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Marketing / Devising an Effective Advertising Campaign

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Preparing for an Art and Craft fair Developing a Company Image to Drive Sale Niche Marketing – the best strategy for Small Businesses Make Networking Work For You Marketing for artists - the art of making a living! How to Advertise Effectively Devising an Effective Advertising Campaign Dress for Success Don't Sell Yourself Short! How to Market Your Graphic Arts Business Barbara's Rules for Marketing New Lila Advertising Package

Marketing / Devising an Effective Advertising Campaign

Advertising - How To Do It
Message Design
Decide on a consistent design theme that will appear in all ads you run. While many small businesses design their own ads, there are pitfalls with this and it's best to invest in excellent design. Cosmetics use glamour, decorating and gifts use style, appliances and building tools may use reliability.

Ask yourself what is the main benefit of your product or service you want to get across. You are aiming to be interesting informative and noticeable
Newspapers often include this in the deal, but usually their layout is poor. Having a design by a graphic artist is a good investment. Its best to have them design a template and then you can change the words. Graphic consistency is important in building your image.

Ads should meet the 5 second rule. You have 5 seconds to make an impression, is it crystal clear to readers what you are selling. A good ad focuses on one message and a single ideayou want to convey. That idea may revolve around price, features, convenience, quality, enhanced technology or a time-limited offer.

A good ad relies on "The Three I's": Involve, Inform and Illustrate.It involve the audience. A good ad arouses curiosity, lures in prospects,
and invites them to participate. It does that with words, images or sounds
that are compelling
Advertising Checklist

Print ads generally have four written parts -- headline, support copy, call
to action, and company name -- plus a visual. Visuals are usually more
important than copy because they're more effective in attracting readers'
attention and can instantly present your product or service in a dramatic
and motivating way.

Advertising Checklist

Headline - Clear and attention grabbing headline, aim here is to make you read the rest of the ad.
Sub-heading - Subheadings should be used to breakup copy, do they reinforce message support copy explains the headline premise and adds secondary , it should be a further hook to get people to read the rest of the ad.
Pictures - Are pictures useful or distracting, are they good quality do they reinforce the ad
Clear and best offer – does the ad make people believe it’s the best offer around and they should buy it
Fonts – Don't mix more than two, is copy readable, make sure phone and email are big
Language – Simple, clear, direct using short and compelling action words
Benefits – Are main benefit strongly featured does it distinguish you from competitors
Persuasion – Does the ad assume the reader knows nothing about the business, are reasons for buying included, is copy enthusiastic? believable?
·         Action – Does the copy make the reader act right away, are business name, telephone and email, web address included. Does the copy end with a bang ("Call for an
·         appointment today," or "Remember, sale ends March 21").
·         Logo – not big it doesn't need to take up space, it is not a selling feature

Where should I advertise?
The first question is what is the profile of my customers - be specific and target your ads at them. If your customers local, then advertise in local media. If they are all over the country advertise nationally. What languages do they speak?

Options Include
Community, Local and national Newspapers – community and local papers have high readerships. Sometimes community papers come out less frequently and so stay around the house for longer. They tend to be cheaper. If you buy a series of ads it is always cheaper and is more effective. Always argue on price remember everything is negotiable. And people do read small ads. The life of daily ads is very short. National papers are very expensive, sometimes they have supplements that would fit your business. Don't blow your whole budget on one big ad.
Brochures and Flyers - Popular and flexible particularly with digital printing. You can print a small run and gauge reaction. Can be handed out at the business sent out to prospects
Direct mail . It can be measured easily, how many people responded to the mailing. It is an expensive form of advertising and it difficult to get quality addresses. You can best mail directly to you current customers who should never be neglected.
Magazines and Trade Journals – the advantage is that they target specific audiences. They tend to be expensive but if you work out the cost per reader it can be reasonable. They tend to have long lead times and usually serve a large geographic area and so are less effective for local businesses
Directories /Yellow pages, - are very popular, there are many types of directories covering different types of industries. Remember every business can have a free listing in the yellow pages.
The Internet – advertising on specific and business related websites, can be effective. There is an popular zimmer website, there are many gift site as well as one for marriage and restaurants. Before you advertise ring a couple of businesses on the site and see if they are pleased with responses. The Lila site is a great place to advertise products and services aimed at the women's market.
Having a website and then marketing it – Increasingly businesses are creating websites as part of their marketing and advertising tool kit. Lila offers websites that can put you on the web within half an hour.
Email marketing – easy, effective and free. Constantly collect email addresses. Ensure you are not sending spam – read Feb newsletter on email marketing.
Community Websites – effective free advertising.
Internet forums – through creating a dialogue on internet forums you can effectively advertise your business. You can ask and answer questions and build yourself up to be an expert in an area and direct people to you website.
Summary
It's important to take a multiple pronged approach to advertising. Use different types of advertising both print and internet. Each approach should reinforce your main messages. Never only do one thing, do many things at the same time to reach as many people as possible to get the best results. Persistence over time does bring results.

