It isn’t always about the best advertising campaigns, just the most effective!
How often have you wondered about the best advertising campaigns your industry has ever used?
Well, hopefully you realize that in order to be truly effective, your advertising campaigns don’t have to be expensive.
Too many otherwise (savvy) entrepreneurs think they have to hire one of those fancy Madison Avenue type of ad agencies (which) in all likelihood, they probably can’t afford.
To help them create some giant (over the top), not to mention outrageously expensive ad campaign, in order to effectively get the word out.
And in far too many cases, a struggling cash strapped small business owner and or service provider will run out of money, long before their ad campaign pays off if it ever does.
Why The Best Advertising Campaigns Don’t Have To Be Expensive!
(In Order To Be Really Effective!)
Ever hear of a paid advertising method called Pay Per Click? Or PPC, as it’s often referred to by online marketers. More than likely you have.
If not, basically here’s the way this extremely popular form of paid advertising works.
You places a ad on (either) one of the major search engines, such as Google or Yahoo etc. Or one of the many popular social sites such as FB.
And every time a web visitor clicks on your link, you agree upfront to pay so much per click.And typically the more competitive (the demand there is for) the keywords are that your bidding on, the higher your bid needs to be in order to to get your ad placed.
Therefore you only pay for each actual click, not per impression, which simply means, you pay so much up front, like 95% of the other traditional forms of advertising, whether anyone actually clicks on your ad (link) or not.
The same way you pay upfront for traditional radio and or newspaper advertisements.Whether anyone responds to your ad or not, you still have to pay for it upfront.
The Secret To The Success Of Some Of The Best Advertising Campaigns!
Way back prior to the explosion of the Internet as we/(you) know it today, some really savvy offline marketers successfully used an extremely powerful form of results driven radio advertising, that was very similar to online PPC.
It was called (and still is) by the way. PI (or) Per Inquiry advertising. Basically here’s the way this incredibly powerful form of contingency paid advertising works.
Savvy (cost conscious) marketers, after they ran their numbers and knew what to expect from a certain percentage of
pre qualified prospects.
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They would approach the number three or four rated local radio stations, that served their target audience. And they would routinely make the following offer, along with a few tweaks here and there.
And as long as they had accurately chosen the right demographics (the radio listeners), they would get an adequate amount of inquire-es (leads) to successfully follow up with and (ultimately) do some business.
And by the same token, as long as they chose radio stations that were fighting to increase market share (meaning) they were always just a bit cash strapped, because they weren’t selling tons of paid advertisements.
Those stations were more receptive to being paid on a per inquiry basis, as opposed to being paid up front, the way the number one & two radio stations were.
Lots Of Times The Best Advertising Campaigns Are Extremely Practical!
Along those same lines, a Dr. ‘s offices once inexpensively tested (simply) adding big signs that they strategically placed in their rest rooms,(during the height of flu season) that simply read “Flu shots just $19 dollars today!”
And of course a certain percentage of patients that saw the sign, concluded that $19 dollars for a flu shot was a good deal and even though they had initially come to Dr.’s office for something else, they still took advantage of the offer!
The net result was, the Dr. very inexpensively added thousands of dollars per month to his practice, for literally peanuts!
And that’s why some the best advertising campaigns don’t have to be expensive in order to be really effective! Don’t you agree?
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