3) The difference between having an
4) The one key word to use in
5) The most important element in effective
2010 © All Rights Reserved Quality Media Consultant Group LLC
3) The difference between having an
4) The one key word to use in
5) The most important element in effective
2010 © All Rights Reserved Quality Media Consultant Group LLC
The answer to how best to reach the target market often begins with a careful consideration of the product itself; who will use this product’ What are these people most likely to consider the biggest advantages of this product? From this, one can often decide on a strategy in terms of which media will provide their product advertisement which will make an impact on the largest number of consumers within this market, as well as helping to begin coming up with ideas on how to present the product as something which will improve the lives of these consumers.
Along with media placements which will be more likely to directly speak to the target market in question, most successful product
Sounds like something a local real estate agent might say after paying for yet another ad that didn’t produce, right?
The Bad News is the Good News…
There is an upside here. If so much of the
A better ad might get you a few more leads in the short term. A better
1) Have a Strategic Objective In Mind BEFORE you Advertise
Before you even think about buying an ad, you must have a strategic objective in mind – after all, why should you pay for any type of ad unless it helps you to reach your objective.
– If I could be known for just one thing in my local market, what would it be?
– Which part of the local real estate market is not currently well serviced by other agents? Is there potential in this neighborhood/age group/demographic profile?
– Which part of the local market is emerging and might be a driving force for sales in future years?
– What’s changing in my market right now – immigration, aging population, young families moving in, etc – and how do I capitalize on the change more effectively than my competitors?
For example, you may determine that based on trends and current prices, your market will become increasingly popular with first time homebuyers. As a result, your strategic objective may be to use your
2) Have a Specific Objective for Each Ad you Place within your Strategy
Continuing with the above example, if you ran a series of ads in the local newspaper offering a free “First-Time Homebuyers Report” available from your website, you would actually be running a direct response ad (aimed at getting people to download the report) that also delivered a brand building message (the message being that you are the agent for first time homebuyers to call because you are the expert in that field).
You can measure the success of the ad by looking at the number of downloads from your site while the ad was running – since generating downloads was the specific objective of the ad. If the ads don’t generate enough downloads to justify the cost, pull them or change them. Ads are only valuable if they get you closer to achieving your strategic objective.
3) Be Consistent
Yes, a consistent look and style for your ads is important to help you get recognized in a competitive market.
But even more important is being consistent when it comes to the messages in your ads. You can’t buy a Yellow Pages ad that promotes you as the leader in client service, and then advertise your “low low price” in the local newspaper, and then distribute flyers that try to promote you as the family real estate expert.
Your messages can’t conflict! Again, here’s where an
If Mr. Ogilvy was right, then most of the advertisers out there in your real estate market are getting it wrong. This creates a huge opportunity for you to use an
– Have an Objective for Each Ad – Measure each ad’s results against the strategic objective you are trying to achieve – if you don’t, how will you know if the ads were successful or not?
– Be Consistent – Make sure all of your ads are focused on helping you reach your strategic objective by communicating a clear message to the market.
In my last article “Local
Q: How do I know if radio will work for me & why should I use radio?
A: I usually have gotten these questions when a client is afraid & can’t stomach the idea of paying for an Advertisement that they can’t physically hold on to. In other words, they think that if they can’t SEE their Ad, then no one else can. They seem to have a hard time believing that a disembodied radio voice can move people to buy their product.
Yes, it’s probably true that most advertisers get their feet wet with print
Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.
1) the spots were not aggressive enough
2) the offer was not strong enough
3) there was not enough weight (number of spots) booked
4) the wrong local radio station was used to reach the desired market
5) not enough radio stations were booked
6) only radio was used
7) spots were poorly placed throughout the day
8) the production was poorly executed or the wrong announcer used
9) timing of the campaign was off
10) the new client had no name recognition
This brings me to Commandment #1
Don’t Underestimate The Power of Radio.
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrassing behaviour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.
In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to do things that are not on your priority list.
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a “I’ve got to see this when it comes out!” memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let’s face it – the radio station copywriters are under the gun to write & produce dozens of spots a day & there just isn’t enough time to write super creative & dynamic commercials. Even if the copywriter can squeeze out something really hot, there is often a lack of voice-over talent to make it happen. Let’s not talk about the studio engineer’s backlog!
This doesn’t mean that you can’t have an effective radio spot come out of a radio station. It just means that to make it more effective, you may have to go to a third party production house to get your spots professionaly produced.
This brings me to Radio Commandment #2
Get The Best Creative Production Possible
Why do you want the best creative possible? Well, there are several reasons.
