megavision screens that can display live video and action replay in stadia.
jayex.co.uk
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
God Bless The Refrigerator Magnet!Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They dont make the greatest commission for a salesman of advertising specialties, but I cant stop myself from recommending these little beauties […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
The SKINNY on Newspapers
Using the paper is considered gospel by many
people in business. Use it wisely and it can be a
good tool.
Remember, newspapers are passive, non intrusive
media. They tend to reach only buyers who are
looking for the product. They are poor at reaching
prospects before the need arises.
Think about it, there are few times you have been
driven to go to a store to buy a product you never
heard of because you saw an ad in the paper. You
had to have an earlier impression about the
product for the newspaper ad to point you to the
location to buy it.
There are 4 ways to use the newspaper for
advertising.
1) Display advertising
from one column wide by 2 inches high to a full
two pages, display ads can be so numerous the news
stories have to be cut so both can live on the
page.
There is usually no protection. Competiting store
ads can be next to each other (next time you see
the paper look for tire store ads on the same
page).
When designing your ad, remember it’s all about
them. Use a catchy headline and tell them what you
will do for the. Forget about your picture or your
“Number One in the District Award”. Good
advertising “feels their pain”.
2) Classified advertising
The effectiveness of classified ads varies by
paper and by who wrote the ad and by what the ad
is selling. Many classified sections have turned
into giant car dealer pages and huge homes for
sale sections complete with four color pictures.
The small, private, “gotta sell my Bow-Flex” ads
can be lost in a giant classified section. Many
shoppers and Nickle Savers have smaller, and
cheaper, classified sections.
Some small business operators find success with a
series of small classified ads. Small blurps tend
to build “top of mind awareness”. A cheap way to
keep your name out there.
3) Tabs and special sections
Tabs, the cash cow for newspapers, are
manufactured events designed to sell ads. Progress
Editon. Easter Shopping Special. Dollar Days. You
name it, there is a tab every idea.
Typically a tab is the regular paper page turned
sideways (landscape) and folded in half.
Tabs get ad-on advertising dollars from existing
clients and offer one time only exposure to those
who don’t normally use the paper (i.e. the giant
corporate ads in every Progress Edition). Most
papers have so many tabs, they print an
advertising calendar.
Understand them for what they are, vehicles to get
extra bucks from you. If you want to be in one,
rearrange your budget, don’t ad to it.
4) Inserts and stuffers
Some Sunday papers weight 4 to 5 pounds each,
mostly for the weight of stuffers and inserts.
Usually reserved for national advertisers and big
box stores. They print them and deliver them to
the paper and pay a per piece fee to have them
stuffed and delivered. For smaller businesses
they become cost prohibitive. Better to stick with
display ads.
Sunday papers have the biggest circulation, and ad
rates are more expensive. Regional and national
papers can be expensive, too. Local papers and
shoppers are less expensive, but nonetheless can
be a major part of a small business ad budget.
Newspaper advertising is sold by the column inch.
Different categories of ads and section placement
determine the rate and rates vary throughout the
paper. Rates also vary with advertisers, depending
on how many column inches they have agreed to buy
in a one year period. The more the cheaper.
Plan your advertising well in advance and stick to
your budget. Sell to needs, not ego and newspaper
can be your buddy.
For more about advertising, get my article
“What Does your telephone say about you?”
MailTo:TelephoneSay@BigIdeasGroup.com
?005 BIG Mike McDaniel, All Rights Reserved
Mike@BIGIdeasGroup.com
BIG Mike is a Small Business Consultant,
Professional Speaker and former Major Market TV
News Anchor. http://BIGIdeasGroup.com
Subscribe to “BIG Mike’s BIG Ideas” Newsletter
MailTo:subscribe-956603364@ezinedirector.net
You Are WrongIt appears that most gurus if you want to call them that represent themselves as experts. In several statements that Ive read, they refer to other marketers as making mistakes. Yet, when they make the same mistakes, they call it testing.I read a quote one time about a child learning to walk. […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
God Bless The Refrigerator Magnet!Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They dont make the greatest commission for a salesman of advertising specialties, but I cant stop myself from recommending these little beauties […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
You have seen them everywhere, price stickers, food labels, bumper stickers, product labels, racing decals, warning labels, the list is endless, the self adhesive sticker is an indispensable commercial resource and more importantly a fantastic opportunity to promote and advertise your business image.
One of the most cost effective promotional solutions to raise brand awareness is to put your logo or name on everyday objects and products with stickers, decals or custom printed self adhesive labels which come in all shapes and sizes. There are many choices when it comes to printed labels and stickers, the adhesives and backing liners range from permanent, removable to low tack. When a permanent sticker is applied to a surface, it is usually very difficult to remove it, normally leaving adhesive residue behind while the paper releases in the case of the paper type labels. Removable labels are meant to be temporarily applied to a surface and when required be easily removed without tearing or leaving glue or material behind. Low tack labels are similar to removable labels in purpose but adhere to a flat surface by means of static cling. An important consideration when choosing sticker type is the environment they will be used in, paper labels are not really suitable for exterior conditions, deteriorating rapidly with moisture and UV light exposure, other types of labels are affected by extremes of temperature. Labels usually come in sheets or rolls whereas stickers may also be supplied individually. Just like the possibilities for their use there is an infinite choice of colours and materials to choose from, they can come coated in matt and gloss paper finishes, vinyl for outdoor use, metallic, polycarbonate for heavy duty use and there are even asset management and security labels featuring anti tamper or destructible attributes.
