The Impact of Advertising on Society

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.

8 Ways Companies Waste Advertising Dollars

I understand, running a business is tough. Tons to do. Even more to think about. But, have you thought about how you are wasting those precious few  advertising  dollars? We see money wasted everyday in  advertising , here are some of the most common ways:

1) Inconsistency – Rollercoaster  advertising  is not as fun as it sounds. Rollercoaster  advertising  is when companies don’t stay in front of their customers. Business slows down so the company responds by doing some  advertising . They soon get busy and the attention gets directed to serving the recent influx of business. Soon, that new business is starting to wane, and its time to ramp up the ad machine again. If you will consistently advertise to your perfect customer your rollercoaster will level out and you can ride that train to the bank.

2) “Me Too”  Advertising  – Do you remember the “Got Milk?” campaign? Of couse you do. Its one of the best campaigns of the 90’s. Do you remember all the knockoff campaigns that it spawned. T-shirts, billboards, magazine ads everywhere had “Got _______?” in that nice narrow font. Do you remember any of the companies that did the knockoffs? I didn’t think so. “Me Too!”  advertising  is jumping on a band wagon of a concept or tactic that works. Unfortunately, the “me too”ers seldom see the same returns. Be original, set the bar and let everyone else say “Me Too!” to your  advertising .

3) Shotgun  Advertising  – This spray and pray method of  advertising  to EVERYONE is costly and not very profitable. It gets expensive trying to flood the marketplace with your message in hopes of hitting the perfect customer. Every time your message lands on the wrong customer you waste money. You may wonder why “the big boys” use so much of the mass market  advertising , its because they can afford to. But in recent years they are learning that targeting specific customers that are ideally compatible with their message is paying off more than hitting everyone with the same ad.

4) Wrong Vehicle – Using mass transit  advertising  to market a kitchen utensil to stay at home moms doesn’t sound like a good Idea, right? It’s not. Stay at home moms are called that for a reason. They stay at home. They don’t use mass transit very often. So why do companies use  advertising  vehicles that won’t reach their perfect customer? Choose the  advertising  vehicle that best fits the needs of that one customer that your product speaks directly to. Its kind of like using a tank to go water skiing, it might pull you but it won’t work that well.

5) Wrong Customer – Have you tried to sell tractors to a stock broker? It ain’t easy. Choosing the right customer is half of the battle in  advertising . Many companies say our target market is the whole world. That is a bit of a contradiction. Take an inventory of what needs your product or service fills. Look at what customers have the demographic and psychographic qualities that fit your product offer. Then work to craft a message that speaks directly to them and their needs. They are the right customer, speak to them.

6) Too Big – Every year a few companies spend millions on a single 30 second spot during the super bowl. If you remember the DotCom boom the Super Bowl broadcast was filled with quirky sometimes weird ads that “promoted” a website. A few years later, 90% of those companies were no where to be found. Would that money been better used in a consistent, targeted, custom message to the right customer? Guaranteed. Would they still be in business today? No way to know. My advice, don’t spend  advertising  dollars on placement that is beyond your reach. Especially if your haven’t tested the message. Think Big, Work Small.

7) Too Small – Money is tight. I get it. But, try to push yourself to the next level when it comes to your ad budget. I know it sounds weird after the last point. But I said the “next” level not the next stratosphere. If you wish to reach your perfect customer, they have to know you exist. You must let them know what you offer and how it meets their needs. Test your message as cheaply as you can. When you find a message that works, go big. Take a few risks, step out of your comfort zone. To get something different, you must do something different.

8) Poor Brand – What is your brand? Your brand is your look, your message, your value, your overall marketing message. Do you have a strong brand? Can you convey your message in 2 sentences? Do you speak to your Perfect Customer with every market touch point? Do the answers to these questions evade you? That probably means your brand isn’t as strong as it should be. Branding is probably the most important part of  advertising . Invest in your brand, it pays dividends.

If you can avoid these few mistakes, your  advertising  can be the life-blood of your business. If you fear making an  advertising  mistake, send us an email at info@Cre8iveDept.com we be glad to help you through it.

