| |
| |
|
Advertising Information |
|
|
|
How To Make Your Advertising Work!
Many believe that when it comes to advertising, it's a necessary evil. At least that's how some businesses approach it. Some view it as simply a tool to showcase price and product while others see it as a way to counter their competitor's ads. Know what? They're all wrong. Here's what you should be thinking about when putting together an advertising campaign: 1) Who am I trying to reach? Hard to believe: Some of my client's advertising approach prior to working with them was basically, "I have this amount of money to spend so how much can I buy with it?" This was usually followed by a call to their favorite radio station, or to atelevision station carrying their favorite program and asking for rates. Granted there are many, many choices when contemplating where to place your ad dollars and it can be very confusing given all the choices that are out there. Especially for example, when you call radio stations and every account executive tells you that their station is number one. That's why it helps to have experienced people on your side who can help you choose the best media mix for your ad dollars. Of course it make sense at this point to put in a plug for my agency, but if you want to get a better understanding of what is involved, refer to the four questions above. For example, "Who am I trying to reach?" means who is your target customer? Every retail or service oriented business has a target customer base and once you've established yours it will help in narrowing the list of possible media choices. Many businesses put off advertising until they feel they need it. The truth is, if you have a business that sells products or services you need to advertise all the time, not just when you have excess inventory or sales are down. I'm sure you've seen and heard many auto dealers advertising "red tag" or "tent sales". This approach is a quick hit type of campaign designed to move inventory but the end result is usually just a waste of ad dollars. Instead piling on these price driven ads and doing battle with every other dealer advertising in a similar way, these auto dealers would be smarter to concentrate on building their brand through consistent advertising and separating themselves from their competition with solid points that answer questions on consumer's minds like, "What will you do for me that the others won't?" "Why should I shop at your dealership?" "What makes your dealership different?" along with coming up with a clever branding image that makes them easy to remember when the consumer is in the market for a car if not now, down the road. Yes, money talks. But if everyone is shouting the same thing like, "We'll save you money!" the consumer has no incentive to visit one dealer over the other. Last but certainly not least is the importance of the message itself. Time and time again I'll hear or see a campaign where it's obvious the media buy was well executed but the message is muddled or confusing or worse, boring. If you're going to go through all the trouble and expense of putting together an ad campaign, make sure the message cuts through the clutter in a clever, creative way because that is what branding (getting people to remember your business) is all about. So how do you make advertising work? Remember that establishing a budget, determining who your target customers are, careful planning, consistency, and a clever message will put you on the road to success. Like what you've read? Want to read more? Visit The Eisenberg Agency web site at: http://www.eisenbergagency.com E-mail: halacious@eisenbergagency.com. Hal Eisenberg is an award winning copywriter, creative director, and owner of The Eisenberg Agency, an ad agency specializing in cut-through-the-clutter ads that get results.
MORE RESOURCES:
TapIt!â„¢ Releases Proprietary Mobile Advertising Platform - San Francisco Chronicle (press release)
Google News |
|
|
|
RELATED ARTICLES
Dont Put All Your Eggs in The Same Basket Solution: You can protect yourself by partnering with other lead sources because it is unlikely that they will all have a problem or technical issue at the same time.Other alternative: It doesn't hurt either to use a few marketing tools to generate leads for your business. Sex in Advertising: Does it Sell? We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. How To Get Big Sponsorship Money for Your Band, Tour, Event or Production Touring is a bands greatest opportunity for success. But, touring can be very expensive. The SKINNY on Radio Advertising From meager beginnings in 1920, radio has grownwith us to be a major player in advertising. Theradio industry says they get about 8 percent ofall advertising bucks. LED Moving Message Displays LED's are becoming more and more popular in all kinds of lighting fixtures. For simpler, slimmer design, moving message displays utilize Light Emitting Diodes (LED's) as the display technology. 7 Tips for Better Ads The content of advertising is basically the sameno matter what the media. It is good and it works,or it is bad. What's the Score? You may be aware that in a basketball game the assistant coaches keep an almost unending list of personal statistics for each player. Rebounds, assists, points, minutes played, etc. Your Eye Catching Publicity Flyer Your website is done, your business cards have been delivered, and your brochure has received accolades. In the promoting department you have everything you need, right? Well, there is one item you lack and by having this item in your arsenal it can be a dealmaker for you. The SKINNY on Newspaper Advertising The SKINNY on NewspapersUsing the paper is considered gospel by manypeople in business. Use it wisely and it can be agood tool. I Dont Want to be Different To succeed in today's crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It's a matter of business survival. Add More Pizzazz To Your Ad For More Profits I recently completed a Marketing Makeover for an Adthat wasn't generating results for the owner of a Piano Tuning Business.Here is the original ad:========================================A BETTER PIANOA well tuned and adjusted piano is a beautiful instrument. Trade Writing - For Cash! Often considered as "plain Jane's" of the print world, trade magazines prove that there is more to a market than just a pretty face.Trade magazines are written for a specialized audience and typically focus on one specific area or industry. Electronic Reader Board Electronic reader boards are the most efficient way to convey the information. Therefore these nowadays are widely accepted all over the world. Double Your Sales Potential With Double-sided Business Cards Swapping business cards is one of the most basic and common forms of networking in the business world. With something that is so common practice, people often hand out cards blindly while not really thinking about what the card does AFTER you hand it out. 7 Essential Elements for Profit-Pulling Ads Advertising will make or break your business. It is crucialto your success that you learn to write great ad copy. Prove It! - Give Your Marketing and Advertising More Credibility Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down. Cross Cultural Advertising "Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something,"Hans Magnus Enzensberger.Culture affects everything we do. Why Your Ads Aren't Working The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?Like most marketing communications questions there are no simple answers. After all, communication is a high level activity. How to Know if Direct Mail Will Work for Your Business Here's a great lesson that applies to direct mail. Ready? Some people say one thing and do the opposite. Seven Ways to Waste Your Money on Yellow Pages Advertising Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy.
|
| home | site map |
| © 2006 |
