So you’re driving down the road and you hear your business’s commercial on the radio. It makes you feel good. Really good. You know all of your buddies are hearing your ad and saying…hey, she’s made it. I’m not calling you out. I’ve done it myself.
But is it effective?
Radio can be effective for some businesses, particularly businesses with a large advertising budget . However, I find most times a small business doesn’t have the advertising budget to actually make an impact. You have to build a campaign over a long period of time. It’s all about brand awareness.
It’s pretty much the same for TV. You’re shouting out a targeted message at a broad un-targeted audience. Unless it’s food, or clothes, or something that EVERYONE needs, you could be wasting your money. TV advertising can work…but once again, you need a large budget to make an impact.
If you’re able to generate the interest with a great TV or Radio campaign, make sure you’re ready to be found. That means your business information needs to be accurate on Google, Yelp, Foursquare, and of course your website. Why? Because there is a very good chance that when they see your commercial while they’re watching their favorite show…you’re probably closed. They will turn to the internet to find out more. Build interest in your business…don’t just look for immediate leads.
What about billboards? Gary Vaynerchuk put it best when he said “people aren’t looking at billboards when they’re driving, in fact, they’re not even looking at the road.” He’s right. People are texting, or putting on lipstick, or eating a sausage egg and cheese croissant. What’s the rare success in billboards? I’d say the digital billboards facing a busy four way intersection. That’s about it.
We have to learn to put our ego aside and put our money into what works.
What works is exposing your business to a targeted community. If you sell arrows, doesn’t it make sense to advertise on a hunting website? If you sell childrens clothes, run a day care, teach swimming lessons, or manage a pediatrics office, should you not be advertising in a family magazine? And if you’re an app developer, shouldn’t you be advertising with Facebook on mobile devices?
Be smart with your advertising dollars. They can boost your sales, or they can boost your ego.
It’s Your Choice.