Will You Help Me With Advertising?

With consumers increasingly tuning out of mainstream media channels and tuning into their iPods, mobile phones and social networks instead, most advertising is going to a dead letter office. At the same time, consumerism continues to flourish. Advertising is for awareness – not credibility. I’ve never said that advertising will go away – it won’t. Despite all the innovation, traditional brand advertising is not about to go away. These companies are successful brand builders, but they would be hard pressed to achieve elite brand status solely on the marketing strength of Google text ads and “buzz” conversations.

It will change many of the rules of what we think advertising is, what marketing is, and what design is. But the purpose of advertising is to expand the customer base by informing more people of the product’s existence and virtues. The more consumers a company attracts to its product, the more it sells. Although interactive advertising is included in the various revenue categories, total online revenue increased by roughly 11% to $3.7 million last year.

Pixel Advertising is the term given to visual advertisements on the web which have their cost calculated dependent on the number of pixels which they occupy. Pixel advertising gained popularity in the last quarter of 2005 when British student Alex Tew created a web site named The Million Dollar Homepage, and solicited advertisers to buy ad space measured in pixels on the homepage. Google’s foray into television advertising is an important test of whether the Internet giant can use its wildly successful system of search advertising in the biggest of media channels. While it is pursuing efforts in print and radio, TV represents the company’s biggest hurdle to achieving its goal of building a broad platform for advertisers to run targeted ad campaigns, continuously changed based on metrics, across all forms of media. The public secret today in online advertising is that PPC based advertising is saturated. Banners are sliding into the land of irrelevance.

While paid advertising is often one small component of a public relations campaign, the most powerful public relations influence is where the connection between the sponsor and the messenger is invisible. This period of American advertising is called the Creative Revolution and its poster boy was Bill Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this incredibly creative period. The empirical results suggest that if advertising is perceived by producers to be a variable cost then in both provinces producer groups are likely to be overinvesting in advertising.

Advertising is an inescapable part of life, a fact evident each time you turn on the television, drive past endless billboards or sit down to check your email. As a small business owner with a limited budget, you may be more sensitive to the ads surrounding you than most. It also tries to organize all the creative into categories but creative advertising is chaotic– it has never been a science or something easily organized. If you think there’s a formula then you’re wrong. Advertising is not targeted to individual users but may be placed on the site adjacent to content related to advertiser or sponsor interest. Advertising also appears in our weekly newsletter, Housecall.

Advertising is a free speech issue, or at least it ought to be. Because behind today’s anti-ad campaigning there lurks a degrading view of the public as fickle and easily bought off, who must be protected from certain words and imagery by better men and women.

To help create a better experience for users and help encourage users to create better, more focused ads that are more appealing to potential customers, the way ads are ranked changes periodically. By improving the quality of ads and making them more relevant to users, you may be rewarded with a better ranking and reduced cost.It all boils down to what you’re selling,audience, and where and when ads are displayed. Also many advertisers are attacking the market through various channels, and are getting increasingly sophisticated in how they market and measure success. Intrusive ads are bad content.

The best ads are those that are complimentary to the content and blend in with the content. If you look at how some bloggers make money through adsense, it reveals their strategy to monetize from their content. Revenue from the ads are split about 50-50.

What is Product Advertising?

Product  advertising  is a simple idea on paper; but like most things which appear simple at first blush, it can be an incredibly complex one in practice. The idea behind product  advertising  needs no explanation – it is simply presenting a product in the hopes of generating consumer interest. Where things become thornier is when it comes to deciding what benefit the product has to offer and to whom. Identifying a target market and finding the best way to reach these consumers can be challenging in itself. Not every media is ideal for getting your marketing message across to every audience.

The answer to how best to reach the target market often begins with a careful consideration of the product itself; who will use this product’ What are these people most likely to consider the biggest advantages of this product? From this, one can often decide on a strategy in terms of which media will provide their product advertisement which will make an impact on the largest number of consumers within this market, as well as helping to begin coming up with ideas on how to present the product as something which will improve the lives of these consumers.

Along with media placements which will be more likely to directly speak to the target market in question, most successful product  advertising  campaigns will also include  advertising  placements in media which reaches a general audience. After all, no matter how specialized of a niche market you are dealing with, these consumers also watch television; listen to the radio and so on.

