When many people hear the word "entrepreneur," they associates it to somebody who's ecentric - who doesn't do things the "normal" way. Maybe this is because so many really successful entrepreneurs haven't been afraid to break the rules and do things that nobody's tried before. Often these entrepreneurs are on tight budgets and have to get the most out of every dollar the spend promoting their business. This forces them to be creative, and once you've seen a creative solution that has really paid off, you'll never want to go back to "normal" again. But while this kind of creativity is often the hallmark of an entrepreneur, successful entrepreneurs also know the value of being able to get the most out of the traditional advertising mediums, too. These mediums have been around because they do work - it's just a matter of knowing the best way to get value from them! Let's agree that advertising works in two main ways - one goes for the quick sale (Call 1-800-buy-mine and get yours for only $9.95 TODAY!) and the other goes for the share of mind. Newspapers and Magazines are great for both of these, but it depends on how you use them. For example, a classified ad conveys some urgency toward a quick sale - these ads won't be around for ever, right? And before you say that your business can't use a classified ad, know that many business do. Your ad doesn't have directly promote your business. It might be for a "free" or inexpensive booklet outlining the benefits of the kinds of products or services your industry sells. How about a $4.95 booklet that explains how to design a great yard and select a competent landscape contractor (which just happens to be your business), listed in the "used lawn mower" section of the classified.	Display ads, on the other hand, are more geared to the share of mind advertising school. Many people won't give a display ad more than a quick notice. While they'll see it, it may take a while before they care really recall seeing it. In a lot of ways, it's background. If you want them to get attention, you better have a great, eye-catching headline to draw them in. If you can create urgency in a display ad, it can become a quick-sale ad, but be warned - too many of these and people will tune them right out. So what good are display ads, you might ask? They are a lot of good, they just take repetition to get into the potential customer's mind. Use them right and they can be the cornerstone of a effective advertising campaign. Don't expect potential customers to do anything right away and you won't be disappointed. Do expect potential customers to remember seeing your ad and going back to today's paper to find it again, when they need what you are selling. So what's the point? The point is that with a display ad, you need a regular, consistent, recognizable presence that future customers will know is you. They may not need you now, but you want to be the first (and only) one they think of when that need (or recommend) what you sell or provide. The same theory applies to radio, TV and Cable TV ads. Unless you have a great headline that drives them into your business (like a 50% off sale), expect that it may take some time to get a result from these advertising mediums. Be patient, be consistent and most of all, be where they will see you.
Traditional advertising that grabs their immediate attention or develops your potential customers share-of-mind is the foundation of any successful marketing program. Let Kamena & Associates build you a solid marketing foundation! Contact us now!