Tuesday, August 30, 2011
Small Business - Marketing - The New York Times
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Does your business or company you work for have an advertising budget? Do you want to scatter it to the wind and waste the entire annual budget? Then find the media outlets listed below and place a large buy in each of them.
Yellow Pages - How often do you personally go to the yellow pages to seek out a business? Do your yellow pages just sit there in the drawer all year long? If you answered yes then you are one of the millions of people who do the same thing as you. If you desire to waste your annual advertising budget then spend $1500 a month on a full color quarter page ad in the yellow pages. No one will see it and you won't get a return on your investment. You will be able to rest easy at night knowing your ad is in thousands of homes but will not be seen unless if flies past their eyes at a hundred miles an hour as they flip past the yellow pages to get to the white pages.
Direct Mail - You might be thinking that this might get you a return on your investment but you would be wrong. Unless you attach a ten dollar bill on the direct mail piece, don't expect a phone call or a customer to contact you after seeing your attractive, full color mailer. I throw away all my junk mail and keep the birthday cards because I, like many other consumers pay my bills online. Mail is good for very little advertising but should you have the means to send out a direct mail piece with ten dollars attached to it, send me one and I will promise to look at your colorful advertisement - at least for a few seconds.
Newspaper - Consider this, subscriptions are way down and no one under 50 reads the paper so if you own a company that sells oxygen tanks and adult diapers, you have your audience built in to an archaic advertising machine. If you own a cell phone store and you think putting the bulk of your advertising dollars in the newspaper is a smart move then call me. I will come over and take you out back, take your money, kick you in the balls and get it over with.
Radio - Unless you can buy time on all the stations in your market at one time, you are wasting your money. Besides, what do you do when you are listening to the radio and it goes from one song to a string of obnoxious advertisements - yeah, me too.
Billboards - In an average metropolitan city there are over 300 billboards around the interstates, bypasses and freeways. In a smaller city with average populations of 60,000 to 100,000 there are 75 to 100 billboards. Unless the billboard you are advertising on has a message powerful enough that "captures" the drivers attention away from the mass of speeding vehicles flying by them, you don't stand a chance among all of the "clutter" they bring to the roadway in unison.