Thanks for reading,

Mark Combs

Lead Cre8ive, Cre8iveDept.com

Advertising Effectiveness Trends, a Small Survey

In the day to day running of my business, I am discussing marketing strategies with business owners and marketing managers on a daily basis. If you can earn their trust, then they will be very candid with you, especially if you can help them without trying to sell them something.

What resulted from this were some startling admissions that I did not expect. This had me thinking, it can cost an awful lot, especially for the small to medium business owner, to spend money on good market research. So I wondered what the results would look like after a few months if I were to record the marketing success and failure stories after each visit.

I broke this down into respective industries to give more meaning to the results, and also, if available, lend the reasons to these successes and failures. Now I have decided that three month periods will do for data collection as years of research in marketing becomes outdated by the time it is published in the forever increasing and changing monster that is the modern market place. Always ensure research is current and relevant.

Although some of you may want to see raw data, a summary of my finding is all I am going to share in this article sorry! Please take into account that the sample number is in the hundreds, but certainly not in the thousands. The value of this research comes from the honesty of small to medium sized business owners, and the fact they have usually spent the time to talk about these things in detail.

Here are some general trends that I have found;

o Newspaper and radio advertising return on investment continues to decline rapidly.

o The second most effective form of advertising was word of mouth referrals.

o The most effective form tended to be anything unique, e.g. logo and advertisement placement in unexpected places.

o Advertising on product giveaways tends to have a life span of one week, i.e. a company logo on a free pen typically brings in no new revenue one week after it has been given away.

o Advertising discounts were not as effective at getting people through the door as advertising something new.

o Customer loyalty increased with free giveaways, but not so much with advertised discounts.

o Most business owners were dissatisfied with the follow up frequency of advertising sales reps, i.e. after an initial advertising campaign, contact is not made until after an unacceptable length of time.

To bring relevance to these results, one must take into account that this is a small city (about 122,000) and has a large rural support base in outlying areas. These trends show that a need to provide innovative and well maintained advertising service is apparent in this city. Perhaps this is the same elsewhere.

There were some other interesting facts, but these seven findings had the most valid results statistically. If in the future, some other trends become overwhelmingly evident, then I will revise this article.

Radio Advertising Commandments – Part 1

In my last article “Local  Advertising  – The Biggest Mistakes” we took a look at the major media available for local advertisers to market their products. To follow up, I’d like to discuss the many uses of Radio. Sort of the 10 Commandments Of Radio  Advertising . This will take up several pages, for sure, so I’ll start by asking the most obvious radio questions.

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  advertising . Your typical print advertiser will place an Ad in a local weekly or daily newspaper and bingo, the next day – traffic. The results can be quite immediate.

Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.

Local radio  advertising  can turn off a new advertiser who expects immediate results, but it doesn’t have to be this way. Here are 10 reasons why “immediate results” are hard to come by:

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.

1) it makes your  advertising  more effective

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!”

Nothing could be further from the truth. What will cost you a fortune, is a radio  advertising  campaign that falls flat because the production was not up to scratch!

Remember,  advertising  is an investment if you eventually get back more than you paid. It’s a fortune if you don’t get back anything!

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.

Let me state that much of the advice offered here is what I believe to be the “safe route” to effective radio  advertising . Even under less optimal conditions, radio can be quite effective!

What you want to do, however, is not succeed by throwing tons of money into your  advertising , but rather cover all the essentials so that you have an effective and cost efficient campaign.

Good planning can go a long way.

In my next article I’ll continue with commandment #4

Use The Right Music Bed

Strategic Advertising for Real Estate Agents

“99% of  advertising  doesn’t sell a thing.”

Sounds like something a local real estate agent might say after paying for yet another ad that didn’t produce, right?

You might be surprised to learn that the quote actually belongs to David Ogilvy, legendary founder of one of the world’s largest and most successful  advertising  agencies.

Yikes – if a man regarded as a giant in the ad industry is so negative about  advertising’s  success rate, how should you feel?

The Bad News is the Good News…

There is an upside here. If so much of the  advertising  in your local market is ineffective, you can gain a significant edge on your competition by having a better local  advertising  strategy than other agents.

 Advertising  vs.  Advertising  Strategy

Notice that I said a better  advertising  STRATEGY, not simply better  advertising . There’s a big difference.

