What media should I use?

Here’s an idea of which media to use for marketing your business. This can be essential in planning your marketing and give you a realistic timeframe for your creative process, production and mailing or ad placement.

Direct Mail/Business Catalogues:

How it benefits your business:
With direct mail, you’re able to send a high quality ad directly to massive numbers of your target market with a specific message. Budget-wise, if you choose the business catalogues this helps you cut down on your cost-per-lead because you share the costs with other non-competing businesses.

With a printed piece, your reader will be able to hold your advert in their hands and read it at their speed and convenience — enabling a higher chance of them keeping it in case they aren’t ready to call right away.

Brings in more new leads and customers

Boosts brand recognition

Send special promotions or sales

You can also track how many leads you get with 1300 or 1800 phone numbers or Google Analytics to your website.

Timeline:
Two weeks from artwork sign off to your advert hitting the streets.

Radio:

How it benefits your business:
In radio, you can reach an enormous audience through drive-time talk programs, morning shows and shock-jocks.

The biggest benefit is that it is relatively affordable. The production of a 30-second spot compared to TV and buying the ad time is well within most small businesses’ budgets, that’s if you don’t choose the prime announcers like Alan Jones. The only downside…it is hard to track your response.

Reach a semi-targeted, large audience at one time

Opportunities to partner with radio stations for giveaways

Works for a reasonably small budget, depending on your location

Timeline:

2 weeks to leave room for changes and editing

Website:

How it benefits your business:
90% of consumers will visit your website before calling or visiting you. That’s a huge percentage! Your website may be the first impression you make, so having a professional, lead-generating site will keep your visitor interested. Downside, is that although you may have a faulous website you have to be on the ball all the time about directing traffic there, and this can be costly.

Main benefits include:

Instant way to capture contact information

Generates leads that can turn into customers

Displays products, videos, company info and promotions in one location

Fast updates and changes

Timeline:
3 weeks to eternity! Changes can be instant, it really depends on your website developer’s timeline and how complex your project may be.

Email Marketing:

How it benefits your business:

Email marketing is an effective follow-up tool that helps you close more leads — plus it’s VERY affordable to set up and you can send with little preparation.

Close more prospects

Increase re-orders

Educate and stay in front of your customer base with e-newsletter

Send last-minute special promotions

Timeline:
At minimum, 3 days to a one week to plan for copywriting, design and HTML programming.

Social Media:

How it benefits your business: You can use social media both to talk directly to your customers and to find people who can help you build your business — it will also create a lot of positive word-of-mouth at no cost to you.

Keep your prospects and clients informed in real time

Create a platform to build customer relationships in a non-formal arena

Drive web traffic to your website

Feedback and generate leads through your posts

Post deals, events and other online or offline promotions

Portray a personal image/face of your company

Increase your Google and search engine rankings

Timeline:
Instant

TV:

How it benefits your business:

TV allows you to convey your message with sight, sound and motion, which can give your product or service instant credibility.   Note: It will be one of the more expensive ways to go — script writing, shooting, production and actors’ pay adds up.

Increase brand and product awareness

Reach large audience to maximize lead potential

Improve customer retention — schedule ads to appear several times during a targeted program to build brand retention

Timeline:
Minimum 6–8 weeks to leave time for production, editing and voiceover work.

Creating a winning concept, getting the artwork together, choosing a mailing list, coordinating your message and hiring talent takes work — but it’s worth it!

Need help putting together a full, effective marketing program?

Call us now on 1300 360 540 or 0800 503 003 from NZ.

Elements of a successful advert

So, what makes some businesses highly successful in this media and others fail? Mainly it is the creative content and layout of the advert or impact of the message, but a hugely important secondary point is the way a lead is handled by the business when a call comes in. Here’s a list of the ten key things you should consider when you do any advertising.

