| Every
week I hear from potential clients these similar stories. – Heres
a few recent ones.
“I’ve just spent $2,000 on a mail drop and
it didn’t work!”
“I’m spending $10,000
on a radio campaign and the sales are no where what I expected them
to be.”
“My yellow pages cost me around $20,000 a year and I
don’t even know if it works!”
“I have just put 4 weeks of ads in the local paper and
I’ve only had one phone call.”
I’m sure somewhere
all of us have heard these stories before, or they may have been
experienced by your own company.
I feel very lucky in my job sometimes,
as I get placed on a pedestal and called a saviour as I have helped
these stories turn around into positive ones. The truth be told is that I am
no saviour, it’s just that I’ve been doing advertising
and marketing for over 12 years and that I just have some good
sound knowledge and experience of what’s right and what will
work.
So for what’s its worth, here are four tips I personally recommend!
Tip No. 1:
What’s
the ROI (Return on investment) and what results should I expect?
If you are going to spend money on marketing or advertising,
no matter if its $1,000 or $ 100,000 (as every dollar is just
as important) – get the right advice on what your return
on investment will be (ROI) That way you will get a realistic result
and can plan appropriately. If the supplier you are booking your
work through can’t give you some kind of guide, then you
better think twice!
read
the full article...
Tip
No. 2:
So you have identified which
is the best strategy to use, now what about your art/script for
your ad?
Whatever you do, don’t just use the art
for your new campaign -“Because you already have it”.
This is one of the worst mistakes I have seen clients make.
The art/script has to be designed specific not only to the
campaign, but also to your target market and fit in the style
of the advertising medium you are going in.
read
the full article...
Tip
No. 3:
The paper/radio/magazine has
offered to do your art/script for free!
Well we all know
that nothings for free these days right? Wrong! They won’t
charge you for the art, that’s
correct! What a bargain, nothing to worry about, you'll even
see a proof…
read
the full article...
Tip
No. 4:
A fresh set of eyes and ears
always helps.
Its very difficult in these busy times,
we are all time poor and working very busily. You can only fit
so much into a day! Working on your own campaign and putting
your heart and soul into it, sometimes leads to what I call “Advertising
Blindness.”
read
the full article...
I hope I have covered an important topic this month and would love
to hear your feedback. Just drop me an email.
Kind Regards,
 
Diane Costa
Director, Sales and Marketing
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