Best of Advertising Blimps

Nowadays, inflatable advertising is a very common business to practice. It has been proved quite effective in grabbing public attention. So, in experts’ opinion, in coming days, it is going to be the first choice for all sorts of promotional activities. Just like any other normal business activities, this one also requires special attention and care. The perfect way to start advertising blimps business would be to consult with other business persons who have already established themselves in is domain. Their information, ideas and supplies; in some instances, affiliate plans also may work out to begin with, and these often work very well.

A few steps can be recommended as the guideline. For instance, let’s have a look upon:

o At first, one should get a license, arrange a business location and find a business name as well. The key idea is to make sure that there would not be any legal hassle.

o Minutely, analyze your rivals. It is quite significant to know how they work and what goes into making a bounce house, balloon inflatables and inflatable toy business successful.

o It would be also quite crucial to know what they charge for buying and renting their inflatables, what areas they deliver too, whether they only rent inflatables or offer other items like chairs, tables, etc.

o Though, it depends upon budget and affordability of every individual but the priority should be to set up complete business operation like website, logo, business cards, etc. this sort of thing enhance credibility and uniqueness of the company in public opinion. In other words, we can say that this is imperative for branding and marketing purpose.

The best part of this business is ‘investment’. It requires very nominal investment compared with many other businesses. But the point also should be noticed here that in order to start an inflatable advertising company, you have to have merchandise. This means buying or renting advertising blimps to determine how much money you can invest to begin with. So, set out a budget and look for good deals. Besides that you should always keep in mind that if you buy a crappy product, it is not going to last long; inflatable jump toys are no different.

Experts insist upon varieties. They believe that varieties in these sorts of advertising strategy are quite crucial. They never let the impact dull or die. Moreover, we must mention here that varieties are USP (unique selling point) of such advertising strategies. As a prudent advertiser, we can sit and discuss design and varieties of advertising blimps with the advertising vendor. We should make sure that our brand logo and name have been smartly highlighted on all the inflatable advertising materials.

Online Advertising

 Advertising  has moved much beyond the levels of print and point of contact  advertising . Today one of the world’s most effective  advertising  techniques is online  advertising . With the unparalleled rise in the World Wide Web, not only has it become one of the most targeted sections of  advertising , but at the same time it is also the most cost effective  advertising  process in the world.

Categories of online  advertising  could include such systems as banner ads, email marketing,  advertising  networks, online classified  advertising  and many other techniques. The procedures are simple, they are quick and the results are easily visible.

The greatest benefit of online  advertising  is that it knows no time and space boundaries. It is visible to anyone at anytime and geographical boundaries are no longer applicable. Another great advantage is that they can be targeted to specific groups or a relevant audience. Certain keywords will bring up the advertisements on the requisite pages, thus ensuring that you catch the eyeballs of people who are looking for similar content.

Google, due to its commanding position in the search engine world, is used as the benchmark for all  advertising  techniques and marketing strategies. If a company manages to do well with its Google  advertising , then it is guaranteed that the same techniques will achieve good results on other search engines also.

Google’s AdWords is one of the most basic systems of  advertising  on their search network. The AdWords reach only interested customers, since the ads pop-up only on relevant search pages. You can also reduce  advertising  costs tremendously since these are not very high priced ads. You can also alter them as and when needed, and judging from the evaluation charts you can make informed marketing decisions.

Online  advertising , especially banner  advertising  or ads on various sites should not be judged on the basis of the number of click throughs. An advertisement’s efficacy cannot be calculated according to the instantaneous results it generates. There is a great deal of recall value attached to ads, and similar to print media or TV advertisements, the results normally become evident only later. However what is essential is the placing of the advertisement, since the significance of the page it appears on is what determines the focus of the ad.

Over 13.6 billion searches take place in one month in the US alone. Out of these 9 billion of those searches are on Google. Hence the importance of Google as the main  advertising  destination cannot be underplayed. Every SEM company worth its salt will target Google searches for optimization, and online  advertising  companies will target their ads towards the 9 billion searches every month. Thus Google promotion packages are an inherent segment of every  advertising  strategy. These include not only  advertising  on Google search engines, using the specialized techniques developed by Google, but also  advertising  on other classified advertisement networks and directory listing sites which are ranked high on the search engine lists.