A better ad might get you a few more leads in the short term. A better  advertising  strategy can help you to have a consistent, meaningful message in your  advertising , and will position you to get more business from your local market on an ongoing basis.

With that in mind, here are three tips to help you define your  advertising  strategy, and put it into action:

1) Have a Strategic Objective In Mind BEFORE you Advertise

 Advertising  for the sake of “building awareness” is probably the fastest way to flush your  advertising  dollars away.

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.

Here are just a few questions that you might ask yourself before placing an ad to help define what you want your  advertising  strategy to do for you:

– 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?

If you can answer even some of these questions, you will probably be on your way to identifying the basis for an  advertising  strategy.

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  advertising  to become recognized as the local expert in serving first time homebuyers.

2) Have a Specific Objective for Each Ad you Place within your Strategy

With a clear objective as part of your  advertising  strategy, you can now think about investing in ads that support your objective.

Here’s a tip – you can create  advertising  that generates an immediate response while also serving to build your brand in a particular market.

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

All of your  advertising  (online, print, directory, flyers, etc) should be similar in both style and substance within your  advertising  strategy.

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  advertising  strategy comes in. With a strategic objective in mind for your  advertising , you will be able to focus your  advertising  dollars on communicating a single, clear message to potential clients about why they should call you.

An  Advertising  Strategy is Critical to your Success

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  advertising  strategy to drive business and outdo your competitors.

– Have a Strategic Objective for all of your  Advertising  – Know what you want to say about your business, and who you want to say it to within your local market.

– 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.

 Advertising  can be a tough game, but so can real estate. And in both cases, those with a well thought out strategy will almost always succeed over those that don’t have a plan.

Advertising Humor – Smart Advertising Choice?

The big sin in advertising and marketing is being boring. A market will forgive almost anything else. But a boring sales letter, commercial, or video will generate absolutely no interest in your product. The advertisement must be interesting to the prospect. Not interesting in general, but to that prospect.

Most small business advertisers who are putting together an ad, think of trying to be funny as their first priority. This is because many think of advertising as a form of entertainment. Advertising isn’t entertainment, it is selling. Making someone laugh when they see your ad, may make you feel better, and it feels like the ad should be working, but this isn’t the case.

You do not want to hear “Wow, I saw your ad. How clever (or how funny).” You want people to see your ad and then want to buy the product it is showcasing.

Is humor ever effective in your advertising? Sure. A viral video should be either very funny or very shocking. This will cause the video to be spread to all corners of the internet. You may even make some sales off of that video. Humor also has a place in advertising because to tends to stick in the mind of the consumer. Humor in advertising makes the company seem a little more “cool” because if the humor. But the humor should never get in the way of the appeal of the ad, which is to make someone want to buy the product advertised.

Advertisers should always put Selling first in their ads. After there is a strong appeal in the ad, then you can think of ways to say it in a funnier way. But never let humor get in the way of the selling.

Here is the danger of using humor in your ads. Some people may simply not get the joke. If they don’t get the joke, the ad will actually irritate them, because they won’t understand your point.

You may actually offend a few people. The humor, if really funny will direct the consumer’s attention to how funny the ad is, not how great your product is.

A funny and dramatic demonstration of your product, that really drives home a buying benefit, is useful because now they are talking about the demonstration, which is the same as talking about your product. See? You want them taking about your product, not the commercial.

What is almost universally useful in your broadcast ads, is smiling, friendly faces. They don’t have to be funny, but just happy. The prospect assumes they are happy because they are using the product. In print, it’s harder to be funny anyway, so you are trying harder to be funny, which doesn’t translate well to print. In print, ads should always try to sell, not be funny.

You can be interesting without going for a laugh. Do you know what prospective customers find interesting? Anything that will make their life easier, or will solve a problem that is bothering them. That’s what they find interesting. And not being interesting is the major sin in advertising.

Do you see the title of this article? Originally it was going to be Advertising Humor: It’s No Joke. Do you know why I changed it? Even though it is a semi-clever play on words, it wouldn’t make you want to read the article as much as the title I used. See the difference?

