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Advertising Strategy Help
Posted By: laura* on 7/12/2004 9:09 AM (CST) 95 Points
hello to all,
i recently posted a question in the advertising/pr section-about how to go about advertising service which gives a honest account of how others see you.

i got some very good replies and the advice was wonderful.i have been looking into placing a some ads in a local paper,and what i am a little confused about is how many times would you run the ad for in order to convince your customers to act?

or if i were to hand out flyers detailing the service,website etc how many times do would i need to do it??

i'm not sure if this is the right section,i am sure i will be corrected.i know very little about marketing,although i have bought some books for guidance but would like some advice about how many times you have to run an ad or keep handing out flyers before your customer actually acts?



thanks for your time.
laura.

Posted by: JBtron Member Response
7/12/2004 9:14 AM (CST)
laura,

That exact question was recently asked on KNOW HOW EXCHANGE:

http://www.marketingprofs.com/ea/qst_question.asp?qstID=858

Hope this helps!

Best,

::JBtron
 
Posted by: jeffe* Accepted Answer
7/12/2004 9:29 AM (CST)
Laura, being a former newspaper publisher, I will tell you newspapers like it when you run on a regular basis and most will tell you in order to get your message out, you need to run an ad or two every week for the rest of your life.

Some newspapers have what they call business builders. This is a specialized page where you and a certain number of other businesses receive a business card size ad which runs once a week, usually on the same day every week. As the ad rotates around the page, you will eventually become the centerpiece ad for which all the other ads are built around. Newspapers allow you to say more in your ad when it is the centerpiece. This type of business builder generates a very good response in most markets.

Please look carefully at your newspaper's circulation and pentration. Don't be fooled by their numbers. There may be 20,000 homes in your county and your newspaper will tell you how many people they reach and not necessary how many doorsteps they are actually being delivered to. Newspapers typically count each home as having 2-3 readers in each household.

Another good method of getting your message out is a flyer just like you said distributed through a mail clearing house such as ADVO. This type of service delivers to any house with a mail box and your flyer could ride along with other pieces making the price of distribution more reasonable, say more like 5.6 cents per piece.

I would love to spend more time on this topic but unfortunately, I am out of time right now. Good luck.
ems
 
Posted by: kwinters* Accepted Answer
7/12/2004 2:03 PM (CST)
You know, I don't know........

I noticed in a former post the person said about 7 times, maybe this is true, I'd like to know myself......

I do know that in personal sales, the stat that I have heard is that 80% of sales happen after the fourth sales call...............

Don't know if that is helpful but that is what advertising is about, salesmanship..................

So I know it would be on average probably at least 4....

fellow stumped marketer.....

kwinters
 
Posted by: JBtron Accepted Answer
7/12/2004 4:56 PM (CST)
Laura,

One More Thing:

In advertising, we usually strive to get a 3 "frequency" in many media, meaning that we've touched the population we are targeting in that demographic area at least 3 times with our message.

It takes at least three repeats of a message before the "recall" kicks in, making the message retrievable, and turns the message into something actionable.

Now, as far as flyers or handouts are concerned, you only get the first 5 seconds of anyone's attention and the DESIGN OF THE MESSAGE has to do the heavy lifting IMMEDIATELY before it gets thrown away. The OFFER can sometimes make up all the difference. You don't need award-winning graphics to hand out a "3 for 1" sale at the local DIAMOND EXCHANGE to generate a run on the store itself.

GET INVENTIVE and find a way to market to your target audience.

Hope this helps as well.

Best,

::JBtron
 
Posted by: Nyerjhi* Accepted Answer
7/13/2004 12:03 PM (CST)
Before you run an ad, think of the creative design and the message. You can run them as often as you like, but if the creative execution is boring and looks like everything else, don't expect to get noticed. OK, so let's assume you've designed a nice, high-impact ad (remember, don't clutter up the ad with all kinds of text and pictures, keep it simple and clean as possible, you probably have a nice story to tell, but no one reads ads with stories made of disjointed sentences) frequency depends on your reach target. Are you sure it's the right newspaper? I'd recommend 2-3 publications that your target audience will see, and run them 4-7 times for repeat impact. Plan a staggered campaign, run the ad 3 times, then wait a while (1-2 months) and run them again, maybe with a slightly different twist.

Don't blow your advertising budget on just one string of ads, break it up a little to get more time mileage and you'll be more effective. I would couple the advertising with the direct mail, that way you have more of a "mix" and chance of being seen. Marketing is effective when more than one channel is used to reinforce it. Research shows the average consumer sees a message 12 times before they "see it for the first time"...best of luck.
 
Posted by: Dafne* Accepted Answer
7/13/2004 4:57 PM (CST)
We just recently research the flyer response from 2 of our campaigns.

In 1 campaign we spread flyers for a Turkish target group

in the other campaign we spread flyers for a Caribbean target group

We spread the both flyers in the areas where we knew a lot of the target group lives. Repeated 4 times, weekly.
The flyers looked the same just in different languages.

then we did a quantitative research and we found that only for the Turkish target group the flyer generated the response we were looking for.

I learned from this that you have to research the target group and make a profile before you can be sure if it "works"
 
Posted by: Val (Moderator)* Moderator Response
7/31/2004 10:19 PM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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