Online  Advertising  includes search engine marketing with Google AdWords, Yahoo SM and Microsoft Adcenter; it also includes buying banners from CPM ad networks as well as social media marketing.

Mobile Advertising Is Smart Advertising

Mobile Advertising is not just the modern way of promoting your brand but also the smartest way of doing so. Though it is true that not every platform or technique, created with the latest technologies, is an ideal platform to impress audiences, the Mobile Platform is an excellent exception. A mobile phone redefines the concept of personal devices and is seldom kept at a distance which is more than an arm’s length from the user. It is the surest way of reaching and impressing the modern audiences. Some of the reasons, why targeting a user through his mobile is the smartest way of promoting your business, are discussed below.

24/7 Access

For many clients of Mobile Advertising Agencies, the most noteworthy opportunity, which the platform of Mobile Advertising offers, is the ability of round-the-clock targeting. Such a platform provides great freedom for implementing innovative campaigns and thus, easily qualifies as the smartest way of advertising. The 24/7 access also allows multiple campaigns to be targeted at different times of the day.

One-to-One Communication

A Mobile Advertisement has more scopes of being one-to-one communications with the user. The Mobile Ad Copies can be created in such manners that it assumes the form of direct solicitations and are thus better formed for creating user engagement. Since user engagement is the mantra for businesses in the modern markets, this platform is of special significance.

Predictive Advertising

Since the mobile is practically with the person at all times of the day, it can be used to study and predict the behavior of the user. What started as a study of the online behavior of the user is now a full-fledged analysis of even his offline activities. This has been made possible with the incorporation of the GPS into the mobile phones. Now it is possible to analyze the movements of the user and predict his future positions. This can be smartly used for Advertising purposes. For example, if the position of a mobile user is predicted to be at point X during lunch hour, a nearby restaurant can advertise at his mobile with offers and discounts. Quite amazingly, posts that he makes during those periods on the social media platforms can be analyzed to ascertain whether he takes lunch at point X or not.

The Future of Advertising on the Internet

In spite of what some traditionalists say, Mobile Advertising is the future of advertising on the internet platform. As the number of users using internet on the mobiles steadily increase, the scope for Mobile Ads rise with it. With the increase in the capacities of such devices, we are looking at times when they are very likely to completely replace the traditional devices used to access the internet. Thus, creating customized ads for such a platform is definitely the smart thing to do.

A Better Bridge between Businesses and Clients

Remember the times when the consumer had to search for a classified on the local daily, jot down the contact person’s name and phone number? Then, he had to reach for the landline and give him a ring, while hoping that he is nearby to pick up. A juxtaposition of that scenario with the present condition provides a classic reminder of the extents to which the times have changed. There is no longer a need to find ads as they find the consumer on the mobile. He can also call back the advertiser straight from the ad by touching the touch-to-call button.

The smart ways are the optimized ways. In that light, there are hardly any other ways to advertise which are as smart as Mobile Advertising.

What is Product Advertising?

Product  advertising  is a simple idea on paper; but like most things which appear simple at first blush, it can be an incredibly complex one in practice. The idea behind product  advertising  needs no explanation – it is simply presenting a product in the hopes of generating consumer interest. Where things become thornier is when it comes to deciding what benefit the product has to offer and to whom. Identifying a target market and finding the best way to reach these consumers can be challenging in itself. Not every media is ideal for getting your marketing message across to every audience.

The answer to how best to reach the target market often begins with a careful consideration of the product itself; who will use this product’ What are these people most likely to consider the biggest advantages of this product? From this, one can often decide on a strategy in terms of which media will provide their product advertisement which will make an impact on the largest number of consumers within this market, as well as helping to begin coming up with ideas on how to present the product as something which will improve the lives of these consumers.

Along with media placements which will be more likely to directly speak to the target market in question, most successful product  advertising  campaigns will also include  advertising  placements in media which reaches a general audience. After all, no matter how specialized of a niche market you are dealing with, these consumers also watch television; listen to the radio and so on.

