The age old question for business has been: “How do I bring in new customers?”
Gone are the days of putting up a sign and watching the crowds roll in. What is going to distinguish your restaurant from the one across the street? Or your boutique from the one around the corner?
We’ve put together the pros and cons of the most popular forms of advertising.
Pros: Showcases the location/product, strong impact (people pay attention), mass coverage.
Cons: Expensive, intrusive (people avoid commercials).
Television is a crowd favorite among advertisers. But, with production costs, labor expenses and the actual airtime the cost of a commercial can be very high.
Pros: Specific audiences, fast and easy to produce.
Cons: Limited prime-time spots (rush hour), short, requires repetition.
Radio ads are great for certain businesses. It’s great for events that people will want to attend and for businesses that can afford to buy dozens or even hundreds of spots to really make an impact. For small businesses, especially one hoping to bring in tourists, it may not be the best option.
Pros: Gets attention, huge reach in high traffic areas.
Cons: Non-specific audience, cannot be edited, expensive
There are quite a few prominent billboards off of Sand Lake Road that are sure to get the attention of passersby. We can’t speak to their efficiency, but we do know they cost A LOT. Another thing to mention is that once your ad is up, that’s it – there is no going back to make changes.
Pros: Get some attention, large reach
Cons: Limited creative, short and low recall
While a sign on the side of the road or in the parking lot of a commercial plaza can definitely get some people’s attention, it doesn’t mean much if the people don’t remember what it said. You expect drivers passing by at rush hour to memorize your number? Unlikely. People won’t bother to write down the information and are likely to forget what they saw within a couple hours.
Pros: Large audience, easy to produce, affordable.
Cons: Non-specific audiences, brand deterioration, invasive (spam).
It’s becoming more and more true that mailbox promotions are a thing of the past. Many people put the pak right in the recycling. But more importantly, we don’t carry mail in our pockets and travelers don’t have mailboxes. If your business thrives off visitors, a mailer, isn’t going to help you.
Pros: Targeted audience, “professional”
Cons: Dwindling audiences, cannot be edited, short lived (especially daily/weekly publications) and low recall
Although print can be effective with repetition and good design (which takes a big budget), the reach and ROI of print has been dwindling the past decade. Adage.com reports that only 33% of print ads are effective with a measly 5% being of good creative design. Print is easy to do, but difficult to do right and it’s hard to find people who can.
The question: How do I effectively reach potential customers? The answer: digital marketing.
We live in an age where reaching people where they’re looking is faster than ever. Where are people looking? Right here. On their computers and their phones. True experts in digital marketing are innovative and attentive. They analyze data to plan effective campaigns, design beautiful images, shoot impressive video and keep an audience engaged.
When it comes to local business, the key is hyper-local targeting. Build a following of local users then target them and friends of friends in a specific mile radius. It’s not an exact science, it’s an art and it will take more than a blog to explain, but I will. Stick with us, we’ll get you there.
Look out for more content from Bryan Bruce and the Your Brand Voice team.
Digital Marketing Content Specialist | Your Brand Voice