How To Know If You Should Advertise Somewhere Or Not
Locally advertising your business, such as through billboards and newspapers, is a great way to bring people to your business. However, advertising in the wrong areas only wastes money, and it may even risk your reputation if your advertising space is very bad for your business. Go through this checklist to make sure you are advertising in the right area.
Demographic Information
Most businesses sell products or services to a certain demographic. If you are an office supply store, for example, then your main demographic will be small business owners. However, this type of store can also be popular with regular homeowners, teachers and anyone else that needs office supplies. With this wide a demographic, it can be easy to advertise in most places.
However, some businesses have very specific demographics. For example, if you run a gym that specifically trains people in the onset of becoming seniors in the 65 to 70 range, then you should research the area very thoroughly. If you advertise in an area with few seniors, then you won’t make a dent in the market at all.
Research the area and make sure your main demographic is available. If it isn’t, then you probably shouldn’t advertise there.
Traffic
This is especially important for billboards, but it is important for any advertising method. You need to make sure that there is traffic that will see your advertising. Otherwise, no one will see your business information.
For example, if you take out a billboard, make sure it is near a busy road or one that gets a good amount of drivers. If you make an ad in the newspaper, make sure there are enough readers to justify the advertising cost. You want to make sure that people see your ad in order to get people into your business.
This is often very easy to find out. If you are make a location-based ad, like a billboard, then look at the road where the billboard is located. If you are make a print-based ad, then make sure it is attached to a magazine or newspaper with enough readers, or that your flyers are posted in good areas.
Competition
How much competition is there in the nearby area? There will most likely be a few businesses like your own in the local area, and there is nothing wrong with some healthy competition. But, competition can be a little too fierce if the area is full of the same businesses.
For example, if you are advertising a consulting firm, check to see how many similar firms are in the same area. If there are hundreds of firms actively advertising in the area, then you may want to avoid the location. There is probably a huge need for your business, but if there are already established businesses serving all the customers, then you may have a hard time making money.
However, you can counter this by doing something different. If you specialize in something with consulting, or if you can offer a better deal than anyone else in town, then you might be able to steal away some of the market. Make sure you have something that no one else can do, and you may be able to beat the competition.
Assess Risks
Before advertising in an area, you should consider the risks to your business. For example, if you are a software company, you should consider the chance that your software may become obsolete before your advertising is put up. If this happens, then you will waste money on the advertising.
Not only that, but you should assess any other risk factors associated with your business. While there is always the chance that unexpected risks will occur, you should do your best to ensure that your advertising works in the intended area.
Conclusion
Finding the best area for your advertising can be difficult. There are many factors to research, and you can end up wasting a lot of money without getting any revenue in return. However, if you look up these different factors, then you should be able to find the best area for your advertising. Never blindly advertise in an area because you like it, as this often leads to wasted money. Check these factors, and you should succeed.
About the Author: Tom Demers is an avid Tech blogger; writing about topics including windows domain controller.
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Lend Me Your Ear: Radio Commercial Tips
Thanks to the technology boom, the marketing landscape has evolved dramatically over the last 20 years. The Internet and social media paved the way for new “pull” marketing techniques, and there has been a shift in some of the more traditional “push” marketing channels, including radio.
Contrary to what you might believe, radio advertising isn’t going away any time soon. In fact, marketing funds spent on radio commercials increased by almost 11% between 2010 and 2011, according to Nielsen. And no wonder—radio reaches an estimated 57 million Americans each week.
Radio Commercial Advantages
Radio advertising has distinct advantages over other media. Audio advertising has been shown to elicit a stronger emotional response than visual, if done correctly. In addition, radio commercials are usually much less expensive to produce than television commercials, and the production time is much shorter, making them an economical choice.
Many radio stations now stream their broadcasts live on the Internet. This means radio commercials have the potential to reach a broader audience for the same cost.
Ride the Radio Waves to Success
Successful radio marketing campaigns take into account a number of key factors in order to maximize their effectiveness. If you’re new to radio advertising, you may want to try to incorporate some of the following into your radio marketing plan:
Know Your Target Your Audience
Radio has a natural system for reaching different audiences due to its ability to target a wide range of demographic segments. It’s up to you to determine which type of listener you’re trying to reach. Knowing your listener will help you find the best station to advertise on, and it will help direct the message within radio commercial itself.
