TV and radio are entertainment mediums, and although people view way-too-much TV (IMO), and listen to the radio at home, work, and in the car — most people are doing everything they can to avoid commercials — i.e. — YOUR adverti$ing dollar$.
Since there are so many station choices, not to mention satellite TV and radio with NO commercials, audiences are fragmented. How do you decide in which stations to put those expensive advertising dollar$, when none have a large market share?
Another thing about broadcast advertising — once it is heard or seen — it is gone.
How many people keep a pen and paper by the radio or TV when they see/hear a product they want to purchase?
Newspapers are filled with advertisements — big and small. Old marketing strategies say “buy the biggest ad space you can afford”. IMO, bigger does not beat a smaller well-designed, well-placed ad. And with newspaper ads, people can read them and cut them out for future reference.
Internet ads are coming into their own. TV stations have community calendars on-line and newspapers are putting their stories, and some of their advertisements, on-line.
More and more people are turning to the Internet for their information. . . . something to think about when considering where to put your adverti$ing dollar$.
Other $mart Adverti$ing Dollar$
The Charleston Regional Business Journal in Charleston, SC, has “editorial” opportunities that you could consider: i.e, “40 under 40” (for individuals who excel in the community and in their business); “Roaring 20s” or “Emerging 10” businesses.
The accompanying special events and publications hosted by the Charleston Regional Business Journal provide opportunities for nomination, as well as less expensive advertising venues to congratulate your clients or prospects on their achieving these recognitions.
Of course, there are numerous opportunities for “human interest” photo captions submitted to all Charleston, SC, newspapers when you are doing “good work” or supporting non-profit and other community events. Any exposure in the paper puts your name in front of your audience and qualifies for the 1st step in gaining recognition and trust.
Other media coverage opportunities could include press releases with photographs when you make a donation to a charity, volunteer at a non-profit, and perform other “good deeds” in the community. All these activities generate great press stories and media exposure……at an extremely reasonable price.
“How often should I run an ad?”
Do the Math . . .
! The average American sees over 30,000 ads a year.
! Only 1 in 9 well-designed ads are seen by customers.
! An ad needs to be seen 3 times before it spurs an action.
! An ad must be placed in front of target audiences 27 times to make a difference.
IMPACT! Strategy: Run the same ad in the same media and don’t change it until your accountant is tired of it!
“What about TV & radio ads?”
! 75% of workers listen to radio at work or in the car.
! The average person watches 7 hours of TV a day.
Radio works best as a message reinforcem! ent in combination with other media. Again, repetition is key, mention the company name and phone number 3-5 times in the message.
IMPACT! Strategy: Radio stations are required by the FCC to air PSAs (public service announcements). When sponsoring a non-profit or community event, youth sports, or civic and service organization, consider asking for a PSA. To maximize air exposure, purchase some commercial time when requesting PSA air time. When participating in a community event, offer to be a spokesperson on local daytime TV shows.
“Are billboards effective?”
Repetition is the secret of advertising success and billboards deliver in spades. Although more expensive, your ad is seen in the same spot everyday. There are two different billboard sizes:
! “Posters” are 9.5 feet x 21.5 feet
! “Billboards” are 14 feet by 48 feet
When creating large outdoor advertisements, think small . . . use only 6-8 words. Include a phone number; and a slogan, or call to action; and a graphic or photograph.
IMPACT! Strategy: “Posters” are less expensive and rotate sites. Purchase them at the end of the month.
“I’m on a budget, is it necessary to have a large ad for IMPACT?”
Not necessarily. You can’t miss a large full page ad, but a smaller well designed ad placed on the upper right side of a publication gets noticed.
IMPACT! Strategy: Select a “spot” color to jazz up a black and white ad. Spot colors are reasonably priced and with good design are very eye-catching.
Make an IMPACT!