Articles
When to say "yes" to the ad rep
by Stacey Ackerman, M.A.
by Stacey Ackerman, M.A.
The medium in which we can send messages has become more cluttered than ever before. We have specialty magazines, community newspapers, banner ads, pay-per-click and countless other options. Deciding where to place your limited advertising dollars can be a challenge. Before you say "yes" to another advertising rep, ask yourself the following questions:
- What percent of the readership are likely to buy my product or service? Ideally, 80 percent or more of the audience should be good prospects.
- What is the ad's geographic reach? If you only do business in Minneapolis, advertising that reaches statewide may not be ideal.
- How frequently can I afford to be in this publication? It takes at least six to 10 impressions to make an impact. If you can't afford to advertise frequently, your efforts may be wasted.
- What are my business goals? If your goal is brand awareness, putting your logo on a billboard may by a good investment. However, this type of advertising doesn't bring in instant traffic. If your goal is to get new clients in the door, you may want to consider running an ad with a "call to action" such as a coupon or special promotion.
- How does this ad tie into my overall marketing strategy? Don't get swayed into fire sale ads because they're a "good deal". They may not be such a bargain if they don't fit into your other marketing efforts.
- Do I have a compelling message? Advertisements can get buried in the clutter. A person receives 10,000 messages a day and only two will stick. Make sure that you spend as much time crafting a compelling message as you do choosing the medium.
By asking yourself these questions before you say "yes" to the next ad rep that walks into your door, you will save yourself a lot of time and money. And, when you do advertise, it will be for all of the right reasons.
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