An Insiders Guide to Crossing Over to Television Advertising

Congratulations!

By deciding to investigate the benefits of television advertising, you are taking the first step to more sales and faster profits. More businesses owners than ever are turning to television as a powerful tool to grow their profits. And it’s not the traditional “deep pockets” crowd either. Small and medium sized businesses are flocking to television advertising like never before. Some are coming away battered and bruised. But many are smiling ear to ear because they have unlocked the secrets to television advertising success – on a print or radio budget.

The Golden Rule?

Don’t let the tail wag the dog. You need to take control of your journey into television advertising so that it pays off.

Does that mean you have to be an expert?

No. But you do need to know how the industry and the medium work in order to end up with a cost-effective television advertising campaign.

Which is exactly why we prepared “An Insider Guide To Crossing Over To TV Advertising… On A Print Or Radio Budget..And Making Plenty Of Profit!”

It’s your GPS to an affordable and profitable TV Advertising experience.

Now is the best time in history for small business owners to use television advertising to explode their sales! Airtime and commercial and television production rates are the most affordable they’ve ever been! Specialty channels let you laser target your ideal sales prospect.

Television adds a level of credibility to you and your business like no other medium can do.

There’s a reason you’re seeing video pop up just about everywhere as more and more business owners come to the realization that the more senses you can appeal to, the more likely it is that you can gain a foothold in the most crowded place anywhere – your prospect’s mind.

Need any proof? Just look at the absolute astounding success of You Tube. People are attracted to watching video.

Isn’t it time you jumped on board and gave it a try?

The 5 secrets revealed below will help you leverage the power of television advertising in your business.

Secret #1 Have A Clear Unique Selling Message

This applies to all your marketing but is especially true when it comes to TV advertising.

You need to provide your prospects with a compelling reason to want to learn more about your product or service.

And, if you’re using a 30 or 60 second commercial to achieve this objective, you need to make sure your message is equipped to get your prospect to take the next step in your sales process.

That’s why you must have a very clear message.

What is the main benefit, promise or solution you want your prospect to walk away with?

Or, put another way, what is your unique selling proposition (USP)?

It’s important to have one otherwise you will have trouble differentiating your offer from those of your competitors.

Not sure how to boil it down to a simple clear message?

You can start by asking and answering the following questions:

  • Why do people buy from you? Why do people NOT buy from you? Really give this some thought and make a list.
  • What benefits do clients gain from doing business with you? People buy to gain benefits. What does your product or services DO for them
  • What emotional appeal does your product or service have? Does it provide a sense of relief? Make your clients feel a sense of pride? Television provides the perfect forum for hitting your prospect’s emotional hot buttons.
  • What problem do you solve or what need do you fulfill?

Another way to gather ideas for your USP is to survey your current clients.

Ask them WHY they bought from you. Find out what problem you solved for them why did they pick you over the competition? You may be surprised by the answers. People buy for different reasons.

In developing your USP, what you want to do is figure out the most common reason people decided to buy your product or service and then use that insight to create a powerful selling message that makes you stand out.

Don’t forget to check out your competitors. Many times what is obvious to you and your competitors, isn’t obvious to your potential clients. And you can use that differentiate yourself from the rest of the pack. Here’s an example… Years ago, Folgers coffee decided they needed to increase sales. Competition was everywhere. So what did they do? They started promoting the fact that Folger’s was mountain grown and stamped “Mountain Grown” on their coffee cans. Sales exploded. After all, coffee grown on a mountain simply had to be special. Right? What the average coffee drinker was unaware of is that fact that MOST coffee is mountain grown. Folger’s simply used this little known fact to make itself stand out. The more finely tuned your USP is, the more effective your television campaign will be – and all of your marketing for that matter.

Secret #2 Know Your Ideal Client

Your ability to generate sales leads from your television ad campaign will be greatly enhanced if you have a clear understanding of who your best prospects are and why they buy from you.

Otherwise it’s virtually impossible to create an effective television commercial.

This vital knowledge allows you to create a script that speaks to the specific needs of the people most likely to buy your offering and present your unique selling proposition in a compelling way.

Your message resonates and creates a natural attraction. But let’s say you’re not exactly sure who your ideal client is? Or why they buy? How do you go about finding out?

Well, a quick effective way to do it is to take a look at your current clients. Especially those you really enjoy working with. What do they have in common? Do they share a number of similar characteristics? You may already have a target market and just don’t realize it.

Here are just a few “target market” criteria you can use to define your niche.

  • Age – try to narrow the age group range of your best prospects
  • Gender – who makes the decision to purchase your products or services? Who might influence it? This is important to know so you can make the right appeal.
  • Marital status (single, married, divorced)
  • Household Income. Do your best to estimate the income of your target customer.
  • Occupation – are your best prospects white collar construction, sales people, entrepreneurs, retired • Geographical region. (ex: Toronto, warm climate, people who live near water)
  • Lifestyle (professional, conservative, risk-takers)
  • Company size (self-employed professionals, Fortune 500, companies with $10 Million + in sales)
  • Industry specific (a marketing consultant who focuses on solo-professionals)
  • Leisure Time Activities – what do your customers do to relax and have fun? Hobbies? Pastimes? Once you complete your research – combining the information you have about your existing clients along with additional characteristics – you will be able to build your ideal target customer profile. This will give you will have a clearer understanding of the language and tone you should use in your script and what type of information your target market will be looking for.

And it will help pinpoint the type of audience your television commercial should be presented to in order to produce maximum sales results.

Secret #3 Be Involved In the Process

Many small and medium sized companies that shy away from television advertising quickly latch on to the “perceived” high cost (more about this in Secret #5) as a reason they have been reluctant to give it a try.

But there’s often another factor lurking in the background that keeps many businesses from enjoying the success a professionally created television commercial can create.

Simply put: for some, making the leap to the world of television advertising can be intimidating.

In print, you write your ad and the publication runs it. In radio, you record your commercial and the station plays it.

With television, there are a lot pieces that need to be pulled together to produce a successful advertising campaign and for those who haven’t been through the process before, it can be a real leap of faith.

You need to be a kind of project manager for your television advertising experience. Do you need to be an expert? No. But you do need a sense of what the process involves so you can add to the experience where applicable.

To help you understand the elements that provide the foundation for a successful TV advertising campaign, here is a checklist:

  • Budget – Many small and medium sized businesses don’t realize that the money they are currently investing in radio or print ad campaigns could be used to create an effective television advertising campaign – provided you know the secret (we reveal it in Secret#5) to avoiding one of the major hidden costs TV advertising. Production costs and airtime will be the two main components of your budget.
  • Script – The script is your ad in words. This is your core selling message. The script dictates who says what, the tone and expressions used, what is seen on screen, who moves when and where. A script will be necessary for your commercial.
  • Talent – This includes on-camera talent and voiceover talent. The more well-known and in-demand the talent, the more you pay. For many advertisers, local and regional talent will produce a professional result.
  • Production Elements – You need to decide what kind of graphics, audio, or music you want – along with any other special effects..
  • Length – Typically, TV commercial spots run 30 seconds. You can also run in 15-second and 60-second increments. An “infomercial” often runs 30 – 60 minutes and costs more to produce and to run.

At the end of the process, your TV commercial should answer one very important question for the viewer:

‘What’s in it for me?’

The way to answer that question so that both you and your prospect end up with a positive outcome is to make sure your commercial is focused on how the viewer can benefit from your product or service.

No one can sell your offering better than you.

You must use every bit of selling information you can to gain favorable attention immediately with the viewer! Otherwise the viewer will click away and your investment will be wasted.

And last, but definitely not least…

Tell the viewer what you want him/her to do next!

It’s incredible how many new TV advertisers (and some longtime veterans) fail to ask the viewer to take the next step in their selling process make this mistake. Do you want them to visit your web site? Pick up a phone and call? Come into your store? You need to lead them to where you want them to go next. Now, let’s move on to one of the costliest mistakes television advertisers make along with tips on how you can avoid it.

Secret #4 Be “Marketing Ready” For Your Prospect

Most businesses today use advertising and marketing as a way of initiating a relationship with a prospect. The same is true of television advertising.

After all, a 30 second spot on TV isn’t going to answer every question.

If your commercial has done its job, the next step is to invite your prospect to learn more about you can benefit him/her.

This could involve an invitation to visit your web site, pick up a phone and call you or drop by your location.

It’s critical to make sure that whatever you ask your prospect to do that you’re equipped to keep your prospect moving toward a sale.

This is where many TV advertisers drop the ball and end up wasting their valuable marketing dollars..

Let’s use a visit to your web site as an example. We’ll assume your prospect has watched your commercial and is shown your web site URL on the screen as it finishes.

Your commercial piqued his curiosity and made him want to know more about you and your offering.

Congratulations. You’re past the first hurdle – getting the prospect to take the next step in your selling process.

But that’s all you’ve accomplished at this point.

Now you’re moving on to the all-important “conversion” part of the sales process. Tons of visitors to your site won’t feed your family, pay your mortgage or let you lie around on the beach in Cabo San Lucas.

