10 Ways to Get MORE 10 Ways to Get MORE Out of Your Advertising Out of Your Advertising

DollarDollar

Marketing On Demand, LLCMarketing On Demand, LLC

Marketing: The Art and ScienceMarketing: The Art and Science

The Art of The Art of MarketingMarketing

DesignDesign Creative Creative

conceptsconcepts Emotional Emotional

appealappeal

The Science of The Science of MarketingMarketing

DemographicsDemographics PlanningPlanning ConsistencyConsistency Marketing mixMarketing mix Bottom line Bottom line

resultsresults

Customers Increasingly Customers Increasingly Fragmented AttentionsFragmented Attentions

#1: Know Who You Are#1: Know Who You Are

Can you say, in one sentence, Can you say, in one sentence, what you do?what you do?

Why are you unique? (either as Why are you unique? (either as a business or what you provide)a business or what you provide) ““Only provider of”Only provider of” ““Lowest prices in”Lowest prices in” Personal servicePersonal service How can I solve YOUR problem?How can I solve YOUR problem?

#2 Know Your Customers#2 Know Your Customers

Who are they?Who are they? Men, women, families, children, Men, women, families, children,

household income, age, interestshousehold income, age, interests Where do they live?Where do they live?

Geographic radius, neighborhood, home Geographic radius, neighborhood, home owner or renterowner or renter

Find out with survey, market Find out with survey, market research, gut feel or research, gut feel or asking!asking!

Hard numbers – citydirectory.comHard numbers – citydirectory.com Identify emotional/”pain Identify emotional/”pain

points”/adjectives that describe their points”/adjectives that describe their needsneeds

#3. Check your goals#3. Check your goals

BrandingBranding

Creating awareness Creating awareness of your image, of your image, name, reputation name, reputation among the among the universe of universe of potential buyerspotential buyers

AdvertisingAdvertising

Call to actionCall to action

Providing informationProviding information

Capturing the Capturing the business of those business of those buyers who are buyers who are making a buying making a buying decision TODAYdecision TODAY

#4. Focus on branding, #4. Focus on branding, advertising or bothadvertising or both

Who should focus on branding?Who should focus on branding? New businessesNew businesses Businesses with long sales cyclesBusinesses with long sales cycles High-dollar productsHigh-dollar products Businesses needing to build long-Businesses needing to build long-

term community goodwillterm community goodwill Businesses who want to build long-Businesses who want to build long-

term, repeat customersterm, repeat customers

……Who should focus on Who should focus on advertising?advertising?

Businesses with seasonal Businesses with seasonal products and services, frequent products and services, frequent specials, “slow times”specials, “slow times”

Impulse buys, short sales cyclesImpulse buys, short sales cycles Direct salesDirect sales Infrequent, major purchasesInfrequent, major purchases

……Who should do both?Who should do both?

Most businesses should plan to Most businesses should plan to invest in a blend of branding and invest in a blend of branding and advertising as part of their advertising as part of their marketing mixmarketing mix

Tailor messages to work across Tailor messages to work across all mediaall media

Messages in multiple media are Messages in multiple media are the most effective (i.e., radio the most effective (i.e., radio AND newspaper)AND newspaper)

#5: Analyze the opportunity#5: Analyze the opportunity

Circulation/listeners/viewersCirculation/listeners/viewers How well does this match up with How well does this match up with

YOUR customers? YOUR customers? Divide cost of ad by number of Divide cost of ad by number of

“touches” (circulation)“touches” (circulation) $1000/20,000 = $.05/per touch$1000/20,000 = $.05/per touch

Prorate for your market segmentProrate for your market segment Only a 5-10% match? Consider Only a 5-10% match? Consider

direct mail or other ad opportunitiesdirect mail or other ad opportunities

#6. Develop ads that meet #6. Develop ads that meet your goalsyour goals

Is the ad for branding or for Is the ad for branding or for immediate results?immediate results? Include a call to actionInclude a call to action Tell a storyTell a story Appeal to emotionsAppeal to emotions Less is moreLess is more Capture interested partiesCapture interested parties

#7. Track your results#7. Track your results

““I know half of my advertising dollars I know half of my advertising dollars are wasted…I just don’t know which are wasted…I just don’t know which half.” – John Wanamakerhalf.” – John Wanamaker

- Simple tracking formSimple tracking form- Coupon codesCoupon codes- ExtensionsExtensions- ““Ask for Mary”Ask for Mary”- Web hit trackingWeb hit tracking- Asking customers “how did you hear Asking customers “how did you hear

about us?” about us?”

#8. Online advertising#8. Online advertising

Yahoo! Search and Google Yahoo! Search and Google AdWords – potential to AdWords – potential to revolutionize local business revolutionize local business advertisingadvertising

Less expensive, more specificLess expensive, more specific Consider banner ads/branding Consider banner ads/branding

opportunities with related sitesopportunities with related sites

Marketing Mix and GoalsMarketing Mix and Goals

#9. Rinse and Repeat#9. Rinse and Repeat

Any good program takes time Any good program takes time (6-9 months for print), less for (6-9 months for print), less for online to determine what worksonline to determine what works

Invest in planning up front rather Invest in planning up front rather than hit or miss approachthan hit or miss approach

Schedule quarterly/campaign-Schedule quarterly/campaign-specific meetings to analyze specific meetings to analyze effectivenesseffectiveness

#10. Live in the real world#10. Live in the real world

Work with the limits of your Work with the limits of your marketing budgetmarketing budget

Spend money where your Spend money where your current customers arecurrent customers are

Enhance your advertising with Enhance your advertising with other customer retention other customer retention strategies strategies

Case Study: Case Study: Wicks Wood FloorsWicks Wood Floors$30,000 marketing/advertising budget$30,000 marketing/advertising budgetHeavy on Yellow PagesHeavy on Yellow Pagestried print, radio, TVtried print, radio, TV““Just don’t know what to do or what is working”Just don’t know what to do or what is working”Marketing plan highlightsMarketing plan highlights

- Tracking yellow pages calls- Tracking yellow pages calls- Identified competitive angle, investing in consistent, local - Identified competitive angle, investing in consistent, local branding close to homebranding close to home

- Developing customer newsletter to encourage repeat Developing customer newsletter to encourage repeat businessbusiness

- - Purchased coupon-based advertising to expand into - Purchased coupon-based advertising to expand into Lake Country marketLake Country market

- - PR program to pitch ideas to local publications- PR program to pitch ideas to local publications- - TV appearance- TV appearanceResult: A consistent, measurable plan and increased peace Result: A consistent, measurable plan and increased peace

of mind for owners – results sure to follow!!of mind for owners – results sure to follow!!