choosing the right advertising

Sigma FreePresents…

Provided by Sigma College of Small Business, Inc.

Choosing the Right Advertising

Sponsored by:

RevBuilders Marketing

Copyright 2009 Sigma College of Small Business, Inc.

Sponsored by:

2Choosing the Right Advertising

Introductions

Keynote Topic


BreakAsk

Questions Any Time

Agenda

Keynote Topic


Our sponsor



Sponsored by:

Seven Steps – for Choosing the Right Advertising

Describe Audience(s) • Segment the market• Audience priorities and needs• Buying behavior

Promotion Objectives • Desired audience action – now and future• Frequency of response• Response volume

Message • Audience priorities and needs• VALUE proposition• General and specific messages

Budget • Investment• Expected return v. cost• Risk

Methods • Channels• Mix• Frequency

Measure the Results • Set goals for response and measure results

Follow‐up on Response • Plan for follow‐up – start the sales process


Adapted from Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch20.

Audience

Objectives

Message

Budget

Methods

Results

Follow‐up

Sponsored by:


Sponsored by:


Starting at $29,930. The sleek curves of the all‐new Nissan 370Z captivate you first. The feeling grows as 332 horsepower and precise control take you through each thrilling turn. Even the lines of the well‐crafted interior inspire joy. Bliss, it seems, is found one curve at a time. Look Closer. Nissan Delivers at NissanUSA.com.

Nissan Delivers. Ever driven over 600,000 potholes –on purpose? We have. The Altima must withstand more than 5,000 quality and durability tests to ensure it delivers years of performance. It also has to be fuel efficient, getting 32 hwy mpg. Of course, it must be funto drive. Sure, we’re hard on that car, but the Altimacan take it. On top of that, it won a Consumers digest Best Buy Award. Starting at $19,900.


Sponsored by:

Defining the AudienceSegment the Market • Geographic ‐ physical location of buyer

• Demographic ‐ Age, family characteristics, gender, occupation

• Psychographics ‐ Lifestyle and personality• Behavioral ‐ Occasions, benefits, user status, usage rate, loyalty, buyer readiness, attitude

Audience Priorities and Needs

• Do they know/understand the need and solution• What do they value most from the solution• Where does it rank against other needs and desires

Buying Behavior • Where are they in the buying process• Impulse buy or extended buying process• Understand Influencers and Decision Makers• Where do they get their information– Proactively and Passively



Sponsored by:


Coca‐Cola Super Bowl ‐ 1980 E*Trade Baby ‐ 2009

What were the objectives of each?

vs.

http://www.youtube.com/watch?v=xffOCZYX6F8

http://www.youtube.com/watch?v=6vW9gUmooFg


Sponsored by:

Objectives


• Awareness– Change the level of awareness to the product or brand

– New concepts or brands, new audience, portfolio expansion

• Attitude– Affect how potential customers perceive the product

– Create demand for the product in general and your product specifically

• Behavior– Generates specific action on the part of the potential customer

– Research, trial and ultimately buy and use

Attention Interest Desire ActionAIDA Model

The Buying Process


Sponsored by:

Messaging

• Content – What to Say

• Structure – How to Logically Say It

• Format – How to Symbolically Say It

• Source – Who Should Say IT

• Split or Combined


Trust, Customer Service

Ease of Transition

Inexpensive, Best Value

http://www.geico.com/about/commercials/


Sponsored by:

BudgetHow do you decide how much to spend?

• Non‐Investment Methods– Affordability Method

– Percent of Sales

– Competitive Budgeting

• Return on Investment Method– Match promotion cost to the potential profitable revenue (return)

– Best approach to realize desired outcome





Sponsored by:



Sponsored by:

Methods• Types

– Advertising– Direct Marketing– Public Relations and Publicity– Sales– Sales Promotion

• Terminology– Reach – the number of unique potential buyers

exposed to the message at least once during specified time

– Frequency – the average number of times that a potential buyer is exposed over the time period

– Impact – Qualitative value of an exposure through a given medium (relative to your situation)

– Total Exposures – Reach x Frequency– Quality Exposures – Reach x Frequency x Imact


Radio Television OnlinePrint Sponsorships Trade

Shows Outdoor Direct Mail Newspaper Magazines

Banner Ads AdWords SEOProduct Placement Press Release Public Relations

Social NetworkingPartnerships Give‐Aways

Networking GroupsPromotion Events Radio Television Online Print

Sponsorships Trade Shows Outdoor Direct Mail

Newspaper MagazinesBanner Ads AdWords SEO

Product Placement Press Release Public Relations

Social NetworkingPartnerships Give‐Aways

Networking GroupsPromotion Events Radio Television Online Print

Sponsorships Trade Shows Outdoor Direct Mail

Newspaper MagazinesBanner Ads AdWords SEO

Product Placement Press


Sponsored by:

Measure the Results

• Measurement ‐ Part of the Design• Indirect Measurement

– “Call” volume trends– Revenue generation– Third party sources

• Direct Measurement– Surveys

• Awareness and Attitude– Measure Actual Response

• Online, direct marketing, trials, sales promotion (coupons, codes),



Sponsored by:

Follow‐up on Response

• Critical to Promotions– Coordinating promotions

• Multiple touch points

– Follow‐up to inquiries

– Pre‐sale support

– Post‐sale support

• Use to Build Trust


Building the Relationship

choosing the right advertising

Business

revbuilders

sponsoredby