Whether you are a new business that is just getting started, or an established business looking to increase your customer base there are a few rules that you can use to guide your decision making when it comes to advertising:
Do Your Homework
Start by researching your business. A great place to start is with your client base. How old is your average client, are they male, female or both?
Next, research some business aspects: what is the amount of your average sale, how much revenue is generated in a year, what are your “peak” months and “slow” months?
The above-mentioned information will be helpful to you and your marketing specialist in determining how much you should be investing in advertising, and who you should be targeting with your advertising. If you don’t already have a marketing guru, feel free to visit http://www.siouxlandproud.com/advertise-with-us to get in touch with one. Trust me, they make life much easier.
Emails, Texts, and Phone Calls, Oh My!
It is incredibly important to have an open line of communication with your marketing guy or gal. For instance, if you have reservations about trying something that they are recommending, tell them why.
Did you try something similar in the past that didn’t work very well? Perhaps you know of a similar business who is “already doing that” and are afraid of oversaturating the market?
It doesn’t matter what it is, what does matter is that you discuss it; which leads us to our next tip: trust.
It is important to trust your marketing specialist, they want you to succeed just as much as you do. Remember, your success is their success.
If they don’t help your business grow, that means they haven’t met expectations, and if they don’t meet expectations then (like with any of your employees) they will likely “get the boot”.
With that in mind, go into your marketing meetings with an open mind. Really consider what your expert is suggesting, even if it sounds like something you would not normally try.
It is a marketing specialists job to have and know all the numbers and data to help determine how much you should be spending on advertising, how you should be advertising, and who you should be advertising to. Trust them to help your business succeed.
If At First You Don’t Succeed, Try, and Try Again
I know that I have talked a big game about marketing specialists, and how amazing they are…but they aren’t magicians.
While these whizz-kids are educated and well-versed in the advertising field and have mountains of data leading them to their conclusions and recommendations, sometimes the carefully-thought-out and perfectly executed plan doesn’t get the results you were looking for. This is a crucial moment. In this moment, your first instinct may be to stop advertising before you “waste any more money”. That is NOT what you should do.
What you should do is take a deep breath, and regroup. It is not likely that the entire plan failed; it was most likely only part of the plan.
The goal is to isolate the part of the plan that didn’t work as you’d hoped, and invest the dollars you would have spent on that part of the plan into a different aspect of the plan moving forward.
Your marketing wizard can provide you with numbers that will tell you (depending on your advertising plan): how many people clicked on your digital ad, how many people watched your ad before a YouTube© video, how many times did your commercial air, who was watching the program(s) your commercial aired in? And so much more! This information will help you isolate the part of the plan that didn’t work as you had hoped, as well as help to determine where you should invest the dollars moving forward.
Once Is Never Enough!
Consistency is key. Don’t wait until you need advertising to start advertising. Here’s why:
- It takes roughly 6 weeks for the average TV viewer to even realize your commercial is airing. By the time you’re sick of your ad, most people are just starting to take notice.
- It’s about 13 weeks before top-of mind-awareness is formed
- It takes a year to become a household name and dominate the market
Consistency increases your reach (how many people are hearing your message) and frequency (how many times people hear your message), both are important.
A final note about consistency: when something, such as a recession, happens you may want to “cut back” on your spending; and your advertising may be one of the things you think about cutting first.
Your best bet is to stay the course; do not pull any of your advertising dollars! Why, you ask? The answer is simple: everyone thinks about cutting advertising before they cut anything else. So, if everyone else does it, why do you not want to do it? Simple- if everyone else is no longer on tv, the radio, online etc., and you are then you are likely the business that people will think of first.
Thank you for reading Top 5 Tips for Television and Digital advertising! Stay tuned for more information about advertising!