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How do I raise advertising and marketing to new heights?

Without a plan, advertising is like hot air! Putting an advertising and marketing plan together will be like a hot air balloon. When you implement the advertising plan, you have lift-off.

Advertising Pros & Cons

TV

Benefit – Wide area, visual, can be targeted somewhat, market acceptance and credibility.

DB (Drawbacks) – Cost! To produce an ad runs any where from $300 – $30,000 per 30 second spot. Airtime will vary upon placement. 10 o’clock news is prime for a 30 second spot. This is a shotgun approach. Networks have lost much of their market with so many channels to choose from. Be careful in choosing your times and spots.

 

Radio

Benefit – Wide area, targeted focus groups can be attained, can be imaginative and you can change the ad often.

DB – Costs nowhere near as much as TV. Needs to be run several times more to have similar acceptance as TV. Shotgun approach.

 

Newspapers – Daily (Deseret News & SL Tribune)

Benefit – Large audience, Targeting, Builds name recognition, Message can be changed daily, Ad messages can be delivered several times in a week.

DB – Short life (one day), Cost is high because of limited zoning, Shotgun approach, Spotty distribution (average of 27% of households in Salt Lake Valley take a daily newspaper), Main front pages get read lots but inside pages less.

 

Newspapers – Local Community

Benefit – Local area, Add smaller areas together to get right to the market you want, Good for total distribution, Targeted approach to an area, Longer shelf life (because it is not daily), Readership higher than all other print media. Readers come back multiple times. Longer time around give more people the opportunity to see your ad message. Can be personable and targeted to the community. Builds name recognition in the local area.

DB – Local, Not generally daily – some are monthly, Total distribution can be costly to go to 100%.

 

Newspaper & magazines – Trade papers, targeted magazines

Benefit – Selected audience! Targeted message for better results

DB – Cost, May get lost, May be too narrow of target.

 

Shopper type media (Value Pages, Hometown Values, Showcase & others) These are based on 100% advertising type magazines.

Benefit – Closer to your market area (20,000 to 40,000 distribution). Generally mid-range cost. Targets those looking for coupons.

DB – National statistics are that 40% are thrown out before being looked at. Only 39% get looked at. More are set aside to be looked at but gets thrown out when new one comes. Generally they are big and ads can easily get lost.

Notes: Look for smaller publications or insist on being in the first 7 pages if the publication is over 24 pages (First 5 pages if over 48 pages).

Flyers – Inserts (Inserted in something else such as newspapers or multi insert publications)

Benefit – Lower cost. Closer to your area. Good message can go a long way. Great for limited specials. Inserts give great returns initially.

DB – Get lost with other flyers. Longer name build-up. Thrown away by about 25% – Depends on what the insert is put into. Less effective with time.

 

Flyers – Delivered

Benefit – Low cost for small areas. Message is just yours. Can be targeted to neighborhoods or businesses.

DB – Must get permission in many cities and shopping centers for distribution. Can get wet and messy. Takes a person to distribute.

 

Flyers – to customers

Benefit – Message is just yours. Great for getting repeat customers.

DB – Doesn’t bring in new customers. Higher cost per delivery.

 

Mobile/Text Messaging

Benefit – Low cost. Message is yours. People opt in and want your offers. Great for getting repeat customers back it. Immediate response.

DB – Doesn’t bring in new customers. Don’t do it more than once every 7 or more days.

 

Daily Deals – Groupon, Living Social, etc

Benefit – No up front cost. Mass market appeal. Lots of new customers. Great strategy if planned right.

DB – New customers are only there for the price. Low return if you haven’t planned it right. Has put some business out of business. $20 product for $5!

 

Direct Mail

Benefit – Just your message. Directed message, targeted in many ways. Builds name recognition

DB – Higher cost per delivery. Many people throw away all direct mail pieces because so many come in (25% or higher). Mail is becoming less effective and more expensive.

 

Yellow Pages

Benefit – Recommended for all businesses to have a listing. Ouch industries are best served here.

DB – Fewer people are using these to find businesses. Is now more for senior markets but not all. Which one is the best for you?

Cost (too big can kill you), Lasts a whole year – can’t change your message.

Note: Choose Wisely! Don’t use platitudes (phrases that others can use: Best customer service, we go the extra mile, etc). It is best to put in what makes you different.

 

Internet – Website

Benefit – Message can change daily or sooner, expand easily, larger audience. Really low cost generally. Great marketing tool!

Use video and other interactive tools to keep customers coming back.

Use testimonials on page.

DB – Not everyone can find you, Must keep it up and fresh! Must check your competition constantly to stay on top of things. Depending on site plan, it will cost a bit to get up and going.

You need other advertising to get people to the site.

Internet – Landing pages

Benefit – This is like a large web advertisement. Use one landing page per product or service you have. Great marketing tool! Be sure to optimize for the search engines. They will send to landing pages rather than web pages for local searches.

Use video and other interactive tools to keep customers coming back.

Use very specific testimonials on this page.

DB – Must get found, Must keep it up and fresh!

Social Media

Benefits – Personal and close to home. Can go viral easier. Use photos and videos to enhance the message.

DB – If you post a message, you may not be seen because your target person isn’t online at that time. Some people don’t go back too far to see the posts. Consider posting twice per day or period. For example: late morning (11:00 a.m.) and then again in the evening (After 7:00 p.m.).

Tip: By including a video or photo, you can put a longer message.

Telemarketing

Benefits – Qualified leads, time and generally cost effective, specific message delivery.

DB – Many are now blocking these type calls, you can get marked as nuisance. They are annoying. Dropping in popularity.

 

Word of Mouth

Benefit – Best value of all if it is good. Free! This will build your credibility faster than anything else. Testimonials are Word of mouth advertising that you can control and use.

DB – If someone is burned, the people they tell will remember long after you have satisfied the customer.

 

Directories (Chamber directory, trade directories, etc.)

Benefits – Low cost, good targeting, good for networking.

DB – Not everyone knows what they are, If you get the wrong ad in you are stuck for a year.

 

Specialty Items – (your name on something)

Benefits: Keeps your name with your customers. With items you wear, your customers will notice and understand who you are with.

DB: Getting them out.

 

Business Cards

Benefits – A Must for all businesses. Be creative and set yourself apart from competition.

DB – Give them a clue what you do.

Bus benches & Bus stops

Benefits – Great name recognition and generally high traffic. Low cost.

DB – Message must be short, Few see them unless stopped at a light.

Note: Short, cleaver messages do the best.

Signs (buildings, vehicles and other signs)

Benefits – A must so your customers will be able to find you. KISS!

DB – Can be costly. Stay to a budget.

 

Chamber of Commerce

Benefit – Other businesses, networking, newsletters, friends, word of mouth, chamber discounts, community exposure, ribbon cuttings, education, seminars & more.

DB – You must work at it and then it pays. If you simple pay and then do nothing it does just that!

Note: Get involved and go meet these people.

Billboards – (Color moving type)

Benefits – New. Moving color signs draws attention to message. They are cool and get more attention. Packages are best deal.

DB – Cost, Your message is only there for a short time several times in an hour.

Note: Short, cleaver messages do the best.

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