Fort Lauderdale Marketing
By Ocean Breeze Consulting
It’s true that many businesses are having trouble but there are a lot of options that businesses have to help them continue to build and bring in more clients and money. Geography, your clientele and the size of the ad and magazine are several factors in making your advertising and marketing decisions.
Where is your business?
Whether your business is located in Fort Lauderdale, Atlanta, L.A. or Ohio, you should be planning to market your business to as many people as possible. Your bread and butter clients may be very localized, within one mile from your business, but in these times, you should also be working with a publication that has a wide distribution, in fact, at least 5 miles in any direction from your business. Advertising is like seeding your lawn. If your yard is twenty by thirty feet, you can’t just seed a three-foot section and expect the whole lawn to grow in. People will drive from miles away to shop on Rodeo Drive. If your food and service are good, they will travel for great sushi or Italian food. Making sure your business is in front of as many people as possible is key to your marketing success.
Who Are Your Clients?
An advertising professional will be able to pinpoint who your clients are in an instant by doing a market analysis for you! Ask yourself, are most of my clientele locals, tourists or both? If you don’t know, now is the time to start asking every single person that walks in the door, as it makes a huge difference in how you advertise your business. Once again your location is key and it will have an impact on whether or not you are able to pull tourist dollars into your business. If you see that most of your business comes from tourists, then you should be picking magazines that market to them. But if your clientele is locally driven, then you want to find the best rate in a publication that has the broadest distribution, and one that targets people in your direct area, which will increase your chances of bringing in the business you deserve!
Is Bigger Really Better?
There are several things to consider when you want to advertise, ad size and magazine size. So how do you know when the biggest is really the best? In most cases the ad size is what counts. Your ad size and the number of pages in the magazine are important. Full and half page ads are the best way to go when if you can afford them, as they will allow you to get the biggest impact for your advertising and marketing dollar. Quarter page and business card sized ads rarely draw any attention as most readers will be drawn to larger ads. In this case, bigger is better! However, when it comes to magazine size or page count, size does matter too and you’re better off in a magazine with less pages as you have less competition with other advertisers. You always want your ad to be seen and if you’re on page 60, 80 or 120, the chances of your ad being seen becomes questionable.
It’s better to be seen than to blend in!
Ocean Breeze Consulting targets Fort Lauderdale marketing clients but works with clients across the country. If you need a new Fort Lauderdale web design or graphic design, call us today for a free consultation!
No More Bull! Testing Your Advertising and Marketing Dollars
By Ocean Breeze Consulting
Ever wondered how to check on your print advertising to make sure you’re getting your money’s worth? There are several ways you can use to figure out if you’re in a sweet spot or if you’re getting duped. There are several questions to ask yourself and tricks of the trade you can use to answer all your questions.
Is the distribution real?
You may be working with a publication that says they are audited. Well… what is an audit? Sometimes a publication will hire an auditing company to go around and check to see that the magazines are delivered to all the locations, how many copies are left at each location and how many copies are left over at the end of the month. What this tells the publisher is whether or not the distribution company is doing its job in delivering the magazines, that the correct number of copies are being dropped off and if all the copies have been picked up and are in the hands of a reader. This is a great service, but, after all, it’s the magazine that is paying a company to audit them, and they never get a bad audit!
Advertisers can perform the audit themselves! This is much easier than you think, and all it takes is for you to ask your publication for a sample of their distribution list. If they can’t produce a significant list, you know you’re in trouble already! Once you are armed with a list of possible drop-off locations, take an hour a month, select a random sample from the list and go see for yourself. Check the sample of locations after you know the magazine has just been delivered and cross off the locations you check each month to avoid repetition. You may also want to check some of the locations just before a new issue comes out to see how many copies have not been picked up. If there’s a stack of a hundred copies left over, people are not picking up the book and not seeing your ad! Therefore, this publication may be a waste of your time and money.
How else do they market you?
Have you ever tried to get an article or press release about your business in print? If so, you know how frustrating it can be! Many times, your press release just gets placed in a stack of potential candidates and never winds up being seen by anyone. When you’re paying for an ad, the publication’s job is to print and distribute the magazine with your ad in it. Unfortunately, it’s very hard to tell your whole story in just your ad, so you may want to take a crack at writing an article. What this does is let the reader know more about your business. If you’re writing a piece about your industry, such as a recipe by a caterer or a fitness article written by a personal trainer, this is an opportunity for you to become the expert in your field! Look for publications that allow you to promote yourself outside of just your print ad. If your magazine tells you no, then it’s time to find another one!
So take an hour a month and go check to make sure your advertising and marketing dollars are not Full Of Bull!
Fort Lauderdale Advertising
By Ocean Breeze Consulting
It’s true that many businesses are having trouble but there are a lot of options that businesses have to help them continue to build and bring in more clients and money. Geography, your clientele and the size of the ad and magazine are several factors in making your advertising and marketing decisions.
Where is your business?
Whether your business is located in Fort Lauderdale, Atlanta, L.A. or Ohio, you should be planning to market your business to as many people as possible. Your bread and butter clients may be very localized, within one mile from your business, but in these times, you should also be working with a publication that has a wide distribution, in fact, at least 5 miles in any direction from your business. Advertising is like seeding your lawn. If your yard is twenty by thirty feet, you can’t just seed a three-foot section and expect the whole lawn to grow in. People will drive from miles away to shop on Rodeo Drive. If your food and service are good, they will travel for great sushi or Italian food. Making sure your business is in front of as many people as possible is key to your marketing success.
Who Are Your Clients?
An advertising professional will be able to pinpoint who your clients are in an instant by doing a market analysis for you! Ask yourself, are most of my clientele locals, tourists or both? If you don’t know, now is the time to start asking every single person that walks in the door, as it makes a huge difference in how you advertise your business. Once again your location is key and it will have an impact on whether or not you are able to pull tourist dollars into your business. If you see that most of your business comes from tourists, then you should be picking magazines that market to them. But if your clientele is locally driven, then you want to find the best rate in a publication that has the broadest distribution, and one that targets people in your direct area, which will increase your chances of bringing in the business you deserve!
Is Bigger Really Better?
There are several things to consider when you want to advertise, ad size and magazine size. So how do you know when the biggest is really the best? In most cases the ad size is what counts. Your ad size and the number of pages in the magazine are important. Full and half page ads are the best way to go when if you can afford them, as they will allow you to get the biggest impact for your advertising and marketing dollar. Quarter page and business card sized ads rarely draw any attention as most readers will be drawn to larger ads. In this case, bigger is better! However, when it comes to magazine size or page count, size does matter too and you’re better off in a magazine with less pages as you have less competition with other advertisers. You always want your ad to be seen and if you’re on page 60, 80 or 120, the chances of your ad being seen becomes questionable.
It’s better to be seen than to blend in!
Ocean Breeze Consulting targets Fort Lauderdale marketing clients but works with clients across the country. If you need a new Fort Lauderdale web design or graphic design, call us today for a free consultation!