Product  advertising  is something which can be so complex that most companies find it useful to engage the services of a marketing or  advertising  agency to handle the work of reaching the consumer. The company can then devote their resources elsewhere, while reaping the benefit of having  advertising  professionals on their side; professionals who know how to speak to consumers and get the company’s message across and have extensive experience in using various forms of media to make a favorable impression on consumers. This is a more cost effective model of product  advertising  for the product manufacturer and permits them to focus on their product and on serving the needs of their customer base.

Before You Advertise Know the Facts! Offline Advertising Vs Online Advertising

What forms of  advertising  are available to you in Cookeville? Should you advertise your local business Offline or Online? You can better decide that once you understand the buying process a person goes through before spending money on a service or a product. It could take days, even years for a person to go through this process.

Understanding this journey will assist you in determining what  advertising  methods would work best in spreading your message. We will be discussing reach and estimated cost between traditional offline  advertising  and Online Pay-Per-Click  Advertising .

Typical Consumer Buying Process:

Most all consumers have the same pre-defined actions before buying Anything! Listed below are the purchasing steps people like you and I unknowingly use.

  • Potential customers become aware that they have a need, want or problem
  • They gather information about the product, service or solution that could possibly fix their problem
  • They ask their friends opinions, read customer reviews & consumer reports, watch videos and the list of fact-finding research methods goes on

Only then, when people have gathered this information, do they feel comfortable enough to make a buying decision. The information gathering phase accounts for roughly 95% of a client’s buying process. This leaves only 5% of customers ready to buy at any given time.

What does this have to do with  advertising  in Cookeville?

Simply put, the buying process is common to all potential customers. When you advertise your business in Cookeville or your Cookeville business to potential clients in Nashville or Knoxville, you must understand who your message will reach and when. Telling the world about your business is only effective if it produces a return on investment, Right? In order to produce result oriented  advertising  you must inform shoppers and provide buyers with exactly what they are looking for, giving them incentive to buy.

Offline  Advertising 

Advertisers in Cookeville can choose Offline  Advertising  in the forms of radio, TV, newspapers or other publications and billboards. Average monthly cost for these services when opting in for minimum exposure can cost you an estimated $20-$35 a day. That translates into an average of $825mo or $9900 a year.

These forms of  advertising  can take your message into Cookeville alone or to people all around the Upper Cumberland area. Constant exposure can brand your business by “keeping your name out there” in the community to shoppers and attract potential buyers along the way.

How it Works

Essentially it comes down to exposing a message or multiple messages to the people who read a particular paper or publication, use a common street, listen to the radio or watch TV in a predefined area or location. The goal here is to advertise to the majority and hope you catch some buyers along the way. In theory you are only  advertising  to 5% of the population for direct response.

Now, I understand, you are  advertising  to everyone in your chosen area, but only five percent of the given population will be ready to buy today. It is important that you position your ads in order to market to the all the potential customers that may come in contact with your  advertising .

It is best to provide an informational message that speaks directly to the 95% of people who are gathering information about the products or services you offer. You will also want to provide your viewers or listeners an alternative message driven towards direct sales in order to support the cost of your  advertising . This increases your exposure, branding your business by informing shoppers and giving buyers what they are looking for with good reason to complete their buying process.

If you are a small business trying to grow, you will most likely want to keep your message focused towards the 5% of the people on the verge of buying. Dealing with smaller budgets requires you to increase you odds for making sales and money immediately from your  advertising . Although it will cost more than the estimate above, it is always a good idea to multiply these messages on different  advertising  platforms, including online  advertising  for maximum results.

As with most  advertising , the more you spend, the more people your message is exposed to, the more your chances increase for making sales along the way.

Online  Advertising 

Advertisers in Cookeville who choose Online  Advertising  can advertise on major Search Engines, Social Media sites and on literally hundreds of thousands of websites relevant to your business. Average monthly cost for professionally managed online  advertising  when opting in for minimum exposure will cost you an estimated $16 a day or $492mo or $5899 a year.

Don’t have a website? You don’t need one! Unless you intend to build your online presence for sales and branding together, then you will need a professional website. A fully customized, search engine optimized website will run you an estimated $1000. This is the real deal. Add that to the total cost and you are looking at $19 a day or $575mo or $6899 a year.

