McGraw Hill once commissioned a study to determine how deep a company marketing weapon in his famous market or community to make.
The study was to show that advertising and more goods and services or creating brand awareness that all parts of the marketing of other phones.
The fact is that we know that Coca-Cola ‘The Real Thing “because the advertising for Coca-Cola, not the seller, because it is good or not very direct mail.
Advertising remains before your prospects if you can not be there. While a handful of suppliers can lead to perhaps a hundred per month, advertising can reach thousands of potential buyers every month, week or day.
Studies also show that inspired the confidence of your current advertising clients. When current clients see your ad, it reinforces their confidence in you.
They feel like they are the right decisions with your customers. But advertising can also waste money if you are not correct.
To avoid wasting money, keep these three tips into account. Do not waste money on an advertising medium, if the majority of its listeners / viewers / readers never type of product or service for sale.
Suppose you own a commercial real estate or banking. In both cases you are only interested in the economy.
Broad-reaching television stations, radio, or general information daily newspapers based on their prices, as many consumers that to reach them.
An examination of their audiences may easily show that a high percentage of listeners or readers are not merchants, but you have to pay to achieve any of them.
Conversely, there are more specialized advertising vehicles that a much higher percentage of your potential target buyers.
A program of radio-activity or a commercial release will have an audience primarily made up of your potential buyers.
If you do not expect to publish a single display, or even represent a bit of advertising, effective advertising. An effective advertising approach must be coherent and stable.
However, if you do not have the resources to keep a complete list of advertising, I often recommend that my clients to buy, well-placed ad in the ideal magazine and then use that space for years, sometimes with a banner saying: “Like today in the industry.”
This display works, then very difficult for you as a direct mail piece, promo piece, or even a hand at a trade show.
Do not spread your advertising too thin. A few years ago, a business training company has expanded its services by buying a few spots per week for up to seven different radio stations.
Since it was not long enough at one job to his message a chance to take root was that advertising is a total failure.
The company should have been the overall costs, and sank into one or (at most) two primary vehicles. Each media has a loyal following.
You are better off with a very busy schedule in a vehicle if you have a chance to break through the chaos and preserve have noticed a few points in a half-dozen vehicles in which you are lost in the commercial clutter.
Today, repetition and concentration are the keys to successful advertising.
Another important point that the example of smart advertising is that cable TV today can virtually change your life in one week. I know a man who has an electronics repair shop.
He would fix VCR, TV, toaster, etc., and it has also come to your home to connect your home entertainment system in its entirety, when you need it to do. The company name was Tim’s Home Electronic Repair and Installation Service.
First, on my advice, he took a newspaper insert. (An “insert” is a booklet printed separately and “inserted” into the paper like a piece of paper).
There is usually a very good way to go with B2B in a trade journal or B2C in a newspaper.
They are good because they come from the magazine or newspaper on your desk or kitchen table and they are cheaper to buy than printing your ad right in the vehicle of choice.
When I ran newspapers and magazines, we were discouraged because we have ads in magazines and newspapers, but if we had one customer that we would lose about a lack of response, we have always recommended that the deposit because they almost always work.
So, Tim’s Home Electronic Repair and Installation Service took the s contribution in the local newspaper and bought, in particular the key areas where he felt more time than money.
That’s the beauty of other newspaper inserts, you can typically buy a small piece of traffic to test the idea or to concentrate geographically. This worked for months for Mr. Tim, how about the deposit until they needed him continue.
But one of the people that the deposit was noted that local cable providers, who said he could make him famous. Mr. Tim thought TV would be far too expensive, but it turns out, in some markets, you can buy just one quarter. You can buy by zip code.
So for $ 200 per week, Mr. Tim was on TV, like 60-times per week, over 50 different cable channels to spread.
It was amazing. She would watch reruns of Seinfeld and he would be this Mr. Tim’s Home Electronic Repair and Installation Service ad and his phone rang. It worked very well.
Then one day he goes into a bike shop and someone recognized him from his television address message. He was known by that only $ 200 per week.
Not for everyone, but if you sell B2C, look into local cable and sharpness, with many agencies.
Each action requires a kind of cost justification. Is the attempt to justify the cost? Company X for professional advertising materials.
When it seemed that advertising does not work, the company would cancel his campaign.
Then he discovered a striking correlation between advertising and direct mail efforts: The direct-mail response of 30% during the month of advertising increased in the same hearing.
This is typical. The penetration rate than you can reach the same audience, the better the chance to see you.
Noticed in the ’90s is all. In the commercial clutter today, you may have noticed that by constantly reach potential customers with a recurring theme, message, look and feel.
If you are in the print media (magazines, newspapers, advertising), etc., you will find that most publications go to rent their mailing lists.
