Effective Advertising Requirements that ACTUALLY Work!
More and more people today are leaving paper advertising for the internet. Both have their pro’s and con’s when using them to market your company. But you need to see that having a marketing tactic is just the foundation! There are key things you need to gain from your marketing efforts to really create the most effective advertising system viable.
These are the requirements you need to have to construct effective advertisements…
I. Tracking development is the first phase to effective advertisements and is more crucial than most people believe
1. You need to know how many times people actually look at, read or watch the marketed material (your ad).
2. How many of the individuals in fact inquired about your product or service?
3. How many of the persons turned in to actual clients?
4. Which ad produced one of these events by potential customers?
II. Update the ad content / verbiage (split test)
- Based off of your ad tracking you will know how effective each ad that you have placed is.
To determine if you will make changes or re-create the entire advertisement. There is no perfect way to state anything and the age, location and gender of the potential buyers will effect the way that your ad is perceived and evaluated.
Giving a perfect reason to do a “split test” which is done by duplicating an existing ad and changing one detail. This detail can be as clear-cut as punctuation, capital vs. lower case, removing or adding a word or a different headline. You will be amazed at how one simple change from a period to an exclamation point can change the effectiveness of your ad.
effectiveness of all your advertisements.
III. Target Your Audience (age groups, gender, location, etc)
- The most critical thing you need to do is target your ideal client so you aren’t trying to sell steak to a vegetarian.
There is a specific demographic that uses your product and or service and you need to figure out who that is.
Advertising to anyone outside of your ideal demographic of people will be throwing money out the window.
A quick example, if you want to precisely advertise to a near by audience you have to make sure that your advertisements aren’t seen on a countrywide scale. Targeting can be getting noticed by certain groups and targeting by hiding your ads from certain people which is incredibly important in order to stay cost sensitive.
IV. Be Seen & Stand out
- No matter what you do, you have to make sure you are putting yourself in a place that will allow you to be seen.
Not just once and a while but often because advertising only works when people can actually see it.
Meaning you have to not only use the most effective advertising methods to get your marketing out, but you have to “Stand Out”. If you are using banner ads you would want to have eye catching colors or an ad that has flashing/moving elements.
Or if you are using a text ad you’d want to make sure to show that you have the best
prices, quickest service, great customer feedback or how your service solves a specific problem. Create a call to action, make that person WANT to click on your ad. Why do you think so many people buy the latest “Cosmopolitan” and “Men’s Health” magazine? It’s because their headlines grab your attention.
V. Be Cost sensitive
- This may be apparent but many people forget that you need to supervise and revise your advertisements in all of your marketing efforts. If you are not watching closely
you might be throwing money into ad’s that aren’t successful. The idea is to fine-tune your ad’s until you are making more than you are spending.
Here’s an example…
You have the flu and you just purchased and used 2 kinds of cold medicines.
Now tell me, which one actually worked? You won’t be able to!
How can you know which of the 2 medicines you had taken actually did what you needed to feel better. So now next time you get a cold you will most likely buy both of the medicines again. What this has accomplished is now instead of buying the 1 medicine that worked for you; you are buying both and just throwing money away.
VI. Have Automation
- Having your advertising automated means making sure that all your inquiries coming from your ads are being answered. Doesn’t matter if you automate by email or phone, its your choice. And I know what you’re thinking “how can you have someone answer the phones 24/7”. Well you can and I’ll touch on that another time.
Your time is important and priceless so we want to be cost effective and apply marketing that can be updated quickly and does the work while you sleep.
To reiterate you must be able to:
- Track effectiveness of the ad
- Revise the advertisements content / verbiage (split test)
- Target Your listeners (age groups, gender, location, etc)
- Be Found!
- Be Cost sensitive
- Time sensitive (your time, and how long till the ad is shown)
- Automated
Watch the video related to effective advertising
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Help answer the question about effective advertising
any good suggestions on what makes for effective advertising?I am taking a principles of marketing class and am putting together a marketing plan for an inventor. I want to include not only places to advertising but give him suggestions to make his advertisements effective.
