Transcript
How To Advertise
Your Business
Page 2 ©2011 YCHANGE International LLC
Small Business Development Centers
What do they do? Workshops, Seminars and Long Term
Classes
Business Counseling
How are they funded? Sponsoring Community College
Small Business Administration (SBA)
OECDD (Lottery Money)
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Portland Metro Area SBDC’s
Mt. Hood CC Downtown Gresham
503-491-7658
PCC 1626 SE Water Ave
503-978-5080
CCC Harmony Campus
503-656-4447
Vancouver SBDC 360-260-6372
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Introductions
Jim Smith
CEO YCHANGE International
Experience
(503) 922-0784
jsmith@ychange.com
Agenda
1. Defining Advertising
2. The Customer
3. The Message
4. Communicating The Message
5. Media Yesterday
6. Media Today
7. Where Do We Go From Here
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Advertising – A Definition
• Any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor
• Mass, paid for communication used to transmit information, develop attitudes and induce some form of response from an audience
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In order to advertise you need customers, a message and some form of communications media.
Understanding Advertising
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Agenda
1. Defining Advertising
2. The Customer
3. The Message
4. Communicating The Message
5. Media Yesterday
6. Media Today
7. Where Do We Go From Here
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The spoken and unspoken customer PAIN and what they value most are understood in part by the answers to a particular set of questions.
Understanding Your Customer
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What do these CUSTOMERS need?
What is their pain?
Do they even know their needs?
Do they really understand their pain?
What does your Competition offer them?
What can YOU offer these customers?
What do they THINK YOU offer them?
How do they describe your offerings?
Understanding Your Customers
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Geographic Variables
Potential customers are in the following kind of marketplace:
Local
State
Regional, or
National
International
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Demographic Variables
Potential Customers are identified by criteria such as:
Age
Race
Religion
Gender
Family size
Occupation
Income Level
Education level
Marital status
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Psychographic Variables
Lifestyle:
conservative, exciting, trendy, economical
Social class:
lower, middle, upper
Opinion:
easily led or opinionated
Activities and interests:
sports, physical fitness, shopping, books
Attitudes and beliefs:
environmentalist, security conscious.
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Behavioristic Variables
Products and services are purchased for a variety of reasons:
Brand
Loyalty
Cost
Frequency of purchase
Amount of purchase
Time of Year
Time involved in purchasing decision
Where customer purchases the product
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Linguistic Variables
Products and services are described by a variety of words and phrases
Keywords
Key phrases
Misspellings
Geographic dependencies
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CUSTOMERS
Listen to your customers Learn to think inside their box Learn their language Learn to walk in their shoes
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Agenda
1. Defining Advertising
2. The Customer
3. The Message
4. Communicating The Message
5. Media Yesterday
6. Media Today
7. Where Do We Go From Here
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Marketing Message
Using what you learned about your customers and the language they use to describe your offerings….how you describe what you do…your story.
Common message throughout your company. On your signage, stationery, business cards, collateral, your web site.
Reduces into your slogan and tag line
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It Explains Your Business
Who you are targeting?
What they are looking for?
What you are offering?
Why it is so very special?
ow it is unlike others?
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It Explains Your Business
Who you are targeting?
What they are looking for?
What you are offering?
Why it is so very special?
How it is unlike others?