Research How Radio Works
If you’ve never ventured into radio advertising before, you may want to do some research on the metrics used to compare various opportunities. The value (or effectiveness) of radio advertising is usually measured in terms of “cost-per-point,” i.e., what it will cost to reach 1% of your target audience. However, you’ll also want to weigh frequency (number of times your audience will hear your commercial) and reach (number of people who will hear your commercial), along with the cost of actually producing and running the commercial.
Make a Great First Impression
Radio Ad Lab research by Gallup & Robinson determined that successful radio commercials have strong beginnings that capture the audience’s attention in the first few seconds. Grabbing a listener with an emotional “hook” makes the listener much more likely to remain engaged throughout the entire commercial. All the more reason to incorporate a killer first line when writing and producing your commercial.
Say Your Name, Say Your Name
Research shows a strong correlation between the number of times a brand is mentioned and how well a listener is able to recall the brand name after the ad is over. Consider mentioning your brand or product name regularly throughout the script, and be sure to offer your audience a “call to action” within the commercial to drive them to buy.
Use a Great Voice
Your company’s CEO might have a great personality, but that doesn’t necessarily mean he or she should be the radio spokesperson for your brand. Because a commercial’s effectiveness relies on the listener’s emotional response, you may want consider investing in voice talent. Voice actors are specially trained to be effective and clear communicators who have the ability to emotionally engage their audience.
As you can see, radio commercials can be a worthwhile marketing investment. Just remember, the most effective commercials are well-thought-out, strategically placed, and emotionally engaging. If you aren’t already, consider making radio commercials part of your marketing mix.
About the Author: Sarah Stockton is an Outreach Coordinator for Voices.com, a site connects businesses with professional voice talents. She enjoys helping potential voice talent find their start in the voice industry.
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Are you Wasting Your Money on Mobile Emails that Don’t Work?
Email marketing is one of the most lucrative online channels. And it looks like the combination of mobile is a powerful team.
According to a recent report from HubSpot, “43% of people on mobile devices check their email over four times per day”.
That presents a huge opportunity to reach people instantly at any time, and any place. But the problem is that an email that looks great on your laptop will look terrible on a mobile device.
So you need to improve your email marketing, and make sure that what you’re sending will perform on any device. Otherwise, you’ll be wasting your time (and money).
1. Write a Killer Headline
The headline is the most important element of any email marketing campaign.
How important?
According to a recent study from MailChimp, average open rates are only around 10 – 30%.
That means that 70 – 90% of the people didn’t care enough about your headline to even open the email.
People today don’t have time. So they don’t read everything. They scan and only open things that look interesting. If your headline doesn’t grab their attention, then they’ll never open it. And the the first step to making more money with an email marketing campaign is by improving the open rate.
Start with Copyblogger’s guide if you need help.
2. Focus on One Goal
The screen on a mobile device is really small. You literally only have an inch or two to get your point across. So keep it really simple. Pick one goal for each email you send, and focus only on that. This will drastically improve your Click-Through-Rate (CTR) for that one element.
Most people try and put several calls-to-action in one email. They want people to click a link to their website, become their Facebook friend, and buy something all in one email. That doesn’t work on a tiny screen. And the goal of your email isn’t to sell. You just want to pique your reader’s interest enough so they click through to a landing page.
Once you have them on your mobile site, then you can worry about converting them.
About the Author: Brad Smith is the founder of FixCourse.com, a blog about online customer acqusition and how to grow your traffic, generate leads, and make more sales.
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Remember Visual Hierarchy in your Advertising
Whether you are creating bill board, an exhibition stand or leaflet you need to pay attention to how you will direct people around your publication. The concept of visual hierarchy is one of the first things that graphic designers learn and it allows you to emphasise important elements in your publications with ease.
In fact I’m using it right now and you’ve probably used it today as well. Visual hierarchy is useful when it comes to creating attractive, easy to read adverts, ensuring that potential customers easily absorb your message.
