Advertising Tips & Tricks To Maximize Your Impact Advertising Does Not Equal Marketing Advertising Paid-for marketing that allows you to control the MEDIA and the MESSAGE. RULE 1: Strategize To Reach Your Target Market What do your decision makers read or listen to? RULE 2: Budget for Repetition RULE 3: Consistency & Benefits!!! Ways to buy advertising Blitz -short-term campaigns, then off, then back -good for special events; seasonal services -still keep your other marketing going so there is always something (PR and client relations are a constant) Maintenance -keeps you in the media consistently, but not so saturated. Types of Advertising Print -Business journals -business section of main papers -newsletters for associations -non-traditional (placemats, directories, charity programs) Broadcast -cable -network -radio -on-line show sponsorships Outdoor -billboards -vehicles -benches/bus stops Direct Mail Post cards get read to be tossed Three-dimensional pieces in envelopes Telemarketing Online -banner ads select sites -Google ad words -Facebook -your website Imprinted Specialties -500K items: Think Different, on desk, don’t use up Suggestions To Maximize Impact & Save $$$$ Mix Your Media as you integrate ads with other tools of Marketing Communications Make ads “trackable” and track them Promote benefits, not features Avoid temptation to let paper set ads; invest in your image & stay consistent. Headlines for attention; anchor with logo as solution Call to action is better than “image ads” Testimonials speak volumes—assets in the bank Negotiate—ask for bonuses; ask for reach/frequency (if too good to be true, it is) Sign “Frequency Agreements” Bank On Frequency Sign frequency-based contracts to get the best rates IF the only penalty is to be “short-rated.” Example: Sign 10x for $100/ad to save $20 per ad. If run only 8, paper can charge you the $20 extra x the 8 ads you ran. CARDINAL RULE: If you can’t afford repetition to reach your target markets, use other marketing rather than waste money with insufficient frequency. THANK YOU!
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