Online  advertising  does exactly the same thing as above, plus so much more. You can take your message to Cookeville alone or to people all around the Upper Cumberland area. Online  advertising  also gives you the ability to advertise your business to multiple cities of choice or entire states across the US. You can even take your business  advertising  global if you so desire. That’s not all, you can also add multiple ads or  advertising  messages whenever you want and target your customers with keyword terms so the right message is reaching the appropriate clients.

How it Works

Online  advertising  is most commonly implemented through one of many pay-per-click (PPC) programs. These programs are offered by the worlds largest search engines or websites. Google by far being the leader, Bing, Yahoo and Facebook are a few you can probably relate too. With the one time account setup, you essentially tell the PPC provider who, when, where and what.

For Example: Let’s say you own a lawn equipment business and you sell weedeaters, lawn mowers and leaf blowers. With pay-per-click you target customers by using targeted keyword searches producing as many ads as needed to get your message(s) out to the right people.

You start by building one ad for lawn mowers that will target anybody searching online for the key terms – JD ZX9 Super Model, zero turn lawn mowers and lawnmower shops near Cookeville. By doing this you target the 5% of buyers who are looking to buy a commercial lawn mower close to Cookeville. Next you place another ad about lawn mowers but this time you target customers looking for service. So your ad reads, “Get Your Lawn Mower Ready for Spring – Blade Sharpening to Full Service – Call Now for More Information.” You set it up so only people searching for the key terms – Lawn mower service, lawn mower blade sharpening and lawn equipment service see it. This ensures your getting the right message to the right people 24 hours a day seven days a week.

The cycle can go on and on to target weedeaters and leaf blowers as well. Before running these ads in what we call ‘Traffic’ you also tell your PPC provider to do a few other things as well. Things like only spend $250 a month or $8.30 a day, only show my ads to people searching for these exact terms and only show my ads to people within a ten mile radius of Cookeville, Crossville and Smithville. You have complete control over your  advertising .

Drill down further and place ads like “Bob’s Lawn Shop – Lawn Mowers, Leaf Blowers & Weedeaters – 10% off Service During May” and place these ads on many other relevant websites. For instance, I send you an email asking you if you know of a place that sharpens lawn mower blades. You reply with a no, but because the conversation is relevant, your ad is showing on the side of the page and catches my attention. Or, perhaps, your target customer is looking on Lowe’s website at zero turn mowers and he spots your ad (like a billboard) on the side of the page and clicks through to your website. You could even set it up where they simply click the ad to call your business immediately from there mobile phone because you provide what they need today, locally. This is a great way to catch shoppers nearing their final buying decision through mass marketing. Keep in mind, there are no additional cost.

The Biggest difference with online  advertising  is you only pay when someone visits your website “Internet Store Front” or takes action from your advertisement. By targeting pre-qualified customers where they live (home, work, cell phone) at exactly the time they are looking for your businesses service, product, location or solution, you increase your chances of return on investment. This takes the “Throw it against the wall and see if it sticks” aspect out as well because you choose who sees your ad, when they see it and what information they get when they take action. The best part is you can collect data by tracking conversions and begin to filter out what doesn’t work and build upon the target markets that are producing revenue for your business.

With 91 million searches a day on Google alone, people are looking for your business by way of the internet. When is the last time you cut out a newspaper ad, pulled over to write down a number or hunted up a phone book?

 Advertising  Comparison

-Offline  Advertising 

Pros:

  • Reaches local customers with option of running multiple messages
  • Targets customers throughout the buying process
  • Brands your business image in your selected viewing area

Cons:

  • Short ad exposure times
  • Unable to target any deeper than location or interests
  • No precise way to track results or effectiveness

Estimated Cost: $825 a month

-Online  Advertising 

Pros:

  • Only pay when someone acts upon your  advertising  message
  • Target pre-qualified customers with specific ads for sales and branding anywhere in the world
  • Capability of tracking data, optimizing to eliminate non productive  advertising  thereby producing increased results over time
  • Ability to pause, change or adjust your  advertising  any time day or night without any contracts

Cons:

  • A professional website is crucial for long term advertisers
  • Complex. Needs professional management for best results
  • Setup takes 2-3 weeks

Estimated Cost: $575 a month

Advertisers from the Middle Tennessee area have some very good choices for  advertising  there local business to the people of Cookeville. You know your business and hopefully this information will give you better insight on not only how you can advertise your business but also what cost will typically be involved.

