How to advertise your business

How To Advertise
Your Business

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

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


Introductions

 Jim Smith
 CEO YCHANGE International
 Experience
 (503) 922-0784
 jsmith@ychange.com


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


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


Understanding Advertising

In order to advertise you need
customers, a message and
some form of communications
media.


Agenda
2. The Customer
3. The Message
5. Media Yesterday
6. Media Today


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.


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?

Geographic Variables
Potential customers are in the
following kind of marketplace:
 Local
 State
 Regional, or
 National
 International


Demographic Variables
Potential Customers are identified by
criteria such as:
Age
Race
Religion
Gender
Family size
Occupation
Income Level
Education level
Marital status


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.


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


Linguistic Variables
Products and services are described
by a variety of words and phrases
Keywords
Key phrases
Misspellings
Geographic dependencies


CUSTOMERS

Listen to your customers
Learn to think inside their box
Learn their language
Learn to walk in their shoes

Agenda
2. The Customer
3. The Message
5. Media Yesterday
6. Media Today


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


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?


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?


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


Types of Advertising
Informative

Persuasive

Reminder

Reinforcement

Pioneering

Competitive

Defensive


Corporate Advertising

Promote corporate identity
Public Relations (PR) related
Not about individual products
No mention of product
Large companies


Agenda
2. The Customer
3. The Message
5. Media Yesterday
6. Media Today


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,


Agenda
2. The Customer
3. The Message
5. Media Yesterday
6. Media Today


4 Important Media Milestones…


Communication Results
B C

Took us from 1-on-1 to 1-on-many capability
Also gave us 1-on-1 with distance capability
C
C
C

B
C C

C


Main Advertising Media

Print media
Television
Radio
Cinema
Outdoors (Billboards)
Transport
Internet


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

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


Radio
• Relatively inexpensive • Limited impact
• Specific segments • No vision
• Mobile • Short life
• Local • Attention limited
• Audio wallpaper
• Local not national


Newspapers
• 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


Magazines
• 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


Cinema
• High impact • Limited audience
• Captive audience • Mainly young audience
• Special targeting • Short lived message
• Local audience • May only be seen once
• Visual, sound, motion


Outdoor (Billboards)
• 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


Advertising on Transport
• 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


Agenda
2. The Customer
3. The Message
5. Media Yesterday
6. Media Today


5th Important Media Milestone…

The Internet

Visualization of the various routes through a portion of the Internet.
From 'The Opte Project'


Communication Results
B C
For the first time it gave us concurrent 1-on-1
and 1-on-many capability regardless of distance
Gave us the ability to have group interactions
and conversations simultaneously. C
C
C
Most importantly, it made the consumer
of news, a producer of news and moved B
us into a socio/digital society C C

C


The Superset Media…


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


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


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


Internet Advertising
• 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)


Becoming Social
Blogs
Twitter
Facebook
YouTube
Flickr
LinkedIn
MySpace
FourSquare


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


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…


Agenda
2. The Customer
3. The Marketing Message
5. Media Yesterday
6. Media Today


5M’s of Advertising

Mission
Money
Message
Media
Measure


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


Determine the Budget

Percent of sales
Small businesses – what you can afford
Compare with competition
Based on objectives


Final Thoughts
 Jim Smith
 (503) 922-0784
 jsmith@ychange.com
 www.ychange.com
 www.twitter.com/ychange/
 www.facebook.com/ychange/


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