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Many businesses view advertising as a significant waste of their financial resources, preferring to directly market their business via networking, word of mouth or the sheer luck of their website SEO. It is essential to remember that there is an untapped market of potential clients who haven't heard of you and probably won't unless they run into you directly, hear about you from a friend or look for your business on the web.As a business owner, it is important to ask yourself the following question:
"Do you want your business to grow, do you want to be seen as a key player in your particular profession?"
If the answer is yes, then advertising must be part of your marketing strategy.
When planning an advertising campaign, or testing out various advertising routes, how, where and when you advertise will obviously depend on the end result you are hoping to achieve. It may be you are looking to increase your brand awareness or to promote a specific aspect of your business. The mistake many businesses make is not to consider exactly what they want, take the smallest possible advert size and then blame advertising as having failed them when in actual fact strategic planning could possibly have generated different results.
One misconception is that results will be determined by advert size. When planning our advertising strategy, we have found that by taking an advert size 30% larger has generated 70% more interest., so surely that is a smart decision to make! Which brings us to R.O.I. and it's relevance in advertising. Your end game should be to determine your R.O.I. and that will dictate your advert size and message.
Worth a read...
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