Product  advertising  is something which can be so complex that most companies find it useful to engage the services of a marketing or  advertising  agency to handle the work of reaching the consumer. The company can then devote their resources elsewhere, while reaping the benefit of having  advertising  professionals on their side; professionals who know how to speak to consumers and get the company’s message across and have extensive experience in using various forms of media to make a favorable impression on consumers. This is a more cost effective model of product  advertising  for the product manufacturer and permits them to focus on their product and on serving the needs of their customer base.

Measuring Advertising Success

A comment usually attributed to Lord Leverhulme went something like, “I know that half of my marketing spend is wasted, but I’m not sure which half.”

Whether they know it or not, this is this situation most companies are in today, I would go further and say 80% of your prospects come from 20% of your marketing but which 20%? Leverhulme didn’t have the advantage of the Internet back in the 20s but you now have some big advantages.

Imagine being able to cut out the wasted spend and do more of what is working! It isn’t difficult it just needs a simple database, better use of your web site and maybe a little planning.

Whether it is paying £20 per month to put a business card in the local store, a yellow pages advert or a piece in the local/national press; you need to know whether it is worth doing. When it comes to more expensive  advertising  then you really need to know how many leads you are getting for your money and how many of those are converting to sales. If you use pay-per-click and have multiple adverts running then maybe we can show you how to track the exact success of each one.

If the ‘Call To Action’ of your  advertising  is to call you then you need to ask where people found your details or have a separate number for each campaign if that is practical for you. You need to do this every time and you need to record the results. Whether on paper or on computer you need to track every prospect:

  • Name
  • Contact details
  • Product/service they are interested in
  • Likely buying timescale
  • Where they heard about you
  • Core product/service bought
  • What additional products/services have they been offer

That is the bare minimum and you will have to add to this for your own business purposes but without this core data you are doomed to continue wasting a large portion of your marketing budget.

If you have a web site then you can get clever. If you don’t have a web site then go get one, now! Seriously, you can have a web site for around £20 plus the time and effort of setting it up. There is enough information freely available to allow you to create a compelling web experience for your customers and get the message out there that you exist. If you know nothing about the internet and can’t afford to get a third party to do the development for you then choose a web host that offers one of the easy web creators.

Every piece of  advertising  you do will have a web site address (URL) on it so that people can go to your web site to find out more about what you have to offer. The vast majority of companies drive people to their home page and in doing so most of them lose valuable information on where the visitor came from. If you are getting links to your site from other places on the internet then it is possible to include information in those links to track where they came from. If you don’t have the knowledge to do this then simple create a new web page for each advert and have people reading that advert go to that unique page.

After a while you can see through your web statistics how many people arrive at these unique pages. An easy way of judging the success rates of all your  advertising . Go back and read that part again and then make a note to do it. This is a free way of measuring marketing success and one of the easiest to implement. It is more than that though, it allows you to customize each landing page to the advert that brought people in, it allows you to test different landing pages to see which ones give the best conversion rates. Never forget the bottom line, you are trying to get people to spend their money in your direction.

Then you can stop paying for the adverts that are not bringing in visitors, adjust the ones where the conversion rates are low and do more like the ones that are working for you.

5 Important Advertising Tips

1)  Advertising  is Key! Truth is…you can’t afford not to advertise. Statistically speaking, research shows…companies that maintain their  advertising  throughout a recession are poised to reap benefits over their competitors, who do not advertise, especially once the market begins to recover. Therefore, slightly increasing your  advertising  in order to get the edge over your competition is a good idea. However, if you’re not in a position to do that, try to maintain your normal spending levels if at all possible. First and foremost…  advertising  is the promotion of a company’s products or services carried out essentially to drive sales of the products or services, but also, to build a brand identity and communicate any changes or new products or services to the customer base. If you want to grow your company’s profitability and improve your bottom line…you must ADVERTISE!