2) the cost of your campaign can actually be lower if more people respond to a better commercial, as fewer spots are necessary to make the same impact
3) better creative is more memorable.
4) strong creativity entertains and sells at the same time
5) powerful creative radio spots get people talking about the spot & consequently the product
“OK,” you’re saying, “but this sounds like it’s going to cost a fortune!”
In order to make sure that there’s a payback, I highly recommend you look at all the variables and creative production is high on the list!
This brings me to Radio Commandment #3
Develop A Strategy & Stick With It
There are many ways to use radio. Short campaigns, long campaigns, image building, promotions, product launches etc.
The first thing to be aware of is that new advertisers have to develop name recognition with a station’s audience. This isn’t as important for long time advertisers who have used other media, but it is crucial for first-timers.
Well known advertisers are seen as reliable and trustworthy. The longer you advertise, the more favour you win with listeners. It is like money in the bank.
I advise all new advertisers to start with an introduction campaign to highlight who they are, what their product is and the benefits of shopping at their store.
This doesn’t mean that you can’t break the rules and have a grand opening with a fantastic door crasher special. Certainly that will work. But ideally, the best results for that type of scenario come when a “teaser campaign” precedes the grand opening.
Good planning can go a long way.
In my next article I’ll continue with commandment #4
Use The Right Music Bed
The impact of the advertising company on the society at large has been enormous. Unprecedented sales have been made the world over by listing products and services on TV. The American society belongs to the Television age that loves to just sit and watch all sorts of things on television.
In a world that’s increasingly becoming one small global village, companies cannot help but take advantage of the various mediums created to advertise their goods and services.
Research has shown that immense profit has been recorded by most companies who have invested hugely in advertising. Although no one knows the origin of advertising, time has proven that people’s opinion to buy have been greatly influenced by the impact of advertising.
Show a product over and over again as extremely good for acne, coupled with dazzling pictures of women with clear and bright skin and you will notice the increased demand for the product in the coming weeks and months. The art of advertising has often been criticized by its detractors as a form of deceptive propaganda.
Critics has accused advertising companies of falsely using the power of sound and visual to convince unsuspecting buyers to purchase products that don’t offer what they promise. However you look at this, this is business and companies will use any market strategy that is available to them to sell their product.
Why then do advertising companies spend millions of dollar on marketing their products and services to prospective buyers? The answer is not farfetched! People all over the world want to see results. People need to be convinced all the time that they are actually paying for a good or service that works.
If it’s a cleaning product, people want to visualize the results this product will produce and if it’s a meal they also want to see it cooked and served. There’s power in visualization. It triggers off the imagination which in turn helps to convince the mind.
For some reason, People who watch most commercials on televisions never stop to think for once that this could be all make-believe. As soon as they see a commercial, they begin to actually dream of acquiring the actual product. That’s the power of advertising that has been utilized by some good companies to sell their products and also been used as a medium by some other companies to actually take advantage of potential buyers.
Television commercial/advertising has been in the forefront of the creative industry for over two decades now. The number of advertising companies that have sprang up during this time cannot be numbered.
Needless to say that advertising companies now form a major part of the development economy of many nations. They have created numerous forms of employment for artists, computer scientist, graphic artists, public relations personnel, modelling agencies and models to mention but a few.
Almost all listed fortune 500 companies owe a part of their success to their utilization of efficient advertising companies. In this regards, there are various types of advertising companies. Like in any other industry, there are leaders and there are toddlers.
Certain advertising companies have clearly defined themselves as leaders in business with strong competitors coming fast behind. Others however have however barely managed to make a success of their career and are just merely existing and on the verge of extinction.
Like every other business out there, only the persistent and strong willed will win. Advertising is a serious business. It is not some sort of joke. To be better explained, it is a business that is cut out for the witty. The world of advertising is witty, fast and fiercely competitive. In other words, it’s a world where only the fittest survive.
All said and done, it cannot be denied that advertising has it cons, however its pros outweigh the former. It is indeed a dynamic innovation both in television and in the Arts. It has triggered off imagination and creativity. The advent of the computer and the internet has greatly expanded the mediums and forms of advertising in the world today. No longer is advertising limited to television now but also to other forms of media and multimedia.
A comment usually attributed to Lord Leverhulme went something like, “I know that half of my marketing spend is wasted, but I’m not sure which half.”
Whether they know it or not, this is this situation most companies are in today, I would go further and say 80% of your prospects come from 20% of your marketing but which 20%? Leverhulme didn’t have the advantage of the Internet back in the 20s but you now have some big advantages.