For that, you need to convert your prospects initial interest into a sale.

And a web site that doesn’t clearly pick up where your television commercial left off by immediately reminding your visitor ‘what’s in it for him’ and presenting your sales story in a compelling way is going to bring a selling opportunity to a grinding halt.

What’s the point of tempting a bunch of hungry prospects only to have them arrive and you’ve nothing to feed them?

Same thing holds true if you want them to call you. Every member of your team who has public contact must be ready to keep the momentum going.

The job of your TV commercial is to attract the fish. The rest of the job – hooking the prospect (in an ethical way, of course) and getting him into the boat and converting him into a lifelong profitable client is the job of your marketing.

You need to make sure your marketing message is consistent throughout ALL your marketing. Otherwise you won’t get the ROI you should.

Secret #5 Don’t Let Tail Wag The Dog

Television advertising can be rewarding, but you need an experienced hand guiding you past the pitfalls so you can produce a profitable result. So far, we’ve armed you with the knowledge you need to make sure your television advertising efforts position you for a successful outcome. Now it’s time to introduce the key thread that ties it all together. Making sure you partner with an industry professional who knows the ropes. The first place many small and medium size businesses turn for assistance is an advertising agency. A very expensive mistake.

Here’s why: Many ad agencies focus on “institutional” type or branding type messaging. They are image builders. While having a professional image is important, most of the businesses flocking to TV advertising these days need sales. You’re probably the same. You want viewers to watch your commercial and take the next step in your selling process. Maybe a visit to your web site or a phone call. For that, you need direct response television advertising. And many advertising agencies simply aren’t equipped for that. Nor do they know how to “convert” an interested prospect into a profitable lifetime client.

But here’s the dirty little secret they hope you won’t find out about: Many don’t have in-house resources to write your script. Or television production facilities so they can shoot your commercial. Or an editing booth where they can edit your footage. Here’s what that means to you… If the ad agencies don’t have the resources themselves, they have to go outside, cobble together a team of industry professionals who can and pay them. Guess who gets stuck with all the middleman mark-ups? But this ‘don’t worry, the client will pay for it’ old school mentality doesn’t stop there. Once your commercial is ready to air, you need a TV program to run it on. For looking in a book and phoning up to schedule your spots, the ad agency will charge you 15% of your media budget. Is that how you want to spend your valuable media dollars? Having someone round up a bunch of people who can and charge you for doing it? Thought so. Here’s an alternative… Creative Bube Tube is a full-service, one source expert at producing direct response television advertising and corporate videos. We work with small and medium size business to help them generate profitable sales. Many of our clients are newbies. But we’ve opened the eyes of more than a few savvy veterans along the way.

Here are four pillars we’ve built our business model on:

  • One Source – Every aspect of your television advertising is handled in-house by our team. This means you avoid the unnecessary added cost mark ups, delays and finger-pointing caused by too many fingers in the pie.
  • Expertise – We are television advertising experts. Period. It’s all we do. And we know how to sell. To you, that means campaigns that not only look professional, they send you a steady stream of qualified prospects.
  • Cost Efficient – Because we know our craft, we understand how and where to use your budget efficiently – without having to grease the palm of a number of disconnected middlemen. That way, every dollar you invest is working to increase your sales. The media relationships we have built through the years provide you with red carpet access to your target market – for a fraction of the cost you would pay otherwise – with no hidden fees.
  • Process – The key to effective affordable television advertising is sales driven creative, efficient production, proper planning and organization. That requires precise communication. Everything we do is in-house. We don’t outsource your creative to a production company that has no marketing background. Then send the footage after filming to a post-production house. Then hire a media buyer who has likely never even seen any of the creative. Then sit back and watch the confusion, as your budget gets chewed up in a sea of disorganization and chaos. Everyone on our team intimately is involved in your project – from beginning to end.

Creative Bube Tube makes television advertising effective and efficient – for both newbies and long-time television advertisers who are tired of wasting valuable marketing dollars propping up old-school practices. If you’ve been thinking about trying television advertising but have been holding off because you were concerned it was very expensive, we’d behappy to show you not only how you can afford it, but also how you can use it to skyrocket your sales results. Please call us today at 1-855 BUBE TUBE or visit our web site at http://www.creativebubetube.com and learn more about how we can help you generate a stream of profitable lifetime clients.

2011 Creative Bube Tube

Business Advertisement

Business advertisement brings profits in sales. The key goal of such advertising is to convince the potential buyers to purchase manufactured goods and services. There are various avenues through which the customers get information about the true marketable products and services. These are television, radio, newspaper, magazine and recently online advertisement. The truly marketable product brand has now brought forth a novel integrated tactic that proves rewarding. The maintaining and cultivating the strategy by using the right tools at the right moment and in the right place is extremely necessary. The actual aim of the advertisement is to make people aware of products and services accessible under the brand name rather than selling the product.

Significance of Advertisement

Product publishing plays an important role in creating brand awareness among the general public. The potential buyers are persuaded to reach out for the products. In addition, the satisfied buyers make verbal publicity among the neighbors, friends and relatives. This leads to the increase of profits of companies by increasing its revenue. The expenses of advertisement in turn get good height in earnings. The popular modes of publishing goods and services are newspapers, pamphlets, brochures, magazines, journals and books.

Advertising in print media is comparatively cheaper than availing through electronic media. By using this, one can cover a wide range of audiences belong to different age groups. For example, if a brand name is advertised on television the brand would get access to every home and offices, and also in other public places. With time, advertising on the internet is getting more popular. The internet is the most workable platform available till date not only in case of an advertisement, but in case of sharing new and creating universal awareness by sending them to every corner of the world.

What Advertising Agencies Do?

Many of the firms advertise their products to the potential buyers through their own advertising department. But, others depend upon some advertising agencies for promoting their brands and services. Organizations pay to these agencies for promoting their brand name. They are always there for recommending, and making the most of your advertisement costs of promoting your brand name on the right place.

Advertising, therefore, is proper promotion of the products, not selling of items. It helps to give proper information about the brand. On the other hand, it facilitates general people know about the products and to buy the advertised brands more consciously. So, advertising is the link between company and their customers. Advertising not only gives the proper awareness of the products but also offers a nice introduction of the company. Attractive advertisements create demand in the public mind that in turn boost sales of the brand.

Online Advertising

Online publishing of products and services promote the products in the best way as it is not limited by time and space. The different kinds of advertising sites are available for promoting products. We can select them based on our needs. The different kinds of methods available are Pay Per Click, banner ads, text ads, intext adds, link ads, flash ads, slider adds, hovering adds, pop up ads, pop in to add etc. You can take up as per wish. Online advertising is very specific to the audience. The advertisers use keywords or phrases in their online ads that are employed by the potential buyers in order to search for the products and services. More is, the online ads are region specific also. Banner advertising is a popular form of online advertising. Advertiser can advertise their banner by coming to an arrangement with online companies and publish their banner. It is more cost effective than other forms of advertising. There is just one time start up cost of creating a website. There are no associated costs like postage, storage, repeated design fee etc.

A study by Google confirms that nearly 30% of internet-users read newspaper and they are likely to go online to research at least one product that they find in a newspaper. Internet advertising when combine with newspaper advertising can help advertisers to reach to targeted audiences. Whatever may be the media, without advertisement, business owners experience a much harder time to orient the business field in their support.

The Power of Facebook Advertising

Social media was once considered to be only for teenagers or for those looking for romance and relationships but that has changed dramatically in recent years. Facebook has evolved as one of the most valuable assets to advertisers who are striving to reach a particular niche audience.

Facebook is the largest and most visited social network on the web today is.

Not only is it a popular location for social interactions but also it is becoming a fiercely competitive marketing tool. Many entrepreneurs are beginning to tap into this advantageous method of generating leads and sales for their businesses. Research is showing that the average Facebook user spends just over 6 hours a month on Facebook which is double the amount of time of its closest competitor, Google. Over 50% of these users are perusing Facebook from a mobile device which means that there are more than 543 mobile users searching for goods and services while on-the-go. Every day there are more than 3.2 billion items that are liked or commented about on Facebook pages and that translates into a very powerful mode of advertising for any business.

Advertising campaigns on Facebook are providing up to a 5 fold return on any investment because of the strategic targeting of the right audience. Consumers are becoming more aware of brands and are recalling what they are seeing more than other online advertising averages. Facebook advertising is the catalyst for more positive conversations about businesses as well. More importantly, the 47% trust rate for advertising on Facebook commands a respect and awareness of this tool that can effectively be used to expand the bottom line.

When considering the most efficient way to invest advertising dollars, you should include Facebook advertising in your plan. You can connect to this exploding power to target new business, to generate high quality leads, and to piggyback additional advertising strategies, like word-of-mouth advertising, to more effectively stretch your advertising monies. An entirely new world of possibilities will be opened up to you with Facebook advertising.

