| |
| |
|
Advertising Information |
|
|
|
Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency
This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.com, a small business. If you don't remember anything else about marketing, remember this: Frequency is king. The more often you can get your name in front of your potential and current customers, the more likely you will make a sale. Depending on what study you look at, people need to see your message anywhere from three to 27 times before they act upon it. And, if you want to brand your business, then you need to get it in front of your customers as often as possible. How do you think Ivory Soap, Campbell Soup and Tide all built their brands so deeply into our minds? Through years and years of repeatedly advertising. That's why those brands pop into our head when we think about soap, soup or laundry detergent. So if you want to build your brand, then you need to advertise frequently. There's another benefit to advertising frequently. It also helps your current customers. People like to know they made the right decision after they purchased something. How much reassurance they need depends on how much they spend, but everyone needs some confirmation they made the right decision. Your advertising can help. Studies have shown that people are more aware of car ads after they purchased a car -- specifically car ads of the model they bought. And they're more likely to both believe and approve of the message. Again, because they want to know they made the right decision. So there are many good reasons to advertise frequently. Does that mean you have to spend a fortune? Not necessarily. There are a few tricks you can use to get the frequency you need at a low cost. (These are print tricks -- other advertising outlets, such as radio and online, we'll talk about in future issues.) 1. Make your ad as small as possible. Small ads cost less. See "Advertising on a Budget - Part 2: Thinking Small" for more information on shrinking your ad. 2. It's better to schedule your ads to run all at once than spread them out. People will never remember when they don't see your ad, only when they do. If they see your ad a lot in one week, they're going to be under the impression you advertise all the time because they won't remember NOT seeing your ad other weeks. 3. Take advantage of any frequency programs your newspaper offers. And definitely sign a contract -- don't run ads under the open rate. Here's how it worked for PWC. The newspaper had a program called "3 For Free." If you ran an ad three days in a row, you got the next three days for free (the paper was published six days a week). We designed a tiny ad -- a one by two inch ad -- and we ran it six days in a row. Then we skipped the next three weeks and did the same thing again the next month. After a year of doing this, PWC had people coming up to her telling her they saw her ad "all the time." Business owners wanted to advertise on PWC because they could see the commitment PWC had to advertising. Brides and grooms were visiting PWC on a regular basis because they were being "reminded" monthly. What did all this cost? About $100 a month. But, a word of caution. It takes time to build a business and a brand. It won't happen overnight. But it will happen, especially if you remember to keep getting your name in front of your customers and potential customers as often as you possibly can. Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Do Your Adverts Get You More Sales? Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."If you're spending $10,000 a month on advertising $5,000 is going straight down the tubes. Why People Fail in Mail Order Mail order is a very complicated business. Every phase must beplanned, analyzed and tested. Should You Advertise on TV? When people discover my background in advertising, the questions flow. One of the most frequent questions is "Should I advertise on TV?"I can't answer that questions until I ask a number of questions first. Ads Dont Sell - People Do ! More about advertising by BIG Mike McDanielAdvertising is not a substitute for good sales technique and superb customer service. Inserting an ad in a handy newspaper to call attention to a line of goods will not sell those goods unless you can back it up with intelligent, well directed sales efforts in the store. Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content, you can empower them and ignite a tornado of sales at your website.Read, understand and use them and burst open the floodgate of sales. 16 Ways to Make Your Business Cards Unforgettable Every time you hear someone say "May I have one of your business cards?" you should get excited. I know I do. What Is Most Important - Copy Or Pic? When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding debates - in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise - about the meaning of advertising, the significance of advertising, and the past, present and future of advertising. Hit Them With Benefits More about advertising from BIG Mike McDanielIt makes no difference what media you use to advertise, the rules are the same. Benefits, benefits, benefits. Sex in Advertising: Does it Sell? We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Bad Seduction - Advertising Techniques That Dont Work I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice. How to Write Ads that Pull Orders If your ads aren't paying off then you need this quick method in writing ads that get orders. Step 1 - Write a headline that will draw attention to your product or service. Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings. How To Write More Powerful Brochures, Leaflets, And Catalogues Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention. How To Make A Fortune With FREE Advertising! How To Gain FREE Advertising That Will Make You Rich!Okay-Just What Exactly Is "Free Advertising"???Before I get into the specifics of actually HOW to get free advertising - it's important for you to completely understand exactly what free advertising is."Free Advertising" is any mention, listing or "blurb" about your product in a magazine, newsletter, book, manual, directory etc. The Graphic Problem Digital printing has revolutionized the sign industry. Current printers can reproduce an image at 1440 dpi (dots per inch) at virtually any size. How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing There should only be one, over-riding reason why you're doing anything in your marketing.Know what that reason is?Of course! To increase the response rates of your sales promotions!Because that leads to. Worn Out Brochure Design Is Keeping Small Business Owners Down I got another one of those calls the other day.. How To Make Your Advertising Work! Many believe that when it comes to advertising, it's a necessary evil.At least that's how some businesses approach it. Vinyl Banners for the Right Occasion The sinage marketplace is competitive! Consequently, some companies are going to focus on price and neglect quality. To complicate the situation, companies that produce stock vinyl banner material offer a bevy of different materials based on weights/thickness, color, reflective properties, ink absorption properties, etc. Predictions for 2010 2005 puts us at the mid-point of the first decade of the new millenium. What will things look like at the end of the 1st decade of the new millenium in the world of advertising? I thought I'd project where the ad industry is headed and what 2010 (or sooner) might look like.
|
| home | site map |
| © 2006 |
