Are you running your business on a tightbudget? There’s no money to waste on ineffective advertising. If you’reconsidering using newspapers, you’ll find many challenging options. Should you advertise in neighborhood papers?What about the major metropolitan daily? Or free shopper publications?
When making these marketing decisions,follow three important rules:
Choose the newspaper that reaches your target audience with the leastamount of waste.
Smart media buying starts with acarefully defined target audience profile. The more narrowly you can describeyour best prospects, the easier it will be to find publications that can reachthem. Write a simple, one- or two-sentence description of your target audiencebased on various demographics (gender, age and any other important informationsuch as residence and household income), as well as their preferences or buyinghabits.
Ask the newspapers you’re considering whatpercentage of their readers matches the demographics of your target audience.Many papers, particularly large metropolitan dailies, also have access toqualitative data from research firms which will produce a report for youshowing what percentage of readers engage in a particular activity. With thisquantitative and qualitative information in hand, you can choose the paper thatbest pinpoints your audience and avoid paying to reach readers who cannotbecome customers.
Select the publication that’s a source of information on what you market.
This can sometimes overrule rule #1. If only 20% of the readers ofyour major daily newspaper match your target audience profile, but aneighborhood newspaper reaches your audience with very little waste, you’dassume the local paper is your best buy, right? Not necessarily, because youalso have to consider content.
Many newspapers have search corridors –places where readers look for articles and advertising on particular topics,such as technology or finance. Readers become accustomed to using these searchcorridors to shop. And if the neighborhood paper doesn’t contain sufficientadvertising and editorial on what you sell, placing an ad there would not putyou in that search corridor. So even if the major daily presents a lessefficient way of reaching your target audience, it’s the smartest place toplace an ad if it offers a recognised search corridor for what you sell.
Choose the outlet where you can afford to advertise with enough frequencyfor your message to penetrate.
Frequency is not thenumber of times you run your ad; it’s the number of times a publication’sreadership is expected to see it. The actual frequency necessary will depend onwhat you’re marketing, whom you’re trying to reach and the complexity of yourmessage. But if you find you can’t afford sufficient frequency in the printversion of your newspaper, consider advertising on its website as acost-efficient alternative. You can choose the online channel in which your adswill appear and the number of impressions you wish to buy. Best of all,newspaper websites are often the top web portals in their geographic marketsand tend to draw additional younger and affluent readers.
Whether you advertise online or in print,place your ads consistently with as much frequency as possible so your messagehits home.
Consumers Don’t Have An Attention Problem. It’s Just That Your Advertising Isn’t Very Good
With so much media available to consume, quality matters more than ever for ads.
If a brand releases an ad and no one sees it, is it still called “advertising”?
People have more tools than ever before to skip out on ads entirely. More than three-fourths of the people in North America engage in automated ad-blocking, and 10 percent of them block ads across four kinds of media or more, according to Deloitte. Much like the question of trees falling in forests, what good is a brand’s message at a time when people generally don’t want to hear its sound?
Ad units are shrinking in the wake of ad-blocking technology, but human attention span remains unchanged. Today’s consumers are surely more distracted than any previous generation, so they guard their attention spans more mercilessly. When advertisers can successfully command that attention for a minute or two, it means the consumer is watching an ad for the same reason he or she binge-watches Stranger Things on Netflix: The ad has managed to present itself as relevant or vital to the viewer. It wins every time.
Just 10 years ago, Gillette dominated the razor blade market. Its ads were comfortable, predictable 30-second units that reminded everyone of something they already knew: You need razor blades on the regular, so you might as well buy Gillette.
Related: Advertising Consulting Business Plan
But, the market had to reorganise itself with the appearance of Dollar Shave Club and its distinctly off-the-wall messaging. The notorious startup used quirky 90-second ads to spread its word online, presenting itself as unignorable by comparison to the competition. Even though we live in a time when people can skip ads, block ads and avoid ads, Dollar Shave Club’s marketing won major viral attention. It didn’t exactly kill Gillette’s Goliath, but it sure made Goliath sweat.
