Know-How Exchange : Advertising/PR

Who is your target audience? Does it match the magazine's reader profile?

Where do you get most of your customers now? What's the average cost per new customer? What's your call to action, and how will you know if the ad is really generating any new business for you?

You need to ask those questions (of yourself) before you spend your money on advertising in the magazine. If the cost of advertising looks attractive, and if the magazine's readers are truly your target audience, it might be worth a test.

Of course, the key to success with any advertising is great copy. If your ad is lousy, it doesn't matter what the medium is.

As for your website, you probably need to make it more obvious what the benefit is. Why should someone call you? What important and unique benefitn do you provide? That needs to be front and center. And you need a clear and specific call to action.

And, if you can narrow your audience focus, that would be good. Who are your best customers? You'll be better served trying to get 100% of a narrow target audience than 0.00001% of a huge one.

If you only serve Edmonton, say so. If you also serve Calgary, say so. The more specific you can be, the more relevant your advertising will be to your primary target audience.

Hope this helps.

I completely support what mgoodman says above.

You will always get these "unrepeatable" offers. Fact is, they get repeated every time the publication is short of revenue or a major advertiser fails to deliver material for a pre-booked position in the publication.

If I was you, I would pass on this offer.

Here's why:

1. Your website isn't ready.
2. You don't have a clear value proposition - at least, not one that is explicit via your website.
3. It's just a sales pitch. Don't fall for it.

How could you better invest the money you were contemplating spending on Edmonton Woman?

* Do you have a business plan?
* A marketing plan?
* Did your marketing plan involve ever advertising in Edmonton Woman?

If not, don't even think about it, no matter how cheap a deal it may seem to be.

Instead, find out more about your target customers. Find out what they read, watch or listen to. then work out how to reach them effectively through their favourite medium.

Because once you start advertising, all advertising sales people will be knocking on your door. And you can simply tell them "you're not on our media plan, thank you."

Never get sidetracked by a bargain - no matter how good it may seem. If it's not in your strategic plan, it's the "opposite of strategic" [TM].

You just have to decide if this group is your demographics. I'd ask for a trial and major discount. Keep it on a short leash. If it doesn't work-- stop doing it.

Before you place an ad, get a bunch of testimonials from happy customers first (ideally, with photos of those happy customers and the completed job). That's what people are wanting: confirmation that the price was great and see for themselves how wonderful it was.