Facebook advertisers are permitted to geo-target an audience by country which allows the advertiser the ability to limit or expand the message of their ad based on settings that are selected. Most of the countries in the world are now Facebook friendly which expands boundaries that once limited the sale of products to smaller areas and locations.

One of the features of advertising with Facebook is the advantage of keyword interest targeting. When a user signs up for Facebook, they create a profile page that is based on their interests, likes, and activities. When you create your ad for Facebook, you have the option of searching and selecting keywords that are of interest to a specific user. This will better target an audience that is already interested in your ad before they even see it. As an example, let’s say that you as an advertiser are trying to reach people who are doing home remodeling projects. When you type in the word home remodeling, a list of keywords will be pulled up for you that are related to the profiles of users who listed home remodeling as one of their interests. You can then choose any of these keywords in your ad to reach those people who have these keywords in their profiles. You are targeting an audience who is interested in your information and who will respond to your ad.

Before you begin your advertising campaign, it’s important to clearly know who you want to target. Customize your Facebook advertising to the target market so that this tool work better for you and your company. Try to vary your approach so you can attract different groups. 20 year olds will view your ad differently than a 40 years old will even if they have the same need for your product. Appeal to your potential client in a positive and attention-getting way. Be clear, concise, and brief.

There are several ways to advertise on Facebook; you can use these cost-effective ways to increase the traffic to your website and generate more business and profits for you. The first way to advertise on Facebook is to create a business profile so you can interact with your list of “fans” whom you will persuade to become clients. You can send out updates, news articles, special offers and promotions, and discount information to the entire list; Facebook affords you the ability to communicate instantly with a list of people who have already indicated that they are interested in your products.

Another way that you can advertise powerfully on Facebook is to buy an ad that is targeted toward a segment of the user base. Each one of these users has an enormous amount of information stored in their profiles. This information can be used to target them based on a selected keyword or filter. Using this method will assure you of reaching potential customers who are most likely to buy your product.

Word-of-mouth advertising has been brought into the digital age with Facebook’s beacon tool. News feeds let users access each other’s personal profiles and postings or comments. Facebook allows businesses the ability to report a user’s actions with the business website and company to the user’s friends. If a Facebook customer buys a product from you or engages in discussion regarding their satisfaction with your company, their interaction with you will be posted in the news feed which will automatically create a referral system for your business. It’s word-of-mouth in cyberspace.

The first thing to consider as you plan your Facebook ad strategy is your goal. Are you going to advertise your product, expand the number of people who like your business page, inform the Facebook community of your business and what you do, or are you simply getting the attention of potential customers. As your goals become clearer, begin to decide on the type of ad you will create; there are three types from which you can choose.

Crafted ads target Facebook users by filtering demographic information such as age, location, and gender. These ads will be featured in the right hand column of Facebook pages. You can create sponsored stories which interact with a Facebook fan’s page with the specific story. The ad will show up in the right hand column once the fan likes your particular post. You can also select promoted posts which are more visible in the posts on friends’ pages and on their contacts’ pages as well. One of the most powerful aspects of Facebook advertising is the customer loyalty that you will build. Create your own business Facebook page that will allow you to directly interact with your clients. This will give a more personal touch to your business and also will allow you to use word-of-mouth advertising that you generate from your Facebook ads to spread the word in a cost-effective way. Client satisfaction, customer service, and buyer protection are all tenets of a marketing strategy that will work nicely for you and your Facebook advertising campaign.

You can offer special promotions, new products, or the latest trends with your product with your Facebook ads to reach clients that are strategically targeted and already interested in your product or service. This will provide up-dated information to your clients and keep them better informed in a time-efficient way. Today’s consumers on are the go with busy schedules and demanding deadlines. These ads will connect with them and solve their issues and concerns in a timely fashion.

Facebook ads are much more flexible than other internet locations. You will be offered additional character length for any ad descriptions that you might have. You can also improve your flexibility with image-based ads that attract the visual buyer. If someone participates in the Facebook community, then they are already proven to be a visually stimulated consumer. Use images and photos of high quality and that convey your message with the power of a thousand words. Your Facebook ads will be more visible to an audience who is there to engage in obtaining information as well as to create it themselves.

With the Facebook site itself generating such a high rate of traffic on a daily basis, your ad has a much better chance of being seen and having a positive effect. It will be seen a multitude of times by a targeted audience who is already comfortable shopping the online arena. Users visit the site many, many times a day and your ad will be there to greet them as they login and begin to participate.

You are also allowed with your Facebook ad to purchase space on a click-based or impression-based fee structure. Using your budget and personal preferences, you can tailor your ad campaign to meet the needs and goals of your business plan.

Because of the targeted nature of Facebook, advertising on Facebook can be affordable for you company. You can reach your targeted audience with your online campaign for a very reasonable price. The selection of packages that you can select is extensive so that you can reach as many users as your budget will allow you to.

The use of smart-phones has skyrocketed in recent years and your ability to reach this high volume of consumers is phenomenal. Access to these devices happens every second of every day and you can tap into this gold mine of prospects. Your ads won’t just be limited to laptop and computer users; you will be expanding your potential client base.

You will be offered a choice between pay-per-click (CPC) or per 1,000 impressions (CPM). Studying your demographic clicks and responses will be an important first step. Begin by starting a campaign that includes everyone and then, after a set number of impressions, see who clicked on your ad and the responses that you received. After some study and careful insights, you can then rewrite the ad to appeal with that demographic audience in mind. You can then reset your campaign as a CPC method. Finely segment your ad to appeal to different age groups, or sexes, or relationship statuses. With this small touch, you will get more bang for your advertising buck. Continually test and modify your presentation to foster higher results with substantially lower costs.

With Facebook targeting, the natural skew is toward a younger than average audience that is female. Sometimes users mislead others by submitting incorrect data on profile pages. This will cause misrepresentation of data and some of your ads will be seen by users who are not interested by their very nature; you can only get a rough estimate of the people who might see your ad. When initially targeting your ad to an audience, you might begin with 10,000 people; 50% of them will log into Facebook and see your ad. By choosing this number, you will keep your costs under control and more efficiently modify it before you launch the ad to a larger audience. Carefully select connections of people you know who trust you and your business. This will give you a base circle of community with which to begin your advertising campaigns.

Another important thing to consider when you are creating your advertising strategy is to include additional languages other than English. Inexpensive translators can be hired on some of the work at home web locations to translate your copy for you. Many advertisers neglect this segment of the population and lose many dollars in profit for this lack of attention to detail. You can open up a new section of loyal clients with just a simple effort of reaching them in a language in which they feel comfortable purchasing.

Another powerful tenet of advertising on Facebook is the low risk involved in using this format. You will have full control of your advertising budget and it will be a good testing ground for your ad. You can learn if your message is effective in communicating to a potential buyer who you are, what you are offering, and how they can purchase your product quickly and safely. You are free to modify your message as needed and promote it to a better target. You can ascertain what works best with a particular demographic and how to reach them with your message. Especially if you have a fledgling business, you might want to use the high power, lost cost approach of a Facebook ad.

If you are striving to target your local audience, Facebook ads have been proved to be very effective. You can inform local and regional clients about your business and have the “friend” network assist you as well. Many local communities enjoy supporting local businesses that give back to civic groups and Facebook can get your ads to them quickly and efficiently. When you have a happy, satisfied customer, they can tell the seven people in their social circle and those seven people will tell seven of their closest friends and so the network will distribute the message about you and your product. Testimonials serve to peak the interest of clients ready to buy but who have just one more question. If someone has purchased your product already, they can attest to its quality and your excellent customer service. Facebook is being used in your area by all of the local people who are just waiting to be approached by your ad. The appeal of Facebook extends to everyday people; you don’t have to be a computer genius to take advantage of this advertising power.

By promoting your Facebook business page through the ads you place on Facebook, you are guaranteed that the people you are targeting with your ads already have a Facebook account. You can be assured your ads are reaching the audiences most likely to buy from you and the communication vehicle is at your disposal 24/7.

One of the most powerful reasons of advertising on Facebook is the budget management that is available to you. Thousands of dollars of advertising fees are not required upfront. So, you don’t have to have capital outlay at the onset of your advertising campaign. Your budget can be as low as $1 per day if that is the option that you choose to employ. Budgets can be changed daily or at any time and by any amount that you wish. The measure performance tools available on Facebook advertising allow you to see and test ad rotations and explore which are the most effective tools for you. After you run your first ad, try changing a combination of the ad’s image, description, and title. You will measure the performance rate of your campaigns by viewing the click-through rate which is the percentage of clicks from the number of times it was viewed on Facebook. You will select the ad which shows the highest click-through rate for you.

In a world of social media, advertising can be an excellent way to reach customers. The users of Facebook are very active; they log on daily sometimes multiple times. It provides a way for you to reach customers with whom you might not have otherwise connected. They are going to find your ad on a social media sight more rapidly than they would your own blog or website.