Feel free to research this subject more at your own leisure. You can find information through the internet from advertisers websites, additional articles and even forums/blogs describing peoples own unique experience with offline and online  advertising .

View pay-per-click packages and pricing

Online Advertising

 Advertising  has moved much beyond the levels of print and point of contact  advertising . Today one of the world’s most effective  advertising  techniques is online  advertising . With the unparalleled rise in the World Wide Web, not only has it become one of the most targeted sections of  advertising , but at the same time it is also the most cost effective  advertising  process in the world.

Categories of online  advertising  could include such systems as banner ads, email marketing,  advertising  networks, online classified  advertising  and many other techniques. The procedures are simple, they are quick and the results are easily visible.

The greatest benefit of online  advertising  is that it knows no time and space boundaries. It is visible to anyone at anytime and geographical boundaries are no longer applicable. Another great advantage is that they can be targeted to specific groups or a relevant audience. Certain keywords will bring up the advertisements on the requisite pages, thus ensuring that you catch the eyeballs of people who are looking for similar content.

Google, due to its commanding position in the search engine world, is used as the benchmark for all  advertising  techniques and marketing strategies. If a company manages to do well with its Google  advertising , then it is guaranteed that the same techniques will achieve good results on other search engines also.

Google’s AdWords is one of the most basic systems of  advertising  on their search network. The AdWords reach only interested customers, since the ads pop-up only on relevant search pages. You can also reduce  advertising  costs tremendously since these are not very high priced ads. You can also alter them as and when needed, and judging from the evaluation charts you can make informed marketing decisions.

Online  advertising , especially banner  advertising  or ads on various sites should not be judged on the basis of the number of click throughs. An advertisement’s efficacy cannot be calculated according to the instantaneous results it generates. There is a great deal of recall value attached to ads, and similar to print media or TV advertisements, the results normally become evident only later. However what is essential is the placing of the advertisement, since the significance of the page it appears on is what determines the focus of the ad.

Over 13.6 billion searches take place in one month in the US alone. Out of these 9 billion of those searches are on Google. Hence the importance of Google as the main  advertising  destination cannot be underplayed. Every SEM company worth its salt will target Google searches for optimization, and online  advertising  companies will target their ads towards the 9 billion searches every month. Thus Google promotion packages are an inherent segment of every  advertising  strategy. These include not only  advertising  on Google search engines, using the specialized techniques developed by Google, but also  advertising  on other classified advertisement networks and directory listing sites which are ranked high on the search engine lists.

Online  Advertising  includes search engine marketing with Google AdWords, Yahoo SM and Microsoft Adcenter; it also includes buying banners from CPM ad networks as well as social media marketing.

New and Cheap Advertising Ideas

When you are in the business world then your major aim is always to surge ahead of your competitors. It is important that your product is of high quality but it is also important to advertise it so that it reaches every household. You can take the example of mobile phone producers. Normally two products have got the same kind of features but the one with higher sales is the one which is well known as compared to the other one. What is being emphasized here is that you need to speak out loud about the product you are offering and that can be done through the proper implementation of  advertising  ideas.  Advertising  is the key to your success in the business.

Generally our conception about the  advertising  is limited to the big banners we see on the roadsides, in the malls and the large scale advertisements in the electronic as well as print media. With the rising popularity of the internet, the pops ups and advertisements on the websites are also now part of the  advertising  industry. For the big business houses these are standard mode of  advertising  but for the smaller businessmen it is a no-no thing because of the higher budgets. There is no need to get disheartened because these are not the only  advertising  ideas or ways to promote your product. Distributing pamphlets, use of salesperson are also the cheap and effective ways of  advertising . One needs to understand that anything that will make sure that the customer gets to know about your product is a way of  advertising .

