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How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
How to advertise your business
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How to advertise your business

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  • 1. How To Advertise Your Business
  • 2. 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) ©2011 YCHANGE International LLC Page 2
  • 3. 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 ©2011 YCHANGE International LLC Page 3
  • 4. Introductions  Jim Smith  CEO YCHANGE International  Experience  (503) 922-0784  jsmith@ychange.com ©2011 YCHANGE International LLC Page 4
  • 5. 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 ©2011 YCHANGE International LLC Page 5
  • 6. 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 ©2011 YCHANGE International LLC Page 6
  • 7. Understanding Advertising In order to advertise you need customers, a message and some form of communications media. ©2011 YCHANGE International LLC Page 7
  • 8. 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 ©2011 YCHANGE International LLC Page 8
  • 9. Understanding Your Customer The spoken and unspoken customer PAIN and what they value most are understood in part by the answers to a particular set of questions. ©2011 YCHANGE International LLC Page 9
  • 10. Understanding Your Customers  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? ©2011 YCHANGE International LLC Page 10
  • 11. Geographic Variables Potential customers are in the following kind of marketplace:  Local  State  Regional, or  National  International ©2011 YCHANGE International LLC Page 11
  • 12. Demographic Variables Potential Customers are identified by criteria such as: Age Race Religion Gender Family size Occupation Income Level Education level Marital status ©2011 YCHANGE International LLC Page 12
  • 13. 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. ©2011 YCHANGE International LLC Page 13
  • 14. 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 ©2011 YCHANGE International LLC Page 14
  • 15. Linguistic Variables Products and services are described by a variety of words and phrases Keywords Key phrases Misspellings Geographic dependencies ©2011 YCHANGE International LLC Page 15
  • 16. CUSTOMERS Listen to your customers Learn to think inside their box Learn their language Learn to walk in their shoes ©2011 YCHANGE International LLC Page 16
  • 17. 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 ©2011 YCHANGE International LLC Page 17
  • 18. 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 ©2011 YCHANGE International LLC Page 18
  • 19. 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? ©2011 YCHANGE International LLC Page 19
  • 20. 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? ©2011 YCHANGE International LLC Page 20
  • 21. 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 ©2011 YCHANGE International LLC Page 21
  • 22. Types of Advertising Informative Persuasive Reminder Reinforcement Pioneering Competitive Defensive ©2011 YCHANGE International LLC Page 22
  • 23. Corporate Advertising Promote corporate identity Public Relations (PR) related Not about individual products No mention of product Large companies ©2011 YCHANGE International LLC Page 23
  • 24. 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 ©2011 YCHANGE International LLC Page 24
  • 25. 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, ©2011 YCHANGE International LLC Page 25
  • 26. 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 ©20111 YCHANGE International LLC Page 26
  • 27. 4 Important Media Milestones… ©2011 YCHANGE International LLC Page 27
  • 28. Communication Results B CTook us from 1-on-1 to 1-on-many capabilityAlso gave us 1-on-1 with distance capability C C C B C C C ©2011 YCHANGE International LLC Page 28
  • 29. Main Advertising Media Print media Television Radio Cinema Outdoors (Billboards) Transport Internet ©2011 YCHANGE International LLC Page 29
  • 30. 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 ©2011 YCHANGE International LLC Page 30
  • 31. Television Message Advantages Disadvantages • Large Audience • High overall cost • Low cost of exposure • Limited prime time • High impact – motion, space color sound • Short life • Specific targets • Visual wallpaper • Too many channels • Limited message ©2011 YCHANGE International LLC Page 31
  • 32. RadioAdvantages Disadvantages• Relatively inexpensive • Limited impact• Specific segments • No vision• Mobile • Short life• Local • Attention limited • Audio wallpaper • Local not national ©2011 YCHANGE International LLC Page 32
  • 33. NewspapersAdvantages Disadvantages• Widely read • Short life• Specific segments • Low impact• Frequent publication • Can get lost in paper• Short lead time • Not everyone reads• Inexpensive vs TV • High cost on national• Local/regional/national level• Color print ©2011 YCHANGE International LLC Page 33
  • 34. MagazinesAdvantages Disadvantages• Target specific groups • Expensive• High quality images • Long lead time• Long life • Some are monthly• Link to features • Moderate impact• All consumer interests • Slow impact – long life ©2011 YCHANGE International LLC Page 34
  • 35. CinemaAdvantages Disadvantages• High impact • Limited audience• Captive audience • Mainly young audience• Special targeting • Short lived message• Local audience • May only be seen once• Visual, sound, motion ©2011 YCHANGE International LLC Page 35
  • 36. Outdoor (Billboards) Advantages Disadvantages • Repeatedly seen • Short, simple message • 24/7 coverage • Can’t target socio • Target specific geography economic groups • Impulse buying • Don’t attract full • Local media attention • Short life • Traffic hazard • Difficult to measure ©2011 YCHANGE International LLC Page 36
  • 37. Advertising on Transport Advantages Disadvantages • Low cost • No socio-economic class • Target specific area targeting • Captive audience • No quick results • Wide diverse audience • Difficult to measure • Not full attention grabbing • Limited message ©2011 YCHANGE International LLC Page 37
  • 38. 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 ©2011 YCHANGE International LLC Page 38
  • 39. 5th Important Media Milestone…The Internet Visualization of the various routes through a portion of the Internet. From The Opte Project ©2011 YCHANGE International LLC Page 39
  • 40. Communication Results B CFor the first time it gave us concurrent 1-on-1and 1-on-many capability regardless of distanceGave us the ability to have group interactionsand conversations simultaneously. C C CMost importantly, it made the consumerof news, a producer of news and moved Bus into a socio/digital society C C C ©2011 YCHANGE International LLC Page 40
  • 41. The Superset Media… ©2011 YCHANGE International LLC Page 41
  • 42. 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 ©2011 YCHANGE International LLC Page 42
  • 43. 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 ©2011 YCHANGE International LLC Page 43
  • 44. 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 ©2011 YCHANGE International LLC Page 44
  • 45. Internet Advertising Advantages Disadvantages • Inexpensive • Connecting problems • Easy to set up • Limited audience • Easily updated • Technical issues • Can monitor the number of • Banner ads non-effective hits • Search engine listing costly (click fraud) ©2011 YCHANGE International LLC Page 45
  • 46. Becoming Social Blogs Twitter Facebook YouTube Flickr LinkedIn MySpace FourSquare ©2011 YCHANGE International LLC Page 46
  • 47. 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 ©2011 YCHANGE International LLC Page 47
  • 48. 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… ©2011 YCHANGE International LLC Page 48
  • 49. Agenda 1. Defining Advertising 2. The Customer 3. The Marketing Message 4. Communicating The Message 5. Media Yesterday 6. Media Today 7. Where Do We Go From Here ©2011 YCHANGE International LLC Page 49
  • 50. 5M’s of Advertising Mission Money Message Media Measure ©2011 YCHANGE International LLC Page 50
  • 51. 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 ©2011 YCHANGE International LLC Page 51
  • 52. Determine the Budget Percent of sales Small businesses – what you can afford Compare with competition Based on objectives ©2011 YCHANGE International LLC Page 52
  • 53. Final Thoughts  Jim Smith  (503) 922-0784  jsmith@ychange.com  www.ychange.com  www.twitter.com/ychange/  www.facebook.com/ychange/ ©2011 YCHANGE International LLC Page 53

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