The exposure you receive is a very lucrative benefit to advertising on Facebook. The more customers who are exposed to your product, the higher your profits can become. Facebook does an excellent job of allowing all advertisers a multitude of targeting options that include age, gender, interests, and relationship status. These targeting filters will strategically develop an audience who is primed and ready to buy. This is possibly the most beneficial tool of Facebook advertising.

In addition to an effective list of potential clients, you will have all of the benefits of instant results. In our fast-paced society of today, speed in purchasing is important. A client will spend approximately 90 seconds looking at your ad before moving on to something else. Quality images and representations of your product along with concise and clear descriptions are dynamic tools to capture the attention of the audience and cause the perusing to develop into purchasing. You can attract many new customers in a single day and the profits can rise along with those viewing your ads.

Before you even begin your advertising campaign, you must set your budget and stick to it. There are expensive options for you with Facebook advertising but you will have to operate within your budget to obtain the success you are seeking. Use a common sense approach with your newly acquired technological advertising to promote your company and profits.

In addition, a Facebook ad will provide you with a more personal platform of advertising. Research shows that consumers are more likely to trust your ad especially if they see a link to a Facebook friend. Your ad is placed in the right hand column and is a bit more engaging than an ad they see randomly on a search engine. Even in the world of internet marketing the handshake and confidence in a deal is important to make. By personalizing your Facebook ad, it’s like extending your hand across cyberspace to reach out and seal the deal. This type of business advertisement will foster good business relationships that ensure repeat business.

In effective advertising, everything is a balance. You don’t want to spend a lot of time reworking your ads if they aren’t accurately targeting the audience you need to be targeting. Spend time tracking your progress and your effectiveness but don’t forget to interact and connect with potential and current clients. Follow through with all of your strategies and the components of your plan to generate new customers and increase your profits. A Facebook ad campaign will be an effort that takes time and patience. Keep in mind that Facebook advertising is about developing relationships and connecting with consumers not just selling them a product immediately. This platform of marketing is still developing and using these advertisements effectively will take research, study, and modifications that better hone your ad for consumers to view.

Facebook has become a powerful tool in the advertising world. The expanse of active users coupled with the micro-targeting tools make this method of telling others about your product one that will reap dramatic rewards for your bottom line. You will boost sales and maximize profits at a cost-efficient way for your business. Your business will be given the opportunity to build, improve, and maintain client relationships which is a satisfying aspect of having your own business.

The clients with whom you connect will provide you with feedback, encouragement, and testimonials that can help you reach your goals and dreams as a successful entrepreneur. By using the proper demographic, copy, and image, you will see your Facebook ad come to life. Don’t be afraid to try this new and unique method of advertising. It’s a fun and interesting way to reach an enormous audience with a few simple guidelines that anyone can perform.

It’s not rocket science but it can provide you with an astronomical income that makes your business the success you knew it could be.

Online Advertising for Small and Medium Enterprises – A Huge Marketing Advantage

The importance of online advertising for Small and Medium Enterprises (SME) can never be understated. It is also complete misguided thinking from the SME fraternity, that advertising will be expensive, time consuming and that the results are not always guaranteed.

Advertising for small business is extremely important

Why in the world is there a need for advertising? Why do giant conglomerates advertise? If such gargantuan companies find the need for advertising, shouldn’t there be an even bigger demand for local community advertising?

Simply put, all companies whether big or small, advertise with the purpose of increasing their revenues and sales. But in saying so, it should also be put quite clearly that advertising could become expensive if you do not make informed decisions. Your final decision must be based on comparisons and true value for money.

Thus, the importance of online advertising for Small and Medium Enterprises must be understood

When huge corporations are spending a fortune on advertising, is it not understandable that small business can also benefit from this practice? Conceivably, it will be on a much lower scale and the advertising will be aimed at the local community and areas of operation.

The advantage of advertising cannot be neglected, as it enhances the image of the company, and brings the goods and services right to the forefront of potential buyers. It is this particular power of advertising that gets companies noticed, and extends their marketing footprint. Ironically, the smaller the company, the more it should spend its efforts on advertising because the potential return on investment is directly linked to this.

The uncertainty of advertising is a low risk consideration

There is always a risk with advertising as the results can never be known for sure. This is the very reason why advertising is spread over TV, radio, newspapers, magazines and the internet.

Online advertising is extremely important, more so for small businesses and in the case of small companies catering to local businesses. This is because online advertising can target extremely specific markets that cater for niche products and services.

The advantage of advertising by targeting markets online

The target market is the market which has people who are ready to spend on what you are selling. By advertising online, Small and Medium Enterprises are addressing the needs of these clients very effectively. By catering to very specific niches of consumers, you are honing in on people who are quick to take a buying decision.

After all, when so many millions of people are now relying more and more on the internet, what better way of advertising to them than by advertising online?

What is the BIG advantage of advertising ONLINE?

This form of advertising is highly effective as it allows advertisers to get a direct response from consumers and this is beneficial to both the consumer and the seller. Every small business owner has a computer these days, so even a simple but well structured email marketing campaign, has the potential to effortlessly reach clients.

Thus understanding the importance of online advertising for Small and Medium Enterprises is extremely important, more so in the case of advertising for small business and local community advertising.

Flyer Printing – The Ultimate Guide to Flyers & Print Advertising

Print advertisements, such as color flyers, continue to generate cash flow and develop new revenue streams for virtually every industry. Every business that has developed into an industry leader over the last several decades, did so by utilizing key concepts in advertising that have evolved from very humble beginnings. Not all advertising works, so it is extremely important to understand how ads work, why some succeed while others fail, and what your ads should consist of to generate the maximize ROI.

The Birth of Modern Advertising:
Although there were always market vendors from the early days of ‘civilization’ who would stand in the marketplace ‘crying’ their wares, it wasn’t until the advent of the printing press that printed advertising as we know it today came into being. In the very beginning, advertising was nothing more than a single line of copy in the newspaper that perhaps listed the product, the price and a very simple description. Among scholars, it is held that this form of printed advertising first appeared somewhere in the latter part of the 17th century. As time went on, and as the technology of printing progressed, color was added and at some point simple graphics evolved into photographic images.

For the next almost 200 years printed advertising remained pretty much the same. A single line of copy or perhaps a small block of text was all that consumers were likely to see in their local papers. That is until Thomas Barratt, who married into the family of the famous Pears Soap Empire, decided to launch an aggressive advertising campaign to promote their product to the rising middle class who finally had buying power. In the beginning, Pears Soap had been marketed to a small portion of the population, the elite who could afford an expensive, handcrafted scented soap that was suitable for their ivory complexions. Now that the working middle class was a viable market, and knowing that he had to ‘reach’ them in order to keep his family business afloat, Barratt set about formulating a marketing strategy that would reach the masses. They revamped their production lines in order to make Pears Soap affordable to the average consumer and set about developing an aggressive marketing campaign to reach that demographic. Thomas Barratt is famous for his cherubic children in the Pears Soap advertisements, many of which we still recognize to this very day. Because of his aggressive marketing strategies and innovative use of print, he is often considered to be the “Father of Modern Advertising.”

During WWI, to offset the rising costs of advertising, the philosophy of creating a need was introduced to the masses. Companies begain creating “perceived needs.” For the first time, all of the strategies which are now tried and tested advertising methodologies, were melded together and distributed to consumers. The rest is history.

The 3 key elements of print advertising are:

1. Reach the maximum amount of potential customers at the lowest cost possible
2. Design aesthetically pleasing or response-driving artwork
3. Create a need for your product/service while offering “irresistable” benefits to consumers

Today’s flyer printing and advertising still focuses on these key strategies, which have been proven to work using decades worth of statistics. Technologies, products, and services change over time, however, human needs and response criteria remain largely the same over time.

Let’s put history to work to visualize the success of the 3 Keys. For example, consider Burger King and McDonald’s. They dominate the fast-food market for their niche and they got there by reaching a huge market with advertising that was eye-catching and created a need. During the latter half of the 20th century commerce was booming and the average family was living life in the fast lane. Both corporations capitalized on this fast-paced environment by employing ads that were appealing to the eye, while also playing on the need that they were creating. The message is simple, “you are important.” In other words, “you deserve to do things for yourself and take time away from your busy lifestyle.”

McDonald’s still uses the ‘Golden Arches’ whicht symbolize a place where life is idyllic and a far cry from the hectic life that people are forced to endure to make ends meet. “You deserve a break today at McDonald’s. We do it all for you.” Their impressive advertising strategy planted a seed in the heads of consumers that they deserve to take a break and let someone take over at least one of their daily tasks – cooking.

The same hold’s true with the marketing strategy employed by Burger King. “Have it your way!” The message being, you answer to a boss, you answer to your family and you are bogged down with responsibilities, so now it is time to do what you want for a change. You deserve to have it ‘your way,’ and, of course, since you should be treated like a king/queen, there is a subliminal message in the famous BK crown.

All 3 Key strategies were employed by both mega-corporations early on, and as you can see, literally launched them to the very top of the fast-food market. They launched national advertising campaigns

(Key #1) with pleasing advertisement designs
(Key #2) to create a need
(Key #3) in the lives of mass consumers.

