Brand Advertising Tips

Saturday, May 24th, 2008 | Branding Tips

Advertising Tips
Impact Media have compiled 5 major tips when organising your advertising solutions.

1. One of the most successful rules of advertising is AIDA. What is AIDA?
A – Attention
I – Interest
D – Desire
A – Action

Make your advertisement attractive to gain ATTENTION which will possibly lead to an INTEREST in your product or service. Being interested in the product could lead to your product / service being DESIRED, and that desire could leave to an ACTION of making a sale or following the advert instructions.

This is a very popular formula, which have been tested and proved for years. Do your advertisements follow this rule?

2. There are 2 main types of advertising; direct response advertising and brand advertising.Unless you have buckets of extra cash to spend try and steer clear of brand advertising, as this is more aimed at creating brand awareness for large companies who can afford to throw money away in expensive TV advertisements!

If you are a SME then direct response advertising is best suited for you. Direct response advertising relies on an immediate action e.g. someone making a purchase or contacting you for more information. Using your tailored marketing strategy you can create the response you require which will best suit your business. One of the key aspects of direct response advertising is seeing the results. If you have had purchases / enquiries then its working if you haven’t then you are doing something wrong!

Of course it might not be the advert which is not bringing home the bacon, but where the advert is positioned! See part 4.

3. Recording results is a vital piece of your marketing strategy. Knowing what it working for you and what is not will save both time and money.
• Try and monitor your calls with a simple “How did you hear of us” or “where did you get our number” In any electronic communications try and place an additional field in your contact forms asking visitors where they found your number.
• If you have the availability of an additional phone line, why not trial different telephone numbers targeting different adverts? When calling this number you know exactly where the enquiry has come from.
• If you have a website, try and direct visitors to a specific landing page. Your website stats should tell you how successful your advert has been.
How can you possibly know if your advertising is working if you do not monitor where each enquiry is coming from.

4. Advert positioning! Knowing where to place your advert is vital. You wouldn’t advertise a restaurant launch party in a car magazine!

Knowing your target audience is vital, finding out what publications they read and what websites they are most likely to visit will assist in placing your advert.

If you are placing an advert in a printed publication – only place adverts on the right hand page! When you read a magazine or a newspaper, as you flip the page your eyes are attracted to the right hand page as to the left. Statistics will show that your advert has more chance of being seen on the right hand page that on the left! Try this out!

5. There are many different ways to advertise your business; you shouldn’t rely on one source for all your business. Try creating other advertising channels alongside your current advertising methods and monitor the progress. Main areas in which people advertise are listed below.
• Newspaper & Publication advertisements
• Search Engine Marketing
• Email Marketing
• Create your own referral scheme
• Direct Mail Campaign
• PR campaigns – Get noticed by the local newspapers to reap free advertisement.
• Telephone Marketing