Contrast
This will come up again and again in this post, but anything that contrasts from the rest of a piece will stand out and be seen as important. For example if you pattern of blue dots with one red dot then the red dot will immediately be noticed.
Size
It is fairly obvious that larger elements tend to be ‘heavier’ than smaller elements. So the more important the image is the larger it should be in comparison to other images. So you would usually want to make the most important part of an image the largest. Though there are exceptions to this rule. For example a single small but contrasting element surrounded by larger elements, will stand out creating a vulnerable impression.
Position
In Western cultures we tend to scan pieces from the top left to the bottom right in an ‘E’ pattern. Having said that the first place we tend to look at is the centre. So a distinctive central image will attract the most ‘weight’ and after that whatever is in the top left corner. Think of a billboard as opposed to this article. Probably the first thing you notice when you look at a billboard is near the centre. In contrast when you look at this article the first thing you notice is the title. This is because there is nothing distinctive in the centre, just a block of text.
Position has another crucial role. If you arrange everything in an organised pattern then anything that breaks that pattern will stand out. (Type dare to be different into Google Images to get an idea of what I’m talking about).
Colour
For some reason different colours tend carry different weights, with red and black seeming to be the ‘heaviest’ with green and yellow being the ‘lightest’. You will see over and over again red being used to distinguish an important item, think of fire extinguishers and alarms, there is a reason why they tend to painted red.
Whitespace
Whitespace, though it can be blackspace, or green whatever your background colour is really, helps to organise the information and prevent it appearing overwhelming. If you have ever tried to scan a long text message for details you will know how annoying a stream of text is. By putting spaces between elements then it allows you to group them.
Grouping
By grouping elements together you can show that they are related. For example without reading this paragraph you can still tell all the words are related because they are closer to each other than they are to the words in other paragraphs. In addition the whitespace between the paragraphs helps to establish them as separate groups. You can also establish relationships by repeating elements, so for example the sub headings in this article are seen as a group because they bolder than the rest of the text.
I hope this article has helped give you a basic idea of the principle behind visual hierarchy and how they can help make you publications easier to read and more informative. There is a wealth of information out there which can help you understand
About the author: Daniel Frank regularly blogs about marketing and design is currently writing on behalf of Nimlok Exhibition Stands.
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Three Magic Words That Sell
Not often will magicians share their tricks with the world, but today we have marketing wizard Boyd Blackwood pulling back the curtain to reveal one of his advertising secrets – three words that sell!
Almost since mankind grunted its first syllable, other men have searched for the most effective words to motivate and convince.
In the twentieth century, the study became a mini-science as experts began to codify the words they had found to increase the effectiveness of advertising and sales messages. Legendary ad-guru David Ogilvy was one such writer, offering his Most Effective Trilogy: You, New and How.
As a marketing strategist and copywriter for over 30 years, I have honed my own list of Magic Words – ones that I know from experience really work in advertising, on websites and in one-to-one selling. Here are three of my favorites.
#1: Because
The MOST powerful word you can use to convince is not You, not New, not even Free. It is Because.
Why?
Because the word has almost irresistible power to create belief in the minds of others. Its magic power comes from the fact that none of us really make decisions logically. In almost every instance, people make decisions emotionally – and then justify them logically.
When you use the word Because, you give the other person justification for believing you. What is truly amazing is that the reason that follows the word Because, doesn’t even have to be totally logical, provable or otherwise sound.
On a more prosaic level, which one of these requests is more persuasive?
“Will you buy these cookies?”
“Will you buy these cookies because the sales go to buy our classroom a computer?”
#2: You
Here I line up with Ogilvy; You is one of the most powerful words around.
Nobody wants to receive more sales messages – we’re all overwhelmed with them. So, we always view any message first with the question: “Is this of any importance to me?”
If the message seems to be addressed to a vast, undefined group of someones, the answer is usually “no”. So, every message should be addressed to the most specific person there is: you.
If you need convincing, stand on a busy street corner and yell: “Can anyone help me?” Then try looking directly at one person and asking: “Can YOU help me?”
