Advertising
Webforem specializes in quality demand run campaigns rather than quantity demand, The "shotgun effect" is simply not the best value for customized advertising relating to our clients needs.
When working out details we follow a very simple proceess depending on what out target is, and what our promotional product or services are.
Here are a few guildlines:
- Attention-getting artwork. After size, artwork is the greatest eye-catcher for an ad. You can use visuals from your suppliers or even non-copyrighted artwork you locate in out-of-town or out-of-state Yellow Pages. Stick with illustrations whenever possible, since photographs may reproduce poorly. Keep areas of blank space around your artwork and throughout your ad as well, so your ad is uncluttered and easy to read.
- A headline that says what makes you special. Identify the special or unique characteristic that, for your target customer, puts you ahead of the competition. Write a short and to-the-point headline stating that advantage. If your headline must focus on just one of your products or services, choose the one that is most profitable.
- Complete information buyers need to make a purchase decision. Your ad must convince buyers that you're the best source for what they need, so support your headline with information, usually presented in list form, about your:
- Reliability (e.g., years in business)
- Authorized products and services
- Full range of product line
- Location (with maps, when helpful)
- Business hours
- Special features such as parking, credit cards honored, discounts, licenses, guarantees, delivery policy, and emergency services
Finally, try to get your ad placed in the most prominent position possible, use miltiple headings.
- Advertise during peak seasons for your business.
- Get a memorable phone number, such as 1-800-WIDGETS.
- Obtain a memorable URL and email address and include them on all marketing materials.
- Provide Rolodex® cards or phone stickers preprinted with your business contact information.
- Promote your business jointly with other professionals via cooperative direct mail.
- Advertise in a specialty directory or in the Yellow Pages.
- Write an ad in another language to reach the non-English-speaking market. Place the ad in a publication that market reads, such as a Hispanic newspaper.
- Distribute advertising specialty products such as pens, mouse pads, or mugs.
- Mail bumps - photos, samples, and other innovative items to your prospect list. (A bump is simply anything that makes the mailing envelope bulge and makes the recipient curious about what's in the envelope!)
- Create a direct mail list of hot prospects.
- Consider non-traditional tactics such as bus backs, billboards, and popular Web sites.
- Project a message on the sidewalk in front of your place of business using a light directed through words etched in a glass window.
- Consider placing ads in your newspaper's classified section.
- Consider a vanity automobile tag with your company name.
- Create a friendly bumper sticker for your car.
- Code your ads and keep records of results.
- Improve your building signage and directional signs inside and out.
- Invest in a neon sign to make your office or storefront window visible at night.
- Create a new or improved company logo or recolor the traditional logo.
- Sponsor and promote a contest or sweepstakes.
Special Events and Outreach
- Get a booth at a fair/trade show attended by your target market.
- Sponsor or host a special event or open house at your business location in cooperation with a local non-profit organization, such as a women's business center. Describe how the organization helped you.
- Give a speech or volunteer for a career day at a high school.
- Teach a class or seminar at a local college or adult education center.
- Sponsor an Adopt-a-Road area in your community to keep roads litter-free. People that pass by the area will see your name on the sign announcing your sponsorship.
- Volunteer your time to a charity or non-profit organization.
- Donate your product or service to a charity auction.
- Appear on a panel at a professional seminar.
- Write a How To pamphlet or article for publishing.
- Produce and distribute an educational CD-ROM or audio/video tape.
- Publish a book.