Imagine being able to cut out the wasted spend and do more of what is working! It isn’t difficult it just needs a simple database, better use of your web site and maybe a little planning.
Whether it is paying £20 per month to put a business card in the local store, a yellow pages advert or a piece in the local/national press; you need to know whether it is worth doing. When it comes to more expensive
If the ‘Call To Action’ of your
That is the bare minimum and you will have to add to this for your own business purposes but without this core data you are doomed to continue wasting a large portion of your marketing budget.
If you have a web site then you can get clever. If you don’t have a web site then go get one, now! Seriously, you can have a web site for around £20 plus the time and effort of setting it up. There is enough information freely available to allow you to create a compelling web experience for your customers and get the message out there that you exist. If you know nothing about the internet and can’t afford to get a third party to do the development for you then choose a web host that offers one of the easy web creators.
Every piece of
After a while you can see through your web statistics how many people arrive at these unique pages. An easy way of judging the success rates of all your
Then you can stop paying for the adverts that are not bringing in visitors, adjust the ones where the conversion rates are low and do more like the ones that are working for you.
Whether you are checking your email, shopping on a website or just searching for information, online ads are everywhere! A new marketing landscape, the Internet offers a new and cheaper advertising space, as compared to traditional spaces like print, television, radio and outdoor advertising. It’s a revolution of sorts and small and home business owners are making the most of it.
For a home based start up, online advertising is a potent tool that can maximize visibility, drive traffic to the company’s website, up the sales and build a solid brand in the process. Going to an expensive advertising agency to run your campaign would most definitely burn a hole in your pocket. The good news is you don’t have to do that. Just remember the twin mantras of focus on what you want and a strong dose of imagination; and you’ll be on your way.
Take the guesswork out of online advertising
Online advertising is not a function of elaborate guesswork and a myriad of hits and misses. Like the traditional offline version, online advertising must also follow some basic rules. Know what you want your advertising to do, where to get it and what to do with it once you have it. Here are some guidelines to get you started.
Add more depth to your advertisement by using rich media like HTML, DHTML, Java and layered ads. Use animated messages doubled with pull down menus for better use of space and for expanding possibilities of response.
Once your campaign has been set in motion, take care to monitor response and be ready to change or completely redo your copy and the advertising vehicles you use. Keep a track of the ROI (Return on Investment) for every advertising purchase that you make. This way you can figure out which forms of advertising are working for you and which ones aren’t.
All online advertising is aimed at inducing “action”. Every online ad that you see is built to make you act: ‘Register for a free newsletter’, ‘buy now and save dollars’, ‘get a quote on your requirements’…the list goes on. The thing to remember here is that once the prospect has been pushed into an action, there should be real value for him at the other end of the pop- up. Unless you can fulfill the promise your brand is making, your online ad has been wasted.
A well-planned and well-executed advertising campaign can fuel the growth of your home business tremendously. Use online advertising following some simple guidelines and see how it impacts your sales, visibility and brand building, all at the same time.
Our next lesson covers the main items for online advertising. Advertising is probably the most important promotion tool for big brick-and-mortar companies. However, with a SEM businesses, advertising is only a supporting factor. The problem is that the majority of SEM businesses lack the scale to be able to effectively contact large numbers of prospects and clients. Furthermore, there aren’t many places on the Web where prospective clients come in flocks. Therefore, advertising is largely PPC-oriented.
Actually, online advertising is advertising on the Internet. This particular form of advertising is a source of revenue for an increasing number of websites and companies.
A significant number of firms, from small businesses to multinational corporations, incorporate online advertising into their marketing strategy. Online advertisements typically involve at least two separate firms: the advertiser or agency which purchases or sponsors the advertisement and the publisher or network which distributes the ad for display. Because of the close relationship between technical innovation and online advertising, many firms specialize in both. For example, most search engines couple their search service with an advertising program, exploiting the benefits of keyword-based search technology by including ads in search results.
Let’s look closer on the most popular online advertising form as traditional banner. PPC advertising form will be explained in details in 8 lessons of our next Step.
A Web banner or banner ad is a widely used form of advertising on the Internet. This kind of online advertising entails embedding an advertisement into a Web page. It is intended to attract traffic to a website by linking them to the advertiser’s website.
The Web banner is displayed when a Web page that references the banner is loaded into a Web browser. This event is known as an “impression“. When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a “click-through”. Many banner ads work on a click-through payback system.
At the base of a click-through system are mathematical calculations of the number of users (users clicking on an ad) divided by impression number. We remember that the term impression means the number of times the ad was delivered. For example, if your banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1%.
