Advertising Extreme

I was reminded this week of Sir Alan Sugar’s comment “I have written books on advertising – Cheque Books” which probably sums up most business owners experience of advertising. It’s expensive!

Does it work?

Well, did you know that a single advert, properly targeted, with the right headline and offer, costing say £200, can bring returns of perhaps 1000% or more within days?

Advertising can be one of the most cost effective ways to generate new enquiries. Or it can be a complete waste of money.

What makes a successful advert? Quite simply – one that gets results.

I advocate that EACH advert has to be accountable – i.e. if you place an advert it must do one of two things:

1. Make a sale

2. Get someone to contact you to find out more

And, if your advert doesn’t do either of those you are wasting money.

Take a look at most adverts. They are all very similar. They have a big headline (usually the company name), a great logo, they list the products or services on offer, there might be a photo or two, maybe a strap line – something like “you can always be assured of a great service”, “a superb range”, “free quote”, etc

Have a look at your local newspaper now – am I right?

I know that most of these adverts do not work. I know that, because when my clients start to monitor where their enquiries come from, they realise that most of their new enquiries are through referrals or from the sign writing on their vans. The sales they do get from the newspaper or magazine advertising do not even cover the cost of the adverts – let alone make a profit. Now, I’m not advocating that you go out and cancel all your adverts. However there are some simple steps you can take to make your advert more effective:

1. Before placing your advert, decide what you want your prospect to do. Do you want them to: buy something from you, call for more information or visit your website? An advert which is trying to sell something will be very different to one simply asking a prospect to call for more information.

2. Your entire advert should be devoted to getting your prospect to take the next step. You need to give them all the information they need to do so. If you want the prospect to buy something you need to highlight all the benefits of your product or service, and overcome all the likely objections so that they can make an informed decision. Won’t it be too wordy? Well, would you tell a sales person to go and visit a prospect and say you’ve got 20 seconds to persuade this person to buy your product? No, of course not, you wouldn’t put him or her under that much pressure. So why put yourself under that pressure in trying to sell something in a tiny advert.

3. People do not buy newspapers or magazines to read the adverts – they buy them for the news and articles. The more your advert looks like an editorial feature – the more it will be read. So disguise your advert – make it look like a news article.

4. Try a 2 step approach. Advertising can be very expensive – so don’t even attempt to sell in a tiny advert – offer your prospect some free information in exchange for contact details – e.g.:

Homeowners Decorating Guide. For your FREE guide to choosing colour combinations of paint, tiles and wall paper Visit www…

How to sell your house faster and for more money? Call 0800 … for your free report and audio CD.

Then, when you send your free information – include your sales literature detailing all the benefits of your product or service. You now have a qualified lead and have plenty of time and opportunity to follow up and make a sale.

5. Have a compelling headline – your company name is not a headline – people don’t care what you are called or how long you have been in business – they just want to know what you can do for them. Your headline should be the biggest benefit you offer prospective customers.

6. Test & Monitor each and every advert you run. Most businesses don’t monitor their adverts or sales promotions – they continue to run the same advert over and over – regardless of whether it pulls for them. Did you know that a change in headline has been tested to increase the response of an ad by up to nineteen times?

7. Once you’ve found an advert which works continue to run it until it stops generating a profit. Don’t stop it just because you’re bored with it and want to change it. Remember that you may see your advert every day – but your prospects are seeing it for the first time.

There you have it – 7 steps to successful advertising. Good luck.

By: Melina Abbott

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By: Omar Abs

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Internet has been noticed as a feasible medium now. The rise in awareness, about the feasibility of this medium has also been identified by the advertisers. This is one of the reasons behind advertisers heading towards Internet advertising. The scenario of online advertising India would cater to all groups of organizations and their brands.

With effective growth in Indian Internet user base, online advertising is on the minds of smart advertisers. The feasibility of this advertising medium is responsible for achieving this response from the advertisers. Now, when it comes to user response, then 46 million users is a sizeable number that forms the target market for online advertising India. On top of that, there were over 41,000 advertisers that targeted Indian users in 2006 (IAMAI).

The data suggests that there is a lucrative market out there. The users of this medium access it from offices, at home and cyber cafes too. They indulge in variety of activities like social media interactions, sourcing information, researching, study, analysis, work etc. In addition to it, the advertisers have been utilizing the strength of banner network India for achieving cutting edge promotions. Such a network is formed with the collaboration of advertisers, agencies and publishers, which organizes the flow of banners across online ad spaces.