The lesson here is that people don’t hate all ads, they just hate the crappy ones. The bar for perceived quality in advertising is so low these days that many choose not to engage with anything on principle alone. People even close web pages they want to visit when the page auto-plays a video ad. When job number one of the advertiser is to interest consumers, it’s never been easier to annoy them.
Far from the rise of the six-second ad unit, there’s strong evidence that people generally want long-form content.
Ooyala reports that long-form video content consumption is up 30 percent from last year. Instagram used to be all about sharing individual photos and short videos, but now with the launch of IGTV supports 60-minute videos. The most widely subscribed YouTuber, PewDiePie, regularly posts 20-minute-long videos to a community of millions of fans. Joe Rogan’s podcast blends comedy, politics and philosophy for two to three hours at a stretch, and is one of the most popular podcasts on the internet.
People can, of course, handle stories and follow them over time. It’s one of the defining characteristics of humanity. But, there are so many stories competing for our attention nowadays that we are extremely selective about which ones we let into our lives. If any of these opt-in narratives will come from advertising, those ads must first run the ad-blocking gauntlet, then be immediately relevant and spectacular to the consumer upon arrival. The bar for perceived quality in advertising these days is actually quite high.
But, there is meaningful assistance on your way to clearing it. Social listening tools trawl the internet to learn what’s being said about and around different brands. With help from a company specialising in consumer insights and some Nielsen data, brands can better learn who their customers are, what they love and what they don’t love. This is key information in designing a vital, relevant message. In simplest terms, a brand must know its audience. The marketing needs to reflect what the audience is interested in, not what company leadership is interested in.
From there it’s only a matter of iterating and optimising. The great thing about digital advertising is that you get feedback instantly. You can iterate a campaign to make it better. Simple tweaks in copy, reframing key ideas and A/B testing can help make your campaign truly great.
Otherwise you run the risk of a mediocre campaign and a wasted media spend. No one wants to hear that sound.
This article was originally posted here on Entrepreneur.com.
6 False Advertising Scandals You Can Learn From
Don’t stretch the truth the way Volkswagen, New Balance, Airborne, Splenda, Rice Krispies and Red Bull did.
New entrepreneurs are often tempted to exaggerate what new products or services are capable of. No wonder: Presented to a powerful investor, a stretch of the truth just might help land that series A funding.
And, less seriously, a bit of marketing flair or showmanship, in many cases, will help an entrepreneur accomplish his or her without many repercussions.
But, in other cases, if you’re that entrepreneur who is caught deliberately misleading investors or consumers, you could face false advertising charges – and the ruin of your brand’s reputation. Consider these six examples:
Forget Everything You’ve Heard — Fear Doesn’t Sell
If consumers associate your product with fear, they may not have a strong connection to your brand.
Sixty percent of Subaru owners have dogs. So in 2008, when the company decided to sponsor Animal Planet’s Puppy Bowl, it made a major break from previous advertising campaigns — ones that showed drivers with other cars getting stuck in the snow, for example. Alongside a pledge to donate $250 to charity for every car sold, the company began to understand how to appeal to its core audience through their own interests — and how those tied together in a Subaru.
Since 2008, the company has been running a campaign called “Love,” one that brings together all the attributes that Subaru is known for — including safety and reliability. Instead of talking to customers by telling them all the bad things that will happen if they don’t drive a Subaru (e.g., getting stuck in the snow), the company began speaking in a more positive language — including bringing furry friends along on drives.
For many, the instinctive approach toward marketing is to tell an audience why they have to buy your product. Bad things will happen otherwise, and yours is the best in market. The others won’t help you reach your goal. The problem with that logic is that it doesn’t take into account the impact of brand image on product marketing. Sure, you might skid in the snow without a Subaru, but you need to think positively of the company as a whole if you’re going to be drawn to its products in the first place.
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