How will you use your marketing budget this coming year?
Recently, I've run into a particularly large number of businesses who are trying to do this on their own. TV? Digital? Radio? Newspapers? Magazines? Direct Mail?
Not to mention ad specialties, shopping carts, and all kinds of other options. Our team does this for a living and it can be a lot to keep up with. It's hard for me to imagine business owners tackling this on their own. Especially when deciding where to advertise is really only half the battle - and possibly not even the most important half...
Finding the most effective way to get your message in front of the right audience is essential. However, using the same advertising mediums you've always used is not a surefire way to grow your company anymore. Once you're confident of where you'll advertise, it's time to figure out what to say to your clients, patients, and prospects.
I spend a lot of time on the road - usually around 22,000 miles a year. When you're in your car as much as I am you notice things. To top it off, I'm in advertising so I tend to pay closer attention to ad campaigns more than most. Invariably the radio commercials, billboards, and outdoor advertising that best capture my attention use room and space to provoke my thoughts.
They interrupt me.
Lamar Advertising (the billboard company) does a particularly good job. Their self-promotion catches my attention. Then I wonder why they don't work harder to convince their advertisers to use similar simple messaging.
How about you? Where will you advertise next year? And what will you say?