Promotion

Media Placement

Choosing a Vehicle

Unless you have unlimited funds, you can’t possibly use all of the advertising vehicles available today. Your choices include traditional vehicles such as print and broadcast media, outdoor advertising, specialty advertising and direct mail as well as a rapidly growing list of nontraditional vehicles such as websites, email marketing, social media and mobile apps. As a rule of thumb, select only those that will reach your target market in a cost- effective way.

In making your selections, evaluate the various media options available from your customer’s perspective not your own. You may not read the daily newspaper, listen to NPR or follow anyone on Twitter or Facebook, but your target market might. Put your message where your customers will see or hear it.

One caution: Don’t spread yourself too thin. A successful ad campaign relies on consistent exposure and frequent repetition. Twelve small ads, placed once a month in a single magazine, are more effective than a 60-second TV commercial airing just twice in one week.

Newspapers Evaluate large circulation daily newspapers as well as small circulation dailies, weeklies and shoppers to determine which best reaches your target market.

Magazines Magazines are typically more targeted than newspapers in both subject matter and audience. Ad space and production costs are generally higher due to their high-quality format and effective use of graphics, color and typography. Before placing ads in any one magazine, study its circulation numbers and reader demographics to be sure that your message will, in fact, be reaching your desired target market.

Television Many small business owners shy away from television ads even before evaluating the cost/benefit ratio. Television does cost more per thousand potential customers reached, but some products and services can be promoted most effectively using television’s unique features.

Radio Radio offers advertisers many of the benefits of broadcast advertising without television’s high costs. The benefits of radio include its intrusive nature (you’re captive if listening while driving), targeted/specialized audience and local market appeal. Like TV, radio ads may have a short life span or low audience comprehension; people often listen to radio without paying too much attention.

Direct Mail Brochures, fliers, newsletters, postcards and coupons sent by “snail mail” give small business owners the opportunity to have direct, personalized contact with their customers. Mailing lists can be rented from direct mail companies or compiled from lists of existing customers to provide a pool of prospects who share common demographic characteristics and needs.

Outdoor Advertising Billboards, transit advertising and on-site signage reach selective geographic markets, but since exposure time is short, these vehicles must be attractive, readable and to the point.

Specialty Advertising Giveaway items such as pens, pads, coffee mugs, paperweights, baseball caps and T-shirts with your company name and logo function as free “gifts” for customers and as business advertisements. For best effect, they should be inexpensive, but not cheesy, useful and reflect the image of your business.

Online Options

Consider Digital Media

Company Websites Your company website is essentially the face of your business. It’s where potential customers in our age of laptops, tablets and smartphones go first to learn more about your business, the products/services you offer and how to contact you for more information. Your website also may provide a mechanism for customers to shop online (e-commerce), if applicable. A good website designer can help ensure that your website is mobile friendly from the start.

Email Marketing Using an email distribution list, you can quickly send out promotions, newsletters or coupons. Just remember to abide by the CAN-SPAM Act; failure to do so can result in hefty fines. Be sure that every person on your distribution list has given permission to be on the list and has the ability to easily unsubscribe from your list if desired. Email marketing services can provide templates, help maintain your list and connect to your social media sites, thus freeing you for vital management tasks only you can perform.

Social Media Entrepreneurs who successfully utilize Facebook, LinkedIn, Twitter, Pinterest, Instagram and YouTube often find that in addition to an Internet presence, they’ve created a fan base. Beware! It’s easy to get so caught up in the social media frenzy, you waste precious time that could be better spent on other business-related activities. If you’re serious about utilizing social media for business purposes, develop a strategy and determine up front the amount of time you are able to commit to social media efforts. Even better, designate a staff member to be your social media “specialist.”

Review Sites A website that gathers customer reviews about businesses, products or services and location information can be your best friend if you offer quality merchandise and exceptional service — or your worst enemy if you don’t. Restaurants, hotels, retail shops and businesses providing personal services may find review sites like Google Plus/Local, Yahoo Local, Yelp and Angie’s List quite useful in drawing attention to their business. Consider adding links to your website and/or Facebook business page. Be sure to include a physical address and phone number; add photos and a directional map if possible.

Tags: Florida Small Business, Ways to Grow Your Business