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Advertising - How To Do It
Message Design
Decide on a consistent design theme that will appear in all ads you run. While many small businesses design their own ads, there are pitfalls with this and it's best to invest in excellent design. Cosmetics use glamour, decorating and gifts use style, appliances and building tools may use reliability.

Ask yourself what is the main benefit of your product or service you want to get across. You are aiming to be interesting informative and noticeable
Newspapers often include this in the deal, but usually their layout is poor. Having a design by a graphic artist is a good investment. Its best to have them design a template and then you can change the words. Graphic consistency is important in building your image.

Ads should meet the 5 second rule. You have 5 seconds to make an impression, is it crystal clear to readers what you are selling. A good ad focuses on one message and a single ideayou want to convey. That idea may revolve around price, features, convenience, quality, enhanced technology or a time-limited offer.

A good ad relies on "The Three I's": Involve, Inform and Illustrate.It involve the audience. A good ad arouses curiosity, lures in prospects,
and invites them to participate. It does that with words, images or sounds
that are compelling

Advertising Checklist

Print ads generally have four written parts -- headline, support copy, call
to action, and company name -- plus a visual. Visuals are usually more
important than copy because they're more effective in attracting readers'
attention and can instantly present your product or service in a dramatic
and motivating way.

Advertising Checklist

Headline - Clear and attention grabbing headline, aim here is to make you read the rest of the ad.
Sub-heading - Subheadings should be used to breakup copy, do they reinforce message support copy explains the headline premise and adds secondary , it should be a further hook to get people to read the rest of the ad.

Pictures - Are pictures useful or distracting, are they good quality do they reinforce the ad
Clear and best offer – does the ad make people believe it’s the best offer around and they should buy it
Fonts – Don't mix more than two, is copy readable, make sure phone and email are big
Language – Simple, clear, direct using short and compelling action words
Benefits – Are main benefit strongly featured does it distinguish you from competitors
Persuasion – Does the ad assume the reader knows nothing about the business, are reasons for buying included, is copy enthusiastic? believable?

·         Action – Does the copy make the reader act right away, are business name, telephone and email, web address included. Does the copy end with a bang ("Call for an
·         appointment today," or "Remember, sale ends March 21").
·         Logo – not big it doesn't need to take up space, it is not a selling feature

Where should I advertise?
The first question is what is the profile of my customers - be specific and target your ads at them. If your customers local, then advertise in local media. If they are all over the country advertise nationally. What languages do they speak?

Options Include

Community, Local and national Newspapers – community and local papers have high readerships. Sometimes community papers come out less frequently and so stay around the house for longer. They tend to be cheaper. If you buy a series of ads it is always cheaper and is more effective. Always argue on price remember everything is negotiable. And people do read small ads. The life of daily ads is very short. National papers are very expensive, sometimes they have supplements that would fit your business. Don't blow your whole budget on one big ad.
Brochures and Flyers - Popular and flexible particularly with digital printing. You can print a small run and gauge reaction. Can be handed out at the business sent out to prospects
Direct mail . It can be measured easily, how many people responded to the mailing. It is an expensive form of advertising and it difficult to get quality addresses. You can best mail directly to you current customers who should never be neglected.
Magazines and Trade Journals – the advantage is that they target specific audiences. They tend to be expensive but if you work out the cost per reader it can be reasonable. They tend to have long lead times and usually serve a large geographic area and so are less effective for local businesses
Directories /Yellow pages, - are very popular, there are many types of directories covering different types of industries. Remember every business can have a free listing in the yellow pages.
The Internet – advertising on specific and business related websites, can be effective. There is an popular zimmer website, there are many gift site as well as one for marriage and restaurants. Before you advertise ring a couple of businesses on the site and see if they are pleased with responses. The Lila site is a great place to advertise products and services aimed at the women's market.
Having a website and then marketing it – Increasingly businesses are creating websites as part of their marketing and advertising tool kit. Lila offers websites that can put you on the web within half an hour.
Email marketing – easy, effective and free. Constantly collect email addresses. Ensure you are not sending spam – read Feb newsletter on email marketing.
Community Websites – effective free advertising.
Internet forums – through creating a dialogue on internet forums you can effectively advertise your business. You can ask and answer questions and build yourself up to be an expert in an area and direct people to you website.

Summary

It's important to take a multiple pronged approach to advertising. Use different types of advertising both print and internet. Each approach should reinforce your main messages. Never only do one thing, do many things at the same time to reach as many people as possible to get the best results. Persistence over time does bring results.

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אינטרנט מהיר
ייעוץ פנסיוני