Advertising Workshop

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Advertising Workshop

  1. 1. Advertising Workshop
  2. 2. What You Will Learn Ad Layout Basics Creating An Image Expert Tips Increasing Ad Calls Attracting New Clients Controlling Your Business
  3. 3. What You Will Receive If you’re looking for a way to increase your business then a planned advertising program will pay you dividends in increased traffic and more sales
  4. 4. Did You Know? Over any given period, a company or individual who advertises below the industry average has sales below the industry average.
  5. 5. What You Should Avoid <ul><li>Whether business is good or slow, you have to get your share of what is around </li></ul><ul><li>Cutting back on your advertising puts you at a disadvantage with your competitors </li></ul><ul><li>Increasing advertising gives you an edge </li></ul>
  6. 6. STEP 1: Create an Identity <ul><li>Sketch your ideas out on a piece of paper and write a rough draft of your ad </li></ul><ul><li>Play with ideas until you get the correct effect </li></ul><ul><li>A carefully planned ad may bring you the customer you have been looking for to make that sale </li></ul>
  7. 7. Ads with distinctive artwork, layout and copy enjoy a higher readership
  8. 8. If you want the reader to single you out, don’t look like the competition. Expert Tip
  9. 9. Step 2: Use a Simple Layout <ul><li>Be clever but never cryptic </li></ul><ul><li>The reader’s eye should move in a logical sequence: </li></ul><ul><li>1) Headline </li></ul><ul><li>2) Picture </li></ul><ul><li>3) Explanatory copy and price and lastly, </li></ul><ul><li>4) Name and company logo </li></ul><ul><li>An eye dazzling ad might get initial attention, but too many typefaces and decorative borders can turn attraction into distraction! </li></ul>
  10. 10. Step 3: Have a Definite Focus Display advertising is a visual medium used to draw the consumer’s eye to a well-chosen photograph or interesting artwork that will lead them to the home you’re selling.
  11. 11. Step 4: Avoid Congestion <ul><li>Headlines should draw you in by being big and bold but not overpowering </li></ul><ul><li>Remember to use upper and lower case in your headlines – not all caps! </li></ul><ul><li>Don’t use borders as a focal point; they tend to hold the reader out </li></ul>
  12. 12. Step 4: Avoid Congestion <ul><li>Don’t overcrowd your ad </li></ul><ul><li>Use white space to give your copy, room to breathe and draw the reader in </li></ul><ul><li>In ads where a large number of homes are featured, an extra effort is required to tell the story in the most readable, roomiest way </li></ul>
  13. 13. Hot Tip <ul><li>Use your sutton.com email address on all your ads to help increase your number of responses </li></ul><ul><ul><li>Using your sutton.com email will let people know that you are part of a well-recognized brand </li></ul></ul>
  14. 14. Headlines Headlines should appeal to your customer’s needs while at the same time playing up other strong points
  15. 15. Step 5: Tell the Whole Story <ul><li>Tell all the strong points there are to know about the home, such as area, size and price </li></ul><ul><li>Be enthusiastic to get across the message that you are behind your words 100%! </li></ul>
  16. 16. Step 5: Tell the Whole Story <ul><li>A block of copy written in complete sentences is often easier to read than phrases and random words, but the final judgement should be based on your intended audience. </li></ul><ul><li>A boldface lead-in and visual aids accompanying a copy are strong aids to readership. </li></ul>
  17. 17. Feature Consumer Benefits <ul><li>Your customer wants to know what’s in it for them before they make a serious purchase </li></ul><ul><li>If area is your focus, make that your eye-grabber </li></ul><ul><li>If price is your calling card, make that your banner statement </li></ul>
  18. 18. Name Your Price <ul><li>Readers will often overestimate prices, so you should not hesitate to list them </li></ul><ul><li>If your price is comparably high, then justify the higher tag with the home’s outstanding features </li></ul><ul><li>Emphasize the savings to the reader and tell them about any financing offers that are available </li></ul>
