Out of the mouthes of babes... My eight year old's 3rd grade social science book is a source of inspiration this week. To the statement: Advertising can be done in the following ways... she (and I expect most of her peers) noted four:
a) Signs
b) Television
c) Internet
d) Radio
What, no newspapers or magazines? The medium just isn't on the radar for the next generation of purchaser, if 25 nine and 10 year olds are any reliable sample!
It's no wonder that, according to to an articule by Eric Beecher on Crikey, "Google now generates more ad revenue than the entire Australian radio industry; a lot more than the three Fairfax flagship newspapers combined; more than any of Australia’s TV networks; almost as much as all magazines in Australia."
Google and the internet is the reality for so many people now. Still, regardless of who's getting the ads, the fact remains that only about half of all advertising efforts get results (phone enquiries, leads and ultimately sales). It's just that most small businesses don't know which half.
The answer? Know your 'ideal customer' and get inside their head. Once you understand who they are and why they buy, then you can focus on the message and the medium you'll use to target them.
If anyone needs a sample of 3rd graders, have I got a group for you!
All success.
Margie
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