#3: Imagine
Hypnotic suggestion is fascinating. One of the simplest ways to induce hypnosis is to ask someone to imagine something. When we engage our imagination, we slip into a light trance state – putting our rationale mind on hold for a moment and allowing our more creative subconscious to take charge.
And our subconscious is the province of wishes, memories, desires and dreams. Suggesting that someone imagine himself or herself enjoying the benefits of whatever you are promoting can work wonders – it causes them to actually enter the state of being a buyer, to pre-experience the sensations and emotions of ownership or acceptance.
You move from trying to persuade someone to helping them actually persuade themselves. That’s strong magic!
Note: Asking people to remember something is another way to help them access their subconscious. “Remember what it felt like on Christmas morning when you saw your first shiny (whatever) there under the tree?” Then, just connect that remembered feeling to whatever you’re selling.
Now… imagine what you can accomplish by using these magic words to promote your business. Because they almost have the power of incantation.
Author Bio:
For over 30 years, Boyd Blackwood has created ideas with practical applications in the fields of advertising, marketing, public relations and sales.
Among his favorite accomplishments are creating corporate names for national companies such as StaffMark and naming the national program AmeriCorps. He also created the official souvenir books for two U.S. presidential inaugurations. Creative work by himself and his teams has won several National ADDY Awards and has been featured in the Clios, Adweek Magazine, Luerzer’s Archive and AdAge Magazine.
Today, he shares the secrets he’s learned about getting the most return from any size marketing expenditure at his blog, Smart Marketing On Any Budget
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The Small Things are the Big Things in Business
Sometimes in business we assume it’s the big things that get us noticed. The “go big, or go home” mentality prevails and unless we have the capability to go big, we believe we are stuck with going home and not getting our business and brands out there.
The Story
A couple of days ago I was contacted by Matt Heinz of Heinz Marketing, whom I didn’t know prior to his first email to me. He paid me a compliment about Small Biz Bee and said he had a free report called “Six Essential Social Media Tools for Every Small Business (PDF)” and thought readers of Small Biz Bee may be interested in it.
I took a quick read over it, and he was right. It was exactly the kind of information I like sharing, and I told Matt I’d send it out to the
Twitter followers that day, which I did. Start to finish took about 10 minutes of my time.
That same day Matt asked if he could add me to his contact list, which I happily did since he had just provided such a nice resource for those who follow me on Twitter.
Two days go by and I get an envelope in the mail, from you guessed it, Heinz Marketing. Now I’m thinking, “oh great…what kind of list did I get on?”.
When I opened the envelope here is what it contained:
Not a pitch to do business with him, or an offer for 20% off his services – nothing like that.
Just a business card, a drink coaster (at least I think it’s a coaster Matt – it’s nice, and that’s what I’ll be using it for), and the piece of the mailing that impressed me the most:
A hand written note which read: “Matt, Thanks for the Retweet! Best of luck in the rest of 2009 & beyond. Cheers, Matt”
Hands down the best thank you for a simple retweet I’ve ever received.
The Lesson
Matt obviously understands it’s the little things that get you noticed. It’s the unexpected, small things, that can have a big impact on potential customers.
It doesn’t have to be ground breaking, or earth shattering to work. And if you don’t have the budget for a custom made drink coaster, don’t think you can’t do this same thing with almost no budget.
The next time someone helps you out in a small way, make a big deal out of it. Send them a hand written card, say thanks, don’t try to sell them anything – this is what gets you noticed, gets people talking, and eventually gets you business.
If you got something like this, who would you think of the next time you needed the service they offer? Be that kind of business.
Front page photo credit: laurenatclemson
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Stop! Don’t Spend One Advertising Dollar Until You Read This
Don’t spend one single dollar on advertising until you know your target customer, inside and out, top to bottom. Period, end of discussion. Why draw a hard line on this?
Precision Trumps Plentiful Marketing
Too often businesses use the shotgun approach to marketing, and in this economy that’s wasted money. Sure if you blast off a bunch of advertising you’re bound to hit something, but how much ammo did you waste in the process?
Right now we probably don’t have the marketing budgets to try stuff out, see what works, and throw money around hoping to hit a buyer.
