Getting the best out of advertising

If you make your advertising professional to look at and I would bet that your ad will stand out from the crowd especially when a great deal of media houses seem to offer “free design” if you book an ad – how does free design ensure that your ad is on brand and is delivered with the due care and attention it needs?

Anyway, at the risk of me repeating myself from previous posts, DON’T forget the response mechanism – one of your aims when running an ad campaign is to generate some sort of response, so make sure that your ad contains your organisation name, the address, a phone number and possibly a website URL. (You would be amazed at the amount of times I have seen ads that miss out this sort of vital information…..including a competitor of a client of Bath Marketing Consultancy‘s client in the legal sector who saw fit to run an ad promoting a particular person within their firm, but omitted the persons details in the ad as well as the address of the business!!)

I digress. When purchasing advertising space there is one key word to keep in mind……negotiate! I have yet to meet any company that has paid “rate card” for its advertising space so nor should you. If need be, just make an enquiry and sit back as the sales person will call you time and time again to clinch the deal often making the deal more attractive each time! Sometimes you can wait until the very last minute before agreeing by which time the sales person is desperate! (don’t forget sales roles are commissioned based so every sale is vital for a sales person).

In addition, you have other “deals” which you could try in order to get the best value for your spend. Such as, you should be able to negotiate on colour and positioning as well or maybe even a full page for the price of a half page or a premium position for no extra cost!

One platform to be aware of is the enhanced directory listing such as Yellow Pages or maybe an online directory. Sales people will be looking to “up sell” a free listing and will usually quote all manner of increased visibility possibilities. However, it is very likely that they are approaching your competitors with exactly the same pitch so the pitch might live up to what actually occurs. In addition, if you approve a number of these enhanced listing sales, your total spend might become way beyond your budget.

Following on from media advertising there is advertising on the internet……..but that is another story!

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