Ad Placement
Writen by Kurt MortensenThe following summarizes the relative advantages and disadvantages of the advertising media most frequently used by small businesses.
Television
Television provides a means for reaching a great number of people in a short period of time. Small businesses will typically use either spot television or cable television. A spot television ad is placed on one station in one market. The number of target audience members who see your ad depends upon how many viewers are tuned into the television station at a specific time. Cable advertising is placed either on a local cable television channel or on a cable network. The number of people reached by cable advertising depends upon the cable penetration and the cable channel/program viewership in a given market. Beyond television's reach, an additional advantage is its ability to convey your message with sight, sound and motion. The disadvantages of television advertising are its relatively higher cost - both the terms of airtime and production, its limited length of exposure, its short airtime (making it difficult to present a complex or detailed message) and the clutter of many other ads. Television ads may require multiple exposures to achieve message retention and consumer action. Also, many commercials are considered intrusive, prompting viewers to switch channels to avoid them.
Beware of stations that nobody watches. Before making a commitment, do a quick informal survey of your customers and staff to learn what percentage of them watch the channel you're considering. What is true of advertising in general is also true for television: Advertising can work for you only if it's seen, heard or read.
Radio
Radio, like television, has the capability of quickly reaching a large number of consumers. The major advantage of radio lies in its ability to efficiently target narrowly defined segments of consumers. The vast array of radio program formats allows an advertiser to gear ads to almost any target audience. Beyond this advantage, radio is commonly used by small businesses because it is relatively inexpensive (both in terms of airtime and production costs) and because deadlines for placing radio advertising are relatively short, thereby providing an advertiser with increased flexibility. The disadvantages of radio are: 1) an advertiser is limited to an audio message so there is no visual product or service identification, 2) ad clutter can be high and 3) exposure to the message is short and fleeting. Similar to television, multiple exposures may be required for message retention and consumer action. Also, listeners may change stations to avoid commercials.
If you can find a station whose listenership matches your customer profile, radio can indeed boost sales. Bear in mind, however, that radio's effectiveness is tied directly to the time of day when commercials air and to their frequency of repetition. Opt for the time slots when your prospects are most likely to be listening and then purchase the greatest amount of airtime you can afford. If you need to economize, use shorter spots; three 10-second spots may be more effective than a single spot that runs for 30 seconds.
Newspapers
Newspapers permit an advertiser to reach a large number of people within a specified geographic area. Newspaper advertising has several advantages for the small business. First, an advertiser has flexibility in terms of ad size and placement within the newspaper. Second, exposure to the ad is not limited, so readers can take their time with your message. Finally, short deadlines permit quick response to changing market conditions. Disadvantages of newspaper advertising include: 1) declining readership and market penetration, 2) ad space can be expensive, 3) clutter of competitive advertising and 4) a relatively short lifespan (newspapers are typically read once then discarded), thus requiring multiple insertions.
Check with the advertising department of your local and regional newspapers. Get their demographics, rates and a rundown on the scope of advertising services they provide. Some newspapers, especially smaller ones, can serve as your advertising agency and consultant at no extra charge. They can usually write and design your advertising and can advise you about co-op arrangements, through which your suppliers share the cost of ads that include their name, logo or both. Some may even help you with merchandising or arrange tie-in advertising with other businesses or in other media. What's more, they can tell you from experience which of their editions and sections deliver the demographics best suited to your product or service.
Magazines
Magazines provide an advertiser with the means to reach highly targeted audiences. Specific groups can be reached by placing an ad in a magazine whose editorial content specializes in topics of interest to that target. This is true of both consumer and business publications. Placing ads in magazines that have well-defined geographic, demographic or lifestyle foci can reach audiences. Beyond their ability to reach specific audiences, the advantages of magazines include a relatively long ad life and repeated ad exposure (magazines are typically looked through several times before being discarded), excellent reproduction quality and pass-along value. The disadvantages of magazines include long lead time, limited flexibility in terms of ad placement and format and the potential for high costs in production and placement.
Outdoor (Billboards)
Outdoor advertising is typically used to reinforce or remind the consumer of the advertising messages communicated through other media. The advantages of outdoor advertising are the ability to completely cover a market and the high levels of viewing frequency. The disadvantages of outdoor advertising are related to viewing time. Because target consumers are typically moving, an outdoor advertisement must communicate with a minimum of words. Billboard nessages must be simple, direct and easily understood.
Direct Mail
Direct mail advertisers use targeted mailing lists to reach highly specialized audiences. In addition to low waste in ad exposure, direct mail provides an advertiser with great flexibility in the message presentation. The disadvantages of direct mail include the relatively high cost per contact, the trouble involved with obtaining updated, accurate mailing lists and the difficulty in getting the audience's attention. (Direct mail is often considered "junk mail.")
Co-op Advertising
Recent industry studies have revealed that billions of dollars aimed at helping businesses stretch their advertising budgets are going unclaimed each year because many owners don't know about co-op advertising. A relatively unknown form of advertising, co-op is a cost-sharing arrangement in which manufacturers and suppliers provide financial assistance for customers' advertising programs. It can often make the difference in whether or not a small business can afford to advertise at all. Co-op advertising works in a number of ways. For example, a retailer can buy goods from a manufacturer and accrue co-op funds based on the amount of purchase. Those funds can be returned in the form of a cash rebate, a credit to the retailer's account or in products.
Promotions
Promotions can create excitement and new business when they provide solid value to your customers. One perennially successful promotion is to declare yourself a tax-free zone (i.e., don't charge your customers any sales tax). Another is to offer a free service with the purchase of an item, such as free alterations, free installation or any other type of giveaway, such as free lawn mowing with the purchase of a new lawn mower. Still another traditional success is to run a contest in your store for free merchandise or simply have weekly drawings of customers' business cards for free services or goods.
Specialty Items
Consider using specialty items in your promotional efforts: pens, tote bags, calendars, T-shirts, refrigerator magnets and a host of other wares imprinted with your name, logo or a message. Some may be giveaways; some may carry a nominal charge. Each makes your name accessible not only to customers who use, wear or carry the item but also to prospects who see customers with it. The key to specialty items is tastefulness. You must select an item and look that customers would choose to buy for themselves and one that matches the overall message you are trying to communicate about your business and its products or services.
Learning how to persuade and influence will make the difference between hoping for a better income and having a better income. Beware of the common mistakes presenters and persuaders commit that cause them to lose the deal.
Conclusion
Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you've seen some success, but think of the times you couldn't get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.
Kurt Mortensen’s trademark is Magnetic Persuasion; rather than convincing others, he teaches that you should attract them, just like a magnet attracts metal filings. He teaches that sales have changed and the consumer has become exponentially more skeptical and cynical within the last five years. Most persuaders are using only 2 or 3 persuasion techniques when there are actually 120 available! His message and program has helped thousands and will help you achieve unprecedented success in both your business and personal life.
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