2. We’re open for
business. Now
we need to start
advertising.
How are you going to get people in the door????
3. • High cost for national television advertising
• Local television advertising cost =
commercial production cost +
(cost of airing x number times aired)
• Is your target market viewing your ad?
Television Advertising
4. • The cost of sending out mailers =
design and print cost +
cost of purchasing a mailing list +
address and handling fees +
postage fees
• The junk mail appearance
Mailers
5. Advertising is
more complex
than I thought. I
better do some
research.
What are you going to do ?
6. Medium Cost Pros Cons
$130,000 (30 second spot prime-time) • Great mass market • High total cost
$140 (30 second spot local TV – 2 coverage • High clutter
spots per night non-prime time for 30 • Low cost per exposure • Fleeting exposure
Television
days $8,400) • Uses sight, sound and • Difficult target market
(additional $1,000 in production costs) motion selectivity
• Local popularity • Audio only
$50 (30 second spot – Las Vegas
• Flexibility • Fleeting exposure
market)
Radio • No ad competition • Low attention span
(5 spots per day $250 – 30 days =
• Personalization • Limited reach to target
$7500)
All forms of advertising can be expensive
market
• • High audience • High cost
selectivity • Junk mail
Direct mail $1,710 (for 3,000 postcards) • Flexible
Many pros and cons to each
• No ad competition
• • Allows personalization
• Flexible • Short life
• Timeless • Poor Ad quality
Which form is right for the small
$1052 per month (1/16th page ad • Good local market • Fairly high cost
• Newspaper
displayed 7 days a week) exposure • Becoming less used vs
• Broad acceptability online papers
business owner? •
•
High believability
High demographic • Long ad purchase lead
selectivity time
$1,200 - $5,000 per month or issue • Credible medium • High cost
Magazine (depends on ad size and • High-quality ads • No guarantee of position
demographics) • Long life
• Good pass-along
readership
• Flexible • High cost
$1,250 - $125,000 per month
• High repeat exposure • Little target market
$3,000 to create artwork and install
• Low message selectivity
Billboard (prices increase with higher artwork
competition • Creative limitations
quality and the larger the
• Good positional
demographic group)
selectivity
• High target market • Small, demographically
selectivity skewed audience
Advertising Cost Analysis
$1,200 - $1,800 per month (based on
• Low cost • Relatively low impact
$0.60 pay-per-click)
Internet • Immediacy • Audience controls
$17 - $100 per month
• Interactive capability exposure
(to place banner ad on websites)
• High clutter level on
banner pages
7. What’s the best
form of advertising
for me?
What is the best form of advertising for your business?
8. • Building a 600 station Digital Advertising
Network
• Built in Southern Nevada
• Provides advertising for the Small Business
Owner
• Provides extremely affordable advertising
The DARU Solution
9. • Lease space from Southern Nevada business
owners to place monitors
• DLPs must have high volumes of foot traffic
and long wait times in monitor vicinity
Determines lease price and advertising price
BCC formula determines pricing
• No ads that compete with DLP’s business
DARU Display Location Partners
10. • Collect information for the DLP Profile
Business days and hours of operation
Prime and non-prime time hours
Average number of customers per day
Average customer wait time
Demographic information
• Nationality
• Age
• Gender
• DLP Profiles provided to DARU Sales Associates
Display Location Partner Profiles
11. • Standard Pricing
$.04 - $.17 per 30 second spot
o Depending on DLP location and contract length
• Minimum of 48 – 30 second spots per day
• Your ad displayed once every 10 minutes
• Non-primetime pricing at 40% discount
• Split your ads between prime and non-prime
time slots
The DARU Pricing Structure
12. • Protects DARU advertisers against competition
In effect at DLP display during contracted time slots
• Based on advertisers Business Category and
Business Type
• Example - Business Category = Carwash
Business Type = Mobile
No other Mobile Carwash can advertise during your
contracted time slots
The DARU Exclusivity Clause
13. • DARU free advertisement creation
In the form of a high-resolution scanned
image of a business card
Elapsed time from scanning to posting – 1 hour
as little as 1 hour
• Acceptable advertising content types
video, graphics, animations, audio
Free Production of Advertisements
14. DLP
• Relocate your ad to another DLP location once a 1
month FREE of charge
– DARU sends out monthly notifications of all new DLP
locations in it’s Digital Advertising Network
DLP 2
• Split you ad between up to 4 DLP locations
– Minimum of 48 – 30 second total spots per day
DLP 3
Relocating and Splitting Your Ads
DLP 4
15. • 5 second audio announcement at the beginning of
your ad
Recorded in your own voice
• DLP does not allow for audio in commercials Introducing Enchantigo
perfume.
Closed caption programming provided ENCHANTIGO, the perfect gift for this Holiday Season or any occasion
Audio in Advertisements
16. • Configure your ad for changing conditions Tuesday
Special
Daily specials
DINO’S
Happy hour discounts Super
Spur of the moment specials Plate
$3.75
“Come down within the next 2 hours and receive 10% off on all
merchandise”
• Requirements
24 hour notice required
Advertiser will be charged a small fee
Changing your ad daily
17. • DARU Standard Advertising Contract
4, 8 or 12 month contracts
• DARU Special Events Contracts
1,2 or 3 month contracts
$0.25 per 30 second spot
Minimum 48 -30 second spots per day
Special Events Advertising Contract