Online Advertising

 Advertising  has moved much beyond the levels of print and point of contact  advertising . Today one of the world’s most effective  advertising  techniques is online  advertising . With the unparalleled rise in the World Wide Web, not only has it become one of the most targeted sections of  advertising , but at the same time it is also the most cost effective  advertising  process in the world.

Categories of online  advertising  could include such systems as banner ads, email marketing,  advertising  networks, online classified  advertising  and many other techniques. The procedures are simple, they are quick and the results are easily visible.

The greatest benefit of online  advertising  is that it knows no time and space boundaries. It is visible to anyone at anytime and geographical boundaries are no longer applicable. Another great advantage is that they can be targeted to specific groups or a relevant audience. Certain keywords will bring up the advertisements on the requisite pages, thus ensuring that you catch the eyeballs of people who are looking for similar content.

Google, due to its commanding position in the search engine world, is used as the benchmark for all  advertising  techniques and marketing strategies. If a company manages to do well with its Google  advertising , then it is guaranteed that the same techniques will achieve good results on other search engines also.

Google’s AdWords is one of the most basic systems of  advertising  on their search network. The AdWords reach only interested customers, since the ads pop-up only on relevant search pages. You can also reduce  advertising  costs tremendously since these are not very high priced ads. You can also alter them as and when needed, and judging from the evaluation charts you can make informed marketing decisions.

Online  advertising , especially banner  advertising  or ads on various sites should not be judged on the basis of the number of click throughs. An advertisement’s efficacy cannot be calculated according to the instantaneous results it generates. There is a great deal of recall value attached to ads, and similar to print media or TV advertisements, the results normally become evident only later. However what is essential is the placing of the advertisement, since the significance of the page it appears on is what determines the focus of the ad.

Over 13.6 billion searches take place in one month in the US alone. Out of these 9 billion of those searches are on Google. Hence the importance of Google as the main  advertising  destination cannot be underplayed. Every SEM company worth its salt will target Google searches for optimization, and online  advertising  companies will target their ads towards the 9 billion searches every month. Thus Google promotion packages are an inherent segment of every  advertising  strategy. These include not only  advertising  on Google search engines, using the specialized techniques developed by Google, but also  advertising  on other classified advertisement networks and directory listing sites which are ranked high on the search engine lists.

Online  Advertising  includes search engine marketing with Google AdWords, Yahoo SM and Microsoft Adcenter; it also includes buying banners from CPM ad networks as well as social media marketing.

5 Important Advertising Tips

1)  Advertising  is Key! Truth is…you can’t afford not to advertise. Statistically speaking, research shows…companies that maintain their  advertising  throughout a recession are poised to reap benefits over their competitors, who do not advertise, especially once the market begins to recover. Therefore, slightly increasing your  advertising  in order to get the edge over your competition is a good idea. However, if you’re not in a position to do that, try to maintain your normal spending levels if at all possible. First and foremost…  advertising  is the promotion of a company’s products or services carried out essentially to drive sales of the products or services, but also, to build a brand identity and communicate any changes or new products or services to the customer base. If you want to grow your company’s profitability and improve your bottom line…you must ADVERTISE!

2) Choose your  advertising  method wisely. Here are some options.

a) Print  advertising : newspapers, magazines, brochures, fliers & direct mail

b) Outdoor  advertising : billboards, kiosks, trade shows and events

c) Broadcast  advertising : Television, Radio and Internet

d) Covert  advertising  or in layman’s terms “product placement”: now this is the  advertising  you see in motion pictures-or with sitcoms on TV…this is a unique form of  advertising  that companies do to showcase their product or service.

e) Public Service  advertising : is traditionally reserved for socially relevant messaging, political integrity, poverty, religious or civic events, nonprofit 501 (c) (3) organizations.

f) Celebrity  advertising : of course this is when a famous person is asked to be a spokesperson for your product or service. Today there are growing companies that bank on the power and influence of celebrity  advertising . In most cases, the celebrity lends instant credibility and influences the target customer base positive manner thereby increasing the company’s profitability.