2) Choose your  advertising  method wisely. Here are some options.

a) Print  advertising : newspapers, magazines, brochures, fliers & direct mail

b) Outdoor  advertising : billboards, kiosks, trade shows and events

c) Broadcast  advertising : Television, Radio and Internet

d) Covert  advertising  or in layman’s terms “product placement”: now this is the  advertising  you see in motion pictures-or with sitcoms on TV…this is a unique form of  advertising  that companies do to showcase their product or service.

e) Public Service  advertising : is traditionally reserved for socially relevant messaging, political integrity, poverty, religious or civic events, nonprofit 501 (c) (3) organizations.

f) Celebrity  advertising : of course this is when a famous person is asked to be a spokesperson for your product or service. Today there are growing companies that bank on the power and influence of celebrity  advertising . In most cases, the celebrity lends instant credibility and influences the target customer base positive manner thereby increasing the company’s profitability.

3) The difference between having an  advertising  plan and having an  advertising  strategy is critical. It’s like this…if you want to get from point A to point B that’s your plan. Your strategy is how you’re going to do it. For example if my plan is to drive to Savannah then I have to formulate a strategy on how I’m going to get there…either by car, plane or train etc. Once I determine the how, then I must map out my route…that’s my strategy. Your  advertising  plan consists of what your goal is. For instance, let’s say your plan is to increase sales by 30% and promote your special July 4th sale including half off of everything in stock. Well the  advertising  strategy must include the execution of the plan. If you want to inform your prospective customers about your sale…you’ve got to figure out “the how factor”…how are you going to get that message across? What vehicle will you use? Then you must strategize an effective campaign relaying the pertinent information to the target audience utilizing a creative advertisement to effectively communicate your message. You may decide to combine flyers, TV, radio & internet along with a celebrity endorsement. So the  advertising  plan and  advertising  strategy are very different but function in partnership…because one doesn’t work effectively without the other.

4) The one key word to use in  advertising  The best word in  advertising  is…”FREE” anything free is going to instantly grab attention and make your customer curious to find out what is being offered for free! However, if you’re limited on what you can offer for free…there are other  advertising  techniques you can use…i.e., special offers are nothing more than good old fashioned “bribery” because you hook the customer with the BUY ONE GET ONE OFFER or Buy TWO GET ONE HALF OFF! This technique is very effective because you have given the customer an incentive to spend more!

5) The most important element in effective  advertising  The industry terminology is called “THE CALL-TO-ACTION.” But I like to call it, the WOW Factor or the “Special Sauce.” In today’s society we are spoiled. Most of us want everything now, at our convenience and deeply discounted. Consumers today don’t want to spend too much time or energy looking for a great deal. Most importantly we look for a quality product or service at a great price. Thus, the key for any company or business…is to offer their target audience something unique that’s going to “knock their socks off!” However, you must offer something that will influence the target customer to take action right away! The WOW Factor equals activation! To make sure you get that activation; you must give it the KISS test; KEEP-IT-SWEET & SIMPLE!

2010 © All Rights Reserved Quality Media Consultant Group LLC

Most Effective & Inexpensive Form of Advertising

Through the years, inflatable  advertising  has proven to be an extremely efficient and attractive way to draw attention and acquire brand recognition. No longer does your mascot or brand logo need to be restricted to the flat and boring 2D plain of everyday  advertising .

By translating your concept to the inflatable form, your idea immediately gets the 3D puff of life and presence right before your eyes. There are now various companies that help transform the  advertising  idea you have in mind into an inflatable  advertising  campaign, by using high quality materials to make your vision come alive.

Inflatable products are of various kinds, such as Giant Inflatables, Inflatable Golf Packages, Inflatable costumes, Inflatable Tents, Holiday Inflatables, and such like.

For all practical purposes, inflatables are a very efficient and cost effective way to get across your message to your target audience with a solid force that will grab the attention of your potential customer almost immediately. Inflatable  advertising  is used to increase business and obtain a lot more attention, as compared to almost all other kinds of  advertising  methods. What’s more it is quite inexpensive!

 Advertising  inflatable products have come to be an excellent marketing tool for various kinds of venues, whether for high transfer business or for outdoor events. Over the years, innumerable companies have unanimously selected these inflatables as a hugely successful marketing tool.

