One of the first rules to be aware of is repeat exposure. It is a well-established fact that it takes between five to seven viewings of an advert before a consumer takes it in, reads it, and acts upon it. Fewer than 5 appearances and your advert will quickly be forgotten. If you’ve paid a huge sum of money for a full-page advertisement in your local paper, having it line the hamster’s cage isn’t really going to do your business much good.
On this basis, it is plain to see that it is not necessarily size and quality that matters, but frequency. Clearly, there is a balance between the two, but it is often of more benefit to focus on getting your advert out there as often as possible rather than going all out for a single one-off assault. This also means that you will need to consider other ways of getting your business name out into the world for people to see and take on board. How you achieve this will partly depend upon your business, but rather than spending a fortune on a large-scale glossy advert, think about other offline advertising methods available to your business which cost relatively less, that you can do more often.
For example, in addition to small newspaper adverts, have you thought about sponsoring the local schools’ productions? For a relatively small donation you may be able to ensure that your business name and details are printed inside every single program handed to parents of children at the school. It is often unlikely that these programs will line hamster cages or be used in the next paper-mache adventure – and if the parents in question have little darlings taking part in the production, you can be sure that the program will be kept very safe and admired regularly. This is a simple way to generate good exposure, and by sponsoring a school, you create a very positive brand image too.
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Tags: Advertising, Tips
