With over 20 years of media advertising experience noticing and critiquing business ads has become second nature. When I see weak visual business messages on billboards or bus sides I ask myself if the media rep could have given better advice to the client on maximizing their message.
The other day I noticed a new pizzeria restaurant advertise its business on the side of the bus. It basically had the name of the business and perhaps a slogan included. There was no physical address, website or more information about the experience or any emotional assimilation triggers.
The big issue I had was that there was no address. You have rolling billboard exposure throughout the city with no address attached to a business which should be pulling in people. What went wrong there. $3000 - $4000 down the drain.
2 weeks ago I noticed a billboard for a local dentist. The logo was so tiny with grey over tones. There was no powerful complimentary image attached. Hardly noticeable. It promoted the street it was located on which happened to be right around the corner from the billboard. Why not a simple message "Your new dentist is just around the corner" with an arrow to the right...simple and to the point complimented with a visually complimenting logo.
If you are a business planning on growing your revenue through advertising, connect with an advertising agency with a good reputation and proven track record. As a business owner you know your business really well, advertising agencies know advertising and how to deliver your message effectively. When you work directly with a media rep from a local media outlet (TV, Radio,Billboards,Print etc) you are leaving chances to someone who may care more about commission than providing you with an unbiased recommendation on what you will need to do. An advertising agency knows that if your advertising works your relationship with them will continue.
You can typically count on an advertising agency to provide you with an unbiased opinion based on your businesses goals. Their experience and understanding on how each media operates, creative input, and scheduling is invaluable. You will save money and avert making common mistakes. An agency will also negotiate the best rates on your behalf. There are many things to think about when considering your campaign including but not limited to targeting your audience, the frequency of your message, crafting the message, consistency in your campaigns and your budget.
Work at your business and doing what you do best. Hire an agency to help you with your advertising, after-all it's what they do best!
Rob Balla
Balla Media
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