Archive for the ‘Marketing’ Category

It’s My Party and I’ll Plan How I Want To?

By Amanda Bala

The time has come… it is your first big company event. You sit down to start the planning and then what? Do you know how to create an event that sizzles and will put the spotlight on your company? This first event can either show your business as the blockbuster that it is or else it can put people to sleep with its lackluster presentation. Which one it is, is up to you.

There are some crucial things to keep in mind when planning a company event. You want to make sure that all your bases are covered and you know what your expectations are. You want to be able to answer the 5 age old questions; Who? What? Where? When? and Why?

Who: Be sure to know who your target audience is. You do not want to present your information to a demographic that is not interested in your product. Also, be sure to choose the right team for the event. More is not necessarily better. Pick one or two key players that can assist you in the areas that you need.

What? Be sure to communicate your message clearly. There is nothing worse than having your audience leave confused about what they heard. Know how you can benefit these potential clientele and be able to convey that to them.

Where? Pick a venue that will showcase you and your company. Be sure that it is easily accessible and that you provide directions on your event website, invitations and event promotion.

When? Pick a date and time when your target audience will be available. For example, if you are hosting an event that targets school teachers, noon on a weekday would not be advisable. Be sure to select a time that works for your audience as well as for you.

Why? Lastly, be sure to set clear, smart objectives. Know why you are hosting this event. Is it to give information to potential clients? Is it to gain leads? Is it simply for networking purposes? Be sure to know what you are trying to achieve so you can measure how effective it was after the event is over.

Once you have answered these questions, you are well on your way to planning a spectacular event. The next steps are to ensure that you get people to the event and that it runs smoothly. In our next blog article, we will discuss ways that you can make sure both of these things happen! Check back with us next week for “Making Your Event Sizzle”.

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Making the Most of Your Message

By Amanda Bala

Every business must advertise them self somehow. However, simply making the decision to advertise does not mean that you are doing the best you can for your business. Too many times, business owners will put time and money into an advertising campaign, not really understanding what message they are putting out there or should be putting out there. And more often than not, that message is getting lost and not helping them at all.

So, what can be done to make sure you are getting the most out of your advertising dollar? It is simple… know exactly what your message will garner the best results! That being said, how do you do this?

When you are advertising, avoid piecing your campaign together. A bit of advertising here, a bit of advertising there… that can work, but only if you make sure that all of those pieces somehow can fit together. If you are just putting a mish mash of ads out there that do not carry the same message, potential customers are not going to remember you. It takes the average person 7-12 times seeing or hearing a message for it to stay in their mind.

Also, be careful that do not make the ads all about your company. It is truly about the customer. You need to show how your company can benefit them. Obviously, your company name and services need to be prominent in the ads, but you want to show your clients how you are going to improve their lives, not just showcase your company.

When you do decide where to advertise, be sure to keep it simple. You can get creative, but don’t make it so creative that your message gets lost. You can make the ads fun but more importantly, keep the message consistent throughout. One company that does a fabulous job of this is Geico. Over the past few years, they have run several different advertising campaigns. However, the one aspect that stays the same is their message. It is to the point now where most people cannot hear the name Geico with out thinking that if they give them 15 minutes, they will save us 15% on car insurance. You can easily do the same thing with your campaign on a smaller level. Keep the glitz to a minimum and keep your message forefront.

In the end, advertising always helps grow your business. However, advertising in and of itself isn’t enough. Be sure you know what your message is and stay true to it!

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The Truth About Ad Sales Solicitors

By Erin Robinson

Knock, Knock, Ring, Ring

If you own a business… especially a Business-to-Consumer business, chances are that you have been approached by an advertising sales solicitor… if not hundreds of them.

Most of them are fantastic people, however, they are doing their job, which is to sell advertising for their particular media company to you.

The one thing that you need to know is that these folks are not marketers. They are in sales. They do not look at your big picture or track your ROI. They only sell 1 singular media and typically don’t care how it works with your other marketing tactics. Several of them will show up day in and day out when it comes to pitching you… then when you sign the contract and make your payment, they aren’t anywhere to be found. Now don’t get me wrong… I am not putting them down. I work with handfuls of them from every medium every day. I am just saying that they have a job to do, which is to sell you their advertising package from their single medium. And quite frankly, most of them are very good at their jobs.

So how do you know what advertising will work for your business? My recommendation is to utilize a Media Buyer…. No, I’m not just saying this because it is a service that we offer. Media Buyers work with your entire marketing plan and see your big picture. They buy several mediums, they have systems and relationships in place, and can often times negotiate a better a deal for you. In addition, they can take the frustration of dealing with solicitors off of your back. If you get another phone call, or door-to-door solicitor… direct them to your media buyer. It’s as easy as that.

If you choose to continue to take matters into your own hands, then here’s a few questions that you might want to ask yourself prior to committing to anything:

Does this media reach my target audience?

Will it effectively communicate my message?

Is it a reputable source with proven track record?

How much time will it take and can I invest the time to implement it effectively?

What are my goals and do I truly feel this media can achieve my goals?

Do my customers/clients pay attention to this medium?

How will this medium allow me to track my results and ROI?

Am I making it easy on my customers to find me?

Remember… advertising takes time and frequency. If you don’t know what you are doing, check into hiring a pro. If you continue to buy media on your own, then make sure that you negotiate rates, ask for “added value” and check into the media’s cancellation policy prior to committing. If the medium is online, then always ask for traffic numbers and tracking reports. If they don’t want to tell you the numbers or provide tracking… Then, see ya!

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