How to be everywhere and the importants of advert frequency

How to be everywhere

This post is about how to be everywhere and advert frequency. It is the story of how to get your brand in front of your customers all the time. You and your business everywhere.

The point is people buy from people and organisations they know and recognised. Your business needs to be seen by the people that find you relevant and want or need your products, solution or services.

The question we get asked by clients is.

“What will work for my business?”

If you want a quick answer and a solution and tips on how to be everywhere, then go to the bottom of the page. If you want some background on advertising and how it has changed, then read on.

The world of Advertising and what has changed

Over the last 20 years, advertising has seen a radical shift, opportunities have grown exponentially, but consumer behaviours have also changed. During an average day, we experience many hundreds of adverts, so how aware are you and more importantly how many adverts do you consciously notice?

The advertising continuum is the medium of possible advertising platforms and channels.  We experience the full range of advertising every day when driving or travelling on public transport. Listening to the radio, watching TV, on the phone,  letters and post,  newspapers, mobile apps, internet searching and social media. Clearly, there are more opportunities for promotion and advertising than there has ever been.

Advert Frequency
Source. www.mediadynamicsinc.com/product/americas-media-usage-ad-exposure-1945-2014/E1a68cfe34e9e1a/

Has it worked do we see more adverts?

The growth in advertising platforms has created much debated, leading to extensive research. Some marketers claim that advert exposure has risen from a few hundred in the 1940s to thousands per day.

While the platforms and range have grown, it turns out that we have become more skilled at tuning then out or turning them off.  Yes, I do fast forward the adverts when watching a recording. For my parents, the TV ads used to be a signal to put the kettle on and make a cup of tea.

 

What did the growth in advertising platforms achieve?

The table above is from a study by Media Dynamics, Inc. It shows the growth in media, the relative exposure and more importantly the noted adverts.

It is beginning to look like growth in adverting has developed an industry but not changed the market. We are exposed to a lot more advertising, but we do not consciously see it.

What has changed with the new platforms is the ability to identify the target and find matching markets and customers.

Why Advert Frequency and Consumption.

There are two forms of advertising direct enquiry and search or interrupt. Direct would have been the yellow pages, but now more likely to be a Google search.

An interrupt is advertising that appears while you are doing something else, this type of promotion makes up the majority of the advertising we see. Because you are interrupting an activity, it will require repetition and be attractive enough to draw attention, to seen by the target group.

It is the repeat that brings familiarity and builds brand awareness

The Power of Repetition and Ad frequency

how to be everywhere Those old 60s and 70s ads for soap powder where the brand name was repeated by the actor again and again. Dreadful but effective.

Now here are the stats,  back in the day that repetition was enough to cause a shift in brand recognition and market share. Consumers only needed to see an advert 5 to 6 times to have an effect.

At the time the advertising continuum was relatively small just, Radio, TV and paper/billboards  It was easy to map consumer activity between these platforms.

In the 21 century, the continuum has grown with a range of platforms, and the big factor is that everything is now dwarfed by digital, on mobile phones, tablets, in-app purchases, games consoles, etc.

What this means is that whereas once 5 to 6 contact points were needed to get consumer awareness, it is now over 20 points of contact.

What works and how be seen 20 plus times?

Be everywhere is possible because with the tools and channels you can appear to be everywhere. With a modest budget and lots of time, you can be on Facebook, Instagram, Youtube,  Twitter and appear all over the web.

Social is not the answer

The question is, do you need to be?

NO! This is not about spreading yourself or your business across multiple channels.

The secret to how to be everywhere is simple; you just have to appear to be everywhere to the right people.

Below is a video, checklist and action points for you to implement this in your business.

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The secret of how to be everywhere

Here is the checklist for how to be everywhere

1 Jump in simple and immediate:

Use the local targeting and display advertising on google or facebook. With accurate targeting, display advertising is a cost-effective tool, and your brand is seen regardless of the customer clicking the advert. Used well and directed to relevant pages it will build reputation leading to the sale.

2  The Power of Retargeting

Both Facebook and Google offer retargeting / remarketing systems. This is the real secret for how to be everywhere. Using some code on your website it allows you to reconnect with people that visited your site. Even for a few moments. This process can be tailored to connect with all or your visitors or just those that stayed for a given moment or visited particular pages. We have all experienced pair of shoes or the new must-have gadget showing up in our web browsing. That is bad remarketing done well it will support your brand and business goals.

For help with this process get it touch here  or use the action list below to do it yourself,

Action Points 

1 Check you have Google Analytics on your website.

2 Sign up for a Google AdWords account, (Ask us we may have some Free advertising vouchers) and note the ten digit number. Make sure you have a web page on your site with cookies and privacy policy.  It is a requirement when using these tools.

3 Back inside analytics under admin/ property/ product linking. Connect your AdWords and Analytics together, That Ten Digit number.

4 Still, inside Google analytics go to admin/ property/audience definitions and create the relevant groups for.  All visitors,  Last seven days or page sequence. Many options.

5 Login into Facebook and set up an advertising account, In the account, management area looks for the pixel and get that code applied to your website.

6 Start a locally targeted ad campaign in Google using three adverts to one landing page on the Display network only.  You are starting to build your audience. The budget will be dependent on your market, £5.00/ day is a good start, and a max CPC of 50p.

7 After a month you will have an audience and can start to use retargeting to keep talking to your web visitors. From their perspective, you will be everywhere.

Good Luck this is just the start of a great opportunity.

For help with this process get it touch here 

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The Google Rules & Wash Instructions

As entrepreneurs, we all have one thing in common and that is we like to play the game by our rules, and most of the time that is one of those traits that makes us successful. However, there are times when the rules just have to be followed. Are you playing by the Google rules?

