Tuesday, January 29, 2008
Advertising: Don’t abandon what works!
This is going to seem like a very strange post from me considering my experience and success as a web developer, but it has to be said!
When people look to the internet to market their business, it seems that many times they abandon everything they’ve ever learned about marketing, branding and quantifying results. A business who has invested thousands of dollars in branding and marketing their business in traditional methods of advertising will sometimes forget the hard learned lessons because the internet is something new and special.
A buddy of mine owns a local telephone directory / yellow pages, we engage in some very heated arguments about the usefulness of the internet and local directories. I must admit that his product, as a whole, is better than online directories because people use the print version. (period)
The internet has its place and should not be overlooked when considering the overall strategy, but please do not abandon what has worked for you in the past.
My yellow page buddy sent me a link to a great website about yellow page advertising. It’s www.ypcommando.com. There is a blog there that I MUST quote from today.
Advertiser expectation and patience for results from online advertising are difficult to meet because the Internet does not bypass human nature of procrastinating, building trust, qualifying, deciding and taking action.
It’s important for traditional advertisers to NOT abandon their terrestrial publications, rather embrace change as a restaurant owner embraces trends.
The bottom line in my opinion is that people should consider the internet as a possible way to enhance their “terrestrial publications.” You will never be more disappointed than when you shift all of your marketing dollars from methods that have worked to the internet only to see sales fall.
My Advice? Mix the internet in with other methods that have been working for you. Use the lessons of product, price, placement and promotions that are the foundations of your marketing plan and then find ways to integrate them into online use. Stay consistent with your corporate branding and identity online and find ways that will bring all of the efforts under one plan, hopefully a plan that works.
I realize that some may find this strange advice from someone who has made his living building and hosting websites for more than 10 years. Truth be known, I have never suggested that the internet is the end all – be all of marketing and advertising. I would even argue with my own clients who would make such a suggestion. There are many ways to leverage the power of the internet to increase sales, loyalty and market reach, but those should be used in concert with traditional marketing and advertising efforts.
Labels: Advertising, branding, marketing, small business
Monday, September 10, 2007
Observing Big Budget Advertisers
Small business owners would do well to look at what the big companies are doing to reach their market. The national brands invest heavily into survey's, polls, studies and market sampling before they invest in expensive national advertising. They also hire large graphics and marketing firms for the presentation and message. I believe small business owners can use the strategies of the big guys to create, modify and adapt their much smaller advertising efforts.
You can look at any major brand for ideas and strategies. Looking at those brands that are trying to reach your customers can be even more revealing. Looking at their ads as well as what media they are spending heavily on can help small business owners choose their methods and message.
Know what to look for! Small business owners should have some nagging questions in minds when looking at national advertising as it relates to their own marketing and advertising.
- Who are they reaching? Are the customers they are trying to reach the same as yours? Age, income, location?
- What are they selling? Is their product or service similar to yours?
- Where are they spending their money? More importantly, what methods do they seem to be using more of? Print, Radio, Outdoor, Direct, Television?
- When are they reaching out the most? Do their ads play at certain times? On particular days? In select locations?
- Why are they using the methods? Is it because of reach? Budgets? Strategy? Market? Effectiveness?
This may sound like you need to be an "expert" in order to analyze all of the variables, but it doesn't take rocket scientist to just take notice. Most small business owners are always thinking about their business in one way or another, taking note of the advertising methods used by big budget advertisers as you go through your day takes just a little effort and can reveal opportunities never considered before.
Labels: Advertising, small business
Sunday, September 09, 2007
Which type of ads will you choose?
Roy Williams: Advertising
Wow Customers With Your Ads
Home > Advertising > Ad Columnist Roy H. Williams > Wow Customers With Your Ads
Ads that target the relational mindset seem to do nothing at first, but they work better and better the longer you run them. Ads that target the transactional mindset work miraculously at first but less and less well as time goes on.
Which type of ads will you choose?
Style vs. substance: There's a big difference between saying something powerful and merely saying something powerfully. What message communicated in your ads doesn't expire? Is the most powerful part of your message true "for a limited time only" or "while supplies last"? Are you training your customer to wait for the next sale?
Read the full article at Entrepreneur.com
-------------------
Coming tomorrow: Observing Big Budget Advertisers
Coming soon: Innovate vs React: Leading or Following?
Labels: Advertising