  1. A clear, bold headline. There should be one central message that addresses the prospect with a benefit. The best way to achieve that is with a bold, clear headline that’s not cluttered up with other text. The best headline I know is for a Security company that uses – Business Owners, Buy back your freedom. Think about why that works. Also avoid using negative words, another headline we changed was Monitor Your Business that we changed to Secure Your Business. Just a one simple word change, means the same but comes across better don’t you think.
  2. A graphic that supports the message.The graphic should be easy to understand and add to the message the headline is trying to convey. Also, make sure your graphic is appealing. For instance, if you are a dentist, a picture of an attractive smiling model will help get that point across much better than before and after teeth pictures.
  3. Color or graphic backgrounds that pop out.Make the headline and other text stand out by using a color that stands out from the background color. When you look at the advert, ask yourself, “What do I see first?” If your answer isn’t the headline, you might want to tweak the colors, the background or the text.
  4. Subheadlines that lead into text. Prospects need 2 things in order to start reading the text in your advert. They need motivation and they need guidance. A compelling subheadline will give people that motivation and a place to start reading.
  5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features rather than benefits. Features are what you look for when you’re nearly convinced to buy a certain product, it certainly doesn’t draw you in at the beginning. What is your prospects decision-making process. How will you solve his problem? Make sure to create your unique selling proposition (USP).
  6. The offer.The offer usually includes 2 things: First, what is being offered, and second, at what price or discount. Your offer should be appropriate and believable. If you offer 95% off who would believe you, and if you offer 5% off who would care! A genuine 25 – 50% off is a believable and desirable offer. This can be interpreted as $20 OFF or HALF PRICE or 2 for 1 even. ALWAYS USE AN OFFER as it will result in more enquiries, and ultimately more sales.
  7. Your company name and logo.Although this needs to be in the advert, it shouldn’t overshadow the offer. Customers care most about what you can do for them.
  8. Call to action.Tell prospects exactly what you want them to do. “Call today for more information” or “Must end 20th August” or “10 only at this price” or even “While stocks last” are among the most common desired actions. It means DO IT NOW (before the phone rings).
  9. Contact information.Provide your name, phone number, and possibly your web address directly following the call to action. Whatever you ask prospects to do, give them the means to do it easily. However, if your website does not follow through from your offers in the advert, or your website does not have a means of capturing data please think about excluding it and having the prospects call you. At least you get the chance to ask their details.
  10. You You You.You must take control when you get a lead, they are gold. One advertiser at the end of last year was advertising those massive big air conditioning units for factories. He got a good number of leads but when the advert went out it wasn’t particularly hot so no one bought straight away. We asked him in February during a heat wave how many of these leads came to fruition, had he re-contacted them, and he told us that he hadn’t written any of them down. Crazy!

These are all simple steps that can really help to ensure you’re getting the best results possible on each campaign.

Celebrating 10 years in business

When I first got a start in the media I was 15 and still at school. The local paper would let me come in and join the news team for the school holidays and I got to write the record reviews, wedding reports and the obituaries. I even got to review Elton John’s “new” single Crocodile Rock, but that’s really dating me.  Newspapers are in my blood, even my old dad was a photographer going back to the black and white days, and print media is still something I am very passionate about. I left the newsroom and joined the advertising department, before trying my hand at radio and TV sales as well as owning and operating a tropical island resort in the Cook Islands, a wholesale food and beverage distribution business and running backpacker hostels in Cape Tribulation and then Cairns.

So it’s only fitting that I stuck with the media even though I’ve tried all sorts of other things in my life. Ask me how many times I’ve jmped out of a plane, or jumped off a bungy tower, yes I even did these things for a living!

Anyway, the point of all this is that back in the late ’90’s I was a bit disillusioned, selling advertising for the Austereo Network’s top Perth radio station, when there was a cause for celebration if an advertiser got a result after a spend of $5,000 in any one week. I came across a garage door manufacturer who not only gave the radio station a go, and me some commission, but he showed me the Homemaker Catalogue that an agency from Adelaide would compile and deliver to every household in Perth. He said the leads he got from it exceeded everything else he ever did, and that included radio, TV and the newspaper.

Long story short, I didn’t want to go into competition so thought I’d front up to the big smoke – Sydney – and give it a go in Australia’s biggest market.

So, getting together with Denzil we started the Shoppers and Business catalogues in March 2002 and I guess the rest is history. Although successful, we stopped compiling the Shoppers catalogues in 2005 and focused on building a complete solution for B2B businesses in all the main cities in Australia and Auckland.

We’re currently celebrating 10 years in business, our first catalogues hit the streets in June 2002. Over the years we’ve built up a network of trustworthy suppliers and we’re delighted with the team that works with us to deliver the best possible experience for you that we can.

Drop in to our offices anytime, say hello, ask us anything, we eat, live and breathe B2B direct repose media and if we can add value to your business, we will.