Advertisers, both large and small, are constantly challenged to spend ad dollars in an efficient and effective way. The Wave Magazine offers some tips on how to create an ad that gets a response.

What is Marketing?

The American Marketing Association defines marketing as:

"The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and clients at large."

So, what does that mean? Simply put, you want to inform and excite customers about what your business does and produces (and why your business is great) to get them to walk in your door and make a purchase.

Types of Marketing

There are many mediums to use to help market your business. Some of them are: television and radio commercials, banner ads, billboards, direct mailing, radio, blogging, podcasting, online media, door-to-door print flyers, and print ads.

Beginning a Marketing Campaign

There are many things to consider before you begin your marketing campaign:

1. Budget. Spend only what you can afford, but keep in mind that marketing and advertising is the best way to reel in customers. New customers won't know you even exist without first seeing an ad. If the budget is tight, take a good look at your dollars and make room for advertising, even if it's only a small amount. Beginning an ad campaign is an investment.

2. Target audience. If you have a small business, target your local community. Opposite is true if you are a large chain, in which case you should spend your advertising dollars nationally.

   For example, if you want to reach the people of San Jose, you would put your marketing efforts into local media outlets. But choosing that outlet is important as well. If you're selling a new line of snowboards, you would look into a ski & snowboarding magazine, or other related periodicals and online publications, as opposed to advertising in a electronics publication. Go to where your costumers are.

3. Identity. It is important to have a look and a message that is consistent. Your logo, company colors, fonts, etc. should have a common theme and should accurately represent who you are without presenting conflicting interests. This common theme should stream throughout everything you do, from your business cards and price sheets to your menus and print ads.

   You will also want a strong headline, a statement that will get the attention of potential customers. Be creative, yet straightforward. No one should have to read between the lines to understand your message. But keep it simple. It is unnecessary to cram in the life story of your business. Keep your message clear, simple, and easy to read.

4. Frequency. Building market recognition takes time and patience. In many cases, the biggest bang for your buck is to choose a smaller ad that runs frequently as opposed to a larger ad that runs infrequently. Of course, if your budget permits, the best option is to choose a large ad that runs frequently. You will want potential customers to see repeat ads, so much so that their curiosity will get the best of them. Repeat ads bring customers to your door.

5. Competition. There will always be competitors, and it is important for you to know your competitors' strengths in order for you to set yourself aside from them. As competition becomes more intense, you will want to call out a special offer, highlight a specific strength, or clearly communicate what differentiates you from your competitors.

   If you have any questions contact VP of Sales, Bill Hargreaves (408) 912-5060 x3260