Stickers or labels can be ordered from a colour printing shop, but the more unusual types may have to be ordered from screen printers or specialist digital label printers, in either case you can supply your own artwork to their specification or they can design your label in line with your brand image, it is important to convey however where you wish to use the sticker or label, interior or exterior conditions, inside or outside of glass, permanent or temporary as this will influence the choice of inks, artwork process and materials to be used in your order.
(c) Copyright 2006, Tim McCarthy. All rights reserved.
D-Signs, Tralee, County Kerry, Ireland.
Signs, Printing and Display
Advanced Tips for Advertising OnlineAdvertising online is really important for the online business. It is also very effective. You can use different types of online advertising methods to get the desired result.Place all your online advertisements in a website that has the maximum visitors a day. This is important because more visitors will ensure that you get good numbers […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
You Are WrongIt appears that most gurus if you want to call them that represent themselves as experts. In several statements that Ive read, they refer to other marketers as making mistakes. Yet, when they make the same mistakes, they call it testing.I read a quote one time about a child learning to walk. […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
The content of advertising is basically the same
no matter what the media. It is good and it works,
or it is bad. Some TV ads are so clever people
tend to remember the cleverness and forget the
product.
Here are seven tips to help you create better ads.
Better ads for Newspaper, Radio, Billboards,
Cable, Yellow Pages, anything with your name on
it.
1. It’s Not About YOU. Sell the benefits. The
benefits of coming to your store or doing
business with you is what the customer wants,
They say “What’s In It For Me?” Your mug shot
on a 40 foot billboard can’t answer that
question.
2. Be Consistent Pick a theme and stick with it,
in all your print, radio and TV ads. Pick a look
and stick with it. Every ad builds on your
brand, don’t change the concept because YOU are
getting tired of it. The exposure level with
potential customers is much less than with you.
3. Sell Benefits not Features. Once you get the
customer in the door you can brag about the
features of your product or company, but lure
them there with a promise of a great benefit.
“Brushless Car Wash” is a feature “Cleaner than
new in two minutes” is a benefit.
4. Be Different. Check your Sunday paper to see
how many ads look alike. In the supermarket,
most mustard is in a yellow package, most Ginger
Ale has a green label. In advertising sameness
is suicide. Don’t look like or sound like your
competition.
5. Use a Great Headline “Jim’s Locksmith Shop” at
the top of an ad is NOT a powerful headline, or
a good opening for a radio ad. “We can Pick ANY
lock!” or “Locked out? We Can Get You Back IN”
are powerful and answer WIIFM (”What’s In It For
Me?”)
6. Make it Easy to Find You The best ads, in
print and in the air are directions, NOT
address. Pay attention to ads you see this week.
“809 Main” doesn’t say much, but “On Main Street
Downtown across from the firehouse” is a good as
a map. Note: If your advertising will cover
several communities (most do) be sure to include
your city or community. No need to use state.
“On Main Street in Downtown Smallville across
from the firehouse”
7. Avoid Phone Numbers With the exception of
Yellow Pages Advertising, where people are
looking for telephone numbers, most folks don’t
carry a pad in the car or keep one next to the
TV to jot down numbers. Remember how hard it
was to find something to write with when you
saw something on a TV news show that you
really wanted to call about? By the time you
found the pencil, it was gone. Same with
advertising. Focus on getting them to remember
your benefits and your name. Phone numbers are a
big NoNo.
To have the best advertising, YOU must become the
advertising expert. Advice from the person selling
advertising is usually best only for the media
being pitched and does not help you with the
others. Become an astute observer of others who
advertise and use the best elements you see.
?007 BIG Mike McDaniel is the Small Business Advertising Expert. Get BIG Mike’s Free Newsletter BIG Ideas for Small Business. Find hundreds advertising articles at Small Business Advertising Articles
Business Ethics: Would You Buy From You?You can never find yourself until you face the truth. Pearl BaileyAT the beginning of the twentieth-first century, it seemed that business ethics had become an oxymoron, that integrity was for suckers and that profit was the singular force driving business.Then, as mega-corporations collapsed and scandalized companies fell, we witnessed the fragile framework of […]
Advanced Tips for Advertising OnlineAdvertising online is really important for the online business. It is also very effective. You can use different types of online advertising methods to get the desired result.Place all your online advertisements in a website that has the maximum visitors a day. This is important because more visitors will ensure that you get good numbers […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
God Bless The Refrigerator Magnet!Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They dont make the greatest commission for a salesman of advertising specialties, but I cant stop myself from recommending these little beauties […]
Written by info on March 11th, 2008 with comments disabled.
Read more articles on accounting.
