|
Author: Hal Eisenberg Article source: http://businessknowledgesource.com/. Used with author's permission.
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?
2) What medium will be the most effective to reach them?
3) How much is it going to cost?
4) What will my message be?
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 a
television 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.
Is There A National Do Not Spam List?
Does a national list to reduce spam exist or is it one of the latest email scams?
Lingzhi A Miracle Herb For Peak Health
The secret of success is knowing how to deal with your body to maintain peak health condition. The dictum Health is Wealth hold more truth in the modern contex...
How Many Guitar Chords Do I Need To Know?
Most simple songs contain just 3 chords - called "primary chords". So even a stark beginner can learn 3 simple chords well enough to strum along and accompany h...
Chinese Eight Treasure Rice Pudding (Ba Bao Fan)
The eight-treasure rice pudding is a well known traditional Chinese dessert, cooked with sticky rice and 8 different freshly dried fruits (typically called date...
Demand for Spam? It exists
The recently released preliminary results of the end-user survey on email hygiene show that some end users still make the same blunders when dealing with spam. ...
Lens Technologies Found On Glasses
Which lens technology is for you? Read this article and find out exactly what you should be wearing.
Who Makes the BEST Alliance
If you are forming an alliance with another business, you will need to make sure that there are PROFITS for both of you. Here is some advice on what to look for...
The Basics Of Learning Golf
Golf is one of Americas most popular sports. People of all
ages want to play golf. Without learning golf, one cannot
play golf properly. You need to learn the b...
Success Formula Revealed - How You Can Apply The Ultimate Success Formula?
Do you want to be successful in the things you do and achieve the results you alway wanted? Find out how.
Get Mexico Car Insurance To Take That Trip Of A Lifetime
If you plan to go to Mexico you definitely need Mexico car insurance.
Some Straight Talk About Low-Carbohydrates and Your Health
There have been many diets and weight loss plans that have come and gone over the years. Low-carbohydrate, high-protein diets were popular decades ago. And toda...
Build Character with this Delicious Triple A Recipe!
Learn the 3 delicious ingredients for building character in kids. They're easy. They're fun and they're bonding too.
Petitioning for Your Needs
Human beings are blessed with a unique gift: the gift of prayer or petition to the Infinite for our needs. A religious person would call it prayer; others may c...
How To Win The War of Pay per Click Advertising.
Know how to get really highly targeted traffic to your site by the real cut method - Pay Per Click Advertising in a simple and easy way that really works for yo...
A Lasting Leadership Lesson: How One Leadership Talk By George Washington Saved The Revolution
The most important victory of the Revolutionary War was not achieved at Saratoga or Yorktown, but in a log hut in 1783 when George Washington put an end to a re...
New CipherSend Online Security Service Thwarts Email Address Theft And Soothes Password Fatigue
A CPA that has managed websites for accounting firms for several years hired encryption programmers to inexpensively solve two of the biggest headaches his CPA ...
Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers
Cinema Advertising can be effective for marketers if used the right way.
Electric Stoves and Their Benefits
Just what are the benefits of owning an electric stove? There are many things you should consider before you actually purchase one.
Why are Townhouse Rentals are the Way to Go when Visiting Walt Disney World
Townhouse Rentals are the way to go when visiting Walt Disney World
4 Steps To 1,000.. 2,000..3,000 Subscribers In Days!
Are you struggling to get at least 1,000 actual responsive subscribers into your database? If so, then read this detailed article that will show you step by ste...
Fish Oil
Omega-3 fatty acids from fish oils and other natural sources provide many health benefits. The predominance of grains in modern diets has shifted the fatty aci...
Clay Pot Crafts: Make a Bell for the Porch
Clay pot crafts are a cute way to make home decorations. In clay pot crafts, clay flower pots can be crafted into a variety of decorative things that appeal to ...
The Baby Boomer Athlete
Are you a Baby Boomer? If you were born between the years of 1946 to 1964, you are part of the 79.1 million Boomers, comprising 29 percent of the total US popu...
A Turning Point
19 years ago, I was a young working mother at 28, independent and working for a prestigious company, until circumstances made me choose between family and caree...
|
Print this page