To name a few of the cheap and better  advertising  ideas you can count on distributing the pamphlets and flyers in the areas that are in your reach. Through these flyers you can also distribute the discount coupons. These coupons will get the people discussing your product and the contemporary wisdom says that the word of mouth is still the best way to go about the  advertising .

In modern times internet has become such a powerful medium that you can achieve unbelievable results with its reach. You can make a website detailing your product or service. Along with this also make use of the various social networking websites like Facebook, orkut etc. by dedicating a page on them to your product. If you can further spend a little more time you can also make a monthly newsletter relating to your product and send a mass email to the people. In the newsletter make sure that you detail all the good things about your product and also offer some good discounts. This is sure to set some of the tongues waging.

Make yourself a regular member of the business sittings in your locality. Discuss about your product with other people. They might give you some nice  advertising  ideas. The more you keep your eyes and ears open the more you are bound to gain. Project yourself as the key player in the niche of your product and make sure that your product as though it is the only viable option available in the market. These  advertising  ideas are sure to make your project a hit in the market.

8 Ways Companies Waste Advertising Dollars

I understand, running a business is tough. Tons to do. Even more to think about. But, have you thought about how you are wasting those precious few  advertising  dollars? We see money wasted everyday in  advertising , here are some of the most common ways:

1) Inconsistency – Rollercoaster  advertising  is not as fun as it sounds. Rollercoaster  advertising  is when companies don’t stay in front of their customers. Business slows down so the company responds by doing some  advertising . They soon get busy and the attention gets directed to serving the recent influx of business. Soon, that new business is starting to wane, and its time to ramp up the ad machine again. If you will consistently advertise to your perfect customer your rollercoaster will level out and you can ride that train to the bank.

2) “Me Too”  Advertising  – Do you remember the “Got Milk?” campaign? Of couse you do. Its one of the best campaigns of the 90’s. Do you remember all the knockoff campaigns that it spawned. T-shirts, billboards, magazine ads everywhere had “Got _______?” in that nice narrow font. Do you remember any of the companies that did the knockoffs? I didn’t think so. “Me Too!”  advertising  is jumping on a band wagon of a concept or tactic that works. Unfortunately, the “me too”ers seldom see the same returns. Be original, set the bar and let everyone else say “Me Too!” to your  advertising .

3) Shotgun  Advertising  – This spray and pray method of  advertising  to EVERYONE is costly and not very profitable. It gets expensive trying to flood the marketplace with your message in hopes of hitting the perfect customer. Every time your message lands on the wrong customer you waste money. You may wonder why “the big boys” use so much of the mass market  advertising , its because they can afford to. But in recent years they are learning that targeting specific customers that are ideally compatible with their message is paying off more than hitting everyone with the same ad.

4) Wrong Vehicle – Using mass transit  advertising  to market a kitchen utensil to stay at home moms doesn’t sound like a good Idea, right? It’s not. Stay at home moms are called that for a reason. They stay at home. They don’t use mass transit very often. So why do companies use  advertising  vehicles that won’t reach their perfect customer? Choose the  advertising  vehicle that best fits the needs of that one customer that your product speaks directly to. Its kind of like using a tank to go water skiing, it might pull you but it won’t work that well.

5) Wrong Customer – Have you tried to sell tractors to a stock broker? It ain’t easy. Choosing the right customer is half of the battle in  advertising . Many companies say our target market is the whole world. That is a bit of a contradiction. Take an inventory of what needs your product or service fills. Look at what customers have the demographic and psychographic qualities that fit your product offer. Then work to craft a message that speaks directly to them and their needs. They are the right customer, speak to them.

6) Too Big – Every year a few companies spend millions on a single 30 second spot during the super bowl. If you remember the DotCom boom the Super Bowl broadcast was filled with quirky sometimes weird ads that “promoted” a website. A few years later, 90% of those companies were no where to be found. Would that money been better used in a consistent, targeted, custom message to the right customer? Guaranteed. Would they still be in business today? No way to know. My advice, don’t spend  advertising  dollars on placement that is beyond your reach. Especially if your haven’t tested the message. Think Big, Work Small.

7) Too Small – Money is tight. I get it. But, try to push yourself to the next level when it comes to your ad budget. I know it sounds weird after the last point. But I said the “next” level not the next stratosphere. If you wish to reach your perfect customer, they have to know you exist. You must let them know what you offer and how it meets their needs. Test your message as cheaply as you can. When you find a message that works, go big. Take a few risks, step out of your comfort zone. To get something different, you must do something different.

