Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Advertising Secret Number Thirteen: You have to buy loads of ad spots

Advertising Secrets: You don’t actually need to buy loads of advertising, one advert should work perfectly well.

 

Don’t listen to what the sales people tell you about the need buy lots of spots and the need to advertise for weeks.  A good advert will sell the first time someone hears it.  Too much repetition just bores people and can reduce sales .. but the sales people will never tell you that.

 

Radio is good for Brand advertising but not so good for Response Advertising as people rushing for work, or driving, cannot respond to your Call for Action
Strangely enough “Drive Time”  is often more expensive than other times of day. You need to Test & Measure this to see if it is worth the extra money – response rates could be much lower.

 

Having said that, if you are a school promoting an Open Day, it is quite a good way to raise profile.  People often know where the schools are so don’t need to remember too many details – just which day you are open. 

 

A quick tip you can use here. An advert on radio for an Open Day will cost you about £1000 a week – and you will be told you need to run the campaign for at least three weeks.  You can promote your event on those big yellow AA road signs for much less.  Ten signs displayed for a week cost something like £300-500.  Worth considering.

 

 

 

More Advertising
Secrets

 Stop Advertising

Most
Advertising doesn’t work

MOST
Advertising Sales Managers DON’T Understand Advertising

There
are Two Types of Advertising

Lead
generation ads are great value

Test
& Measure Your Advertising

Where
should you advertise ?

Checking
advertising circulation figures

Negotiating
for advertising space

Never
buy the last space

An
advertising trick you must never fall for

Do
you have to pay for loads of spots?

When
not to advertise on radio

Cinema
advertising can be very effective

Do
you have Evidence that advetising works

Measure
response rates

Website
stats about advertising

Negotiating
a guarantee

About
Online advertisng

More
Advertising Secrets

How
to use good headlines in advertising

Great
advertising headline words

Advertising
Calls to Action

 


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