Advertising ... cheap is not always good. I have had many non-clients tell me they have found a great deal on advertising with blah blah blah publication and have just signed a contract without doing their homework. There are a lot of great deals out there right now, it is true. The problem to their detriment is some people have repeat-bad-behavior syndrome and willingly sign up for the next good deal, and then the next good deal. And all of a sudden they have completely pissed away (for lack of a better word) their marketing budget with nothing to show for it because they did not take the initial research steps.
1. Is advertising a good fit for your business? Not all businesses benefit from ads - and if you do not know ask a marketing professional. I hear more often boo-hoo, "I wasted my money on X publication" than not.
2. Ask the publication for a media kit and rate card. The media kit will cover demographics (circulation, numbers, male/female readership, age, etc.). Demographics are key to determining if the publication is even a good fit for your business. Keep in mind cheap/expensive needs to result in results period. Please do not make me call you a "whambulance." Wha wha wha ( I am probably spelling this wrong).
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Friday, June 3, 2011
Thursday, June 2, 2011
Atrocious Advertising
At M Communications - we recommend avoiding the following:
Size Matters. It really does. It never fails to amaze me that some people take a business card-sized ad and attempt to tell their whole life story on in minuscule writing. Come on people, as far as I am concerned, business card means business card. One other thing, if your marketing professional is not doing the research before recommending you buy the Wall Street Journal spread, you need to ask the "why's" behind it before agreeing to the purchase. Keep in mind who your audience is before advertising in a publication and ensure you have a tracking method, special offer, and/or discounted service. You will most likely be able to track results that make you feel all warm and fuzzy inside because you know your ad is working ... or not!
Paint by numbers - Oh NO. Please do not attempt to scare off your potential clients by designing your own ad. We all have our strengths and weaknesses ... please do not fool yourself into thinking you are a graphic designer. It will reflect poorly on your whole company. I have seen the whole glaring mess including bad fonts, bad colors, wrong fonts, day-glow pink (they still make that???). Hire a professional!
Tacky graphics! Please don't go with cheap, cheesy or tacky. Hire a graphic designer with class. Unless you're selling gumball machines to five-year-olds, please avoid bright colors, in-your-face star bursts, and ugly fonts.
The LOUD and obnoxious pitch!! Gosh is this a "Sham-whammy" advertisement on the Shopping Channel? If not, tone down the pitch (copy). A loud, infomercial ad appeals to a small segment of your audience and will turnoff others. Now if this is YOUR segment, go ahead and create one of those "only-scene-on TV" advertisements. If not, please go with the nice, descriptive and information-based copy.
Size Matters. It really does. It never fails to amaze me that some people take a business card-sized ad and attempt to tell their whole life story on in minuscule writing. Come on people, as far as I am concerned, business card means business card. One other thing, if your marketing professional is not doing the research before recommending you buy the Wall Street Journal spread, you need to ask the "why's" behind it before agreeing to the purchase. Keep in mind who your audience is before advertising in a publication and ensure you have a tracking method, special offer, and/or discounted service. You will most likely be able to track results that make you feel all warm and fuzzy inside because you know your ad is working ... or not!
Paint by numbers - Oh NO. Please do not attempt to scare off your potential clients by designing your own ad. We all have our strengths and weaknesses ... please do not fool yourself into thinking you are a graphic designer. It will reflect poorly on your whole company. I have seen the whole glaring mess including bad fonts, bad colors, wrong fonts, day-glow pink (they still make that???). Hire a professional!
Tacky graphics! Please don't go with cheap, cheesy or tacky. Hire a graphic designer with class. Unless you're selling gumball machines to five-year-olds, please avoid bright colors, in-your-face star bursts, and ugly fonts.
The LOUD and obnoxious pitch!! Gosh is this a "Sham-whammy" advertisement on the Shopping Channel? If not, tone down the pitch (copy). A loud, infomercial ad appeals to a small segment of your audience and will turnoff others. Now if this is YOUR segment, go ahead and create one of those "only-scene-on TV" advertisements. If not, please go with the nice, descriptive and information-based copy.
Subscribe to:
Posts (Atom)
Posts