8) Poor Brand – What is your brand? Your brand is your look, your message, your value, your overall marketing message. Do you have a strong brand? Can you convey your message in 2 sentences? Do you speak to your Perfect Customer with every market touch point? Do the answers to these questions evade you? That probably means your brand isn’t as strong as it should be. Branding is probably the most important part of  advertising . Invest in your brand, it pays dividends.

If you can avoid these few mistakes, your  advertising  can be the life-blood of your business. If you fear making an  advertising  mistake, send us an email at [email protected] we be glad to help you through it.

Thanks for reading,

Mark Combs

Lead Cre8ive, Cre8iveDept.com

Print Advertising Vs Online Advertising

Online  advertising  has experienced such a rapid growth that many well known researchers are already predicting it will run into multiple billions of dollars in the near future. That certainly does not come as surprise as internet users are steadily increasing as well. Besides the increasing number of new users, the old ones are spending more and more time browsing the net. The realization that these numbers can run into staggering amounts is enough to inspire any entrepreneur to expose his business on the web. This situation will certainly have a tremendous effect on traditional print and media  advertising . Print  advertising  versus online  advertising  is a dilemma that many companies are currently faced with.

There are thousands of budding businessmen and women that are internet savvy. Launching their company on the web is a logical step as this lucrative opportunity is simply too good to pass by.  Advertising  trends have clearly shifted from the traditional media to online. With the economy in the downturn situation as it is, research has shown that large companies are seriously cutting down on print  advertising . The online option has proven to be more effective profit wise. The prospects of increased sales and the cost effectiveness of online  advertising  have also given many new hope of prosperity.

This is due to the fact that there are numerous benefits involved when purchasing online. Stressful situations like congested traffic, hunting for a parking space and long queues can be avoided. To top it all it can be done in the comfort and security of your home. There are disadvantages as well. Misleading advertisements that promote inferior products is a huge problem. The best way to avoid becoming a victim is to make use of reputed dealers with secure web sites.

While online marketing is on the increase, the power of print  advertising  should certainly not be underestimated. The traditional brochure or flyer can in certain cases be much more effective than their online counterpart. The old methods cannot be written off that easily or entirely for that matter. Postcard and flyer marketing in the targeted neighborhoods can be very rewarding. This is a huge advantage that print  advertising  has over online  advertising . Full-color brochures work wonderfully at meetings and events. There are quite a number of customers that do not have access to the World Wide Web. Sending out brochures to existing ones keeps them in touch with happenings in the business. Another area where it is advisable to use brochures would be on cold calling.

Through print media specific areas of business can receive direct mail and therefore ensure maximum turnover. Marketers can make constructive use of both options to make it work in their favor. Depending on your type of business, careful budget planning that includes all aspects of marketing strategies should be made. In this way you will not lose out and reap the highest benefit of the market. This is after all what marketing success stories are all about; skillful and cost-effective  advertising  campaigns.

Measuring Advertising Success

A comment usually attributed to Lord Leverhulme went something like, “I know that half of my marketing spend is wasted, but I’m not sure which half.”

Whether they know it or not, this is this situation most companies are in today, I would go further and say 80% of your prospects come from 20% of your marketing but which 20%? Leverhulme didn’t have the advantage of the Internet back in the 20s but you now have some big advantages.

Imagine being able to cut out the wasted spend and do more of what is working! It isn’t difficult it just needs a simple database, better use of your web site and maybe a little planning.

Whether it is paying £20 per month to put a business card in the local store, a yellow pages advert or a piece in the local/national press; you need to know whether it is worth doing. When it comes to more expensive  advertising  then you really need to know how many leads you are getting for your money and how many of those are converting to sales. If you use pay-per-click and have multiple adverts running then maybe we can show you how to track the exact success of each one.

If the ‘Call To Action’ of your  advertising  is to call you then you need to ask where people found your details or have a separate number for each campaign if that is practical for you. You need to do this every time and you need to record the results. Whether on paper or on computer you need to track every prospect:

  • Name
  • Contact details
  • Product/service they are interested in
  • Likely buying timescale
  • Where they heard about you
  • Core product/service bought
  • What additional products/services have they been offer

That is the bare minimum and you will have to add to this for your own business purposes but without this core data you are doomed to continue wasting a large portion of your marketing budget.