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Advertising Message
Your advertising message transforms your company’s basic selling proposition into words, symbols and illustrations that are attractive and meaningful to your target audience Your message must be: • Meaningful • Distinctive • Believable
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Types of Advertising
Informative Persuasive Reminder Reinforcement Pioneering Competitive Defensive
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Corporate Advertising
Promote corporate identity Public Relations (PR) related Not about individual products No mention of product Large companies
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Agenda
1. Defining Advertising
2. The Customer
3. The Message
4. Communicating The Message
5. Media Yesterday
6. Media Today
7. Where Do We Go From Here
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Communicate The Message
Choose the right media
Classic
Broadcast
Conversation
Local
Sponsoring Scouts/Sports Teams
Churches, Civic Groups
Socio/digital
Web Sites, eMail
Social Media, Blogs,
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Agenda
1. Defining Advertising
2. The Customer
3. The Message
4. Communicating The Message
5. Media Yesterday
6. Media Today
7. Where Do We Go From Here
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4 Important Media Milestones…
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Communication Results
B C
B
C
C C
C
C
C
Took us from 1-on-1 to 1-on-many capability
Also gave us 1-on-1 with distance capability
Main Advertising Media
Print media Television Radio Cinema Outdoors (Billboards) Transport Internet
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Choosing Media
Marketing mix Cost Target audience Impact of the media Reach Competition Legal constraints Permanence of media Nature of the product Size and spread of market Budget Message
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Television Message
Advantages • Large Audience • Low cost of exposure • High impact – motion,
color sound • Specific targets
Disadvantages • High overall cost • Limited prime time
space • Short life • Visual wallpaper • Too many channels • Limited message
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Radio
Advantages • Relatively inexpensive • Specific segments • Mobile • Local
Disadvantages • Limited impact • No vision • Short life • Attention limited • Audio wallpaper • Local not national
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Newspapers
Advantages • Widely read • Specific segments
• Frequent publication • Short lead time • Inexpensive vs TV
• Local/regional/national • Color print
Disadvantages • Short life • Low impact
• Can get lost in paper • Not everyone reads • High cost on national
level
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Magazines
Advantages • Target specific groups • High quality images
• Long life • Link to features • All consumer interests
Disadvantages • Expensive • Long lead time
• Some are monthly • Moderate impact • Slow impact – long life
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Cinema
Advantages • High impact • Captive audience
• Special targeting • Local audience • Visual, sound, motion
Disadvantages • Limited audience • Mainly young audience
• Short lived message • May only be seen once
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Outdoor (Billboards)
Advantages • Repeatedly seen • 24/7 coverage
• Target specific geography • Impulse buying • Local media
Disadvantages • Short, simple message • Can’t target socio
economic groups • Don’t attract full
attention
• Short life • Traffic hazard • Difficult to measure
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Advertising on Transport
Advantages • Low cost • Target specific area
• Captive audience • Wide diverse audience
Disadvantages • No socio-economic class
targeting
• No quick results • Difficult to measure • Not full attention
grabbing • Limited message
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Agenda
1. Defining Advertising
2. The Customer
3. The Message
4. Communicating The Message
5. Media Yesterday
6. Media Today
7. Where Do We Go From Here
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5th Important Media Milestone…
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Visualization of the various routes through a portion of the Internet.
From 'The Opte Project'
The Internet
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Communication Results
B C
B
C
C C
C
C
C
For the first time it gave us concurrent 1-on-1
and 1-on-many capability regardless of distance
Gave us the ability to have group interactions
and conversations simultaneously.
Most importantly, it made the consumer
of news, a producer of news and moved
us into a socio/digital society
The Superset Media…
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The Web’s Impact on Customers.
Communication habits are changing
Future customers will be coming from this socio/digital generation
Android, iPhone & iPad
Instant Messaging
Web searching
Social Media & Networking
Digital Readers & Meters
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Internet
Fastest growing advertising media Target specific groups Images as well as words Can be saved Direct link to product Not used by everyone Customers may not like the advertisements Can be expensive to set up
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Advertising on the Internet
• Paid for search (Google Adwords) • Company website • Banner ads • Link exchanges • Search engine listing • Directory listing • Ezine/email – delivering on-line magazine via email
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Internet Advertising
Advantages • Inexpensive • Easy to set up
• Easily updated • Can monitor the number of
hits
Disadvantages • Connecting problems • Limited audience
• Technical issues • Banner ads non-effective • Search engine listing costly
(click fraud)
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Becoming Social
Blogs
YouTube
Flickr
MySpace
FourSquare
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RE-THINKING “social” Networking
By 2010, Gen Y will outnumber Baby Boomers using Social Networking Technologies
96% have joined a social network
1 out of 8 couples married last year met online
Radio 50 million users = 38 years
facebook reached 100 million in 9 months! facebook “country,” fourth largest in the world
Twitter – 145 million registered users
Twitter – 65 million tweets per day
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RE-THINKING “social” Networking
The #2 largest search engine in the world is YouTube
78% of consumers trust peer recommendations … Only 14% trust advertisements
24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us.
Social Media has now overtaken porn as the number 1 activity on the web.
In the future we will no longer search for products and services they will find us via social media…
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Agenda
1. Defining Advertising
2. The Customer
3. The Marketing Message
4. Communicating The Message
5. Media Yesterday
6. Media Today
7. Where Do We Go From Here
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5M’s of Advertising
Mission Money Message Media Measure
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Develop an Advertising Campaign
Set advertising objectives Define your target market Develop a budget Determine the advertising message Decide on the media Plan the timing Evaluate the results
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Determine the Budget
Percent of sales Small businesses – what you can afford Compare with competition Based on objectives
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Jim Smith
(503) 922-0784
jsmith@ychange.com
www.ychange.com
www.twitter.com/ychange/
www.facebook.com/ychange/
Final Thoughts
©2011 YCHANGE International LLC Page 53
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