Avoid Common Misconceptions in Flyer Printing by Researching Demographics
One of the most common misconceptions that business owners have when creating flyers is to think that designing a flyer based on the ‘3 Keys to Success’ is all there is to it. There are actually other ‘steps’ that should be taken prior to creating your campaign. It is a huge mistake to believe that an ‘eye-catching’ flyer that reaches a ‘maximum number of people’ and creates a ‘need’ is all there is to it. One of the factors that should be considered is researching the demographics in a specific market area before launching your campaign or none of those three keys will fit the lock! In other words, targeted marketing is the “true” key to success.

Understand your market demographics to make the 3 keys work for you!
Look at this research which paid off for McDonald’s and Burger King – big time. At the time of their rise to fame, market analysis was simple and provided basic insight into the lifestyles of the consumers they were trying to reach. It is apparent that their advertising campaigns focused on the working middle class who were overwhelmed with work at relatively low wages. There were definite psychological tactics employed that wouldn’t have been effective if their ads didn’t reach the right people with the right message. You can’t create a need where there is no void to fill. It is as simple as that.

Take a good long look at the product or service you are selling, find a demographic that has a void that you can fill, and target them with amazing advertisements. Create and distribute your flyer printing campaign to reach as many targeted customers as possible, make it appealing so it catches their eye, and then set about filling the void you have discovered by creating or emphasizing a need. If you don’t have the resources to do the research in your market area, there is an age-old trick that enables you to ‘borrow’ research that has already proven to be effective. It’s so obvious that it is easy to miss, it’s called “analyzing what your competitors use.”

Take a look at the two burger empires to see just how effective it is to ‘borrow’ what is working for your competition! It doesn’t really matter which corporation did the actual market analysis first, the point is that one of them found a void, filled it by creating a need, and launched an all out advertising campaign that could fill that need/void. Then, as history has it, the war was on. Although the area of that ‘void’ those two corporations addressed were to some degree different, they both identified the void and created a need based on something missing in the lives of consumers. Remember, that was the time of the “Me Generation” so when consumers felt like they were losing control of their lives due to the need to care for others, both corporations pounced on that and ran with it. One company promised that consumers could have it their way while the other provided a break from the reality of losing the sense of self that was so vital at that time.

You can do the same thing in your market area by expanding on what is effectively working for your competitors. Obviously they have found a way to create a need in order to sell their products/services. Whatever they are utilizing is working because it is bringing in the business. Take the time to analyze their marketing strategies. Try to identify the demographics they are reaching out to. What forms of advertising are your competitors using and how are they distributing it? Competitive analysis is exactly what highly successful businesses like Burger King and McDonald’s do. They analyze the competition and then try to stay one step ahead of them. Once you have the concept of your advertising created, it’s time to get down to the practical aspect of printing and distribution.

It’s Time to Print Your Flyer – What are Your Options?
Now that you have your campaign all laid out it’s time to figure out what size and weight of paper will best accommodate your message. There are various sizes to choose from, depending on the amount of information you need to include. Here are the most popular flyer and brochure sizes:

• 5.5″ x 8.5″ (half sheet)
• 8.5″ x 11″ (full page)
• 8.5″ x 14″ (legal size)
• 11″ x 17″ (double full page size)

You can also choose the weight of the paper based on how you will be distributing your flyers. Paper weight used in commercial printing is different then from the stuff you buy at Staples or Office Depot. Never waste money at a small local printer or over-pay for your bulk printing of advertisements. Always choose a reputable and trusted flyer printing company that uses large printing presses and offers “commercial quality” results. Remember: You don’t want to spend as much on advertising as a mega-comapny, but you sure want to look as good as they do!

Options for Designing Your Flyer
Once you have done market research and have developed an advertising theme, it is time to put it all on paper. While some business owners hire professional graphic designers to layout their flyers, others choose to do their own designing at home, or using pre-designed templates online using various web-based design tools. It all depends on your design ability and the intricacy of the design you will need.

U-Design is a popular do-it-yourself design tool and a beautifully laid out flyer is just a few mouse clicks away. The more information and graphics you need to include, the more difficult it becomes. If the do it yourself approach does not work, professional graphic designers can assist you with the layout for any advertising job, large or small. When you place a bulk print order online, a quality printing company will provide professional design services at discounted rates. So if the scope of your flyer is beyond your reach, and the online templates don’t meet your needs, let professionalsl do the designing for you.

Fold or No Fold?
The size of your flyer is the first consideration as to whether or not you will need to opt for a bi-fold or tri-fold flyer. There are times when your flyer needs to be folded, for instance if it is oversized such as the 8.5″ x 14″ or 11″ x 17″ sizes. And, of course, the size of your flyer is usually dependent on the amount of copy and graphics that need to be included. Newspaper inserts, for example, are often printed on 8.5″ by 11″ or 11″ x 17″ and then bi-folded before being stuffed. They fit nicely into the paper and can be opened, booklet style, to browse through specials and coupons. Many of the large pharmacy chains like Walgreen’s and Eckerd’s use a bi-fold type newspaper insert flyer for weekly promotions. Knowing when to fold and when not to fold is important because there are also times when folding your flyer would be a grave mistake. If the layout and graphic design would be obscured by the fold it would be better to keep it flat whenever possible. Consider the visibility of your offer and the ease-of-handling for your customers at all times.

Now that you have learned to ‘Walk the Walk’ it’s time to ‘Talk the Talk’ – Printing Terminology 101

When you communicate with your printer there are some basic terms that you should be aware of. These are everyday words in the vocabulary of a printer, so there might be times that they will forget that many of us don’t speak a ‘foreign printing language.’ And, this terminology is all the more important if you are going to try your hand at designing your own flyer. Many mistakes can be avoided if you have a basic understanding of a few printing terms that refer to the details of your project.

Bleed – This is extremely important if your design is a graphic that is meant to be borderless. A good rule of thumb is to increase your design by approximately 1/8″ beyond the cutting area because trimmers are not as precise as printing presses. In order to avoid that white border around an image, plan for a ‘bleed.’

No Bleed – Leave a small 1/4″ white border around the entire page. Graphics do not extend or cover the entire page when printing as “no bleed.”

C2S/C1S – This refers to whether the paper being printed is coated on one side or both. Obviously ‘C2S’ is shiny on both sides whereas ‘C1S’ is matte on one side and shiny on the face. C1S is typically used on postcard type flyers.

CPM – Cost per thousand. (For example $39.50 cpm is $395.00 for 10,000 copies.)

CMYK – The standard four colors that are used in printing. (Cyan, Magenta, Yellow and Black) While most colors can be produced by ‘layering’ these standard four colors, it is important to know that some shades might not be exact.

4/0 and 4/4 – 4/4 is four colors on both sides of double-sided printing and 4/1 refers to 4 colors on the face and no colors ont he back.

These are just a small sampling of some of the ciritical terms that might come up when discussing your flyer. Don’t be afraid to tell your printer that you don’t understand what they are referring to. It is your flyer after all, and your satisfaction is what keeps printers in business. Quality work, affordable pricing, and customer satisfaction have been the focus of printers for decades now.

The Power of Full Color Printing. There is No Substitute for Color!
There is no better way to say it, but, printing in black and white is just plain boring. The absolute best way to generate massive response is to use full color (glossy) flyer printing because it follows the rules of effective advertising. It identifies a void, creates a need, and presents an eye-catching/pleasing solution to that need which engenders a ‘call to action’ response.

For example, a restaurant specializes in scrumptious half-pound Black Angus burgers with all the trimmings. Their logo is a burger platter with lettuce, pickles, tomatoes and red onions on an offset sesame bun, lying next to a side of seasoned fries. Imagine how important a color image is here. Obvious, right? By printing that logo in color the company will make sure the ad is:

1. eye-catching (full color image)
2. exposing a void (hunger)
3. creating an immediate need (mouth watering temptation)
4. suggesting a call-to-action (it’s time to eat – let’s get one of those!)

As you can see, a black and white picture of that platter would not meet the first one of those rules. It surely wouldn’t catch anyone’s eye so it couldn’t possibly address their hunger with a delicious looking burger. And of course, without temptation, in this case, there is no call to action. While it may seem that the extra expense (which in many cases is negligible) of printing in color might not be necessary, it definitely is. If your flyer doesn’t generate a call-to-action response you are wasting your money! The sole purpose of advertising is to generate business so it is important to utilize ‘every trick in the book,’ so to speak, to make that advertising work for you. If spending a few extra dollars now can generate thousands of dollars in business, it is well worth the expenditure.

‘Turnkey’ Printing & Marketing Solution Providers
The Smartest Financial Decision You Can Make in Advertising…

Quite often small business owners opt to design a flyer and take it to their local ‘Copy Shop’ to have them run off a few hundred flyers. Sometimes they even choose to print some at home or from their office. Usually it is a matter of cost. They are trying to save a few dollars because business hasn’t been good. As a matter of fact, that’s why they are printing flyers in the first place – to generate business and cash flow. That might be one of the poorest financial decisions that the business owner ever makes. The only guaranteed way to bring business in the door is with advertising that works! Always, always trust an experienced printing and distribution company (ie: direct mail service provider) when it comes to your advertiisng campaigns.