3) The difference between having an  advertising  plan and having an  advertising  strategy is critical. It’s like this…if you want to get from point A to point B that’s your plan. Your strategy is how you’re going to do it. For example if my plan is to drive to Savannah then I have to formulate a strategy on how I’m going to get there…either by car, plane or train etc. Once I determine the how, then I must map out my route…that’s my strategy. Your  advertising  plan consists of what your goal is. For instance, let’s say your plan is to increase sales by 30% and promote your special July 4th sale including half off of everything in stock. Well the  advertising  strategy must include the execution of the plan. If you want to inform your prospective customers about your sale…you’ve got to figure out “the how factor”…how are you going to get that message across? What vehicle will you use? Then you must strategize an effective campaign relaying the pertinent information to the target audience utilizing a creative advertisement to effectively communicate your message. You may decide to combine flyers, TV, radio & internet along with a celebrity endorsement. So the  advertising  plan and  advertising  strategy are very different but function in partnership…because one doesn’t work effectively without the other.

4) The one key word to use in  advertising  The best word in  advertising  is…”FREE” anything free is going to instantly grab attention and make your customer curious to find out what is being offered for free! However, if you’re limited on what you can offer for free…there are other  advertising  techniques you can use…i.e., special offers are nothing more than good old fashioned “bribery” because you hook the customer with the BUY ONE GET ONE OFFER or Buy TWO GET ONE HALF OFF! This technique is very effective because you have given the customer an incentive to spend more!

5) The most important element in effective  advertising  The industry terminology is called “THE CALL-TO-ACTION.” But I like to call it, the WOW Factor or the “Special Sauce.” In today’s society we are spoiled. Most of us want everything now, at our convenience and deeply discounted. Consumers today don’t want to spend too much time or energy looking for a great deal. Most importantly we look for a quality product or service at a great price. Thus, the key for any company or business…is to offer their target audience something unique that’s going to “knock their socks off!” However, you must offer something that will influence the target customer to take action right away! The WOW Factor equals activation! To make sure you get that activation; you must give it the KISS test; KEEP-IT-SWEET & SIMPLE!

2010 © All Rights Reserved Quality Media Consultant Group LLC

Before You Advertise Know the Facts! Offline Advertising Vs Online Advertising

What forms of  advertising  are available to you in Cookeville? Should you advertise your local business Offline or Online? You can better decide that once you understand the buying process a person goes through before spending money on a service or a product. It could take days, even years for a person to go through this process.

Understanding this journey will assist you in determining what  advertising  methods would work best in spreading your message. We will be discussing reach and estimated cost between traditional offline  advertising  and Online Pay-Per-Click  Advertising .

Typical Consumer Buying Process:

Most all consumers have the same pre-defined actions before buying Anything! Listed below are the purchasing steps people like you and I unknowingly use.

  • Potential customers become aware that they have a need, want or problem
  • They gather information about the product, service or solution that could possibly fix their problem
  • They ask their friends opinions, read customer reviews & consumer reports, watch videos and the list of fact-finding research methods goes on

Only then, when people have gathered this information, do they feel comfortable enough to make a buying decision. The information gathering phase accounts for roughly 95% of a client’s buying process. This leaves only 5% of customers ready to buy at any given time.

What does this have to do with  advertising  in Cookeville?

Simply put, the buying process is common to all potential customers. When you advertise your business in Cookeville or your Cookeville business to potential clients in Nashville or Knoxville, you must understand who your message will reach and when. Telling the world about your business is only effective if it produces a return on investment, Right? In order to produce result oriented  advertising  you must inform shoppers and provide buyers with exactly what they are looking for, giving them incentive to buy.

Offline  Advertising 

Advertisers in Cookeville can choose Offline  Advertising  in the forms of radio, TV, newspapers or other publications and billboards. Average monthly cost for these services when opting in for minimum exposure can cost you an estimated $20-$35 a day. That translates into an average of $825mo or $9900 a year.

These forms of  advertising  can take your message into Cookeville alone or to people all around the Upper Cumberland area. Constant exposure can brand your business by “keeping your name out there” in the community to shoppers and attract potential buyers along the way.

How it Works

Essentially it comes down to exposing a message or multiple messages to the people who read a particular paper or publication, use a common street, listen to the radio or watch TV in a predefined area or location. The goal here is to advertise to the majority and hope you catch some buyers along the way. In theory you are only  advertising  to 5% of the population for direct response.

