When it comes to putting your product or service on the market, and presenting it to potential clients, a thoroughly planned and well-conducted advertising campaign is crucial. Even if your product the best, most innovative thing created so far, the world will not know about it unless you advertise it. Real, lasting interest is something that has to be generated, not waited for. There are various ways and media channels through which you can convey your message regarding your business brand.
Since a majority of people spend more time watching TV than any other medium, it is often referred to as the “king” of the advertising media. In the last 50 years, television has proven how much it can influence human behavior. However, TV commercials are more expensive than other advertising mediums. If your ads were proven successful on radio, newspapers, direct mail, and social media, then a good TV commercial can give a genuine boost to your growing business. When it comes to reaching large audiences, larger than the one your local newspapers reach, there is no match to TV advertising. But if you decide to run a TV ad, you should advertise during shows whose viewers can understand the ad and like what you offer.
There are greater possibilities for creative advertising, as you can basically turn any idea into a multimedia project, convey your message and interest your audience more easily. TV ads can give your product prominence and validity, whilst TV audience is separated into larger segments, making it easier for you to reach a more diverse audience. The only disadvantage is the price of advertising, and the cost of producing a TV commercial.
Local, state and major newspaper are another great advertising medium. If you run, for instance, a local restaurant, than you should advertise in local papers. On the other hand, if you sell clothes and have retail shops across the country, then consider advertising in state or major newspapers. Reading newspapers is a habit, and almost every home receives it. They have various sections, and you can place your ad in a particular section in order to reach your target audience. The disadvantages are: low paper quality, small ads can be imperceptible due to large paper size and large number ads, and your ad has to compete with other ads for reader’s attention. According to a Nielsen study, newspapers have clear strengths and continue to hold their own against other media.
Decide which radio programs you could advertise on in order to reach your target audience. You can update or change the scripts. Radio personalities have a certain intimacy with their listeners, which makes radio a rather personal medium. Radio advertising is more expensive than search engine advertising and direct mail, so try to perfect your message on those cheaper mediums, before going on the radio.
The basic rule of direct mailing is to always have a unique offer. Define your audience and then create the right mailing list. You can build it by yourself, or buy an “outside list” from a mailing organization or a list house. Choose a good mailing company that will perform addressing and mailing for you, and add a self-addressed mailing card or a Business Reply Postage Number (and pay just for the cards which are sent back to you). Send direct mail only to those you believe are targeted prospects, instead of sending mail to every household in town.
Billboards, bus-stops, transit advertising (on trains, taxi vehicles, subways and buses) signs, posters, and benches all fall into the category of outdoor advertising. The advantage of outdoor advertising is that it acts as an element of the environment. There are companies, such as Adshel, which specialize in this form of advertising, and which can provide everything from market research and audience insights to developed advertising solutions for a very affordable price. Outdoor advertising is most effective as an adjunct to other types of media advertising.
PPC (Locally Targeted)
PPC (Pay Per Click) is an online type of advertising. With PPC, you promote your products only to those who are looking for what you offer online. But instead of rushing into it and advertising on a higher level, go local first. Restrict your ads to certain geographic regions, so only nearby searchers can see them (instead of paying for advertising in Tasmania, while you are located in Western Australia).
Diversifying your advertising platforms is key to long-term success. By doing this, you will reach a much wider audience and ultimately spread your message more efficiently and gain new customers. Take some tome to organize properly, allocate funds for each platform, devise an approach and go for it. You will improve your ratings much faster and more efficiently, rather than putting all your eggs in one basket.
Guest Blogger: John J. Stone is a business consultant and editor at Bizzmarkblog. He is a devout believer in the notion that form should always follow function and that developing the ability to think outside of the box is a prerequisite of being a successful entrepreneur.