Turnkey printing and marketing solution providers, get excellent results by providing professional guidance at low rates. Their graphic designers and marketing consultants have access to the latest trends in marketing and distribution processes. In effect, you have everything under one roof. Professionals are on hand from the very ‘concept’ of your flyer right down to the final distribution. They are in touch with what is working in given market areas based on marketing research and statistical analysis that they have at their fingertips. Professionals know what works and, better yet, they know how to put that knowledge to work for you. Put your money to work for you, don’t throw it out the window! It is a much wiser financial decision to spend a little more now on effective advertising that actually generates business. That is something you can take to the bank.

The Co-Dependency of the “2 D’s” – Design and Distribution
When planning your flyer it is important to take distribution into account before you actually begin designing it. This is one of the areas in which a professional ‘turnkey’ printing and marketing solution provider can be of invaluable assistance. The size of your flyer could preclude some forms of distribution so they can assist you in carefully weighing your distribution options prior to planning your design. For instance, if you are planning to do direct mailing then 2.5″ x 5″ postcards wouldn’t be at all practical. They’d easily get lost in the mix of mail and rarely seen by any custoemers. If you have contracted with a company to hang flyers door-to-door, your design would need to be conducive to being stuffed in a door hanger bag or printed on 4.25″ x 11″ door hanger card stock.

If you are uncertain as to which method of distribution you should utilize, talk to your printer. There are so many options available to you and based on the demographics of your targeted market, it is essential that you distribute your flyer in a manner that can offer the highest response. Most professional printers have the wherewithal to actually set up distribution for you and carry out the campaign. Whether you are going with direct mailing (recommended for most small businesses) or placing flyers in local publications, your design should always be contingent upon the method of distribution. It’s smart to think ahead.

Direct Mail Services are Proven to Generate High Return on Investment (ROI)
One method of distribution that should be emphasized is Direct Mail. Recent statistics provided by the United States Postal Service state that the average household receives approximately 25 pieces of mail per week, and 52% of that mail is Direct Mail advertising. Here is where it gets interesting. A survey was conducted that indicates that 51% of consumers will read mail from merchants and 16% of them will respond to that mail. Let’s break this down into figures to look at just how effective this form of distribution really is.

Using a base figure of 1,000 households that receive 25 pieces of mail per week, that is 25,000 pieces of mail that gets delivered. Of that 25,000, 52% is Direct Mail advertising, which means that 13,000 of those items are some form of advertising. Now, based on the proven response rates, 51% of consumers will read that mail which means that 6,630 ads are being opened and read. Of that number, 16% will respond which means that 1061 ads are generating business. On an average, every household is responding to one or more ads per week!

Of course, not all of that mail will be in direct competition with your product or service. With professional advertising that works, it is possible to dominate your market. That is why it is financially prudent to utilize the services of a professional ‘turnkey’ printing and marketing solutions company. They have the advertising and distribution skills and expertise to put it all together for you so that your ads generate business with profit-raising end results.

Your flyer is printed and distributed – now it’s time to Track Results!
You have just put a lot of time, effort, and some expense into researching, planning, designing, printing and distributing a flyer to advertise your business. Of course, you want to know just how effective that advertising is. One sure way would be to track your before and after income. If it is steadily on the rise that is a good indicator that your advertising is paying off. However, there are some times when you want something a little more tangible. Many businesses place discount coupons on their flyers that must be redeemed in order to take advantage of the promotional pricing. By keeping count of coupons that are redeemed, they are able to track the success of their advertising campaign. Make sure to discuss the fact that you want to employ some method of tracking results with your printer. They can help you layout your flyer to incorporate tracking coupons into the design.

Put it all together with the 7 “Must Know” Rules for Flyer Printing Success
Based on the strategies detailed above, advertising with flyers can be highly effective if you follow the “7 Must Know Rules.” Keep these rules in mind as you plan your advertising and you will be amazed at the results.

Rule #1 – Plan in Advance! Leave ample time for everything that needs to be done. The actual ‘printing’ part of the process might only take 24 to 48 hours in ‘turn around’ time, but there is so much more to successful flyer advertising. Planning, research, market analysis, design, proofing and distribution need to be accounted for. Leave enough time to get your flyers out in a timely manner prior to any promotions you intend to run.

Rule #2 – Target Specific Demographics. Understand your market. What are the demographics you intend to target? Understanding your audience is of prime importance if you are going to ‘create a need’ and a ‘call to response.’ Effective advertising reaches people at some deeper level and calls them to act upon what you have to offer. Learn how to speak their language in terms they understand with a message they can’t afford to miss!

Rule #3 – Analyze the Competition. Just as those huge burger conglomerates feed off each other’s advertising strategies, you should do the same thing in terms of your competitors. Take the time to learn and understand what is working for them and then improve on it. You’ll be amazed at what a little honest ‘thievery’ can do!

Rule #4 – Consistent Branding. Although this wasn’t discussed, effective advertising results in your name being synonymous with the product or service you are offering. For example, how many people do you hear asking for a facial tissue? Not many, I would presume. They ask for a ‘Kleenex’ which is a specific brand of facial tissues. That’s what branding is all about. Use it effectively in your flyers and you will literally dominate your market.

Rule #5 – Simplicity. One of the most important rules in advertising that often gets misplaced is simplicity. Consumers are too busy or too distracted to read lengthy copy. Employ graphics, images, bullet points or whatever you can find to keep your message short and to the point.

Rule #6 – Distribution Methods. This is where many businesses fail when using flyers to advertise. Based on the type of flyer (i.e. menu, coupons, etc) it is essential to plan for distribution. Once you understand your targeted demographics you can plan for effective distribution. Whether it is direct mail, door-hangers, newspaper inserts, flyers in local businesses or any other method of distribution, it is essential to determine the best way to reach the biggest audience. That’s what advertising is all about – numbers.

Rule #7 – Advertise, Advertise, Advertise! Don’t fall prey to the misconception that one round of flyer printing is going to put you at the top of your market. Too many businesses almost make it to the finish line and for some reason or another don’t follow up on their advertising campaigns. Keep the USPS statistics in mind throughout your campaign. Every household responds to direct mail ads every per week. Yours could be, and should be next!

6 Advantages of Pay Per Click Advertising

What are the main advantages to be had from marketing your business online via pay per click advertising?

1. Anything from a local to global audience at the touch of a button
The first top advantage of pay per click advertising is that worth nothing is the fact that you can easily select the focus and scale of your target audience at the click of a button in your account.

If you want to focus your online advertising on a small, localized area, within a few square miles of your business or store, you can choose to do so. If you want to advertise your products or services across more than one continent, you can choose to do so thanks to the technical advantages of PPC.

Being able to geographically target your audience is a huge pay per click advertising advantage, particularly because the boundaries that you set can be changed at any time. There are also lots of other ways to continue targeting your audience, such as their social or cultural preferences which can be gleaned from your audience’s social networking activities for example.

When using print advertising or other forms of online advertising, it is very difficult to get this kind of control over your target audience. The advantage is in the control and freedom that you have regarding geographical targeting.

2. Online advertising that is financially accessible to all
The second main advantage is the fact that you can advertise via pay per click regardless of your budget.

PPC is an effective form of online advertising that can be run on anything from a few dollars a month to millions of dollars a month. Regardless of the amount of money that you spend on your pay per click advertising, it can also still be highly successful, which is another advantage to bear in mind.

It is not how much money you spend that counts. It is how that money which you invest is spent which will start to bring in new clients and new customers to your business.

The advantage of paid search advertising as opposed to other kinds of online advertising or print advertising is the fact that you can achieve fantastic results from that advertising on any budget whatsoever.

3. Making changes is quick and easy
If you use print advertising to market your business, it is very difficult, expensive and time-consuming when you want to make changes to that advertising campaign. When you advertise, the third advantage is the fact that making changes to your campaign costs nothing (unless you are changing how much you are spending) and can be done at the click of a mouse.

You can make changes to the advertisement text within your advertisements, you can make changes to the times of day when your advertisements are shown, you can make changes to the landing pages on your website that your advertisements lead to. All of these changes can be made within a few minutes. It is that simple.

The list of what you can change is endless and therefore the advantage lies in the ease and speed at which you can market your business via this medium.

4. Development and improvement using advertising tools is never ending
The fourth advantage comes in the form of ppc tools which are under constant development and designed to make your pay per click advertising campaigns even more successful every time.

For example, if you need help optimizing your campaigns, you can use Google Analytics to make sure that you make informed decisions. You can also use other pay per click advertising tools to run a second campaign in secret for a period of time. In this way you can test out theories for that campaign to see what kind of results you might get from that campaign. All of this can be done as a test run without actually running the campaign for real and having to invest money into it.

