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With so many avenues to promote your brand, product or service, it can be difficult to decide which route to take. Mailers, TV commercials, radio, newspaper, mobile, billboards, corporate swag-- the possibilities are dizzying.
The absolute worst strategy is to do nothing or even worse, rely on "Word of Mouth advertising". It's OK to not understand all the intricacies of the available mediums. But, leaning on illusory, random strangers to do your marketing dirty work will not get you where you want to go. Also, you get what you pay for ;)
Everyone always asks "how do I know this advertising will work"? Well, I'm going to let you in on a little secret. All advertising works! Did it get the results you wanted? That's another matter. Marketing campaigns have different objectives. Are you introducing your brand to the market? Do you want to push a new product? Are you trying to generate sales? What are your metrics? What are the expectations? What is success? These are questions that need to be hammered out before spending that hard earned nickel on your marketing budget.
After you work with a media professional to come up with your objectives, messaging and creative, it's time to determine how to deploy. If you're working with an agency, use their expertise but if you're a small business owner there are some things to consider. One is efficiency. In other words, how can you proceed in the most cost effective manner.
Billboards are the strongest medium in this regard. Quite simply, you can reach the largest *real audience for the lowest cost. In advertising, this is measured as cost per thousand or CPM. That's not to say that paying a higher CPM is always bad. On the contrary, there are many good reasons to pay a premium CPM. It might be quality of audience, sophistication of targeting or influential placement.
At the end of the day, having the raw capability to efficiently reach that large audience usually makes the most sense. So if you're looking for the easiest and most affordable solution to build your business or promote, well, anything then the media professionals at Allison Outdoor will guide you at every step of the way. Contact us here.
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