  19. 19. Urge Your Readers to “Buy Now!” <ul><li>Ask for the sale </li></ul><ul><li>Limited time offer </li></ul><ul><li>Use persuasive words </li></ul>
  20. 20. Avoid Excessive Claims <ul><li>The surest way to lose customers is to make claims in your advertising that you can’t back up </li></ul><ul><li>Go easy with superlatives and unbelievable values </li></ul><ul><li>Remember, if you claim your prices are unbelievable, your readers are likely to agree </li></ul>
  21. 21. <ul><li>Many people distrust cleverness in advertising just as they distrust those that are too glib </li></ul><ul><li>Headlines and copy generally are far more effective when they are straightforward </li></ul><ul><li>Clever or tricky headlines are often misunderstood </li></ul>Don’t Be Too Clever
  22. 22. Don’t Generalize <ul><li>Be specific at all times </li></ul><ul><li>Shoppers want all the facts before they buy </li></ul><ul><li>Facts sell more </li></ul>
  23. 23. Use Simple, Everyday Language <ul><li>Many of your customers may not understand words that are familiar to you </li></ul><ul><li>Trade and technical terms may be confusing and misunderstood </li></ul><ul><li>Everybody understands simple language </li></ul><ul><li>Nobody resents it – so use it! </li></ul>
  24. 24. Consumers Want Information <ul><li>Consumers are very careful and a little reluctant to spend </li></ul><ul><li>They want information </li></ul><ul><li>One of the main ways they get information about real estate and the markets is from advertising </li></ul><ul><li>Yours or someone else’s </li></ul>
  25. 25. Consumers Look for this Type of News in: <ul><li>Regional Newspapers </li></ul><ul><li>Community Papers </li></ul><ul><li>Ethnic Newspapers </li></ul><ul><li>Classified Advertising </li></ul><ul><li>Real Estate Newspapers and Magazines </li></ul>
  26. 26. Attract New Customers <ul><li>Families are moving all the time: </li></ul><ul><li>So there is a steady flow of customers out of your market </li></ul><ul><li>AND </li></ul><ul><li>A corresponding influx of new families who don’t know you at all </li></ul><ul><li>Tell them about yourself!! </li></ul>
  27. 27. A funny thing happens when you don’t advertise…
  28. 28. Nothing!
  29. 29. Compete Aggressively <ul><li>There is plenty of business out there </li></ul><ul><li>Your competitors are bidding for their share – and yours </li></ul>
  30. 30. Compete Aggressively <ul><li>People will need and want homes </li></ul><ul><li>There are more Canadians working now than ever before! </li></ul><ul><li>Many of them are two income families which add to total family income </li></ul>
  31. 31. Compete Aggressively <ul><li>You’re in competition for the consumer dollar with every other realtor in town </li></ul><ul><li>People have only so many dollars to spend and if they don’t spend them with you, they’ll spend them with somebody else! </li></ul>
  32. 32. Advertising Is In Your Control <ul><li>You can’t do much about most factors in the marketplace: </li></ul><ul><ul><ul><li>Rent </li></ul></ul></ul><ul><ul><ul><li>Labour costs </li></ul></ul></ul><ul><ul><ul><li>Price of inventory </li></ul></ul></ul><ul><ul><ul><li>What your competitors will do </li></ul></ul></ul><ul><li>But the one thing you can control is: </li></ul><ul><ul><ul><li>Your Own Promotion! </li></ul></ul></ul>
  33. 33. Advertising Is In Your Control <ul><li>Once you build up your business you can keep it going with a moderate, consistent advertising program </li></ul><ul><li>However, if you cut your advertising and lose your hold on the public’s awareness, you’ll find it much harder to build it up again </li></ul>
  34. 34. Advertising Is In Your Control <ul><li>Your advertising is part of your sales force </li></ul><ul><li>Ads help pre-sell the customer and helps you close a sale faster </li></ul><ul><li>What saves you time saves you money!! </li></ul>
  35. 35. <ul><li>Remember, advertising is not just the COST of doing business… </li></ul><ul><li>It’s a proven sales tool that returns many times your investment in sales! </li></ul>

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