The online advertising India is not at all limited to just the network but it also offers a whole range of advertising and marketing solutions. The advertisers are now inclined towards the dotcom part of advertising. This is clear from the fact that around 291 brands India had an ad spend of over Rs.10 lacs (IAMAI). No doubt that the users and their trends of surfing are proving attractive for the advertisers.

Moreover, the Internet advertising agencies offer targeted delivery of ads. The delivery of ads is done with the use of technologies like central ad server. Also, the targeting has a few parameters that enable the agency to distinguish the target audience for the advertisers. It can be based on location, connection type, browser type, day/time, IP tracking, user data etc. All this and lot more contributes to online advertising India but it is just about, how efficiently it would be taken in use by both the leading brands and the SMEa (Small and Medium Enterprises).

By: Deepak Kamboj

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One of the built-in benefits of running a business that involves helping other businesses promotional effort is the built-in testimonial of an advertising business internet marketing plan. When you take part in a business where advertising is a key service you provide, then the ability for your customers to find you and be swayed to employ you is a testament that you understand internet marketing and advertising.  If this is the kind of business you’re looking to go into because you want to consult or handle promotions for other businesses, then don’t miss the opportunity to point out to potential customers that you grow your own business with the very techniques you want to provide for them.

While it’s inherent that an advertising business internet marketing plan must be successful if they do find clients, you must also bring this to the potential client’s attention.  Of course you’ll want to have concrete results from other companies that you’ve helped promote products and services.  But don’t neglect to use your own promotional techniques and results as tools to market your own business. While your knowledge of advertising business internet marketing techniques maybe be clear since you’re earning their business, it might consciously occur to them so be sure and point it out.

Advertising business internet marketing has the benefit that many other online businesses don’t have–built-in testimonial information from within their very own business!  Take screen shots of your search engine rankings on various searches and use those.  Describe your own company’s efforts towards promotion and the results.  Reiterate the ways in which customers find you—when you mention the manner in which that particular client found your advertising business internet marketing campaign, they’ll be impressed—and stress that you can do for them what you’ve done for your own company.

An advertising business internet marketing strategy of this sort is especially key for a new business with no other clients to give testimonials and no other sites on which to show real results. In a case like this, it’s not going to be easy to convince a potential client to sign on, since there’s no real evidence that you can do what you claim as far as their promotional efforts go.  But if you show your marketing efforts and the good results, you do have evidence for them to see.

While it might not be as compelling evidence as another site with concrete results, it will still show potential clients that you do know how to market a business online, and you do know how to implement a promotional plan.  For someone starting out in an advertising business that focuses on internet marketing, in order to get some evidence beyond your own website, create one or two websites based on varied interests.

They don’t have to be businesses, just general information.  Use all your promotional skills in tweaking the site and the methods of marketing you use for it.  Then your advertising business internet marketing skills will have more good results to show potential clients.

By: hardeep

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The businesses organizations are laying foremost emphasis on advertising. This is due to the growing competition among the products and services. Now, when application of promotional mix comes, advertising enjoys a leading position. As it is the advertising that helps in building brand image for the products and services owned by the organization. The extensive advertising helps in more phenomenal growth of brand. Internet is an advertising medium that helps in reaching the target audience, in a smart way. This is why online advertising India is being used by all classes of advertisers.

The online advertising India is already booming with over 41,000 advertisers targeting Indian Internet users (IAMAI). For a bigger picture, the Indian Internet user base of around 46 million is a lucrative prospective customer base for many goods and commodities. It is definitely a sizeable target market for advertisers belonging to different verticals. Growing competitiveness in the markets makes it necessary for the advertisers to adopt such strategic promotions. In this way, the advertisers become capable of spreading the buzzword much rapidly, irrespective of the competition.

A clear indication of an expansion in online advertising India and its utility, comes when, we see an inclination of advertisers in making more ad spends in online advertising. A data tells that there were around 291 brands, which had an annual ad spent of more than Rs.10 lacs in 2006. This shows that advertising online has become a sensible choice among today’s advertisers. It is the feasibility of Internet as an advertising medium that draws them for using it. The advertisers have also become well informed about the opportunities created by its wide span and ability of targeting desired audience.

Now, advertisers consist of entrepreneurs, which are dynamic achievers. They do not spare an effort to make their businesses stride over a marked growth path. The Indian advertisers have got an integrated platform for creating awareness about their brands or even generating leads for conversion. The online advertising India would enable local advertisers in reaching global markets and standards. With development and publishing the interactive ads in an effective way, it has become a smart choice among the advertisers.

By: Meenakshi Wali

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