ADVERTISING 101, THE FIRST STEP, PART ONE IN A SERIES TO HELP YOU BE BETTER AT ADVERTISING YOUR BUSINESS
Having been in the advertising world for over 26 years both as a provider of services as well as a customer, I have decided to write a series aimed at the purchaser of advertising, with the hopes of helping them be more effective at advertising their unique business offerings.
In my career I have owned and operated publishing companies from Yellow Pages to Magazines, Direct Mail companies, Web Building and Hosting companies, ad agencies, an ad monitoring company and an SEO and Ad Word company.
But more importantly I have purchased millions of dollars of advertising in just about every medium available to promote my own businesses.
So I can give you the perspective of both the provider of advertising and the consumer of advertising.
Thus is this series I am going to provide my insight on how to begin the advertising process to how to use each medium to your best advantage.
Today we are starting with the basics. What to do before you make that advertising purchase. How to avoid mistakes, in advertising that can be costly and ineffective.
So let us begin with the basics you need to decide before moving forward with your marketing and advertising campaign.
Take some quiet planning time and sit down and ask yourself and then answer, the following:
Written by Anthony Wunsh
Welcome Marketing, Inc
Distributor of Town Hall Guide
Regardless of budget, preference, mistrust, disbelief or just plain stubbornness, you must advertise your business.
Why you ask? I am glad you did!
Every business loses up to 20% of its customer base each year, no matter what; these are lost customers which must be replaced.
But where do they go, why do they leave and what happens if you don’t replace them with new customers?
Well some of it is out of your control, some of it is directly contributed to you and your people and some is nature.
Here are the top five reasons you are losing your customer base each year.
So even to stay level in revenue you must find a way to attract t least 20% of new business or new customers or new revenue each year just to not lose business.
And advertising your business is the only way to do this.
Advertising takes many forms from creative advertising, which tries to keep you in top of mind for when they need or want your service, to directional which tells them how to get in touch with you when they do need your service, to motivational which drives them to take action now to use your service. And there are mediums and advertising vehicles that fill all of these, some of these or one of these. You have to first decide what you are trying to accomplish before choosing how to advertise.
Advertising has many faces as well, especially in today’s world. You can use word of mouth, you can go digital, using social media and web based service like SEO and Ad Words for search results, you can use Television and Radio, you can use print, you can use direct mail, you could print novelties like pencils and pens and pass them out or door hangers and pass them out.
And to be honest all of them will work to some degree if you commit enough money for enough frequency and consistency in the message. But choosing the right one for your business which brings in the most potential business for the lowest cost is always the challenge.
One of the fastest growing most cost efficient ways to reach high value prospective customers who are in the market for your services, is our Town Hall Guide. We find new movers, and we get you noticed by people just moving into your community who must find your services and establish new relationships with the businesses in that community.
In the end advertising of some kind is a necessity, because the last thing you want to do is advertise your business for sale or going out of business because you didn’t replace those customers who leave by osmosis each year.
Anthony has been in the advertising business for 26 years, with knowledge of all forms of advertising not only as a provider of services but also as a customer. Mr. Wunsh has purchased millions of dollars of advertising over the years, while at the same time helping thousands of businesses advertise their products, professions, skills and services.