I’ve had some really good conversations with customers this week-I really enjoy being able to give advice on advertising and marketing-I’m not afraid to say when I feel that something won’t work. Money spent on advertising/ marketing that doesn’t work is not good business.
I’m not a fortune teller-I can’t promise 100% that a campaign will work-I can, however, guarantee how many people a campaign will reach, where those people live and what they read and where they read it.
I’ll give you a really good example- I spoke to a representitive from a large organisation who wanted to promote a scheme relevant to winter heating.
As a multi media organisation we can offer such a variety of ways to target local people that I can help any business ‘get seen’
After finding out what the company wanted to acheive I thought about the types of people that may need the service being offered. It turned out to be people of all ages and all walks of life- this may make it sound easy but in fact it’s much more difficult because for advertisnig to work you need to ‘reach out’ to people.
There are different ways you can reach out to people-it can be by way of:
- A good headline
- A specific offer
- Marketing/advertising under specific headings so people seek to find
- Marketing/advertising in a place where it will be seen by the right reader
For this specific campaign i decided the best route was to target by platform-so publicising the campaign in places I knew the right type of reader would see it.
Here is what I presented to the client and why-I thought this would be useful for you to see how to choose the right places for your business and why (I’ve left it generic because it can apply wherever you are):
- Classified section in the newspaper-people use classified on a seek to buy basis so it’s a great opportunity to attract the attention of readers who have money to spend plus they are in the buying frame of mind
- Television listing pages-think about where people are when they are reading the TV pages-warm and cosy in their homes-where better to be to make a decision about something home related? I also considered the age of a typical reader- it’s mainly the older generation that refer to in print TV guides as the younger ones tend to use on demand or info on their TV’s
- Run of paper-the main body of the paper is where people go to read the news-advertising has to be strong to draw people away from it-or newsworthy which is what this campaign is. I thought the message behind the campaign would be ideally suited alongside the news.
- Digital advertising- research has been carried out that people trust online adverts far more on a local news website than they do other sites. You can reach a whole new audience demographic and on our website a younger, more affluent reader-speaks itself.
- Reader offers-the company has some giveaways for our readers-an added extra to the campaign but great for the camapigns awareness and we don’t charge for this service
- Editorial- If a campaign is of huge interest to our readers we may support it with editorial coverage. In addition to the advertising campaign mentioned before this is the final cherry on the cake to make a campaign which:
- Reaches a vast number of local people
- Targets different ages/ reader types
- Targets in print and online audience
- Targets people across a span of a few weeks
I’m really lucky to be able to offer such a vast range of different media to local businesses. Unlike many others we can offer ways to market a business:
- In print
- Niche magazines
If you’d like me to help you or if you would like any advice please get in touch