If you have a web site then you can get clever. If you don’t have a web site then go get one, now! Seriously, you can have a web site for around £20 plus the time and effort of setting it up. There is enough information freely available to allow you to create a compelling web experience for your customers and get the message out there that you exist. If you know nothing about the internet and can’t afford to get a third party to do the development for you then choose a web host that offers one of the easy web creators.

Every piece of  advertising  you do will have a web site address (URL) on it so that people can go to your web site to find out more about what you have to offer. The vast majority of companies drive people to their home page and in doing so most of them lose valuable information on where the visitor came from. If you are getting links to your site from other places on the internet then it is possible to include information in those links to track where they came from. If you don’t have the knowledge to do this then simple create a new web page for each advert and have people reading that advert go to that unique page.

After a while you can see through your web statistics how many people arrive at these unique pages. An easy way of judging the success rates of all your  advertising . Go back and read that part again and then make a note to do it. This is a free way of measuring marketing success and one of the easiest to implement. It is more than that though, it allows you to customize each landing page to the advert that brought people in, it allows you to test different landing pages to see which ones give the best conversion rates. Never forget the bottom line, you are trying to get people to spend their money in your direction.

Then you can stop paying for the adverts that are not bringing in visitors, adjust the ones where the conversion rates are low and do more like the ones that are working for you.

Online Advertising

Whether you are checking your email, shopping on a website or just searching for information, online ads are everywhere! A new marketing landscape, the Internet offers a new and cheaper advertising space, as compared to traditional spaces like print, television, radio and outdoor advertising. It’s a revolution of sorts and small and home business owners are making the most of it.

For a home based start up, online advertising is a potent tool that can maximize visibility, drive traffic to the company’s website, up the sales and build a solid brand in the process. Going to an expensive advertising agency to run your campaign would most definitely burn a hole in your pocket. The good news is you don’t have to do that. Just remember the twin mantras of focus on what you want and a strong dose of imagination; and you’ll be on your way.

Take the guesswork out of online advertising

Online advertising is not a function of elaborate guesswork and a myriad of hits and misses. Like the traditional offline version, online advertising must also follow some basic rules. Know what you want your advertising to do, where to get it and what to do with it once you have it. Here are some guidelines to get you started.

http://www.marketingprofs.com/preview.asp?file=/2/honabach1.asp

  1. Define your advertising objective: Shut the door, switch off the lights, take a deep breath and think why you need to advertise. Clearly define the goals you want your advertising program to achieve. Is it generating new leads, increasing the number of hits on your website, making your company visible in the market place or to increase on/off -line sales? Each goal will have a different advertising path. You can only expect your program to maximize returns, if you know for sure what you want your advertising to do.
  2. Decide “where” you want to be seen: It makes a difference to be seen in the right places. Like in offline advertising, the placement of your ad is very crucial to success. Advertising (Co-advertising for higher benefits) on websites that are most relevant to your line of business would be the best place. Also consider top Search Engines, Online Yellow pages, Service Provider directories and large sites or networks. Explore trade –specific websites for a more focused audience.
  3. Tailor the message for your target audience: when you want the caveman to listen, beat your chest! Craft your message to appeal to the target audience. Your message for a visitor on a trade forum’s website would be different from what you say to the guy clicking on your ad on a home business site. The trick here is to align your message to the mindset of your audience. Equally important is that the message should convey the promotional goals your advertising desires to accomplish. So if you are selling ice to an Eskimo shopping in an Internet mall, don’t forget to mention the discount on your season sale!
  4. Be Creative: In a marketplace teeming with new ads you can easily get clobbered on the head with run-of-the-mill ad copy. Your most valuable asset in this crowd is your creativity, which will make your ad stand out. Be creative not only in the copy, but also in the placement of the advertisement. An online contact lens clinic pulls hundreds of people every day to take an eye test with a simple ad. The small 1” X 2” banner says, “ Think You Don’t Need an Eye Test?” in the same format as you see on the reading sheet in an optometrist’s clinic, with alphabets running vertically in a decreasing order. This is a classic example of a simple but creative idea getting the desired results.

