There are specific objectives to advertising.
- Create a need for your product
- Make customers aware of your product
- Convince potential customers that your product is the best
- Develop a company image
Advertising ploys will change according to the demographics of your target market
- People in their 20’s like novelty and uniqueness and product appealing to peer pressures
- People in their 30’s are looking for product to give them recognition and stability, they are more family orientated and don’t have much money
- People in their 40’s are looking for products that will satisfy a desire to be self indulgent as they have more money to spend
- People in their 50’s are looking for product that give them recognition, indicate power and show their competence
- People in their 60’s are looking for product that is practical, reliable and has quality. They are usually looking for bargains.
What Media to Choose
It takes an average of three or more exposures in the chosen media outlet you are using, before a potential consumer will take action.
- Newspapers — local papers are usually more suited to the Mico/Home-Based Business. Industries such as the Trades need to have ongoing advertisements to ensure that the client can find them when they have a need.
- Magazines — most magazines target specific markets. If your product is also targeting that market, then this might be a good place to advertise eg. Advertise your golf gloves in a golfing magazine.
- Newsletter — again, these are usually targeted to a membership base. There is often a strong sense of loyalty from the subscribers. If you, too become a member, you are likely to get a better result.
- Trade journals — another very targeted market.
- Yellow Pages – an expensive form of advertising. Some industries find that their entire business depends on this advertising eg. florists, while other businesses get very little response. This is an area that really would require you to ‘have a go’ and monitor the results over 12 months to see if it is suited to your business requirements.
- Flyers/Brochures — small flyers can be letterbox-dropped in a specified area. Design the flyer to offer a solution to a problem your client may have eg. rather than say you offer a bookkeeping service advertise that you save your client time and complete the tasks they hate - allowing them to get on with the work they are good at and enjoy doing. You can only expect about a 1% response to a cold call such as this, so you will have to distribute 1000 flyers to make one sale.
- Direct mail — you can mail your flyer or brochure to a targeted postcode, specific type of industry or specific gender. This targeting of your direct mail can only take place if you have access to a good database. You can buy one, or ask someone with one to mail out for you (at a cost and they will not give you the database contact details) or develop your own (see Database section).
- E-mail — this is an enormously cost effective way to send direct mail.
- Radio — choose small local stations that target the local market you want customers to come from. Their programmes are designed to suit the needs of their demographic market. Consider speaking on talk back radio and ask if you can give a phone number. Your comments need to suit the topic currently being discussed and you need to be offering a solution — this is very cost effective as it costs you nothing except for the time you are hanging on the line!
- Television — This can be an expensive alternative. However, regional TV and some special programmes, like those shown in doctors offices, may suit your needs. Make enquiries and shop around.
- Outdoor advertising — company vehicles, billboards, bus benches — if placed near a set of traffic lights, you have a large captive audience sitting in their cars waiting for the lights to change. Check with your Council as to what is allowed and what the cost is likely to be.
- Merchandise — caps, pens, mugs, T-shirts etc can all have your logo or slogan. When seen enough by many people you build up your image which in turn leads to sales.
- Co-operative advertising — see if a group of like businesses or businesses all targeting the same market can share in the cost of a targeted advertisement eg. a full page ad in a wedding magazine by a florist, photographer, dressmaker, celebrant etc. could be shared by all participating.