Tip (tĭp), n. A helpful hint

Advertise strategically – what venue is best for you?

By Jessica Stölen

Radio, television, newspaper and magazine advertising can all be effective means outside of direct marketing or promotional items marketing, however, keep in mind the demographic you intend to target.

For an example, we’ll look at newspapers. The concentration of readership in national newspapers is highest among adults with higher incomes and greater job responsibility. However, in community weeklies, concentration of readership is highest (72%) among adults ages 65 and up, and ages 55-64 (68%). Readership is also higher among older women (59%) than men (57%). Readership of community newspapers also increases with the length of residency of those involved. For example – residents of 10 years or more make-up 67% of that demographic, while those residents of the area for 3 to 5 years make up 37% of that demographic. (Source: Scarborough Research, Top 50 Market Report)

Again, it’s important to be aware of the demographics – ask your sales representatives what their individual demographics are – ask, for example, what a newspapers local readership numbers are compared to out-of-state readership. Keep in mind how this pertains to your needs.

No matter how good your product or service is, if people do not know about you, you will not be able to sell your product or service at the highest levels. Since each product/service is different and each market (or community) is unique, you must be creative in interpreting these concepts so they apply appropriately to your situation.

Even if we know what to do, we often need help with the accountability of following through on the promotional activities. Set goals and put them in writing. Some examples of what your goals list should include are as follows:

1. Gather names and e-mail addresses for as many customers as possible so that you can send out customized event promotions and other such direct marketing. Have an e-mail sign-up list at your counter and at every event you attend.
2. Gather contact information for any media (t.v., radio stations, newsletters pertaining to your service/product, magazines and a list of any major businesses or organizations within a few miles of your business).
3. Get a list of any web-sites that allow free listings – craigslist.org, gomarshall.net and other such sites will allow free classified listings.
4. Create a press release and media kit for distribution to media such as radio stations and newspapers. Make it professional. Be ready to go when you have found the person in the media organization to send these to. (Remember – these persons can change so it’s important to check before sending out media kits every time.)
5. Be ready to print promotional announcements/fliers and be sure to use promotional codes for discounts so you know which venues are working best for you for future promotions.
6. Offer to do workshops, in classroom speaking arrangements and anything else that gets your business name out there.
7. Contact other local businesses that are having success and offer to cross-promote.
8. Keep your website current with any new information and promotional events.

Another key to a successful advertising campaign is to plan the campaign. Consider your budget in addition to your venues. You need a well-conceived plan to be successful. You would not want to waste your limited resources, then later find out you don’t have any paying customers to show for your efforts. Ask for price quotes ahead of time and ask if the advertising sales person has any coupon books.

Also remember, frequency is the key to a successful marketing campaign. Studies have shown that consumers remember better when they have both seen and heard the campaign multiple times.