DSCF9218In our lounge, we had a nice Laura Ashley throw on the sofa. It is a sumptuous fabric and was a luxury buy when the room was last decorated. Following an accident with some chocolate and a realisation that it was looking a bit grubby, it was taken off the sofa and plonked in the laundry basket.

When it came to washing time, we discovered it to be made of cotton and a mix of man made fibres with the words “DRY CLEAN ONLY”.  The dry cleaners is just up the hill from our house but not something that we use that often. The throw sat at the bottom of the laundry basket for several months.  Then, last weekend, in an act of determination to empty the basket I decide to just wash it. It was never going to get to the dry cleaners and I am often disappointed at dry cleaning results. Also ‘Dry Clean Only’ is a often a catch-all phrase for cloth manufacturers, used on cloth they are not sure about. Well that was my logic. The first thought was hand wash but in the end I opted for a low temperature and slow spin cycle in the machine. I broke the rules and this did not end well.

DSCF9219This fabric was a curious mix of fibres that did not take to the water and it sort of dissolved in the washing machine. Unaware of this I pulled the now clean throw out of the machine, flicking it out in the kitchen to be treated to a snow storm of bits. There were fibres everywhere, a stray pair of dark underwear that got left in the machine covered in white fibres. These fibres had to be picked out of the holes in the drum, the filter cleaned and the kitchen hovered all because I did not follow the rules.

So how does this relate to digital marketing?

Once it was possible to flout the rules on your website, there were all manner of tips and tricks that would get you an advantage in the search listing.  But those days are over and if you do not follow the rules that are laid down by the big name of the Internet “Google” they will punish you with low impressions, loss of rank and all manner of punitive measures that will affect your business.

lost traffic
Lost Traffic

Whatever you do on line, if it is search engine position or paid advertising, your website must make the grade. Simple things like meta descriptions, a site map, contact details, privacy and cookie policies and on and on, must be in place, but there is more.

Are you playing by the rules?

Book a website safety check TODAY and you will get a full report. It will test your site for 38-42 different areas including common SEO faults, speed checks and optimisation, server issues, security, mobile usability and social networking and media. It is the start point for a digital marketing plan and tell you what needs to change and how to fix it.

Check your site today, click the buy link below.

It will cost you just £25 and presently delivery is 3 to 5 day



How do I reduce my promotion costs?

I have had a clients ask?

How do I reduce my promotion costs?

I can understand the question.  It is important to stay within your resources. I can see where it comes from. In traditional accounting principles, everything has a budget line and the plan is to stay within the lines.

However.

This is a limiting concept and it creates average companies that bring in average profits.

This tight budget approach is based on borrowed money and moving into quick profit, it comes from the money lending mentality of the last century. Banks like to see budget lines in a project that lead to the repayment of the loan.

Thankfully this thinking has changed, and many well-funded corporate projects have what they call a burn rate.

The burn rate offers a more flexible approach. The technique frees you from the tyranny of the question because to build a business the question needs to be reversed.

The question is not:

“How do reduce my promotion costs?”

But:

How much money do I need to spend to get a customer and move into profit?

If you knew that spending £1.00 would return £5.00

would that be a good investment?

When the numbers look like this it is not about saving money but spending more.  Getting to this point is dependent on many factors. Know your numbers, like the transaction size and frequency and lifetime value of a customer. Primarily it is a technique that requires you to track and work with information that allows you to determine its value.

Looking at an example …. lets

–  place an advert in a magazine, cost £300.

–  The result is 5 telephone calls and 2 orders the total value of sales was £300.00

So

–  if we’re buying those phone calls they cost £60 each and it was £150 for each customer.

–  We lost money on the cost of the goods,

but

–  broke even on the cash spent

and

–  gained the contact details for 3 prospects and 2 customers.

That was looking at the immediate result.  From that perspective, we can see that the sales did not cover the costs. However, you have the contact details and continue to market to these 5 connections over the next year. With the result of 2 new orders and one repeat order. Total new sales are £450 plus £300 from the first sales.

That £300 has now generated £750 of sales in just over 12 months

Another year on with more marketing, there are 2 more repeat sales and another new sale, that is another £450

This brings our total income from £300 to £1500.  Wow, that took 2 years but look at that a 5 to 1 return.

This is simplistic the numbers are fake.  In reality, the returns are more like 1:1.5 and dependent on many factors, there are lots of variables to get this working. Yet returns like the above example are possible.

Also, magazine advertising would be expensive, and the responses are variable and difficult to track. However online tracking is much easier with Google or Facebook advertising and email marketing.

What I am talking about here is the development of a process called a sales funnel, when you know a customer will spend £1000 with you over 5 years and more over ten years it is just a matter of deciding,

  • How many of those customers do you need to build a thriving business.
  • How much can you afford to pay to buy one customer

Sales FunnelThe point is prospects come in at the top but they leave through the side of the funnel if what you are offering is not relevant to them. You have the opportunity to offer something else and divert them to another funnel. The ones that arrive at the bottom are customers. This is a powerful process and lets you decide how your business grows.

Building a sales funnel is a process and will take an investment of time, it is quicker and costs less using online tools. Once created it will put your business in the fast lane, where you are looking to spend more on promotion. You choose how many customers you need and how big your business gets.

If you have a successful business you already have a funnel and may not be aware of it. If you want to improve your processes, start testing. If you want support with that complete the 20 minute free review form, I will get back to you and we will see what is possible.

https://market-that.com/coaching/general-pre-phone-call-review/

To your success

Paul Harvey