 |
 |
 |
 |
 |
|
Advertising in Today's Market This smart, four-point checklist is your guide to recession-era advertising. When money's tight, the knee-jerk reaction for many entrepreneurs is to cut back on advertising. Unfortunately, the businesses that stop advertising simply drop out of sight, taking these entrepreneurs from slow sales to no sales--fast. It's a risky move many may not recover from. Rather than eliminate your advertising in a recession, cut the fat from your campaign, and focus on the right media choices for the highest Return On Investment. To figure out what to cut and what to keep, use this checklist to choose the right media for your business in this challenging economy.
Where will your customers look when they've decided to buy what you sell? First, engage your existing customers and ask them how they found your business and where they go to research additional new products and services similar to yours. Think about:
By advertising where prospective customers look, you'll shorten your sales cycle and lower your cost per sale.
Do your prospects drive by your business? Even when your customers aren't in search mode, they still interact with your signage other important media. Discover which media touch your best prospects throughout the day. Do they read a particular newspaper? Which TV and radio programs do they enjoy and at what times of the day? If you're targeting B2B prospects, zero in on the industry publications they rely on for information. Both business and consumer prospects have favorite websites they frequent. Armed with this vital information, you can strategically place ads in media you know play central roles in their daily lives.
Not all media that touch your prospects will be smart advertising choices. The issue of appropriate context is critical when making this evaluation. Choose media that reach your prospects when they're in the right frame of mind to be receptive to your message. It all depends on when and how you want your customers to think of your business. Pare down your campaign to the media that put your message in the right context, and your response rates will climb.
The very best use of limited advertising dollars is to spend your money where your campaign can be a standout. That requires sufficient ad size and frequency. With the abundance of clutter in all major media, it can be challenging to stand out with small-size, fractional-page ads. Larger ads will give you more bang for your buck because they're more likely to be seen and remembered. Rather than run small-space ads in many publications or websites, reduce your media choices to those in which you can afford to buy larger ads and advertise frequently. Narrow your broadcast selections to fewer radio stations or TV programs, and advertise to your core audience with frequency so your message is sure to penetrate. By the time the marketplace rebounds, you'll be in a solid position to expand your campaign once again. Oh, by the way, don’t hesitate to call on us for a free consultation regarding signage, brochures or any custom graphics. Our business is to provide you with a visual edge against the competition. No matter what business you are in we make your name look good and people will notice. Just drop us a reply if you wish to be removed from this series. We value your business and your privacy.
|
||||
|
Best Regards, Gary, Dave, Elaine, Keith & Dan |
||||
 |
 |
 |
 |
 |
|
Signage: Storefront * Vehicle Graphics * Banners * Magnetics * Real Estate * Hand Painted * Sandblasted * Digital Prints Windows * Changeable Letters * Plastic Molded Letters * Plaques * Acrylic & Polycarbonate Advertising: Business Cards * Envelopes * Brochures * Menus * Letterheads * Flyers * Resumes * Newsletters |
||||