Local Advertising - The Biggest Mistakes
When it comes to small business marketing and advertising, I am amazed at how many local advertisers squander their money. I wish I had the money they wasted. I'd be a rich man.
Let's talk about your typical retailer with 1 - 5 locations.
One of the biggest problems I've seen is that most retailers have no idea of which media to use when running a campaign. In fact, some don't even know WHY they are running a campaign.
They know they should advertise, but they don't really know what they are trying to accomplish.
Let's clarify the TOP 10 obvious reasons you should advertise.
1. You are opening a new business
2. You are closing a business
3. You have a problem selling sufficient quantities of your product or service
4. Your competitor has started a price war
5. You have taken on a new product line or phasing out a product
6. Your business is expanding with new locations
7. You need to renovate but don't want to lose business
8. Sales are dropping and you need to create a new buzz
9. You are moving your location
10.You want to go public
All these reasons to advertise are born of typical "problems" and Advertising solves problems!
I prefer to see problems as challenges and recommend that mindset for everyone. It makes it more of a positive game and stimulates the problem-solving areas of the brain instead of bringing on the worry & depression when you're scrambling to generate sales or save a business.
Now. Which media to use?
Let me give you the bigger picture of the Top 5 advertising vehicles.
RADIO
Need to get a message out fast? Nothing works better than radio!
Radio Pros: This is the sizzle. Hollywood. The Buzz. Entertainment. Excitement. Light my fire. Theatre of the mind. Fast turnaround. With the right production your local burger joint can come across like MacDonald's. Fairly inexpensive. A "word of mouth" medium that taps into the trusting subconscious that "A friend told me about such & such...".
Radio Cons: Sausage factory radio spot production and mediocre creative copywriting due to time constraints and poor client communication. Limited inventory of spots means there's nothing to buy when station is in a sold-out position.
When it comes to small business marketing and advertising, I am amazed at how many local advertisers squander their money. I wish I had the money they wasted. I'd be a rich man.
Let's talk about your typical retailer with 1 - 5 locations.
One of the biggest problems I've seen is that most retailers have no idea of which media to use when running a campaign. In fact, some don't even know WHY they are running a campaign.
They know they should advertise, but they don't really know what they are trying to accomplish.
Let's clarify the TOP 10 obvious reasons you should advertise.
1. You are opening a new business
2. You are closing a business
3. You have a problem selling sufficient quantities of your product or service
4. Your competitor has started a price war
5. You have taken on a new product line or phasing out a product
6. Your business is expanding with new locations
7. You need to renovate but don't want to lose business
8. Sales are dropping and you need to create a new buzz
9. You are moving your location
10.You want to go public
All these reasons to advertise are born of typical "problems" and Advertising solves problems!
I prefer to see problems as challenges and recommend that mindset for everyone. It makes it more of a positive game and stimulates the problem-solving areas of the brain instead of bringing on the worry & depression when you're scrambling to generate sales or save a business.
Now. Which media to use?
Let me give you the bigger picture of the Top 5 advertising vehicles.
RADIO
Need to get a message out fast? Nothing works better than radio!
Radio Pros: This is the sizzle. Hollywood. The Buzz. Entertainment. Excitement. Light my fire. Theatre of the mind. Fast turnaround. With the right production your local burger joint can come across like MacDonald's. Fairly inexpensive. A "word of mouth" medium that taps into the trusting subconscious that "A friend told me about such & such...".
Radio Cons: Sausage factory radio spot production and mediocre creative copywriting due to time constraints and poor client communication. Limited inventory of spots means there's nothing to buy when station is in a sold-out position.
posted by zzzzzzzzzzz at
1:14 AM
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