Should you spend money on advertising to promote your business?

I've been asked this question several times lately, so let's take a more in-depth look at what advertising is and what it can achieve.

This article could save you a lot of money!

​Just to be clear: 'advertising' is sometimes used interchangeably with the term 'marketing', which isn't correct.  Advertising is paying to promote a specific message in a specific way, whether it's an ad in a newspaper or a big budget commercial before the main film at a cinema. 

​Advertising can be very powerful but can also be an expensive mistake. Maybe you need to consider other options first? How good is your website? Your social media? Your PR? Do you blog regularly? Use direct mail consistently?

If you're uncertain about any of these it pays to get them right before you start to advertise. When some one sees your ad they may well come to your website and if that's rubbish... And you'd ideally want to capture their details for follow up, and continue to raise awareness via social media. 

Read on to find out more about advertising and for some tips to avoid wasting money

Advertising is good for creating and building 'awareness' but this is not necessarily the same as building sales. Back in 1925, Daniel Starch said ”to be successful, it must be seen, must be read, must be believed, must be remembered and must be acted upon”. The same is still true today.  

Before you spend, think...

Why are you advertising? What are you main reasons? For example: 

• to develop a new market, and create awareness (and potentially sales) among customers/visitors who have never tried your product;
• to remind previous customers to use your product or service again, or to try another aspect of it.

Consider:  

• the role advertising will play in your overall marketing plan; 
• the characteristics of your target markets - will they respond to advertising? 
• the type of response you are likely to achieve from your target markets

Advertising has either tactical or strategic objectives. Strategic advertising is concerned with creating an awareness of products, of developing an organisation's identity and image. Strategic advertising takes a longer term view, having a wider impact than tactical advertising – but it will cost more.

Tactical advertising is aimed at specific market segments and persuading them to go to a particular place or buy a certain service, sometimes at a particular time.  Tactical advertising takes a more short to medium term view.

Target markets

Target markets must be clearly defined. Don't be reactive and simply advertise where a sales person asks you. Think about your markets and what they read/see. 

One strong, clear message

Most advertising works best with just one key message. This is especially important if you can only afford to buy a few lines or small space. Faced with a small budget and only a couple of centimetres to fill, it can be tempting to get the greatest value for money. Don't cram a small space with loads of detail. It won't have any impact. It's more likely to confuse. 

Choosing one main message will help give even the smallest company a stronger identity. This comes back once again to selling benefits rather than features, and stressing what makes you better or different. 

How to handle those random advertising sales phone calls 

---

For more tips on how to negotiate brilliant advertising rates, what to say to pushy telephone sales people, and advice on how to make advertising work for you, please see the full version of this article in the Tourism Network online community (free to join).