Evaluating Media Choices

Media Choices

Do you ever feel overwhelmed with all the media choices available at your fingertips? How do I know which channel will be the most “effective”, will I reach the right target audience? If so, is it enough to offset the costs of the marketing campaign. The answer is maybe. There is no right or wrong answer in marketing, it is about research, trial, error and… more research.

Media Choices - Beaverton Oregon

 

Media Options

Because different media are effective for different purposes, it is important to research which media form will truly target your audience market. In recent years we have seen a shift from newspaper, magazine, radio, and billboard advertising to digital ads. Now, this is not a reason to think digital advertising is the way to go. As a small business owner, it may be more beneficial to advertise in your local newspaper, magazine, or radio. For an advertising campaign to be effective, it needs to reach the right target audience, your audience could be a daily city commuter who passes by a billboard multiple times a day or someone who enjoys reading the newspaper instead of surfing the internet.  Media sources should be selected based on your audience’s preferences to maximize your marketing investment.

Nevertheless, with media buying, there will be a “waste factor.” The key is to minimize the waste factor, meaning the percentage of the marketing which is not your intended market. For example, a newspaper ad can have 20,000 impressions but not everyone reading the newspaper may be a potential customer (Maybe you have a pool company and certainly there will be some people who don’t own a pool who reads the newspaper.) If the target reach is 50%, then the real value of advertising in the newspaper is 10,000 impressions. Understanding real value is as important as knowing the full reach a specific media may tout.

 

Budget

While choosing a media outlet, keep your budget in mind. If you have a substantial advertising budget, allocating your budget across different media platforms can be beneficial. If you are a smaller business, be mindful of your budget and compare prices. Looking to advertise in a newspaper? Call and research multiple newspapers, and don’t be afraid to negotiate fair prices to display your media! This is certainly an area where we may be able to help with.

 

Media Evaluation

Whichever media outlet you select, create a plan that will measure the success of the campaign. Disappointed in the results? That’s ok! Keep researching and improving the campaign, if it isn’t yielding the results you want, try another form of media. Measuring data will tell you what can be improved and what you should continue to market. Let us know, what media form is most effective for your business?

Why One Size Fits All Doesn’t Work

Our Team’s Perspective

Have you ever completed a puzzle? The feeling of snapping the last piece in place is a sigh of relief. But imagine getting down to the last couple pieces, and realizing they were lost along the way? That is exactly how it sounds to me when a business owner has an epiphany about the importance of active marketing. They either don’t have any marketing, or there is no way of measuring the effectiveness of their current marketing. That’s where Louvre Media fits into your custom business puzzle.

Man and woman hands trying to connect puzzle pieces

All puzzles are different in the same way no two businesses are the same. Marketing needs to be customized, defined, designed, delivered, and cultivated. For small and medium sized businesses, the one-size-fits all model doesn’t work, and automation becomes a hindrance rather than a perk.

Go sit down with any marketing agency about your small business’s marketing needs and they will say, “Okay, we have three packages – Package A has this, Package B has the same thing but it’s better, and Package C is our premium package which actually has what you need and is wildly overpriced for that reason.” They probably won’t say the last part there, but most likely it’s true. If they do have a package that works for your business, it probably includes tools that you won’t even use. At Louvre Media, we offer the whole package.

The whole package is designed for you, knowing that your business is unique and has different needs when compared with any other business. Even franchises are different from each other, believe it or not. My favorite part about meeting a new potential client is that I know, no matter what their needs are, I can come up with a solution and a plan that works with their goals in mind. Have a small budget? I can work with that. Don’t know what marketing is, but know you need it? Great! I can get the ball rolling to help your business compete with the big guys. I’ve bought billboards, magazine ads, newspaper flyers, and done countless newsletters, social posts, and so much more. We always say, “if we don’t do it already, we’ll learn how for our clients.”

I’ve been with Louvre Media for more than a year now and I can’t wait to keep learning! Work is a place I love to be now. Every day brings new challenges and fun ways for me help businesses grow and build a foundation. I can easily recommend Louvre Media’s marketing to any business owner because I know that it works and that I have a great team to back me up. We’re the whole package!

~ by Superstar Account Manager Adelaide

Promotional Materials – How Can They Work for Your Business?

This piece of advertising is often overlooked by businesses today and the benefits are not thought of as much as in years past. It isn’t the effectiveness, as much as it may be just not budgeting for it or for promotional material being more of an afterthought.

Promotional Material is a great way for a business to promote itself for the following reasons:

  • A nice way to say thank you to an existing client
  • A great way to show appreciation to some of your better/best clients
  • Keeps your name in front of your existing clients after they purchased from you
  • Helps drive name/brand recognition
  • Sticks around for a long time

Today’s studies show businesses who use promotional material grow their business more than those who do not. This may be the chicken or the egg question, but certainly something to consider.

Promotional Materials have seen price decreases with the increase of a more global economy. There is fierce competition driving the prices of promotional items down, which has brought prices down for the local promotional companies, who are basically middlemen for these larger, sometimes international companies.

Corporate identity template set. Vector

Be Creative and Have Fun

Promotional Items can be effective with some of the basic things people think about when they think of promotional advertising. Things like pens, magnets, stickers and note-pads.

How about car air fresheners or chip clips, or toys with your brand on it? A little more creative possibly and less likely a chance of getting lost in the shuffle.

Find a way to make your give-away sticky. Make it something someone would use or have around for a while, keeping your name in front of them.

Who can’t afford to give a loyal customer something with your business name on it that costs less than a dollar? That dollar will, or should, give you a solid return on your investment and promote good will for your customers.