how to advertise your business

How To Advertise

Your Business

©2011 YCHANGE International LLC

Small Business Development Centers

What do they do? Workshops, Seminars and Long Term

Classes

Business Counseling

How are they funded? Sponsoring Community College

Small Business Administration (SBA)

OECDD (Lottery Money)


Portland Metro Area SBDC’s

Mt. Hood CC Downtown Gresham

503-491-7658

PCC 1626 SE Water Ave

503-978-5080

CCC Harmony Campus

503-656-4447

Vancouver SBDC 360-260-6372


Introductions

Jim Smith

CEO YCHANGE International

Experience

(503) 922-0784

[email protected]

Agenda

1. Defining Advertising

2. The Customer

3. The Message

4. Communicating The Message

5. Media Yesterday

6. Media Today

7. Where Do We Go From Here


Advertising – A Definition

• Any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor

• Mass, paid for communication used to transmit information, develop attitudes and induce some form of response from an audience


In order to advertise you need customers, a message and some form of communications media.

Understanding Advertising


Agenda


2. The Customer

3. The Message


5. Media Yesterday

6. Media Today



The spoken and unspoken customer PAIN and what they value most are understood in part by the answers to a particular set of questions.

Understanding Your Customer


What do these CUSTOMERS need?

What is their pain?

Do they even know their needs?

Do they really understand their pain?

What does your Competition offer them?

What can YOU offer these customers?

What do they THINK YOU offer them?

How do they describe your offerings?

Understanding Your Customers


Geographic Variables

Potential customers are in the following kind of marketplace:

Local

State

Regional, or

National

International


Demographic Variables

Potential Customers are identified by criteria such as:

Age

Race

Religion

Gender

Family size

Occupation

Income Level

Education level

Marital status


Psychographic Variables

Lifestyle:

conservative, exciting, trendy, economical

Social class:

lower, middle, upper

Opinion:

easily led or opinionated

Activities and interests:

sports, physical fitness, shopping, books

Attitudes and beliefs:

environmentalist, security conscious.


Behavioristic Variables

Products and services are purchased for a variety of reasons:

Brand

Loyalty

Cost

Frequency of purchase

Amount of purchase

Time of Year

Time involved in purchasing decision

Where customer purchases the product


Linguistic Variables

Products and services are described by a variety of words and phrases

Keywords

Key phrases

Misspellings

Geographic dependencies


CUSTOMERS

Listen to your customers Learn to think inside their box Learn their language Learn to walk in their shoes


Agenda


2. The Customer

3. The Message


5. Media Yesterday

6. Media Today



Marketing Message

Using what you learned about your customers and the language they use to describe your offerings….how you describe what you do…your story.

Common message throughout your company. On your signage, stationery, business cards, collateral, your web site.

Reduces into your slogan and tag line


It Explains Your Business

Who you are targeting?

What they are looking for?

What you are offering?

Why it is so very special?

ow it is unlike others?


It Explains Your Business

Who you are targeting?

What they are looking for?

What you are offering?

Why it is so very special?

How it is unlike others?


Advertising Message

Your advertising message transforms your company’s basic selling proposition into words, symbols and illustrations that are attractive and meaningful to your target audience Your message must be: • Meaningful • Distinctive • Believable


Types of Advertising

Informative Persuasive Reminder Reinforcement Pioneering Competitive Defensive


Corporate Advertising

Promote corporate identity Public Relations (PR) related Not about individual products No mention of product Large companies


Agenda


2. The Customer

3. The Message


5. Media Yesterday

6. Media Today



Communicate The Message

Choose the right media

Classic

Broadcast

Print

Conversation

Mail

Local

Sponsoring Scouts/Sports Teams

Churches, Civic Groups

Socio/digital

Web Sites, eMail

Social Media, Blogs,


Agenda


2. The Customer

3. The Message


5. Media Yesterday

6. Media Today



4 Important Media Milestones…



Communication Results

B C

B

C

C C

C

C

C

Took us from 1-on-1 to 1-on-many capability

Also gave us 1-on-1 with distance capability

Main Advertising Media

Print media Television Radio Cinema Outdoors (Billboards) Transport Internet


Choosing Media

Marketing mix Cost Target audience Impact of the media Reach Competition Legal constraints Permanence of media Nature of the product Size and spread of market Budget Message


Television Message

Advantages • Large Audience • Low cost of exposure • High impact – motion,

color sound • Specific targets

Disadvantages • High overall cost • Limited prime time

space • Short life • Visual wallpaper • Too many channels • Limited message


Radio

Advantages • Relatively inexpensive • Specific segments • Mobile • Local

Disadvantages • Limited impact • No vision • Short life • Attention limited • Audio wallpaper • Local not national