This means that you can send e-mail to the same audience that you are advertising! This is a very smart use of marketing dollars.
Check out the lifetime value. If you have a cheap product, your advertising has to deliver a high number of tracks, and each leader has become a loyal customer.
Suppose your customer spends an average of $ 25 with you. If you have $ 1,000 per month for advertising, you have to win 40 new customers per month to break even on the announcement, not to mention one of your other expenses such as costs of products and overhead.
If these customers are homeowners, then you have a way to find your advertising more effective or more affordable. If they become regulars, then you can accept lower response rates.
The key here is to examine the value of “lifetime” of a customer. A customer who spends $ 25 per month and comes to your store only once only $ 25 for you.
But if you are that customers have a regular customer, so that the customer valued at $ 300 per year or $ 1,500 over five years!
Most business people do not understand, not the power of advertising, they acknowledge that each new customer can be a customer $ 25 $ 1500!
Advertising brings customers, but it is to keep your job to buy from you.
Advertising promotes word-of-Mouth
Often, a loyal customer will see your ad while with a friend or business partner. Your customer will show your ad to the friend and say, “Hey Joe, that really is a great company / product / service.”
Joe will come into your business, and ask him how he heard about you. He said his friend is here again, and never think to mention it was your advertising that prompted the friend to the mouth first open it.
I led a Neilson study that hundreds of offers and the monitoring of the response rate each ad. Each month, a computer printout of the list of ads and how much as the individual had been formed. The first impression is, and it looked like this:
* X Company …. 22 answers
* Y Company ……. 20 replies
* Z Company ….. 23 Replies
* K Company ….. 223 answers
* J Company …… 26 replies
In all the other ads generating responses in the low 20s, an announcement has been generated over 200 responses!
With regard to the ad, we expected a completely new offer and the unique product or service found.
Instead, we have found that the advertised product is almost identical in price and has four or five other products in the same publication.
So it is not the product that the answer is so important, right from the pub! Generated after a year of follow-up ads, the answer, we learned that in most cases pull the ads, that the greatest response followed four primary rules:
Rule No. 1: Is it distinctive? It must be in advertising that is so impressive looking design (or sound when you’re on the radio), he leaves his footprint.
When printing, the first goal of advertising for high-response-oriented is that they must be visually different. In radio, the sound was unmistakable. Of course, TV has both visual and audio capabilities.
I ran a TV spot advertising a free seminar, which I’m doing with Jay Abraham. Among other images we have in place, I take a picture of me to put a kick on both sides (I 23 years karate training), a company owner of the head (we) both in costume.
What is the meaning of all this? One point. You want to know “what the hell is going on here? Today, 70% of the audience are mute all the commercials.
But if you see something really fascinating, you can mute just to see what the hell is happening there.
It is a place that is now running, where the child sprays his mother with a squirt gun and she pulls the hose from the sink and nails the child with her.
I saw that spot several times, and he got my goat. I wanted to see what they were advertising.
To make your ad distinctive. Something that shows that.
Rule No. 2: Tell me what you mean. If you flip through a magazine, you’ll quickly realize that you do not read ads that sell it difficult for you to know what they are.
“Clever” is only better if it is “super smart”. Clever headlines that sell not say what they are trying to are simply not effective.
Most ads in most publications today do not have any titles that you talk about what they sell. To be done in the information age, not to say, pointing out what you mean with the right mouse button in the title.
A good headline follows these four criteria:
* You know what the product or service.
* It starts with the word that you or your (not always) but as a rule.
* It contains a benefit to the reader. Most companies boast, than he was) a benefit to the reader (Perspective.
Timing-oriented advertising is like a laser beam on the benefit to the customer.
* It makes the consumer appetite for more.
The title has been announced for the ad. If the title is not good, nobody will read the rest of the announcement. Responses to ads have a ten-fold jumped by simply changing the headlines.
Rule No. 3: The text should be.
Be curious engine, the development of the story you want to tell.
Benefiting from a highly oriented. So many ads talk about features, when motivating the benefits that buying.
Enter a reason to act now! Can you offer some free help to take the potential customer?
Rule No. 4: Ask for the order. Too many ads do not give explicit instructions for the steps you want the customer to take: “Order now and save” or “Call us and get free ..”. You should always ask for the order!
Abstract
Advertising is a powerful tool to become an actor and in all markets known.
Even if you run a small program and a small display, always leave the car in a targeted, with the time that the announcement will have impacts. People will see your logo and it will be saved.
Advertising supports everything you do in your business. But that is only part of an overall package.
You need other marketing and you need to ensure, ultimately, that you treat the customer like gold. Satisfied customers will spread the word faster and advertising help to facilitate that. Happy advertising!
source: www.chetholmes.com