For example,  advertising  balloons have become a highly cost effective means to get across your ideas. Imagine an idea of yours, or a brand logo imprinted on a giant sized Inflatable Balloon floating slowly in the sky. They can attract attention from miles away! Giant inflatables and  advertising  balloons create an excitement hard to duplicate, and that helps in creating a receptive mind among your customers.

Inflatable balloons, helium blimps and  advertising  inflatables, they come in all kind of different shapes and sizes, in order to attract the attention of customers. Different kinds of  advertising  balloons have the capability of attracting different prospects. Of course, it does depend upon your product too.

All you need to figure out is how to place them at strategic points in order to make your brands stand apart, and have customers completely infatuated by them.

To put it simply, the effectiveness of  advertising  inflatables lies in the statement, ‘when the balloon soars high, the sales dance up higher.’

People keep changing their preferences, and now it seems they are looking for something new. Something special! Inflatable marketing is just the tool of  advertising  to grab onto their attention. Surely, you must have come across various popular sports and caught the glimpse of colorful  advertising  balloons soaring high in the sky above. It is eye catching, largely interesting and incredibly cost effective. Most importantly, it is very innovative.

Inflatable marketing strives at making your product successful and stand out. Be pioneering, be smart and use Inflatable marketing. It is the next best thing among  advertising  solutions.

Before You Advertise Know the Facts! Offline Advertising Vs Online Advertising

What forms of advertising are available to you in Cookeville? Should you advertise your local business Offline or Online? You can better decide that once you understand the buying process a person goes through before spending money on a service or a product. It could take days, even years for a person to go through this process.

Understanding this journey will assist you in determining what advertising methods would work best in spreading your message. We will be discussing reach and estimated cost between traditional offline advertising and Online Pay-Per-Click Advertising.

Typical Consumer Buying Process:

Most all consumers have the same pre-defined actions before buying Anything! Listed below are the purchasing steps people like you and I unknowingly use.

  • Potential customers become aware that they have a need, want or problem
  • They gather information about the product, service or solution that could possibly fix their problem
  • They ask their friends opinions, read customer reviews & consumer reports, watch videos and the list of fact-finding research methods goes on

Only then, when people have gathered this information, do they feel comfortable enough to make a buying decision. The information gathering phase accounts for roughly 95% of a client’s buying process. This leaves only 5% of customers ready to buy at any given time.

What does this have to do with advertising in Cookeville?

Simply put, the buying process is common to all potential customers. When you advertise your business in Cookeville or your Cookeville business to potential clients in Nashville or Knoxville, you must understand who your message will reach and when. Telling the world about your business is only effective if it produces a return on investment, Right? In order to produce result oriented advertising you must inform shoppers and provide buyers with exactly what they are looking for, giving them incentive to buy.

Offline Advertising

Advertisers in Cookeville can choose Offline Advertising in the forms of radio, TV, newspapers or other publications and billboards. Average monthly cost for these services when opting in for minimum exposure can cost you an estimated $20-$35 a day. That translates into an average of $825mo or $9900 a year.

These forms of advertising can take your message into Cookeville alone or to people all around the Upper Cumberland area. Constant exposure can brand your business by “keeping your name out there” in the community to shoppers and attract potential buyers along the way.

How it Works

Essentially it comes down to exposing a message or multiple messages to the people who read a particular paper or publication, use a common street, listen to the radio or watch TV in a predefined area or location. The goal here is to advertise to the majority and hope you catch some buyers along the way. In theory you are only advertising to 5% of the population for direct response.

Now, I understand, you are advertising to everyone in your chosen area, but only five percent of the given population will be ready to buy today. It is important that you position your ads in order to market to the all the potential customers that may come in contact with your advertising.

It is best to provide an informational message that speaks directly to the 95% of people who are gathering information about the products or services you offer. You will also want to provide your viewers or listeners an alternative message driven towards direct sales in order to support the cost of your advertising. This increases your exposure, branding your business by informing shoppers and giving buyers what they are looking for with good reason to complete their buying process.