    Add more depth to your advertisement by using rich media like HTML, DHTML, Java and layered ads. Use animated messages doubled with pull down menus for better use of space and for expanding possibilities of response.

  5. Choose the advertising medium well: They say, “Well Begun is Half Done”. If you are going to spend a sizeable amount of money on creating and placing ads, they should do more than just wiggle and pop. To maximize response, choose the advertising medium carefully. You have several choices like banner ads, contextual advertising, ezine advertising etc. Research and read on various formats and the factors for each one’s success. Then decide on what format works best for your campaign. Once you have decided on the format, it is equally important to choose the vendor. If you have decided on banner advertising, research and list the websites that would give you the maximum exposure to the right kind of audience. Check out the option of using advertising networks and the pay-per-click options as well. [http://a1portal.com/]

    Once your campaign has been set in motion, take care to monitor response and be ready to change or completely redo your copy and the advertising vehicles you use. Keep a track of the ROI (Return on Investment) for every advertising purchase that you make. This way you can figure out which forms of advertising are working for you and which ones aren’t.

All online advertising is aimed at inducing “action”. Every online ad that you see is built to make you act: ‘Register for a free newsletter’, ‘buy now and save dollars’, ‘get a quote on your requirements’…the list goes on. The thing to remember here is that once the prospect has been pushed into an action, there should be real value for him at the other end of the pop- up. Unless you can fulfill the promise your brand is making, your online ad has been wasted.

A well-planned and well-executed advertising campaign can fuel the growth of your home business tremendously. Use online advertising following some simple guidelines and see how it impacts your sales, visibility and brand building, all at the same time.

Also see: http://www.web-source.net/internet_advertising.htm

Advertising Humor – Smart Advertising Choice?

The big sin in advertising and marketing is being boring. A market will forgive almost anything else. But a boring sales letter, commercial, or video will generate absolutely no interest in your product. The advertisement must be interesting to the prospect. Not interesting in general, but to that prospect.

Most small business advertisers who are putting together an ad, think of trying to be funny as their first priority. This is because many think of advertising as a form of entertainment. Advertising isn’t entertainment, it is selling. Making someone laugh when they see your ad, may make you feel better, and it feels like the ad should be working, but this isn’t the case.

You do not want to hear “Wow, I saw your ad. How clever (or how funny).” You want people to see your ad and then want to buy the product it is showcasing.

Is humor ever effective in your advertising? Sure. A viral video should be either very funny or very shocking. This will cause the video to be spread to all corners of the internet. You may even make some sales off of that video. Humor also has a place in advertising because to tends to stick in the mind of the consumer. Humor in advertising makes the company seem a little more “cool” because if the humor. But the humor should never get in the way of the appeal of the ad, which is to make someone want to buy the product advertised.

Advertisers should always put Selling first in their ads. After there is a strong appeal in the ad, then you can think of ways to say it in a funnier way. But never let humor get in the way of the selling.

Here is the danger of using humor in your ads. Some people may simply not get the joke. If they don’t get the joke, the ad will actually irritate them, because they won’t understand your point.

You may actually offend a few people. The humor, if really funny will direct the consumer’s attention to how funny the ad is, not how great your product is.

A funny and dramatic demonstration of your product, that really drives home a buying benefit, is useful because now they are talking about the demonstration, which is the same as talking about your product. See? You want them taking about your product, not the commercial.

What is almost universally useful in your broadcast ads, is smiling, friendly faces. They don’t have to be funny, but just happy. The prospect assumes they are happy because they are using the product. In print, it’s harder to be funny anyway, so you are trying harder to be funny, which doesn’t translate well to print. In print, ads should always try to sell, not be funny.

You can be interesting without going for a laugh. Do you know what prospective customers find interesting? Anything that will make their life easier, or will solve a problem that is bothering them. That’s what they find interesting. And not being interesting is the major sin in advertising.

Do you see the title of this article? Originally it was going to be Advertising Humor: It’s No Joke. Do you know why I changed it? Even though it is a semi-clever play on words, it wouldn’t make you want to read the article as much as the title I used. See the difference?