Is your advertising simply false hope?
It does not make sense to have an advertisement that appeals to a small group of people in a mainstream location.
For example, I saw a big poster on the wall advertising a cement truck company. When people see this, it does not apply to them. Find out where cement truck customers go, and advertise there! I’m not sure where that is—perhaps near a a construction site, cement supply store, industrial areas, Home Depot type places, etc. But not just randomly in the middle of mainstream walkers!
Probably the biggest reason this is a problem is because it makes you feel as if you’re putting yourself out there—you’re advertising. It’s this sense of “I’m working towards success!” But in reality, putting up that ad was a waste of your time. It will not bring you any new customers. And no, it does NOT help build brand awareness, despite what some may say. As soon as it’s looked at by someone who’s not in your niche market, they dismiss it almost instantaneously. It’s viewed as an interruption—spam. In effect it may even promote negative brand awareness.
We’re not in the same kind of interruption-based advertising world we used to be. Grow up!
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on January 16th, 2008 at 6:03 pm
Targeting, or as I like to call it, narrowcasting (versus broadcasting) is the most effective means of media placement.
I think you’re right. Companies just think that by advertising, they’ll gain the exposure they need to make new clients, just like that. Everything you do for your marketing has to be intelligent and well-thought out. Granted, there are some things you can’t accurately predict, but that’s why professionals and specialists exist.
on April 6th, 2008 at 10:04 pm
Great point! Although finding the best methods to advertise may take a few trials, they should all be well thought out.