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If you follow the steps above there is no doubt you will have the
Most Effective Advertising campaigns possible. To get more detail on the different methods of advertising and to better understand how to apply these steps visit the following link so you can make sure you have Effective Advertisements with the help of an industry known marketer James Love.
As much as people like to sell you on commission and banner advertising, it's never as good as ol' word of mouth.
That said, you may want to put a blog up using a popular blog engine and talk about you and your store. Make it personal, make it conversational so people get to know and trust you. It will take some time, but the blogosphere is a great place for word of mouth marketing efforts.
Viral marketing on the web is huge as well. A funny video on YouTube can get watched a million times.
If you are willing to spend some money, you may try Google Adwords. You can 'buy' keywords that folks use to search and have your site come up in the paid results. It's nice because you can actually budget your expenses. (example: I want to spend $0.10 per click and $20 per month). There is a lot of waste though… recent estimates have click fraud at 15% to 20%.
Good Luck!
Doug
here is the top advertising campaign quotes of all time
good luck
The shitty response would be "Hey, everybody knows that word-of-mouth is the best advertising there is."
And it could be true. But you have to think of it in the most practical way. Nobody gives a shit about the gutters until they're fed up with the trash in them.
I certainly don't.
So your business alleviates hassle. That's what you provide: relief for the lazy.
You haven't missed out on the yellow pages, radio, newspaper or even television. You just need to figure out a way to actually make them work for you.
What kind of leaflets do you give out? Text-based only?
Why not show the contrast between what people COULD be doing instead of doing the gutters because YOU are taking care of it?
Also: What kind of information did you get from the people who you already worked for? Did you get their mailing address?
You know how those places where you can get your oil changed put a sticker on your window to let you know when to come back?
Dentists send out greeting cards every 6 months to remind people that they need to get another check up.
How often do gutters, on average, get stuffed up in clutter? Was there a storm last night?
Is autumn coming in and all the trees are beginning to shed?
Maybe they'll need you more than ever, but won't even think about you because you weren't there to remind them.
Just think about this: You, and me as well, might have something we need to take care of that we are for one reason or another just slacking on and leaving it for later.
What if I actually get a piece of advertising that let's me know that I could get it for a discount?
That would remind me and get me at least an inch closer to taking care of it. Probably with you.
And that's my two cents.
Yep, I'd go with the ones you listed as well as local magazines.
There's not much more you can do at this point. You can try to lower the price, but other than that?
This is a buyer's market, and putting more advertising up isn't going to do you any justice. You have an agent working for you–that's the best thing you COULD do for yourself.
I am sure that someone has already said this, but, here are a few:
Posters: Advertise some creative posters, and hang them at your work place, your local grocery stores, schools, library, and, anywhere else that will take them!
Flyers: handing out flyers to friends, family, and neighbors, can always hand them off to their friends, too, which is one way to start a buisness!
Coupons: Sending coupons in the mail, is another smart thing to do! Send them coupons such as: 10% off your next purchase! or, Buy 1 get the other FREE!
Advertise: If you can, try to advertise over the internet, on your car, on a billboard, over the radio, on TV, or anywhere else that you can think of!
I hope that this helps, even a little bit! Thanks, and, good luck,
~ Future Vet
I think you answered your own question by calling it "the Goodyear blimp". Since there are other blimps used to advertise, by referring to it as "the Goodyear blimp", you have shown that it is effective for Goodyear.
Your first step should be getting into the Google and Yahoo search engines. This is easy and free. You want people to be able to search "Mary Kay" and "Your Town" and have your website come up. Secondly, I would make weekly posts on Craigslists.com. Doing this is also easy and free it a great way to promote your website and announce Mary Kay makeover parties and whatnot. Lastly, if you sell product from your website, I would suggest using Google AdWords. This places little advertisements about your website directly in front of the demographic you would want to be advertising to. AdWords can really narrow down your target audience for you with this pay-per-click program. But I would only recommend this if you are actually selling product from your website so you have the best chance of seeing a return from your investment. Hope this helps a bit. Good luck with your venture!
