Branding Through Advertising Agencies
Advertising
Advertising is one way to get information about your product or service to potential customers. Because advertising can be expensive, you will want to focus your reach on a very specific target market-which means getting in front of specific prospects most likely to be interested in what you offer.
For example, if you own a chain of day care centers, it may be more effective to advertise in selective local publications that target parents with young children; or you could advertise in school newsletters that reach families within a ten-mile radius of each of your centers. Advertising is only effective if it reaches the eyes and ears of your intended audience.
Print and Media Advertising
Print and media advertising include newspapers, magazines, television, radio, and the Internet. If you are considering advertising in these venues, you need to ensure that the advertising will yield the results you desire-quick results and rapid sales.
Swapping Services
When a Boston public radio station needed office relocation assistance, entrepreneur Gretchen Fox, president of Fox Relocation Management Corp., saw an opportunity. In lieu of a fee-for-service arrangement, she swapped her services for radio spots promoting Fox Relocation. The market synergy was perfect: among the station listeners were the top executives of professional and financial firms in Boston. The urbane, understated announcements positioned Fox's firm as professional and civic-minded, educated the market about the new service she was offering, and gave the impression of a more established firm.
Advertising can be costly. If you plan to promote your business this way, consider:
- Purchasing small blocks of local radio or television time at a reduced rate.
- Buying pre-emptable time. If timing is important, this won't work.
- Selecting a smaller local newspaper, radio station, or television station that reaches your market.
- Working with a media-buying service that provides expertise in buying various types of media.
Other Forms of Advertising
Other popular advertising venues include direct mail and Yellow Pages ads. Many entrepreneurs also reach their target market by using new and creative advertising options that are just emerging. One example of a new form of advertising is floor slicks-ads of food products placed in front of shelved products in grocery store aisles. Other ad options include grocery store carts, digital messages on display boards, theatre screens prior to movie previews, and magnetic billboards on vehicles.
Questions and Answers
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