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How to Get the Most From Your Advertising
 

How to Get the Most From Your Advertising

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  • Stuck in our ways Recognize when things aren’t working Accountability

How to Get the Most From Your Advertising How to Get the Most From Your Advertising Presentation Transcript

  • HOW TO GET THE MOST FROM YOUR ADVERTISING DOLLARS Presented by: Wynne Angell Angell Marketing
  • Q.
    • How much is your marketing budget?
    • …… is it enough?
  • GETTING THE MOST FROM YOUR ADVERTISING DOLLARS
    • Determining the appropriate marketing budget
    • Orchestrating an effective marketing campaign
    • Avoiding biggest budget busters
    • Developing effective partnerships
    • DETERMINING THE APPROPRIATE MARKETING BUDGET
  • AVERAGE COST PER SALE?
    • LOW: $2,000
    • HIGH: $25,000
  • Your cost per sale
    • Cost per sale = Total Marketing $$$ # of Sales
  • Example
    • Current Year Actual:
    • $250,000/45 = $5,555
    • Next Year’s Projections:
    • 52 @ $5,555 = $288,860
  • Other Things to Consider:
    • New Competition
    • Current Market Conditions
    • Rising Costs from External Vendors
    • New Collateral Materials
    • Website Development
    • ORCHESTRATING
    • AN EFFECTIVE
    • MARKETING CAMPAIGN
  • 3 Components:
    • Target Audience
    • Compelling Message
    • Effective Medium
  • Communications Media The types of media categories include the following:
    • Print
    • Direct Mail
    • Web
    • e-marketing
    • TV
    • Radio
  • Q.
    • What are you spending your money on and is your investment paying off?
  • AVOID BIGGEST BUDGET BUSTERS
    • Low Resident Satisfaction
    • No Plan or Ineffective Plan
    • Wasting Leads
    • Stuck in our ways
    • Recognize when things aren’t working
    • Accountability
  • TOP 10 SAVING STRATEGIES
    • High Resident Satisfaction = Referrals
    • Have a Marketing Plan, Budget, and Timeline
    • Spend Money on Things that Work
    • Take Advantage of Savings Opportunities
    • Follow Good Procedures
  • TOP 10 SAVING STRATEGIES
    • Make Every Lead Count
    • Develop the Right Message
    • Bring Marketing Strategies into the Future
    • Focus on Effective Sales Management
    • Develop Effective Partnerships
    • CHOOSING EFFECTIVE ADVERTISING PARTNERSHIPS
  • Options
    • Marketing/advertising developed and executed by marketing staff
    • Marketing staff coordinates advertising with the use of outside vendors/free lancers
    • Corporate or management companies provide
    • Marketing staff/corporate use advertising agency
  • Q.
    • What is the most effective?
  • Benefits of Using an Ad Agency
    • Allows marketing staff to focus on sales
    • Provides opportunity to tap professional expertise – copywriting and design
    • Creates additional value from outside perspective
    • Limits the number of vendors
  • What to Look for in an Advertising Agency:
    • Strategic Ability and Approach (25%)
    • Chemistry (25%)
    • Results Oriented (20%)
    • Creative Approach (15%)
    • Compensation (15%)
    • QUESTIONS?
    • OPPORTUNITY
    • “ We are all faced with a series of great opportunities brilliantly disguised as impossible situations.”   - Charles Swindoll