So What Makes An Advertisement Effective?
Can we be brutally honest here for just a second? Great. If you’ve ever spent so much as one thin dime, of your extremely hard earned money, on any type of paid advertisement and or promotion of some kind.
Somewhere deep in the back of your mind. The $64,000 dollar burning question, has got to be, what makes an advertisement effective, right? Absolutely.
The rarely revealed answers, you’re about to discover, may just shock you.Because without a doubt, it’s not completely about the obvious, traditional marketing perspective. Not even close.
You can get the surface marketing perspectives, almost anywhere, both on and offline. And if that is what you really need and want, there’s really no need, for you to invest the time reading this particular post.
But it’s not is it? Somehow, I didn’t think it was.
So Called Effective Advertising Methods Ultimately Depend On What Your True Objectives Are!
Say for example. You currently run, an extremely popular, single location, retail jewelry store. And you’d definitely like to discover, some far less expensive ways, of systematically getting in front of, both your ideal male and female customers.
And one of the reasons why, you like systematically targeting your ideal, local female customers, is because, not only have you accurately discovered the make up of their particular age characteristics.
Which is typically 21-55. But you also know, after constantly studying their numbers.
Their current, total lifetime customer value metrics, is somewhere between $6,500- $11,000 dollars.Give or take over the next five to seven years.
And since (in this particular case only), your ideal male customers, are local entrepreneurs, small business owners and or service providers etc.
Their total lifetime customer value metrics, are equally as impressive, and pretty much, over the same total number of years.
Effective Advertising Campaigns Don’t Have To Automatically Be One Dimensional!
This being said. Your all too typical, retail jeweler, might pay an outrageous sum of money, (which at least) partially explains the cost of their diamonds, right?
But they run a series of full or have page advertisements, in some extremely popular, local newspapers and or local throwaway guides, correct?
Plus the occasional Sunday or pre-major holiday insert, which isn’t exactly cheap.Now is it?
What if instead, before they blew another fortune, on some outrageously expensive, prime time local TV and or radio ads etc.
They strategically tested the following, extremely low hanging fruit marketing strategies and or tactics.
First, they approach one of the most extremely popular, local throwaway guide publishers, whom they’ve (both) personally known, and done plenty of traditional business with over the years.
Really Effective Advertising Methods Open The Doors To Tons Of Previously Untapped Marketing Possibilities!
Let’s say the publication editors, occasionally have some unsold, full or half a page advertising space. And they really don’t want to have to resort to running, various in house, (not necessarily profitable), public service announcement types of advertisements.
And likewise,the extremely marketing savvy retail jeweler, doesn’t want to write a check, even though they’ve love to test a full page advertisement and or promotional campaign.
And the type of cash payment discount, the editor is offering, still requires more initial cash, than the jeweler is still readily willing to invest.
What in the wold, can either one of these profit seeking entrepreneurs do, in order to successfully bridge the gap? So glad you finally asked! 😀
(Extremely Important note: You’ll get part of your answer now, but in part two and beyond, you’ll discover the rest of your answers, in the back end of this particular marketing series, okay? Thanks!)
Most Effective Advertising Methods Are Front End Based Only!
Let’s say the retail cost for a full page ad, is typically $2,500 dollars or X. And of course, a half a page ad, for one running, typically cost $1,250 dollars, or half what a full page ad normally does.
So the jeweler,initially offers the editor,(the actually owner) of the publication, (who they) have literally known and previously done business with for years.
They offer them $3,000 dollars worth of extremely eye catching bling, in order to strategically A/B split test, two various marketing approaches.
So two half a page ads, which normally retail for $1,500 dollars each. In exchange for $3,000 (or x) thousand dollars worth of designer jewelry of the editors choice.
Are You Starting To Appreciate Both The Beauty And Simplicity Of Effective Advertising Campaign Ideas!
And since this particular inventory, which is part of the jewelers periodic closeout inventory. Plus the fact, it really only cost the jeweler 40 (or X%), in terms of actual hard dollars. ($3,000 x .40% = $1,200 dollars in actual cost.
Can you see how they’re still in essence, purchasing this particular asset, for a substantial cash discount, without insulting the editor? Say yes! Great.
Now then, since what the retail jeweler is really after, is direct exposure, to some local entrepreneurs. They strategically use their 1st half a page ad, to announce the free drawing, the editor is sponsoring. Huh?
Meaning, the throwaway guide editors, are offering, both local small business owners and or service providers, a chance to win a free quarter page ad, for the next 8 or X number of weeks! Say what?
These Are Definitely The Types Of Promotional Campaigns Which Consistently Make Money!
Hopefully, (if nothing else), you’re starting to better appreciate, what makes an advertisement effective? Right?
Since their is no purchase of any kind necessary. The local small businesses and or service providers, simply needs to join and remain an active subscriber, on the throwaway editors VIP opt in email/mobile marketing list. In order to remain eligible.
For those of you, who definitely want to discover, how to easily take these initial, extremely low hanging fruit marketing strategies, to the very next level or two.
You definitely want (or must!) tune in for part two and beyond! Don’t you agree? See you in just a little bit in part two.
P.S.Now as is customary during this part of our show.
Please share your extremely valuable comments (in the comments section below) that you can
apply to your business, product or service in the next 30 days or less!
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