|These pages have been created to supply you with sufficient information to
help you understand and appreciate marketing as it relates to promotion and advertising
through the use of traditional media and the Internet. The purpose of this document is not
to specifically suggest one media over another, but to supply some basic advice that will
act as a good primer for your marketing and advertising planning, whether your business is
online or offline. For a detailed list of our services,
please click here. To get a free marketing analysis and free
service quote, please visit How Can We Serve You?, and complete
our brief online form.
It is important that you plan what your Marketing or Advertising
Strategy will be.
Do your homework:
- Clearly define the image you wish your business to convey in the market place.
- Establish exactly the service(s) or product(s) you provide.
- What demo or group are you targeting?
- Determine your business' edge over your competitors: Pricing, Quality, Customer Service
leading Up to Sale, Friendly - Qualified - Professional Staff, After Sales Service,
Guarantee's, Location, Hours of Operation etc.
- In short, determine precisely what you want to say, and how you want to say it?
- Also establish if an Internet web site is right for you and your business?
First, lets look at your media options and some quick points on each.
If Print: Should it be Classified or Display? Substantiate
circulation (readership). Large ad or small? What are the lineage costs? Are there
volume discounts available? What about positioning such as page location or in a
thematic feature section? What about augmentation of print with other media to
achieve maximum market saturation (which media works as the best compliment to my
newspaper campaign? Follow this lead to additional information on Newspapers!
If Radio: Theatre of the mind? Certainly, but not like it
used to be. Get substantiated 1/4 hour, daypart and cumulative audience figures. Station
Formatting is of vital importance. If you're essentially targeting a younger demographic,
placing your campaign with an strong adult 35+ news/talk station is not where your ad
dollar's are best spent. Radio is portable. It goes everywhere, from the bedroom, to
the bathroom to the beach; from the car to the office. Radio is generally cost efficient!
With Radio you can really target people by demographic and lifestyle. What about other
media for augmentation? I admit some bias, but it works! -- our personal favourite Radio!
If Television: Let's people see your business
and products. Pick a program spot, but remember the higher the program's rating, the more
it will cost you to advertise. What about television's higher production costs? With
campaigns in the right programs and with good motion visuals -- TV can be powerful.
Television is a good image builder. It has become more fragmented now that cable
and the Internet exist. You can more efficiently target now, but with few numbers.
Television viewer-ship decreases significantly in the summer months. Get more
information on Television!
Consider your creative: Colour, graphics
and positioning for print. Music and sound effects for radio, or a straight
read. A hard sell or soft sell approach? For television and the Internet:
audio streams, strong visuals (graphic stills or motion video), or animation etc.
If the Internet: The
Internet is continuing to grow by leaps and bounds, and is flexible. Full commercial applications are
just around the corner, even though the Internet is primarily, and always will be to a
certain degree, a data delivery system. The positive ramifications of e-commerce on
the Internet are beginning to boom. Look at web site development and web page design
costs. Consider integrated marketing to promote your Online business.
Consider the secure financial transaction factor. Security is still a bit of an issue to
be dealt with, and this privacy issue is being resolved which will allow more people to
feel confident with the Web as a commercial entity.
Presently, more men utilize the Web than women across all demographics. Yet, female
numbers continue to increase dramatically. The number of seniors Online
continues to rise too. In short, Internet usage delivers all demographics 12 to 65
plus. It's also much less expensive than conventional advertising and it's scope is
truly global. Visit at our Site Index and Marketing Online
page for a more comprehensive look at the Internet and the World Wide Web.
As an awareness and marketing tool a Web Site is great - if it's properly promoted! As
a revenue generator it's presently more conducive to a smaller but growing number of
products and services. For example: the Travel Industry, Book and Compact Disc Sales,
Banking, Computer Software, and Specialty Items not readily available in conventional
retail outlets etc.
There are also a number of Promotional Item's
suppliers. They can deliver you everything from logo'd clothing items and bags to pens and
coffee mugs. These promotional goodies can be an effective advertising tool, but
beware! Make sure the quality of the items you purchase from these companies are of
decent quality. To give a customer/client a promotional item that is hardly useful, or
worse yet breaks after it's used three or four times creates a negative impression.
Other ways in which to promote your business and product(s) in the marketplace -- are
through the: Public Relations - Direct Marketing - Outdoor/Indoor Billboards
-Telemarketing - Sales Promotions - Publicity (at a fraction of the cost of
other media) and Multi-Media. I'll address these in the
marketing section Getting Noticed. Please visit our Links Page for a number of other advertising and marketing
resources. To view the entire contents of our web site, please click here!
All advertising mediums have their advantages, but the "media mix" must be
right for you. And...always remember cost! Establish a budget that's right for
Which ever medium(s) you use -- don't be pushed into buying. If you can afford it
- hire an agency or media planner. If not, do your homework - plan ahead. Ask
questions and substantiate all claims. Request testimonials, and follow-up on them.
No one medium stands alone. It is always better to augment any campaign with more than
one medium (Integrate). Consider the advantages of each and the negatives too.
But...ADVERTISE and PROMOTE!
And remember, that a small number of ads, billboards, insertions is not enough. Build
any campaign on "frequency". "Frequency" is of vital important
when it comes to any form of advertising!
If You Don't Advertise Or Promote, A Remarkable
Thing Happens... "Nothing!"
Whatever medium(s) you choose, never
Advertise or Market your service(s) or product(s) until you are completely satisfied that
everything has been done to see that your - sometimes costly - advertising expenditure
will not have been in vain.
The objective must be to move your customer through "5 Stages": Product
Awareness, Product Interest, Product Desire, Product Usage and Product Satisfaction.
Today more than ever, we must service the customer so well that he/she cannot imagine
finding equivalent or better value, service, product, and people elsewhere. So: "Know
your market and If there's a need fill it!"
In short, Radio Stations - Television Stations - Internet Services - Newspapers can
bring customers to you, but unless the above objectives are in place, even a great
advertising campaign or marketing strategy can fail.
We believe there are four cornerstones
for business success. In our opinion everything else is secondary.
Creativity: Rather than use innovation or new product development,
creativity because it is more comprehensive. Creativity is the need to continually and
consistently add to the value a company supplies to the client/customer. Creativity is
innovation in all areas of a business.
It is fundamental to any business at its inception, and beyond if it really desires
success. A business needs to focus its creative efforts on the critical areas that will
provide the best returns in terms of adding value to its services and products.
High Energy: High energy levels are important in business. Getting there first
is frequently the key to success. Look at Microsoft! The quickest service is impressive,
and yes it must be done right. The will to win generally gets results, and enthusiasm is
High energy appears to encourage and develop creativity. Making things happen is the
real test, and making things work often takes a lot of energy. Frequently, thorough and
fast execution can make the difference. High energy is also necessary to sustain a
company's forward growth.
Money: We simply can't do much without it. Many new enterprises fall short
because they ran out of cash. Success attracts capital, but it consumes it at a fast pace.
The ability to attract money and then manage it, along with the growth of a company is
always of vital importance.
Management: The ability to pull all the company's resources together, and focus
it in a strategically successful direction is imperative. Managers have to have leadership
and vision. They have to build. The test of a good manager is his/her ability to sustain
creativity and high energy levels on an on-going basis through leadership and with a
reasonable clarity of vision.
Thank you for visiting. We hope these pages are of some benefit to you. Your
comments on this we site would be appreciated. You can respond by e-mailing us at