If you are a small business trying to grow, you will most likely want to keep your message focused towards the 5% of the people on the verge of buying. Dealing with smaller budgets requires you to increase you odds for making sales and money immediately from your advertising. Although it will cost more than the estimate above, it is always a good idea to multiply these messages on different advertising platforms, including online advertising for maximum results.

As with most advertising, the more you spend, the more people your message is exposed to, the more your chances increase for making sales along the way.

Online Advertising

Advertisers in Cookeville who choose Online Advertising can advertise on major Search Engines, Social Media sites and on literally hundreds of thousands of websites relevant to your business. Average monthly cost for professionally managed online advertising when opting in for minimum exposure will cost you an estimated $16 a day or $492mo or $5899 a year.

Don’t have a website? You don’t need one! Unless you intend to build your online presence for sales and branding together, then you will need a professional website. A fully customized, search engine optimized website will run you an estimated $1000. This is the real deal. Add that to the total cost and you are looking at $19 a day or $575mo or $6899 a year.

Online advertising does exactly the same thing as above, plus so much more. You can take your message to Cookeville alone or to people all around the Upper Cumberland area. Online advertising also gives you the ability to advertise your business to multiple cities of choice or entire states across the US. You can even take your business advertising global if you so desire. That’s not all, you can also add multiple ads or advertising messages whenever you want and target your customers with keyword terms so the right message is reaching the appropriate clients.

How it Works

Online advertising is most commonly implemented through one of many pay-per-click (PPC) programs. These programs are offered by the worlds largest search engines or websites. Google by far being the leader, Bing, Yahoo and Facebook are a few you can probably relate too. With the one time account setup, you essentially tell the PPC provider who, when, where and what.

For Example: Let’s say you own a lawn equipment business and you sell weedeaters, lawn mowers and leaf blowers. With pay-per-click you target customers by using targeted keyword searches producing as many ads as needed to get your message(s) out to the right people.

You start by building one ad for lawn mowers that will target anybody searching online for the key terms – JD ZX9 Super Model, zero turn lawn mowers and lawnmower shops near Cookeville. By doing this you target the 5% of buyers who are looking to buy a commercial lawn mower close to Cookeville. Next you place another ad about lawn mowers but this time you target customers looking for service. So your ad reads, “Get Your Lawn Mower Ready for Spring – Blade Sharpening to Full Service – Call Now for More Information.” You set it up so only people searching for the key terms – Lawn mower service, lawn mower blade sharpening and lawn equipment service see it. This ensures your getting the right message to the right people 24 hours a day seven days a week.

The cycle can go on and on to target weedeaters and leaf blowers as well. Before running these ads in what we call ‘Traffic’ you also tell your PPC provider to do a few other things as well. Things like only spend $250 a month or $8.30 a day, only show my ads to people searching for these exact terms and only show my ads to people within a ten mile radius of Cookeville, Crossville and Smithville. You have complete control over your advertising.

Drill down further and place ads like “Bob’s Lawn Shop – Lawn Mowers, Leaf Blowers & Weedeaters – 10% off Service During May” and place these ads on many other relevant websites. For instance, I send you an email asking you if you know of a place that sharpens lawn mower blades. You reply with a no, but because the conversation is relevant, your ad is showing on the side of the page and catches my attention. Or, perhaps, your target customer is looking on Lowe’s website at zero turn mowers and he spots your ad (like a billboard) on the side of the page and clicks through to your website. You could even set it up where they simply click the ad to call your business immediately from there mobile phone because you provide what they need today, locally. This is a great way to catch shoppers nearing their final buying decision through mass marketing. Keep in mind, there are no additional cost.

The Biggest difference with online advertising is you only pay when someone visits your website “Internet Store Front” or takes action from your advertisement. By targeting pre-qualified customers where they live (home, work, cell phone) at exactly the time they are looking for your businesses service, product, location or solution, you increase your chances of return on investment. This takes the “Throw it against the wall and see if it sticks” aspect out as well because you choose who sees your ad, when they see it and what information they get when they take action. The best part is you can collect data by tracking conversions and begin to filter out what doesn’t work and build upon the target markets that are producing revenue for your business.