It should be noted that banner ad click-through rates have fallen over time, often measuring significantly less than 1% and choice of an appropriate advertising site with high affinity is very important crucial factor in this situation. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads.
When the advertiser scans their log files and detects that a Web user has visited the advertiser’s site from the content site by clicking on the banner ad, the advertiser sends the content provider a small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.
Nine Common Banner Ad Mistakes to Avoid
Banner advertising expert Rob Frankel advises e-marketers to avoid the following mistakes when creating their banner ads:
Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer’s interests.
The evidence shows that Web banner ads are restricted by high cost and limited physical banner area. Let’s look at the Marketplace section of SearchEngineWatch.com:
Out of 10 advertisers only 3 are in the SEM services business. These companies – BruceClay, KeywordRanking and MoreVisibility – are the largest players in the industry; they have enough wherewithal to run these ads and enough resources to satisfy a large flow of traffic.
Pay per click advertising
Pay per click or PPC advertising is an arrangement in which webmasters (operators of websites), acting as publishers, display clickable links from advertisers, in exchange for a charge per click. As this industry evolved, a number of advertising networks developed which acted as middlemen between these two groups (publishers and advertisers). Each time a (believed to be) valid Web user clicks on an ad, the advertiser pays the advertising network, who in turn pays the publisher a share of this money. This revenue sharing system is seen as an incentive for click fraud.
Though many companies offer pay per click system as one of their services. Google AdWords and Yahoo! Search Marketing (formerly Overture) and MSN AdCenter are top players in this field.
As far as PPC advertising is the first advertising option for any new on-line businesses it became one of the dominant and widely used marketing tools.
What you should remember:
Nowadays, inflatable advertising is a very common business to practice. It has been proved quite effective in grabbing public attention. So, in experts’ opinion, in coming days, it is going to be the first choice for all sorts of promotional activities. Just like any other normal business activities, this one also requires special attention and care. The perfect way to start advertising blimps business would be to consult with other business persons who have already established themselves in is domain. Their information, ideas and supplies; in some instances, affiliate plans also may work out to begin with, and these often work very well.
A few steps can be recommended as the guideline. For instance, let’s have a look upon:
o At first, one should get a license, arrange a business location and find a business name as well. The key idea is to make sure that there would not be any legal hassle.
o Minutely, analyze your rivals. It is quite significant to know how they work and what goes into making a bounce house, balloon inflatables and inflatable toy business successful.
o It would be also quite crucial to know what they charge for buying and renting their inflatables, what areas they deliver too, whether they only rent inflatables or offer other items like chairs, tables, etc.
o Though, it depends upon budget and affordability of every individual but the priority should be to set up complete business operation like website, logo, business cards, etc. this sort of thing enhance credibility and uniqueness of the company in public opinion. In other words, we can say that this is imperative for branding and marketing purpose.
The best part of this business is ‘investment’. It requires very nominal investment compared with many other businesses. But the point also should be noticed here that in order to start an inflatable advertising company, you have to have merchandise. This means buying or renting advertising blimps to determine how much money you can invest to begin with. So, set out a budget and look for good deals. Besides that you should always keep in mind that if you buy a crappy product, it is not going to last long; inflatable jump toys are no different.
Experts insist upon varieties. They believe that varieties in these sorts of advertising strategy are quite crucial. They never let the impact dull or die. Moreover, we must mention here that varieties are USP (unique selling point) of such advertising strategies. As a prudent advertiser, we can sit and discuss design and varieties of advertising blimps with the advertising vendor. We should make sure that our brand logo and name have been smartly highlighted on all the inflatable advertising materials.
There are thousands of budding businessmen and women that are internet savvy. Launching their company on the web is a logical step as this lucrative opportunity is simply too good to pass by.
This is due to the fact that there are numerous benefits involved when purchasing online. Stressful situations like congested traffic, hunting for a parking space and long queues can be avoided. To top it all it can be done in the comfort and security of your home. There are disadvantages as well. Misleading advertisements that promote inferior products is a huge problem. The best way to avoid becoming a victim is to make use of reputed dealers with secure web sites.
While online marketing is on the increase, the power of print
Through print media specific areas of business can receive direct mail and therefore ensure maximum turnover. Marketers can make constructive use of both options to make it work in their favor. Depending on your type of business, careful budget planning that includes all aspects of marketing strategies should be made. In this way you will not lose out and reap the highest benefit of the market. This is after all what marketing success stories are all about; skillful and cost-effective