3 Places Not to Advertise

Jul 10
2009
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Even if you don’t have a marketing budget, you probably have an ad budget.  Or, you’re somewhat willing to spend some money on advertising, even if it’s a directory listing, because somewhere you bought into the idea that you have to get the word out on your business.

True:  Marketing budgets usually contain some allocation to advertising.

False: Having an ad budget does not mean you have a marketing budget. Do not confuse them.  More on this in a future post.

For this post, take a close eye at where you are spending any ad dollars. Here are 3 places to avoid:

1. The Yellow Pages.  Unless your business is extremely local, and unless you’re a plumber — this is no longer the vehicle it used to be.  Most people searching for local businesses use internet directories, many of which are free.  And, if your business is extremely local, unless you are a pizza parlor, I’d ask why you’ve put limits on your own geographic reach.

2. The Trade Press. Advertising in your own trades is just an ego boost.  Trades advertising is best for vendors to your business — manufacturers, supply chain vendors and services who cater to your business.  Small businesses who advertise in their own trades are largely trying to look bigger to their competitors. There’s a place for this type of campaign, but it’s not for the majority of small businesses with limited marketing budgets.

3. The Local Baseball Field. There’s some  value to having your name as a sponsor on local playing field. However, it’s not all that much and it’s largely community service.  I’m not saying don’t put your logo and name on playing field, but if you do –realize you are doing it for 2 reasons.  One, again is ego.  Ego has no place in marketing. The second is to be a good community citizen, and there’s great value in that.  However, then you should have the dollars allocated from the community service side of your marketing budget or plan and not from the ad budget. After all, you are not largely reaching your key target audience and your ROI is likely to be low if measurable at all.

There are many crazy places to advertise these days from urinal stalls to stadium turnstiles.  Most are not recommended.  Unless you are a BIG GUY (in branding not in personal height or weight), don’t consider the crazy notions until you’ve got basics covered.  What are the basics?  That’s a difficult question that varies by company, goals and plan. But, I can tell you the three above are not part of anyone’s basics unless they are living in the 1950’s.

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Written by Rhona in: Advertising, Budgets | Tags: , , ,

Blankety Blank Marketing

May 30
2009
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There’s always a new type of marketing on the horizon.   Here’s a short list of just some of your choices

  • Permission Marketing
  • Guerilla Marketing
  • Duct Tape Marketing
  • Experiential Marketing
  • Integrated Marketing
  • Inspired Marketing
  • Middle Finger Marketing
  • Digimarketing
  • Neuromarketing

And the list could go on.  How can you know which is right for you?  Can you do one and not the other?

Here’s the answer. Don’t get intimidated by the jargon. Most great marketing is based on never-Social network puzzle changing fundamentals, not the least of which include amazing creativity, intuition, risk-taking, knowledge of the market, and a clear understanding of what you have to offer and why it’s wanted and needed.

In fact, most new marketing trends are merely the name of a marketing book that needs selling. Marketing authors represent some of the best marketing minds in the world. It’s why they’re worth reading. It’s also why they realize that a new book better have a catchy new title in order to sell. They know you do judge a book by it’s cover (which includes its title, promise, and creative appeal).

Moral of the story: What do you call what you sell?  If you want to sell your wares to today’s consumers, reconsider what you’re calling what you sell.  Make what you’re selling sound like something the customer wants and needs to buy. It makes the sale that much easier, and positions you that much higher as an innovative company worth the customer’s time and attention.

P.S. Middle finger marketing is a new term floating on the web.  It refers to a writer, Greg Verdino, and his recent experience flying with a branded airline. The experience was less than wonderful and he was somewhat understanding until, once back on the ground he spotted a billboard for the same airline during a taxi ride. Knowing the cost of a billboard ad, he figured  the airline could have likely have had a better ROI if it spent a bit more on great customer service and less on advertising. He dubbed the experience middle finger marketing since he felt that, in the end, it best reflected how the airline felt about him as a customer. Here’s the link to the full story. It’s worth the read.

* abridged with permission from original post on InsideMarketing.org, 5/30/09, Rhona Bronson, NAPL

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Written by Rhona Bronson in: Advertising, Books, Guru Wisdom, Marketing | Tags: , , , ,