With 91 million searches a day on Google alone, people are looking for your business by way of the internet. When is the last time you cut out a newspaper ad, pulled over to write down a number or hunted up a phone book?

Advertising Comparison

-Offline Advertising

Pros:

  • Reaches local customers with option of running multiple messages
  • Targets customers throughout the buying process
  • Brands your business image in your selected viewing area

Cons:

  • Short ad exposure times
  • Unable to target any deeper than location or interests
  • No precise way to track results or effectiveness

Estimated Cost: $825 a month

-Online Advertising

Pros:

  • Only pay when someone acts upon your advertising message
  • Target pre-qualified customers with specific ads for sales and branding anywhere in the world
  • Capability of tracking data, optimizing to eliminate non productive advertising thereby producing increased results over time
  • Ability to pause, change or adjust your advertising any time day or night without any contracts

Cons:

  • A professional website is crucial for long term advertisers
  • Complex. Needs professional management for best results
  • Setup takes 2-3 weeks

Estimated Cost: $575 a month

Advertisers from the Middle Tennessee area have some very good choices for advertising there local business to the people of Cookeville. You know your business and hopefully this information will give you better insight on not only how you can advertise your business but also what cost will typically be involved.

Feel free to research this subject more at your own leisure. You can find information through the internet from advertisers websites, additional articles and even forums/blogs describing peoples own unique experience with offline and online advertising.

View pay-per-click packages and pricing

Strategic Advertising for Real Estate Agents

“99% of  advertising  doesn’t sell a thing.”

Sounds like something a local real estate agent might say after paying for yet another ad that didn’t produce, right?

You might be surprised to learn that the quote actually belongs to David Ogilvy, legendary founder of one of the world’s largest and most successful  advertising  agencies.

Yikes – if a man regarded as a giant in the ad industry is so negative about  advertising’s  success rate, how should you feel?

The Bad News is the Good News…

There is an upside here. If so much of the  advertising  in your local market is ineffective, you can gain a significant edge on your competition by having a better local  advertising  strategy than other agents.

 Advertising  vs.  Advertising  Strategy

Notice that I said a better  advertising  STRATEGY, not simply better  advertising . There’s a big difference.

A better ad might get you a few more leads in the short term. A better  advertising  strategy can help you to have a consistent, meaningful message in your  advertising , and will position you to get more business from your local market on an ongoing basis.

With that in mind, here are three tips to help you define your  advertising  strategy, and put it into action:

1) Have a Strategic Objective In Mind BEFORE you Advertise

 Advertising  for the sake of “building awareness” is probably the fastest way to flush your  advertising  dollars away.

Before you even think about buying an ad, you must have a strategic objective in mind – after all, why should you pay for any type of ad unless it helps you to reach your objective.

Here are just a few questions that you might ask yourself before placing an ad to help define what you want your  advertising  strategy to do for you:

– If I could be known for just one thing in my local market, what would it be?

– Which part of the local real estate market is not currently well serviced by other agents? Is there potential in this neighborhood/age group/demographic profile?

– Which part of the local market is emerging and might be a driving force for sales in future years?

– What’s changing in my market right now – immigration, aging population, young families moving in, etc – and how do I capitalize on the change more effectively than my competitors?

If you can answer even some of these questions, you will probably be on your way to identifying the basis for an  advertising  strategy.

For example, you may determine that based on trends and current prices, your market will become increasingly popular with first time homebuyers. As a result, your strategic objective may be to use your  advertising  to become recognized as the local expert in serving first time homebuyers.

2) Have a Specific Objective for Each Ad you Place within your Strategy

With a clear objective as part of your  advertising  strategy, you can now think about investing in ads that support your objective.

Here’s a tip – you can create  advertising  that generates an immediate response while also serving to build your brand in a particular market.

Continuing with the above example, if you ran a series of ads in the local newspaper offering a free “First-Time Homebuyers Report” available from your website, you would actually be running a direct response ad (aimed at getting people to download the report) that also delivered a brand building message (the message being that you are the agent for first time homebuyers to call because you are the expert in that field).