Wouldn’t it be better to know your target customer so well you can then advertise specifically to them – the people most likely to buy your stuff? I think so. You’ll get more sales with less money, and an overall higher ROI for your efforts if you are precise in your marketing efforts, not just plentiful.
Exercise
Imagine your perfect customer. Think about every single element of the perfect person to buy what you sell. Then answer the following
- Where do they live?
- What do they do for a living?
- How much do they earn?
- Do they have children?
- Did they go to college?
- Have a particular educational background?
- What do they do for fun?
- Who are their friends?
- Who are their influencers?
- What matters to them?
- What do they value?
- What do they want?
- What do they need?
Once you have a crystal clear picture of who your perfect customer is, you can go to the places they are most likely to see your advertising.
Pay Attention (For What Not To Do)
In the next week pay attention to what kinds of advertising you are seeing, and where. You’ll be surprised how often you’ll see the shotgun approach being used, even by the “big guys”. This won’t be you.
The random ad for eyebrow waxing on gardening website, the flier on your door to refinance when you live in an apartment, or the commercial midway through your favorite episode of “Golden Girls” for Budweiser are all examples of using a shotgun approach to advertising. Sure they may accidentally hit on someone interested in an ice cold Bud who also watches “Golden Girls”, but it’s also an inefficient way to go about things.
Be cognizant of this when you are rolling out advertising. If you can’t explain exactly what demographic and target market you hope to reach with your ads, put your wallet back in your pants.
Not Just Who, But How
Also think about how your customer likes to be marketed to – don’t send brochures to "on line" people, radio ads are lost if your target customer subscribes to XM Radio, and if your target customer values outdoor activities how much sense does a commercial make?
Get the "how" right and you’ll be saving yourself some money, and getting directly in front of those most likely to buy what you’re selling. Tailor your message to what you know about them, what they value, and what the benefit of your product is to them. Most of all be consistent, both in message and in frequency.
Put the Time In
Do this exercise and you’ll be giving yourself, and your limited marketing dollars, a chance to really work. Without a lot of money you need to be selective, don’t use a shotgun approach hoping something will resonate with your target audience, put time into knowing them before you spend a dime.
Photo Credit: sk8geek
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20 No Cost Ideas for Marketing in Tough Times
Last week we talked about some low or no cost ideas for marketing your business, and in keeping with the theme I thought I’d bring you 20 more.
Here are 20 no cost marketing ideas from Keith Monaghan, a veteran marketer who helps businesses with their marketing strategy and advises them on building relationships in today’s hyper-social marketplace. He’s also from my hometown of Portland, OR which makes him a swell guy too.
My Favorite Ideas
Here are a couple of my favorite ideas from his list. As you can see they aren’t your “typical” low cost ways to advertise, but they can have a powerful impact on your business.
For the full list you can read Keith’s eBook below, or download your own copy here.
IMPROVE CUSTOMER SERVICE
The difference between good and great is in the details. Can your customer service experience be improved with a few tweaks or an easy policy change? Do it. Make it as seamless and enjoyable as you can (yes, enjoyable). In short: make it rock, because happy customers are loyal customers and you need those more than ever right now.
LET CUSTOMERS KNOW YOU APPRECIATE THEM
When was the last time you said “thank you” to a customer? Just as with any relationship in your life, it pays to express gratitude on a regular basis. Sound corny? Think of it this way: Customers who feel appreciated are going to give the love right back in the form of loyalty. Send them and email, make a call, interact with them any way you see fit. Just let them know they are important. It works.
SET UP A COMPANY BLOG
Many companies are making great use of blogs. Amazon uses a variety of blogs to cross market products. The CEO of Zappos keeps investors and customers up to date via his blog. Even Fortune 500 companies understand the value of engaging customers through blogs. Start by having the free, open source, and highly popular WordPress installed on your site, then do your homework. Here are two guides to help you find the right tone and strategy: 10 Tips for Becoming a Great Corporate Blogger, and Problogger’s Guide to Corporate Blogging.
