What is the best way to advertise?
What is most effective?
Television, Print, Radio, Outdoor, Online?
The answer is
Look, I love digital marketing. I believe the Internet is the most efficient medium for many people when it comes to increasing visibility, but I’m not an idiot. I want prospects to choose me over my competition, but I’m not going to tell a guy that my online solution is better than an outdoor billboard if I clearly know that a billboard is exactly what he needs.
I spent a good amount of my career in traditional marketing, mainly television production. As you very well know, there is no shortage of advertisers on TV. The trick is to find the right day-parts and programming / channels that reach your demographic. Yes, that’s a no-brainer, but you also have to consider the frequency (how many times someone will see your commercial) and the cost per point. Television sales reps will help you determine the best schedule based on your budget.
Tip: Talk to 3 different networks so you can compare apples to apples. This will also help you negotiate rates.
I also worked in radio, and while I admit that I’m the first to change the channel when a commercial break comes on, I’ve been caught zoning out and then finding myself engaged in an ad, and when it’s good enough, I stay put.
I’ve had prospects approach me about outdoor advertising. If it makes sense to me, I will gladly connect that person with my contacts in the field. I had my head in the game on that one years ago, and the cost per viewer, traffic patterns, etc. was more than I wanted to deal with. Outdoor advertising rocks. It’s not my specialty, but I wouldn’t discourage you from it just because I want those marketing dollars over here.
And I have to ask how many times have we heard “print is dead?” If it were dead, then there must be zombies filling up the bottom of my mailbox with local papers. Do I read them? I wish I could say I do. It’s not that I wouldn’t love the luxury of stopping long enough to see what my local community is up to. I unfortunately don’t take the time.
Simply put, ads keep publications running. If advertisers weren’t seeing results, then they wouldn’t advertise. Print still works.
What is the best advertising avenue for you? It’s an important question. But there is another thing you should be asking yourself first.
What is your message?
Do you have a product or service that will make your customer’s life easier or better? Are you able to articulate your offer and solve a problem that your customer needs solving? Are you memorable?
Placement in the middle of the Superbowl won’t sell your product if your message doesn’t engage your prospects. Prime real estate on the busiest highway won’t mean jack if your ad doesn’t resonate with drivers; just as a full page ad on the inside cover of the daily news won’t be read if your message doesn’t appeal to the reader of that publication.
And with radio, who – tell me who EVER turned the channel when Budweiser’s Real Men of Genius ads came on? I didn’t, for sure! They were brilliant stories that focused on stereotypes we could all relate to. Without intimidating, offending or degrading, they were so over the top that they made us laugh.
For some Friday fun, take a break and have a chuckle!! http://youtu.be/lsC3ni7A88M And remember, it’s all about your message. If you’re a Cosmetic Surgeon, you can’t be as outrageous as a beer company, but you CAN be memorable.
Need creative help here? We would LOVE to help you!!! There are great means in which to tell the world about your business. Choosing the right one is important. Telling your story, creating a memorable message is more important. Get that first, and the “where” will be more apparent.