You can measure the success of the ad by looking at the number of downloads from your site while the ad was running – since generating downloads was the specific objective of the ad. If the ads don’t generate enough downloads to justify the cost, pull them or change them. Ads are only valuable if they get you closer to achieving your strategic objective.

3) Be Consistent

All of your  advertising  (online, print, directory, flyers, etc) should be similar in both style and substance within your  advertising  strategy.

Yes, a consistent look and style for your ads is important to help you get recognized in a competitive market.

But even more important is being consistent when it comes to the messages in your ads. You can’t buy a Yellow Pages ad that promotes you as the leader in client service, and then advertise your “low low price” in the local newspaper, and then distribute flyers that try to promote you as the family real estate expert.

Your messages can’t conflict! Again, here’s where an  advertising  strategy comes in. With a strategic objective in mind for your  advertising , you will be able to focus your  advertising  dollars on communicating a single, clear message to potential clients about why they should call you.

An  Advertising  Strategy is Critical to your Success

If Mr. Ogilvy was right, then most of the advertisers out there in your real estate market are getting it wrong. This creates a huge opportunity for you to use an  advertising  strategy to drive business and outdo your competitors.

– Have a Strategic Objective for all of your  Advertising  – Know what you want to say about your business, and who you want to say it to within your local market.

– Have an Objective for Each Ad – Measure each ad’s results against the strategic objective you are trying to achieve – if you don’t, how will you know if the ads were successful or not?

– Be Consistent – Make sure all of your ads are focused on helping you reach your strategic objective by communicating a clear message to the market.

 Advertising  can be a tough game, but so can real estate. And in both cases, those with a well thought out strategy will almost always succeed over those that don’t have a plan.

Advertising Humor – Smart Advertising Choice?

The big sin in advertising and marketing is being boring. A market will forgive almost anything else. But a boring sales letter, commercial, or video will generate absolutely no interest in your product. The advertisement must be interesting to the prospect. Not interesting in general, but to that prospect.

Most small business advertisers who are putting together an ad, think of trying to be funny as their first priority. This is because many think of advertising as a form of entertainment. Advertising isn’t entertainment, it is selling. Making someone laugh when they see your ad, may make you feel better, and it feels like the ad should be working, but this isn’t the case.

You do not want to hear “Wow, I saw your ad. How clever (or how funny).” You want people to see your ad and then want to buy the product it is showcasing.

Is humor ever effective in your advertising? Sure. A viral video should be either very funny or very shocking. This will cause the video to be spread to all corners of the internet. You may even make some sales off of that video. Humor also has a place in advertising because to tends to stick in the mind of the consumer. Humor in advertising makes the company seem a little more “cool” because if the humor. But the humor should never get in the way of the appeal of the ad, which is to make someone want to buy the product advertised.

Advertisers should always put Selling first in their ads. After there is a strong appeal in the ad, then you can think of ways to say it in a funnier way. But never let humor get in the way of the selling.

Here is the danger of using humor in your ads. Some people may simply not get the joke. If they don’t get the joke, the ad will actually irritate them, because they won’t understand your point.

You may actually offend a few people. The humor, if really funny will direct the consumer’s attention to how funny the ad is, not how great your product is.

A funny and dramatic demonstration of your product, that really drives home a buying benefit, is useful because now they are talking about the demonstration, which is the same as talking about your product. See? You want them taking about your product, not the commercial.

What is almost universally useful in your broadcast ads, is smiling, friendly faces. They don’t have to be funny, but just happy. The prospect assumes they are happy because they are using the product. In print, it’s harder to be funny anyway, so you are trying harder to be funny, which doesn’t translate well to print. In print, ads should always try to sell, not be funny.

You can be interesting without going for a laugh. Do you know what prospective customers find interesting? Anything that will make their life easier, or will solve a problem that is bothering them. That’s what they find interesting. And not being interesting is the major sin in advertising.

Do you see the title of this article? Originally it was going to be Advertising Humor: It’s No Joke. Do you know why I changed it? Even though it is a semi-clever play on words, it wouldn’t make you want to read the article as much as the title I used. See the difference?