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- Advertising Solutions for SME's and Tradespeople -

Advertising Explained -

     In a broad sense, there are two main principals involved in a successful advertising campaign. The first is making your message effective and the second is making sure the correct people (your target audience) see it.

     In addition to those principles you also need to consider 'frequency' - the number of times your 'target market' sees your advertisement. This is extremely important. Most tests show that your potential customers need to see your advertisement at least 3 times, before your message 'sinks in'.

     You also normally need to stress the benefits of your product extremely briefly (you typically only have a few seconds to grab their attention) and whenever possible you should stress your 'USP' (Unique Selling Principal) which basically answers: What makes your company or products unique or better than your competitors?

     If you have a window company for example, what makes your window company better than your competitors? What advantages do you have? Why should your clients buy from you? Do you offer better service? Is your quality better? Are your prices lower? Have you been in business longer? Does your company offer things that the others won't etc?

     Above are a few of the items that need to be emphasised in an advertising message and usually you need to repeat the message to make it effective. This could be by continuing to run your advertisements - often. However, some products or companies are seasonal and so only need to advertise at very specific times during the year.

     In saying this, if you want the best chance of your advertising to work, most products and companies would normally need to repeat their advertising message over and over so that it 'sinks in' and creates what's called 'top of mind awareness' for the product that's being advertised. So when a potential customer (your 'target market') has a window break or needs a window, they remember 'seeing an ad recently' for exactly what they're looking for.

     Companies who advertise need to primarily determine their annual advertising budget, decide on the media which best reaches their target market and create an effective message. They then select an 'ad size' or number of TV/radio advertisements that they can afford to run on a regular basis be it weekly, monthly, or quarterly etc, depending on the media format.

     Instead of doing an extremely large advertisement one month of the year, most companies are better off running smaller ads, every month of the year...

     Companies who advertise, need to find out exactly who their target market is and then in the best case scenario, review every form of media which can potentially reach them, specifically looking at the 'CPM' (Cost Per Thousand) to reach the exact people/companies who are most likely to buy from you.

     For example, a local newspaper may reach '100,000 people', but if only a tenth of one percent of those people (100 persons) are your target market of 'elderly people who buy security windows', you would more likely, be better off advertising in a specialist publication; which may only go out to 5000 people, but of which 95% of them are elderly etc. In the above scenario a company would reach 4750 people in their 'target market' compared to only 100 and as a rule, also save money.

     The TRADE MEDIA GROUP P/L has experience in all types of advertising for a wide variety of companies and can help in identifying your target market, creating an effective advertising message, and recommending the best media options for your company.

     For enquiries please contact one of our staff on: 02 9251 0200 or email us here.