Now, I understand, you are  advertising  to everyone in your chosen area, but only five percent of the given population will be ready to buy today. It is important that you position your ads in order to market to the all the potential customers that may come in contact with your  advertising .

It is best to provide an informational message that speaks directly to the 95% of people who are gathering information about the products or services you offer. You will also want to provide your viewers or listeners an alternative message driven towards direct sales in order to support the cost of your  advertising . This increases your exposure, branding your business by informing shoppers and giving buyers what they are looking for with good reason to complete their buying process.

If you are a small business trying to grow, you will most likely want to keep your message focused towards the 5% of the people on the verge of buying. Dealing with smaller budgets requires you to increase you odds for making sales and money immediately from your  advertising . Although it will cost more than the estimate above, it is always a good idea to multiply these messages on different  advertising  platforms, including online  advertising  for maximum results.

As with most  advertising , the more you spend, the more people your message is exposed to, the more your chances increase for making sales along the way.

Online  Advertising 

Advertisers in Cookeville who choose Online  Advertising  can advertise on major Search Engines, Social Media sites and on literally hundreds of thousands of websites relevant to your business. Average monthly cost for professionally managed online  advertising  when opting in for minimum exposure will cost you an estimated $16 a day or $492mo or $5899 a year.

Don’t have a website? You don’t need one! Unless you intend to build your online presence for sales and branding together, then you will need a professional website. A fully customized, search engine optimized website will run you an estimated $1000. This is the real deal. Add that to the total cost and you are looking at $19 a day or $575mo or $6899 a year.

Online  advertising  does exactly the same thing as above, plus so much more. You can take your message to Cookeville alone or to people all around the Upper Cumberland area. Online  advertising  also gives you the ability to advertise your business to multiple cities of choice or entire states across the US. You can even take your business  advertising  global if you so desire. That’s not all, you can also add multiple ads or  advertising  messages whenever you want and target your customers with keyword terms so the right message is reaching the appropriate clients.

How it Works

Online  advertising  is most commonly implemented through one of many pay-per-click (PPC) programs. These programs are offered by the worlds largest search engines or websites. Google by far being the leader, Bing, Yahoo and Facebook are a few you can probably relate too. With the one time account setup, you essentially tell the PPC provider who, when, where and what.

For Example: Let’s say you own a lawn equipment business and you sell weedeaters, lawn mowers and leaf blowers. With pay-per-click you target customers by using targeted keyword searches producing as many ads as needed to get your message(s) out to the right people.

You start by building one ad for lawn mowers that will target anybody searching online for the key terms – JD ZX9 Super Model, zero turn lawn mowers and lawnmower shops near Cookeville. By doing this you target the 5% of buyers who are looking to buy a commercial lawn mower close to Cookeville. Next you place another ad about lawn mowers but this time you target customers looking for service. So your ad reads, “Get Your Lawn Mower Ready for Spring – Blade Sharpening to Full Service – Call Now for More Information.” You set it up so only people searching for the key terms – Lawn mower service, lawn mower blade sharpening and lawn equipment service see it. This ensures your getting the right message to the right people 24 hours a day seven days a week.

The cycle can go on and on to target weedeaters and leaf blowers as well. Before running these ads in what we call ‘Traffic’ you also tell your PPC provider to do a few other things as well. Things like only spend $250 a month or $8.30 a day, only show my ads to people searching for these exact terms and only show my ads to people within a ten mile radius of Cookeville, Crossville and Smithville. You have complete control over your  advertising .

Drill down further and place ads like “Bob’s Lawn Shop – Lawn Mowers, Leaf Blowers & Weedeaters – 10% off Service During May” and place these ads on many other relevant websites. For instance, I send you an email asking you if you know of a place that sharpens lawn mower blades. You reply with a no, but because the conversation is relevant, your ad is showing on the side of the page and catches my attention. Or, perhaps, your target customer is looking on Lowe’s website at zero turn mowers and he spots your ad (like a billboard) on the side of the page and clicks through to your website. You could even set it up where they simply click the ad to call your business immediately from there mobile phone because you provide what they need today, locally. This is a great way to catch shoppers nearing their final buying decision through mass marketing. Keep in mind, there are no additional cost.

