Hoover ink PR      •     Thinking    •    Volume 5      •      Issue 8
 


Hello again,

This time in Think we're going to hit the topic of advertising. We also have some great links to share. If you like what we're doing here with Think, how about forwarding your copy to a friend or colleague? Thanks in advance.

Now, let's get going.

Cordially,

Harry Hoover
harry@hoover-ink.com

 
Ink Briefs
Research shows that more than 85% of people use search engines to locate what they need on the web. You would think, then, that people would understand the importance of search engine optimization and search engine marketing. A recent study indicates otherwise. GoToMarketStrategies has developed an SEO checklist to help you understand it. Get it here.

Since we seem to be on the subject of websites and checklists, I'd be remiss if I didn't pass this one along to you. Dr. Ralph Wilson, the grandfather of Internet marketing, has a very good e-book on the subject that is available at no cost. Check out Get 32 Ways To Promote Your Site.

Writing a book can have a very positive impact upon you and your business, so say the folks at RainToday.com. Their team of researchers has developed a new report on how becoming an author in your space can bring you credibility and more business.



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Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication


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About Hoover ink PR

Hoover ink PR helps position businesses that are serious about their success. Then, we craft and deliver bottom line messages that ensure it.

Who are we? We're a marketing communications firm with more than 26 years experience in providing services to financial, high tech, real estate, tourism and consumer products
companies.

From employee relations and media relations to collateral material and e-newsletters, we develop the programs and communication tools that will differentiate you from your competitors. And that's the bottom line.
 

Advertising 101

You have your corporate ID package, a website and are doing search engine advertising using ReachLocal. You have an excellent PR program in place that includes an nTarget-based email newsletter, guest speaking and media relations. And, you are working feverishly to retain the customers you have. You are, right?

Then, it is time to ramp up the marketing noise with advertising. From Professor Hoover's Advertising 101 file, here are a few things you need to ask before you launch that ad campaign.

What can I tell prospects that would interest them? Consumers don't care that you are the largest or the best. That's budget-wasting chest-thumping on the advertiser's part. In fact, most of them aren't even paying attention to advertising about your type of business at all. You've got to give the prospect a reason to care. Tell him what is in it for him. Let's say you are the most knowledgeable Realtor in your market. Big whoop! How does that help me? Now, if you use your expertise to sell my house fast and at a premium price, I'm suddenly very interested. Select the message first before you even think about the medium.

Who are my prospects? Do you really know who you are trying to reach? You may need to know where they live, their financial situation, their media habits, and their purchase habits. Do they have children? What kind of car do they drive? The more you know, the easier it is to develop an effective message and to select a medium to reach them.

Can I make the message relevant and compelling? I hate ads because most of them are so bad. They often are so vague that you don't know why the company bothered. In trying to reach everyone, they reach no one. That's what I call the all carbon-based life forms approach. Or maybe the ad tried to pack in too much information and too many features. Be direct, concise, relevant and truthful, and then you might reach someone with an ad.

What's my desired result? Some businesses need store traffic now and aren't that worried about tomorrow, some need to build relationships for the long haul, and some need to bolster their reputation. Driving traffic can be done relatively inexpensively and immediately. The other two take discipline, consistency, time and money. Be clear about what you are trying to accomplish and whether you have the resources to achieve your goals.

Can I deliver? The worst thing that can happen is that your advertising works too well and you aren't able to deliver on your promise. Or, you did the unthinkable and lied about your product or service and are not really able to deliver the benefit you promised.

So, there you have it. Be relevant, impactful, original and truthful if you want your ads to work.


  
 

Medium Done Well
 
You've determined that you are ready for an advertising program. The message is ready, the audience is selected. Now, which media will deliver the best results?

Well, a multi-media approach that surrounds your prospect is highly effective for rapidly building awareness. But you may not be able to afford a full-blown campaign like that. Let's examine the various media along with their pros and cons to give you a better sense of what may work for you.

Out-of-home Advertising - this includes everything from billboards to transit signage and even posters. Provides the greatest reach for the dollar but you only get about eight words of copy and a photo. Good for targeting a geographically defined audience. Beyond that, I think billboards are best for directional messages. Another drawback: it is hard to pinpoint the effectiveness of out-of-home media.

Newspapers - One of the best ways to reach people ready to buy now, and to convey complicated messages. However, if not in the market for your particular product or service, the reader is unlikely to see your ad. And newspapers are experiencing rapidly declining circulation.

Magazines - I love magazines for their ability to surgically target audiences. They also provide high impact thanks to the use of color and quality of reproduction. Not much waste here. But you need frequency and large ads for best results. This can be expensive.

Radio - As an old radio news guy, I also love this medium. It is great when used correctly, which is seldom. It is cost-effective, provides highly flexible targeting both regionally and demographically. Production costs are low, which is great since ads wear out in a hurry on radio and you need to retool often. Not a great medium for complicated messages.

Broadcast TV - Prestigious, but you pay for it. Fairly high production costs and media costs and clutter are the negatives associated with broadcast television. Builds awareness rapidly and offers impactful message delivery.

Cable TV - Offers many of the benefits of broadcast at a lower price for the media, and possibly for production. Ads locally produced by your cable provider may look amateurish. Allows you to target your audience geographically.

Direct Marketing - For targeting purposes, there is nothing better than direct marketing, either using email or snail mail. The postal variety, done right, is highly effective and often very expensive.

 
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