Paid search experts are developing and improving these tools every day. These developments are never ending. The constant development behind the scenes is another clear advantage for all the advertisers who market their businesses using this medium.

Feeling constantly supported is nothing but a clear advantage to be had from marketing via this kind of advertising.

5. Online advertising that can be managed by advertising experts
In addition to all the advantages outlined above, one of the most important advantages is that you can outsource your needs to experts in the field. This then frees up your time to concentrate fully on running your business and you can also be safe in the knowledge that the best of the best are in control of your campaign from the very beginning.

People choose to outsource their pay per click advertising needs to our firm because they know that with our help their advertising is going to be more successful. We are trained, experienced and knowledgeable so that you don’t have to be.

6. Google AdWords campaigns and Google AdWords marketing
It is highly recommended that you choose to advertise your business via Google AdWords for the following reasons.

One of the advantages of Google AdWords relates to the fact that Google is the largest search engine in the world. Therefore if you want to make sure that your advertising is seen by your target audience, you have the best possible chance of doing so via Google.

Through AdWords the advantage is that you can either market your business via text-based advertisements or advertisements too. The Google Display Network is huge and full of effective image advertisements run by a whole host of advertisers all over the world.

If you really want to make the best success out of your advertising, the advantages to paid search and display network advertising via Google AdWords are clear and indisputable.

Pay Per Click (PPC) Advertising Simplified

When searching on a search portal, Google or Bing, your advert will occur next to or on top of the organic search results for the search phrase you entered. PPC advertisements are known as “sponsored ads” with the Google results page and “ads” with the Bing results page.

Advertisers place bids for individual search phrases. When a searcher clicks on your ad, you will be charged based on the amount you bid for that search phrase. The more that you’re willing to bid for any specified search term, the higher your advert will appear within the sponsored listings. The larger the pay per click service’s network, the higher the bids the advertisers will be willing to pay for high positions.

It’s important to closely track the performance of your advertising and marketing right from the start. The ultimate measure of the overall performance of the pay per click advertising campaign will be the return on investment (ROI) of every advert.

Pay per click affords advertisers a high degree of control and the capability to effortlessly measure the outcomes of their campaigns. Control is the major advantage of PPC advertising and marketing but considering that all the advertisers with which you compete also have the same control, pay per click campaigns have to have active monitoring and management.

The major attraction that any pay per click service provides to advertisers is its capability to distribute advertising. Pay per click also makes it possible for advertisers to target different geographic locations with a selection of specific countries and languages to target.

A typical Pay Per Click (PPC) advertisement as it’s shown on the search portal.

PPC Advertising campaign management (Headline / Title)

We setup and manage Google AdWords & Bing / Microsoft Advertising campaigns (Description)

domain.name (Display URL)

Headline / Title: The hyperlink in the headline will redirect visitors through the pay per click service to the URL set by the advertiser.

Description: All pay per click services restrict the length of advert copy to a number of lines and/or a specified number of characters.

Display URL: A display URL is shown to reveal to the searcher where the advert will take them. The display URL doesn’t necessarily reflect the exact page to which a visitor will be sent.

Both Google and Bing advertisers can run parallel campaigns using the very same search terms. The same advertisements which are utilized in search results may also appear in Google AdSense and Microsoft Advertising contextual advertising. Google and Bing offer a contextual advertising option through which advertisers can open up their campaigns for distribution by way of Google’s and Bing’s networks, which comprises large numbers of individual Internet websites, news sites, and content portals.

Google’s main advantage will be the size of the AdSense network, as well as the power to reach a variety of smaller Internet websites. AdWords advertisements are always displayed on the Google search portal. Advertisers can decide whether or not to distribute their adverts by way of Google’s AdSense network of partners.

There is a range of second tier players who could possibly offer useful services and more cost-effective advertising and marketing alternatives in many instances. You’ll find Pure pay per click providers, Regional providers and Vertical market providers, who specialize in distinct kinds of products or services.

How To Earn From Advertising

Earning From Advertising

When it comes to the business and income opportunities present on the internet, nothing beats the scale of advertising. For beginning online entrepreneurs or internet marketers, buying and selling advertisement is the easiest and most accessible way to earn.

How can you earn from advertising

There are several methods on how you could earn from advertising. These opportunities can be distinct from the point of view of the business or company needing the promotion itself, or perhaps, on the side of ad sellers or promoters.

How companies earn from advertising

For companies who are involved in the selling of goods and services, generating profit from advertising can come in an indirect way. This is one of the basic principles in marketing; advertising indirectly increases revenues and sales by promoting the product to more customers and a wider market or audience.

How an internet marketer or online website earn from advertising

Selling advertisements on websites. The bulk of the profit and opportunity existing on the internet revolves around the sale of advertising spaces, banners, or links on websites. If you own a website covering a certain subject or niche and it receives a regular flow of traffic or visitors, you can sell advertising space. You can sell advertisement space directly to companies or perhaps, you can sign-up as a publisher or affiliate of an advertising program. And the most popular advertising program known today is Google AdSense. With AdSense, you will no longer need to personally look for companies who are interested on advertising. But the advertising income from clicks and visitor views will essentially be divided between you and the network.

PPC and CPC Advertising. Other popular methods of earning from advertising are the PPC and CPC methods. The principles are slightly different but the concept is rather similar, they both involve the task or function of driving traffic towards a website. PPC or pay per click advertising involves the sale of traffic. The company which advertises pays the company few cents or dollars for every visitor the PPC provider or company brings to his website. On the other hand, the CPC or cost-per-click is more of the search engine type of service. With CPC advertising, the company’s website is promoted or advertised at the top of search engines and for every visitor directed to it, the company pays the agreed fee or charge per click.

The New Breed of Advertisement Income

If you think you can benefit from either of the methods mentioned above, wait until you hear what the company earn from advertising has to offer. The marketing system of the company provides a mixture of the opportunities mentioned above to an individual or business. A business wanting to advertise its product or service can also earn by promoting the system. After receiving advertising credits and traffic exposure that would benefit its sales and revenues, the company can also earn affiliate income from referrals that also purchases ad credits. And this affiliate opportunity is not only limited to direct referrals but to the second line or level as well. The system also works best even for individuals who don’t necessarily need advertising but merely intend to earn from ad affiliate marketing.

Sound Advertising

Audio advertising is growing at a fast pace with more and more advertisers opting for audio classified ads. It’s no secret that a good sales headline makes all the difference in advertising and it’s no different when talking about great audio advertising. Professional voice talent and recognized studio engineers come together to create top quality audio advertising spots.

Interactive audio advertising is generating enormous interest within the advertising community.

Websites

At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.

Most Audio networks “crawl” websites in its list of publishers, prior to placing a single ad, to determine the content of Ad best suited to the visitor based on the page content they are seeing while the Ad is playing. For example, your audio ads are placed on websites that users can relate too, such as sports drink ads, sportswear and sports gear on a NFL information websites.

Advertisers

Audio advertisements have gained national media attention from national mass-market advertisers, the Wall Street Investment Community and discussed in the Wall Street Journal. Currently this new online audio advertising provides advertisers with a new procedure to promote.

Not just for major advertisers, but small niche advertisers like local business can use audio ads for local and regional advertising too. Ads for audio content, such as pod casts or Internet radio stations, often use a “reservation” model, where advertisers reserve spots in audio streams for confirmed fees.

It’s possible that this reservation model may not maximize revenue for audio publishers because many advertisers don’t have the wherewithal to negotiate agreements for ad spots and don’t compete for them.

However, imagine an Ad Network where advertisers and publishers can interact, and pay-per-action type advertising becomes a possibility. A publisher would set upon criteria for advertisers to match, and the system would determine which ads to play based upon relevancy and price. Now, forward-thinking advertisers are recognizing that if it works on radio, it can work on streaming audio.

Advertisements

Many advertisements are also designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty.

In an effort to improve messaging, and gain audience attention, advertisers create branding moments that will resonate with target markets, and motivate audiences to purchase the advertised product or service, advertisers copy test their advertisements before releasing them to the public.

These short advertisements, allow the spoken words or most recognizable sounds to be presented to a visitor browsing the Internet. Another major advantage of radio advertising is that it is inexpensive to place and to produce, allowing small business owners to place advertisements on more than one station in a given market.

Changing Markets

However a relatively new company has recently been written about in the Wall Street Journal. This is a company that provides five second ‘radio station’ style advertisements played automatically to people browsing the Web when they visit a participating website. The advertisements are played immediately to the listener based on their geographical location… not on the location of the website being viewed.

In a sense the network is just like a radio station. A radio station broadcasts commercials through the speakers of a radio to people in their local area. This company broadcasts commercials to people in any local area (or nationwide or worldwide) through computer speakers.

For example, as a real estate agent, you could broadcast your message to 500 people per day in the North Palm Beach, FL area at a certain time on certain days. Or a restaurant owner from The City of London, England could advertise today’s lunch time menu to people that live in The City, between 10 o’clock and midday.

