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Text 3: specialty advertising
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"Giveaways" - the pencils, pens, buttons, calendars and refrigerator magnets you see everyday - are called "Specialty Advertising" in the advertising business.
Chances are, you have some specialty advertising items right at your desk. Businesses imprint their name on items and give them away (or sometimes sell them at very low cost) in order that:
You notice their name enough times on the item to build "top-of-the-mind" awareness. So when you need a restaurant, for instance, you think of their name first.
You appreciate the goodwill of the company giving you the item and eventually return the favor by giving them some business.
These are both long-term advertising investments that can take months or years to turn into actual sales.
First, select the best item that would tell your story most effectively. While an accountant can give away an inexpensive calculator, the same item may not be ideal for a hairdresser. A comb or brush might be more appropriate in that case.
Second, decide what you are going to say on the item. A company slogan? Address directions? Since you have a relatively small area, you must be very concise and direct.
Third, figure out your method of distribution. Are you going to send them to each customer through the mail? If so, how much will that cost? Will you have them in a big bowl that says "take one"? Distribution is just as important to consider as buying the item.
Just as there are many reputable specialty advertising professionals in your area, the industry is notorious with a lot of high-pressure telephone and mail solicitors who often give specialty advertising a bad name. Don't buy specialty advertising through the mail without checking the quality and prices with trusted local representatives first. And, buying specialty advertising over the telephone is not recommended at all.
Specialty advertising is a unique way to generate goodwill and put your name on items that people remember. But don't do it unless you have an item and distribution plan that will benefit your business.
Internet source: http://www.bizmove.com/marketing/m2j4.htm
TEXT 4: YELLOW PAGES
Telephone book advertising is another way to reach your market area. It allows you to place your business listing or ad in selected classifications within the book, with the theory being that when people need your product or service, they look up the classification and contact you.
Much of the "sell" copy for a product or service, therefore, does not have to be in your ad content, since the people who have looked up your classification are already in the market to buy. The thing to be aware of when you write the ad is the other firms' ads within your classification. In other words, why should the reader select your firm over your competition? That is the crucial question -- and your ad should provide the answer.
Telephone Yellow Pages salespeople often employ the technique of selling as large of ad as they can to one company, then showing the other companies in the same classification what the one company is doing so that they can match it or beat it. This is not the best criteria for determining ad size, but is definitely good for the ad salesperson.
To determine the size you should use, consider the following:
Your ad should be large enough to incorporate the vital information the reader needs to make a contact decision (as mentioned above).
Remember your lessons in print advertising. Keep your ad clean, creative and eye-appealing. Even though the phone company will "design your ad for free," some firms employ graphic artists and advertising agencies to create a Yellow Pages ad that really stands out.
Give yourself a budget to work with. Figure out how much you want to spend on Yellow Pages advertising for the entire year, then divide it by 12. That will give you the payment that is automatically attached to your phone bill every month.
Do something unique or different. If no one else is using color, use color. Even shades of gray can make an ad look better and more appealing.
Advantages of Yellow Pages Advertising
One ad works all year long.
Gives your prospect a method of easily locating and contacting your business, even if they didn't initially know your name.
Can help you describe the differences between you and your competition.
You pay by the month instead of one large payment.
Disadvantages of Yellow Pages Advertising
You must commit to an entire year of advertising.
You are immediately placed with a group of your competitors, making it easy for the prospect to comparison shop.
Some classifications are so cluttered with advertising, your ad is buried and ineffective.
It is only effective when a prospect looks you up in the correct classification, assuming the prospect knows what classification to look for in the first place.
If you require more than one classification, your Yellow Pages representative often has packages and programs that can save you some money. In addition, the same is often true if you need to be advertising in more than one city or market.
Yellow Pages advertising is an important medium to consider in our fast-paced, information-hungry society. People really do let their "fingers do the walking" instead of driving around blindly. Make sure your Yellow Pages ad is attractive and informative enough to be the one or two businesses the prospect actually does select to call. And then make sure you have the resources to deal with the inquiry. After all, there is nothing more annoying than being put "on-hold" by a busy checker or being served by an uninterested or unknowledgeable employee.
Internet source: http://www.bizmove.com/marketing/m2j4.htm
Дата публикования: 2014-10-29; Прочитано: 470 | Нарушение авторского права страницы | Мы поможем в написании вашей работы!