SEARCH FOR YOURSELF
People are talking about you online. Find them with Google Blog Search, twitter search, Technorati, and whatever other tools you like. Once you find them, make contact. Respond to their comment. Address a complaint. Right a wrong. Say thank you. Start a conversation. Just let them know you appreciate the comment. Most of them will be happy to hear from you. See also: “Help Your Fans Spread the Love”.
KNOW YOUR NUMBERS
Peter F. Drucker, the father of modern business management said “What’s measured improves“. Are you measuring your web site traffic? Google Analytics is free, includes enterprise level tools, and features Conversion University, where you can learn how to make sense of the numbers and improve traffic to your site. Now there is no excuse.
GO BACK TO OLD CUSTOMERS
We’ve all heard the old adage that it’s easier to keep an existing customer than win a new one. But it may also be worth going through your list of older inactive customers and trying to reactivate a few of the better ones. Give them a call, tell them you value them, ask what it will take to get them back. You might be surprised at how simple or low-cost it is. If they say no thanks, consider it a learning opportunity and wish them the best. Then call them back in a year and ask again.
Try full screen view for best readability
Marketing in Tough Times – 20 No-Cost Ideas
Photo Credit: John Althouse Cohen
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Four Nonnegotiable Rules of Advertising
The world of advertising is a wide open landscape. There is almost no limit to the creativity, depth and breadth your advertising mix can take – Not to mention no limit to the amount of money you can spend.
In such an environment a few set of rules can help give you a proper framework by which to operate. I consider these to be nonnegotiable if you want to stay on track and not break the bank.
1. You Must Budget For Regular, Recurrent Advertising
Set a budget up front that you will allocate to your monthly advertising. Make this a % of revenue – not a fixed $$$ amount. Stick to this budget month in and month out – but spend your ad dollars (see next point).
2. You Must Be Consistent
Consistency creates opportunity in advertising. You will never give your advertising a chance to work if you don’t remain consistent.
Don’t change it with the weather, unless you have good reason too (see rule #4), and once you set the budget think hard before cutting it.
This is why you set a monthly budget, and spend it. Month in and month out you give your advertising a chance to work, and you give yourself more data to analyze results.
Also, if your advertising comes and goes, you never give your target market a chance to internalize your message (i.e What you want them to do)
3. You Must Have a Clear Message
Are your ad messages crystal clear? Is it obvious who you are targeting and what you want them to do? Don’t waste a dime trying to be cute, clever, or catchy until you have clear and concise down pat.
Be specific, to the point, and sometimes blunt. Remember "Here’s what I got, here’s what it will do for you, here’s what I want you to do next".
4. You Must Measure, Measure, Measure
It’s amazing how many businesses fail to measure their advertising – don’t be one of them. You have to test and measure to know what is working!
Don’t be afraid to make changes, or try new things, but make those changes backed up by data – or validate their effectiveness with data.
If you have no idea as to what the effectiveness of one advertising campaign was versus another, you may as well throw money out the window. It will always be a crap shoot.
The more you measure, the more you know what works, the more you can allocate ($$$) to what works, and the more successful your advertising will be – period.
Photo Credit: ttarasiuk
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10 Ways to Advertise Your Business On the Cheap
Who couldn’t use some more advertising, and what are some of the easiest ways to advertise a business on the cheap?
That’s the question I was asking myself today, when I decided to see if my friends on Twitter had any ideas. As usual they didn’t disappoint, and within minutes I had a list of 10 cheap, or free ways to advertise your business.
Advertising on the Cheap
- Add/Claim your business on Google
- Article Marketing – Write expert articles and submit them to sites such as Ezine, or pick from this list of 200 article submission websites
- Advertise on yourself – make some simple t-shirts with your company name and website on them, wear them around town
- Add your business to review sites such as Yelp, or Feedback Jar
- Email signature – Use every email as a way to promote yourself and your business
- Social Networks – There is a social network for every niche. Join one and start networking.
- Forums related to your business
- Leave biz cards in library books
- Post cards on windshields
- Leave biz cards, flyers, etc on community boards
In this economy there is nothing wrong with being frugal, and there are literally dozens of ways to advertise your business economically. Think creatively, and just get out there and do it!
Let me know your best cheap marketing idea in the comments below.
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