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Choosing the Right Advertising
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AdzZoo• Target Your market• Launch Your Campaign• Make Your Business Go Bananas!
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2Choosing the Right Advertising
Introductions
Keynote Topic
Choosing the Right Advertising
BreakAsk
Questions Any Time
Agenda
Keynote Topic
Choosing the Right Advertising
Our sponsor
AdzZoo
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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
3Choosing the Right Advertising
Adapted from Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch20.
Audience
Objectives
Message
Budget
Methods
Results
Follow‐up
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4Choosing the Right Advertising
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.
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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
5Choosing the Right Advertising
Copyright 2010 Sigma College of Small Business, Inc.
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6Choosing the Right Advertising
Coca‐Cola Super Bowl ‐ 1980 E*Trade Baby ‐ 2009
What were the objectives of each?
vs.
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Objectives
7Choosing the Right Advertising
• 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
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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
8Choosing the Right Advertising
Trust, Customer Service
Ease of Transition
Inexpensive, Best Value
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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
9Choosing the Right Advertising
Sigma FreePresents…
Provided by Sigma College of Small Business, Inc.
Choosing the Right Advertising
Sponsored by:
AdzZoo• Target Your market• Launch Your Campaign• Make Your Business Go Bananas!
Copyright 2010 Sigma College of Small Business, Inc.
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
11Choosing the Right Advertising
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
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Measure the Results
• Measurement ‐ Part of the Design• Indirect Measurement
– “Call” volume trends– Web Traffic– Revenue generation– Third party sources
• Direct Measurement– Surveys
• Awareness and Attitude– Measure Actual Response
• Online, direct marketing, trials, sales promotion (coupons, codes),
12Choosing the Right Advertising
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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
13Choosing the Right Advertising
Building the Relationship
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Critical Business Areas
Strategy and Planning
Marketing and Sales
Accounting and Finance
Operations and Quality
Leadership and Administration
Technology and Innovation
Sigma College of Small Business
• Upcoming SigmaFree Classes– 2/23 – What is Your Business? The Art of an “Elevator” Pitch
– 3/2 – The Right Stuff! Hire and Retain the Best Employees
• Upcoming Sigma College Course– Marketing and Sales for Small Business
• Wednesdays, 3pm‐5pm, 2/17‐3/10, 4 weeks
– Free personal consult
– “Flex” schedule – attend either class
14Dedicated to the Learning Needs of Small Business!
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