Ten Rules for More Effective Advertising
Leahy's Law states that if a thing is done wrong often enough, it becomes right, and as a result, volume becomes a defense to error. When advertising fails to sway consumers, most advertisers follow Leahy's Law by increasing the frequency of the advertising hoping that more of what is not working will somehow work when consumers are subjected to more of the same.
Use the following 10 simple rules to evaluate the advertising you encounter. You may be disappointed, but don't be surprised when you discover that most advertising fails to follow any of the rules.
1. Does the ad tell a simple story, not just convey information?
A good story has a beginning where a sympathetic character encounters a complicating situation, a middle where the character confronts and attempts to resolve the situation, and an end where the outcome is revealed. A good story does not interpret or explain the action in the story for the audience. Instead, a good story allows each member of the audience to interpret the story as he or she understands the action. This is why people find good stories so appealing and why they find advertising that simply conveys information so boring.
2. Does the ad make the desired call to action a part of the story?
A good story that is very entertaining but does not make a direct connection between the desired call to action – the purpose of the ad – and the story is just a very entertaining story. The whole point of the story in advertising is to effectively deliver the desired call to action. If the audience does not clearly understand the desired call to action after seeing the ad, then there is no point in running the ad. Contrary to popular belief, having an entertaining story and clearly delivering the desired call to action are not mutually exclusive.
3. Does the ad use basic emotional appeals?
Experiences that trigger our emotions are saved and consolidated in lasting memory because the emotions generated by the experiences signal our brains that the experiences are important to remember. There are eight basic, universal emotions – joy, surprise, anticipation, acceptance, fear, anger, sadness, and disgust. Successful appeals to these basic emotions consolidate stories and the desired calls to action in the lasting memories of audiences. An added bonus is that successful emotional appeals limit the number of exposures required for audiences to understand, learn, and respond to the calls to action – people may only need to see emotionally compelling scenes once and they will remember those scenes for a lifetime.
4. Does the ad use easy arguments?
"Jumping to conclusions" literally gave our ancestors an advantage even when the conclusions that made them jump were wrong because delaying actions to review information could have deadly consequences. Easy arguments are the conclusions people reach using inferences without a careful review of available information. Find and use easy arguments that work because it is almost impossible to succeed when working against them.
5. Does the ad show, and not tell?
"Seeing is believing" and "actions speak louder than words" are two common sayings that reflect a bias and preference for demonstrated behavior. This is especially true when interests may not be the same. Assume audiences are skeptical about any advertising and design advertising that shows and does not tell.
6. Does the ad use symbolic language and images that relate to the senses?
People prefer symbolic language and images that relate to the senses. People are far less receptive and responsive to language and images that relate to concepts. Life is experienced through the senses and using symbolic language and images that express what people feel, see, hear, smell, or taste are easier for people to understand, even when used to describe abstract concepts. The language and images used in advertising should "make sense" to the audience.
7. Does the ad match what viewers see with what they hear?
People expect and prefer coordinated audio and visual messages because those messages are easier to process and understand. Audio and visual messages that are out-of-sync may gain attention, but audiences find them uncomfortable.
8. Does the ad stay with a scene long enough for impact?
People have limited mental processing capacities. Quick cuts to different scenes require people to devote more of their limited resources to following the cuts and less resources to processing each scene. It takes people between eight and ten seconds to process and produce a lasting emotional response to a scene. Camera movement or different camera angles of the same scene can engage people through their orienting responses while providing enough time for them to process the scene.
9. Does the ad let powerful video speak for itself?
Again, the processing capacity of our brains is limited and words may get in the way of emotionally-powerful visual images. When powerful visual images dominate – when "a picture is worth a thousand words" – be quiet and let the images do the talking.
10. Does the ad use identifiable music?
Music can be a rapidly-identified cue for the recall of emotional responses remembered from previous advertising. Making the same music an identifiable aspect of all advertising signals the audience to pay attention for more important content.