I know a lot of you are Mad Men fans, Its a nostalgic show for sure, however I do not think it gives enough nuts and bolts about the advertising industry as a whole. Here's a few concepts that will help you get started and maybe develope a media plan. The bottom line is you need to drive customers through your door and quickly. Your competition is out there and the bottom line is it must be done. There is a lot to it, the idea to drive customers to your store it is not an old concept. It has been around since the beginning of time.
As our population base has gotten younger, we have become very imaginative. It has not helped that technology wise we have a lot of toys at our disposal. Tablets, iPad, iphone, androids devices, sliding billboards are all ways to drive customers to you establishment, however they are short term, glamorous ways to make you feel good about your advertising. So if you are a feel good kind of person this is the way you should go, but don't expect to receive tangible results. I'm being honest.
In fact advertising is not a short term proposition. It is certainly not based on the number of impressions you may or may not receive with you digital/online ad. Business owners are impatient, they want results now and that my friend is the bottom line. So here's a concept. It's called the Thin Market, it's been around for ages, however no one lends enough attention to the concept.
There is only a limited amount of potential customers available to buy your product or your service at any given time. That's It. Pretty simple and straight forward. If there are only so many people available to buy your product and service in the vast advertising market place, then why do you place the same ad over and over again? Because it works? You bet that is why you do it! You win a prize! After all you are dealing with a fickle public and trust me this can effect your bottom line. The most important person in your Media plan, is not your ad representative, it's certainly not your advertising agency, all of them or just like the show Ad Men, clamourous types, empty suits and dresses, stay away from them. The most important person is you the business owner. You know the trends, you know what ad seem to pull in the most customers. You simply must be able to match your needs to the correct media platform and do it consistently.
Let me tell you a little secret, It's called the Thin market, AGAIN THERE ARE ONLY SO MANY PEOPLE IN THE MARKET TO BUY YOUR PRODUCT AND SERVICE AT ANY GIVEN TIME. That means you must create TOP OF MIND AWARENESS THROUGH THE MOST EFFECTIVE ADVERTISING PLATFORM.
I DON'T KNOW IF TV IS YOUR THING, it is mostly ego driven, many a business owner has pumped hundreds of thousand of dollars into TV simply to feed their ego. I'm just being real with you. Don't go down that path. Yes the trips to Cabo and the perks are exciting, and certainly take them when offered, but please develope a media plan that will reward and guarantee immediate success.
My friend this may shock you, but, I am keeping it real, You want to have your product or service to become an household name and you can do this consistently through front page strip ads on the front of the daily Newspaper. Yes People still buy the paper, primarily because of the coupons, from Valassis and News America. Certainly not the news. This my friends has kept newspapers afloat. Tell your ad rep to price out a front page strip ad on the very bottom of the front page, run it consistently for two months and you will get immediate results. Make sure it is in color. Keep it on the front page and you will create TOP OF MIND Awareness.
Although I worked in newspaper advertising for 35 years, I am somewhat fascinated with Billboard advertising. I believe it could be a complimentary approach to your front page newspaper advertising campaign.
I believe that these are program that will possibly work for you. If you have questions leave a comment to ourtravelstheway.com.
Remember TOMA (top of mind awareness)!