The company has grown enough to gain the attention of candidates running for President of the United States (among many other political campaigns), and political ads are scheduled run on participating websites across the Internet.

These short advertisements, known as “Adlets”, are now available to listeners over 30 million times a day on websites large and small, worldwide. Participating websites are scattered across the Internet giving advertisers a wide range of demographic exposure. When any Internet visitor hits one of their participating ad sponsored websites, the audio commercial starts playing instantly.

However there is a big difference from radio…

  1. The Advertiser can target…
  2. The Advertiser can choose the time and frequency that your ads play…
  3. The advertisement is played as soon as the visitor lands on the web site page, so the Advertiser has the undivided attention of the listener.

One of the best things about Internet audio advertising is that it doesn’t take up any of your website real estate.

With the massive reach established by their network of tens of millions of Website pages, online audio advertising is certain to become a staple in any advertising campaign, especially ones that target the ever-growing Internet population.

Whether you like it, or not, online audio advertising is here to stay.

Attract Sponsors and Advertisers

This article examines sponsorships and advertising as methods for making cost breakthroughs and generating extra revenues. Let’s start with sponsorships.

What do I mean by a sponsorship? It is any way to combine recognition with providing access to desirable prospects and customers for someone who, or an organization that, makes a payment or otherwise subsidizes an activity. Sponsorships are more important than ever because they help marketers avoid being lost in advertising clutter by providing higher visibility and prestige to the sponsor. When a sponsor pays you, that’s income to offset costs you cannot otherwise reduce. The effect is similar to simply reducing costs.

As the primary benefit, sponsors are usually looking for access to attractive prospects for their offerings. In many cases, your prospects and customers are also highly appealing for other companies and nonprofit organizations, making them interested in sponsoring your activities.

You may have observed some of the ways such access is provided while attending a sponsored conference or seminar. Typically, the sponsors have a chance to speak briefly to the assembled group and to have lots of marketing people present for mingling during meals and breaks. There may also be banners on the walls and notices in the printed program carrying sponsors’ names and logos. On the event invitations, there are probably mentions of the sponsors. Publicity for the activity probably includes listing sponsors by name, as well.

Under such circumstances, it’s not unusual for the sponsors’ fees to cover more than the total costs of the conference or seminar so that all attendance fees contribute profits for the conference or seminar organizer.

You may not be holding conferences or seminars. How, then, can sponsorships cover some or all of your costs? Well, you can provide online services or material that can be downloaded for little or no cost from the Internet. Such an online site can also have sponsors whose identities are prominently displayed.

You can also develop offerings that sponsors purchase. As an example, a sponsor might provide your offering as a gift to those who buy their products or services. During times of high gasoline prices, for instance, some dealers in the United States have offered hundreds of gallons of free gas for people who bought new vehicles that didn’t get very good mileage.

A sponsor might also provide marketing access for other organizations. In our community, some charities play this role by selling inexpensive books of discount coupons. The charities keep the proceeds from the book sales, after obtaining the books for free from the publishers. The companies providing the coupons pay the publisher to appear in the book. Those who buy the books save lots of money by using the discount coupons. Through the coupons, coupon providers introduce new prospects to their offerings and bring some customers back more often.

In other cases, almost all offerings will be sold to sponsors who, in turn, directly provide the offerings to their prospects and customers. For instance, golf tournaments are often staged to provide funds for charity. Sponsors are given access to special venues at the tournaments and provided with most of the tickets for the events to distribute to customers and prospects. Sponsors also receive lots of visibility in the event’s promotions. The prestige of sponsorship is increased over the company conducting such an event just for itself by improving the quality of the competing golfers, the amount of media coverage, and the number of attendees.

In another variation, a sponsor may be a supplier seeking recognition that provides a lower price for its offerings in exchange for the sponsorship. An example can be found on the computer I am using to prepare this lesson. The machine has a seal on it that says “Intel Core™ Duo inside™,” indicating what brand and kind of microprocessor I have. In exchange for this recognition, Intel slices its microprocessor prices by about 5 percent to its computer-manufacturer customers.

Another way sponsorships are structured is through paying for “objective” measurements and rankings. Those who want to be evaluated pay a fee, which pays for the ranking process. The organization making the rankings distributes awards among those who sponsored the contest. The winners use the results to tout their superiority over competitors in press releases, interviews, and advertising.

You may not have thought much about how your marketing activities and offerings could benefit from encouraging sponsorships. Now is a good time to remove such blinders. Companies are more interested than ever before in sponsorships to replace more expensive and less productive marketing programs. You can cash in to make cost breakthroughs when you help such organizations to meet their needs through helpful sponsorships of your high-quality activities and offerings.

Now, how is advertising different from a sponsorship? Where a sponsor obtains recognition for making an activity or offering possible along with privileged access to prospects and customers in exchange for a payment, advertisers are solely purchasing the right to put their commercial messages in front of prospects through some form of media that you provide.

We’ve all seen television advertising. At regular intervals in the regular programming, short commercial messages are inserted. Companies pay large fees for such time slots in addition to covering their own costs for producing the messages. The fee paid relates to the number of people who will see the message and their potential value as customers for the advertiser.

The same concept generally applies to magazines and newspapers. All or part of a printed page offers the opportunity to attract the eyes of readers. Because the whole publication may not be read, the assumed benefit is considered to be less than the overall readership. In addition, television advertising provides the opportunity to create more emotion… which, in turn, can be translated into making a bigger and more lasting impression with more people.

Advertising is also sold for placement on commercial vehicles such as taxis and trucks. More recently, some companies have been paying to display advertising on personal vehicles. Such exposure is often cheaper than renting billboard space and may offend fewer people who are concerned about cluttering the sides of roads.

With the advent of the Internet, advertising possibilities expanded. Initially, advertisers were encouraged to buy so-called banner ads that took up a big space near the top of the screen and said little. Most advertisers found that such ads weren’t worth much in terms of adding profitable sales.

Yahoo, Google, and others found that carrying commercial messages with some relevance to those reading the online page worked better for encouraging purchases from advertisers. Rather than advertisers paying to reach people who merely see the ad, payments for such ads are tied to how many people click on the ad to reach a site where there is a more extensive commercial message or an offering can be purchased. This media approach was intended to be similar to paying for attracting someone to a store where he or she could buy an offering. Accomplishing the latter was worth quite a lot more than simply exposing the name and offering of the advertiser to more eyeballs.

Through Web 2.0, Web sites can become communities where people spend many hours a day. On such sites, the advertising revenues can be a vast multiple of the cost of providing the site… assuming that enough visitors are attracted who post and view videos and photos, exchange opinions, share ideas, and interact in other ways. As an example, a student of mine developed a very sophisticated social networking site of this sort for families at a software cost of less than $3,000, yet the advertising potential of her site was several million dollars a year.

If you don’t have such a site now, you can inexpensively develop one that can become a major source of cost-reducing advertising revenue by using software designers and programmers who are based where pay rates are inexpensive. While working on the site, you can speak with your developers at no cost over Skype or another Voice-over-Internet-Protocol service. Naturally, you can have as many sites as you want… as long as each one serves a different purpose and attracts enough visitors to more than cover its costs through advertising revenues.

If you hold gatherings of customers and prospects and don’t have sponsors for such gatherings, you can also sell advertising to place on the materials that you share with attendees. In many cases, your advertisers will also market your gathering to their prospects and customers, and you may attract a lot more potential customers to attend. When that happens, you gain direct cost savings for your marketing in addition to the advertising subsidy.

You can provide videos on your Web site as well and sell time slots on such videos to advertisers. Such online advertising opportunities have become popular with truck and automobile manufacturers.

You can also put advertising on your buildings, your packages, and anyplace else where customers and prospects may see the messages. Your suppliers, for instance, may want to be recognized on your final offering in some way (even placing their logos on a Web page may be of interest) as Intel does with its “Intel inside™” stickers on personal computers and laptops.

The sky’s the limit for attracting advertisers. You should realize that when print media were more popular, publishers regularly earned a profit on their entire operations just from the advertising revenues. The subscription revenues, by comparison, were usually quite small… just a tiny fraction of total profits.

Can you provide both sponsorships and advertising? Yes, as long as you keep them separate. A sponsored event usually shouldn’t include advertising from those who aren’t sponsors, but Web sites can offer a combination of sponsor recognition and pay-per-click ads from organizations that don’t compete with sponsors. Some magazines have been following this dual course for a long time. Fortune, BusinessWeek, and Forbes, for instance, carry lots of ads for offerings and sell sponsorships to gatherings that senior executives pay to attend. Such gatherings are potentially quite profitable.

What’s the key cost-reducing point about sponsorships and advertising? You can use zero-based analysis to create 2,000 percent cost-reduction solutions that allow you to gain new sources of revenue from sponsorships and advertising to support the minimum core offering by offsetting costs for you and your stakeholders in ways that will almost instantly expand profits after implementation to help reduce costs by more than 96 percent or increase social benefits by more than twenty times what you will be spending.