Newspapers

Advantages • Widely read • Specific segments

• Frequent publication • Short lead time • Inexpensive vs TV

• Local/regional/national • Color print

Disadvantages • Short life • Low impact

• Can get lost in paper • Not everyone reads • High cost on national

level


Magazines

Advantages • Target specific groups • High quality images

• Long life • Link to features • All consumer interests

Disadvantages • Expensive • Long lead time

• Some are monthly • Moderate impact • Slow impact – long life


Cinema

Advantages • High impact • Captive audience

• Special targeting • Local audience • Visual, sound, motion

Disadvantages • Limited audience • Mainly young audience

• Short lived message • May only be seen once


Outdoor (Billboards)

Advantages • Repeatedly seen • 24/7 coverage

• Target specific geography • Impulse buying • Local media

Disadvantages • Short, simple message • Can’t target socio

economic groups • Don’t attract full

attention

• Short life • Traffic hazard • Difficult to measure


Advertising on Transport

Advantages • Low cost • Target specific area

• Captive audience • Wide diverse audience

Disadvantages • No socio-economic class

targeting

• No quick results • Difficult to measure • Not full attention

grabbing • Limited message


Agenda


2. The Customer

3. The Message


5. Media Yesterday

6. Media Today



5th Important Media Milestone…


Visualization of the various routes through a portion of the Internet.

From 'The Opte Project'

The Internet

http://en.wikipedia.org/wiki/Opte_Project





Communication Results

B C

B

C

C C

C

C

C

For the first time it gave us concurrent 1-on-1

and 1-on-many capability regardless of distance

Gave us the ability to have group interactions

and conversations simultaneously.

Most importantly, it made the consumer

of news, a producer of news and moved

us into a socio/digital society

The Superset Media…


The Web’s Impact on Customers.

Communication habits are changing

Future customers will be coming from this socio/digital generation

Android, iPhone & iPad

Instant Messaging

Web searching

Social Media & Networking

Digital Readers & Meters


Internet

Fastest growing advertising media Target specific groups Images as well as words Can be saved Direct link to product Not used by everyone Customers may not like the advertisements Can be expensive to set up


Advertising on the Internet

• Paid for search (Google Adwords) • Company website • Banner ads • Link exchanges • Search engine listing • Directory listing • Ezine/email – delivering on-line magazine via email


Internet Advertising

Advantages • Inexpensive • Easy to set up

• Easily updated • Can monitor the number of

hits

Disadvantages • Connecting problems • Limited audience

• Technical issues • Banner ads non-effective • Search engine listing costly

(click fraud)


Becoming Social

Blogs

Twitter

Facebook

YouTube

Flickr

LinkedIn

MySpace

FourSquare


http://twitter.com/ychange

http://delicious.com/ychange

http://www.reddit.com/user/ychange/

http://www.facebook.com/help/?page=175

http://www.linkedin.com/in/ychange

http://technorati.com/blogs/www.ychange.com/ychangeblog

http://youtube.com/user/ynotychange

http://friendfeed.com/ychange

http://digg.com/users/ychange

http://ychange.stumbleupon.com/public/

http://ychange.newsvine.com/

http://ychange.com/ychangeblog/feed

RE-THINKING “social” Networking

By 2010, Gen Y will outnumber Baby Boomers using Social Networking Technologies

96% have joined a social network

1 out of 8 couples married last year met online

Radio 50 million users = 38 years

facebook reached 100 million in 9 months! facebook “country,” fourth largest in the world

Twitter – 145 million registered users

Twitter – 65 million tweets per day




http://www.facebook.com/ychange






RE-THINKING “social” Networking

The #2 largest search engine in the world is YouTube

78% of consumers trust peer recommendations … Only 14% trust advertisements

24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us.

Social Media has now overtaken porn as the number 1 activity on the web.

In the future we will no longer search for products and services they will find us via social media…




http://www.facebook.com/ychange






Agenda


2. The Customer

3. The Marketing Message


5. Media Yesterday

6. Media Today



5M’s of Advertising

Mission Money Message Media Measure


Develop an Advertising Campaign

Set advertising objectives Define your target market Develop a budget Determine the advertising message Decide on the media Plan the timing Evaluate the results


Determine the Budget

Percent of sales Small businesses – what you can afford Compare with competition Based on objectives


Jim Smith

(503) 922-0784

[email protected]

www.ychange.com

www.twitter.com/ychange/

www.facebook.com/ychange/

Final Thoughts


mailto:[email protected]

http://www.ychange.com/

http://www.twitter.com/ychange/

http://www.facebook.com/ychange/

how to advertise your business

Business

form of communications

servicesthrough mass

decisionwhere customer

unspoken customer pain

form of response

variety of words

books attitudes

attitudes andinduce