Advertising

7 Questions to Ask Before You Advertise

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Most business owners and managers keep a fairly close eye on their marketing budgets.

And nothing throws a budget out of whack faster than advertising.

Advertising, or paying good money to get your message in front of your target market, still has a place in your marketing mix, although it's not quite as effective as it once was.

If you're going to advertise, you need to be smart about it -- or you can quickly find yourself with a blown budget and not much to show for it. Advertising is hands down the

Most public utility owners and managers keep a fairly abridged eye on their marketing budgets.

And nothing throws a quota out of whack faster than advertising.

Advertising, or paying good money to get your message in front of your target market, still has a place in your marketing mix, just the same it's not quite as effective as it once was.

If you're going to advertise, you need to be smart near at hand it -- or you can quickly find yourself with a mildewed costs and not much to show for it. since are seven questions to ask yourself foremost writing out that check.

1. Do you need to generate customers/traffic/leads/etc. right away? If so, then you shift the scene pull out your wallet. is hands down the fastest way to get your message in front of your target market. (You're paying for placement subsequent all.)

2. Do you have else way to get the word out somewhere about your business? For instance, do you have a customer database or an e-zine list? If so, then you might be eminent off sending an e-mail (assuming you have customers' e-mails). nevertheless technically e-mail announcements fall under advertising, I'm not counting it in this particular case whereas it's more or less free (or very low cost).

Perhaps you have a good news diverge and a good relationship with a reporter. Or you have a high-traffic Web site and/or blog. Or maybe you're an passive voice volunteer with a large organization and can use networking to get the message out.

But if none of those really apply, then you'd adventurer take a closer look at advertising.

3. Do you need to extend your other marketing efforts? Maybe you have articles featured on a Web site targeted to your customer base. Great when your single is front and center and not-so-great when your arraign is wrapped in clouds in archives. A little advertisement on that site can keep you in your target market's sight all the time. Or maybe you struck gold and got a big module written much your holding company in the perfect trade publication. Fantastic for that month and not-so-fantastic for the other 11 months of the year. Or maybe it's taking you longer than you'd like to drive traffic to your Web site. publication is good for speeding things along.

Frequency is king when it comes to marketing -- if you're out of your customers' sight, you're probably out of their mind when it comes to marketing time. publicity is a good way to beef up or speed up what you're hitherto doing.

4. Are other marketing methods not happy in this situation? Let's say you want to have a sale. But your customer database is small (or nonexistent). Your Web site has minimal traffic. And you aren't going to get any bites from the media since having a sale isn't news. What do you do? Run some ads.

5. Would you rather save time than money? Let's face it. Running an ad is easy. Other marketing methods are more time-consuming. If you want your marketing to be easy, then promotion is all but as easy as it's going to get. (Now there is a writ to this one, seeing that you can hire people to do some of those marketing tasks, such as updating Web sites, running PR campaigns, etc. However, not everything can be hired out so you still might be stuck spending time you don't have.)

6. Are you planning to test a new globe-trot or a new product/target market? Running small, inexpensive ads can be a good way to test stable marketing aspects by choice launching big, expensive, time-consuming campaigns. If you want to penetrate a new market or if you have a new product to launch or a new marketing message to try, buy some ads and see what the response rate is. accessory strength of publicity is control -- you have total control over your test.

7. Do other marketing never quite measure up? It happens. build-up in one or two specific media outlets seem to generate more sales and more leads then some else you've tried. If that's the case, then don't mess with it. As the old saying goes, if it ain't broke, don't fix it.

Creativity Exercise -- build-up and your business

Is publicity right for your business? Try this exercise and see.

1. What's your major marketing indignation meeting right now? Write it down.

2. Go through the likewise list of questions and ask yourself each one. Does it go to your situation? If it does, write that down too.

3. Do some brainstorming. In what ways can you use publicity to solve your marketing challenges? What media would work best? Online? Print? Radio? Television? Direct mail? Something else? Make up an ad for a variety of media.

Now do the exact opposite. Think of ways proclamation WON'T work for your business. humour at least 25 reasons why publicity won't work for your specific situation. Be silly. It's a good way to loosen you up.

4. Go back and reread both your pro and con lists. Now read your ads. Do you like what you came up with? Do any of them resonate with you, even now in agreement with appearing up with your list of objections?

You may have just come up with your next proclamation campaign.

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