The Biggest difference with online  advertising  is you only pay when someone visits your website “Internet Store Front” or takes action from your advertisement. By targeting pre-qualified customers where they live (home, work, cell phone) at exactly the time they are looking for your businesses service, product, location or solution, you increase your chances of return on investment. This takes the “Throw it against the wall and see if it sticks” aspect out as well because you choose who sees your ad, when they see it and what information they get when they take action. The best part is you can collect data by tracking conversions and begin to filter out what doesn’t work and build upon the target markets that are producing revenue for your business.

With 91 million searches a day on Google alone, people are looking for your business by way of the internet. When is the last time you cut out a newspaper ad, pulled over to write down a number or hunted up a phone book?

 Advertising  Comparison

-Offline  Advertising 

Pros:

  • Reaches local customers with option of running multiple messages
  • Targets customers throughout the buying process
  • Brands your business image in your selected viewing area

Cons:

  • Short ad exposure times
  • Unable to target any deeper than location or interests
  • No precise way to track results or effectiveness

Estimated Cost: $825 a month

-Online  Advertising 

Pros:

  • Only pay when someone acts upon your  advertising  message
  • Target pre-qualified customers with specific ads for sales and branding anywhere in the world
  • Capability of tracking data, optimizing to eliminate non productive  advertising  thereby producing increased results over time
  • Ability to pause, change or adjust your  advertising  any time day or night without any contracts

Cons:

  • A professional website is crucial for long term advertisers
  • Complex. Needs professional management for best results
  • Setup takes 2-3 weeks

Estimated Cost: $575 a month

Advertisers from the Middle Tennessee area have some very good choices for  advertising  there local business to the people of Cookeville. You know your business and hopefully this information will give you better insight on not only how you can advertise your business but also what cost will typically be involved.

Feel free to research this subject more at your own leisure. You can find information through the internet from advertisers websites, additional articles and even forums/blogs describing peoples own unique experience with offline and online  advertising .

View pay-per-click packages and pricing

New and Cheap Advertising Ideas

When you are in the business world then your major aim is always to surge ahead of your competitors. It is important that your product is of high quality but it is also important to advertise it so that it reaches every household. You can take the example of mobile phone producers. Normally two products have got the same kind of features but the one with higher sales is the one which is well known as compared to the other one. What is being emphasized here is that you need to speak out loud about the product you are offering and that can be done through the proper implementation of  advertising  ideas.  Advertising  is the key to your success in the business.

Generally our conception about the  advertising  is limited to the big banners we see on the roadsides, in the malls and the large scale advertisements in the electronic as well as print media. With the rising popularity of the internet, the pops ups and advertisements on the websites are also now part of the  advertising  industry. For the big business houses these are standard mode of  advertising  but for the smaller businessmen it is a no-no thing because of the higher budgets. There is no need to get disheartened because these are not the only  advertising  ideas or ways to promote your product. Distributing pamphlets, use of salesperson are also the cheap and effective ways of  advertising . One needs to understand that anything that will make sure that the customer gets to know about your product is a way of  advertising .

To name a few of the cheap and better  advertising  ideas you can count on distributing the pamphlets and flyers in the areas that are in your reach. Through these flyers you can also distribute the discount coupons. These coupons will get the people discussing your product and the contemporary wisdom says that the word of mouth is still the best way to go about the  advertising .

In modern times internet has become such a powerful medium that you can achieve unbelievable results with its reach. You can make a website detailing your product or service. Along with this also make use of the various social networking websites like Facebook, orkut etc. by dedicating a page on them to your product. If you can further spend a little more time you can also make a monthly newsletter relating to your product and send a mass email to the people. In the newsletter make sure that you detail all the good things about your product and also offer some good discounts. This is sure to set some of the tongues waging.

Make yourself a regular member of the business sittings in your locality. Discuss about your product with other people. They might give you some nice  advertising  ideas. The more you keep your eyes and ears open the more you are bound to gain. Project yourself as the key player in the niche of your product and make sure that your product as though it is the only viable option available in the market. These  advertising  ideas are sure to make your project a hit in the market.