Providing Affordable Advertising to the Small Business Owner
Jul 12, 2015
We’re open for business. Now
we need to start advertising.
How are you going to get people in the door????
Television Advertising
• High cost for national television advertising
• Local television advertising cost =commercial production cost +(cost of airing x number times aired)
• Is your target market viewing your ad?
Mailers
• The cost of sending out mailers =design and print cost +cost of purchasing a mailing list +address and handling fees +postage fees
• The junk mail appearance
Advertising Cost Analysis
• All forms of advertising can be expensive
• Many pros and cons to each
• Which form is right for the small business owner?
Medium Cost Pros Cons
Television
$130,000 (30 second spot prime-time)$140 (30 second spot local TV – 2 spots per night non-prime time for 30 days $8,400)(additional $1,000 in production costs)
• Great mass market coverage
• Low cost per exposure• Uses sight, sound and
motion
• High total cost• High clutter• Fleeting exposure• Difficult target market
selectivity
Radio
$50 (30 second spot – Las Vegas market)(5 spots per day $250 – 30 days = $7500)
• Local popularity• Flexibility• No ad competition• Personalization
• Audio only• Fleeting exposure• Low attention span• Limited reach to target
market
Direct mail $1,710 (for 3,000 postcards)
• High audience selectivity
• Flexible• No ad competition• Allows personalization
• High cost• Junk mail
Newspaper$1052 per month (1/16th page ad displayed 7 days a week)
• Flexible• Timeless• Good local market
exposure• Broad acceptability• High believability
• Short life• Poor Ad quality• Fairly high cost• Becoming less used vs
online papers
Magazine$1,200 - $5,000 per month or issue (depends on ad size and demographics)
• High demographic selectivity
• Credible medium• High-quality ads• Long life• Good pass-along
readership
• Long ad purchase lead time
• High cost• No guarantee of position
Billboard
$1,250 - $125,000 per month$3,000 to create artwork and install(prices increase with higher artwork quality and the larger the demographic group)
• Flexible• High repeat exposure• Low message
competition• Good positional
selectivity
• High cost• Little target market
selectivity• Creative limitations
Internet
$1,200 - $1,800 per month (based on $0.60 pay-per-click)$17 - $100 per month(to place banner ad on websites)
• High target market selectivity
• Low cost• Immediacy• Interactive capability
• Small, demographically skewed audience
• Relatively low impact• Audience controls
exposure• High clutter level on
banner pages
The DARU Solution
• Building a 600 station Digital Advertising Network
• Built in Southern Nevada
• Provides advertising for the Small Business Owner
• Provides extremely affordable advertising
DARU Display Location Partners
• Lease space from Southern Nevada business owners to place monitors
• DLPs must have high volumes of foot traffic and long wait times in monitor vicinity Determines lease price and advertising price BCC formula determines pricing
• No ads that compete with DLP’s business
Display Location Partner Profiles
• Collect information for the DLP Profile Business days and hours of operation Prime and non-prime time hours Average number of customers per day Average customer wait time Demographic information
• Nationality• Age• Gender
• DLP Profiles provided to DARU Sales Associates
The DARU Pricing Structure
• Standard Pricing $.04 - $.17 per 30 second spot
o Depending on DLP location and contract length
• Minimum of 48 – 30 second spots per day
• Your ad displayed once every 10 minutes
• Non-primetime pricing at 40% discount
• Split your ads between prime and non-prime time slots
The DARU Exclusivity Clause
• Protects DARU advertisers against competition In effect at DLP display during contracted time slots
• Based on advertisers Business Category and Business Type
• Example - Business Category = CarwashBusiness Type = Mobile
No other Mobile Carwash can advertise during your contracted time slots
Free Production of Advertisements
• DARU free advertisement creation In the form of a high-resolution scanned
image of a business card Elapsed time from scanning to posting –
as little as 1 hour
• Acceptable advertising content types video, graphics, animations, audio
1 hour
Relocating and Splitting Your Ads
• Relocate your ad to another DLP location once a month FREE of charge
– DARU sends out monthly notifications of all new DLP locations in it’s Digital Advertising Network
• Split you ad between up to 4 DLP locations– Minimum of 48 – 30 second total spots per day
DLP 1
DLP 2
DLP 3
DLP 4
Audio in Advertisements
• 5 second audio announcement at the beginning of your ad Recorded in your own voice
• DLP does not allow for audio in commercials Closed caption programming provided ENCHANTIGO, the perfect gift for this Holiday Season or any occasion
Introducing Enchantigo perfume.
Changing your ad daily
• Configure your ad for changing conditions Daily specials Happy hour discounts Spur of the moment specials
“Come down within the next 2 hours and receive 10% off on all merchandise”
• Requirements 24 hour notice required Advertiser will be charged a small fee
Tuesday Special
DINO’S Super Plate$3.75
Special Events Advertising Contract
• DARU Standard Advertising Contract 4, 8 or 12 month contracts
• DARU Special Events Contracts 1,2 or 3 month contracts $0.25 per 30 second spot Minimum 48 -30 second spots per day