DEVELOPING MORE EFFECTIVE LOCAL ADVERTISING STRATEGIES.

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Presentation transcript:

DEVELOPING MORE EFFECTIVE LOCAL ADVERTISING STRATEGIES

Why Advertise?

Sell More Items Today Instead of Tomorrow

Two Levels of Advertising: National Advertising – Makes you aware on an Emotional Level Builds Image

Local Advertising – Closes the deal. Sells products you are already familiar with and want.

BULLSEYE THEORY: Target your Audience People who are AWARE People who are READY TO BUY

Two Minimum Requirements of a Local Ad: NAME - State business name 3 Times. Usually at the beginning, middle, and end. LOCATION – Give specific address and/or landmark. NOT phone #.

Five Elements of a Successful Price & Item Ad (100 Point) 1.MAKE A SPECIFIC OFFER 25 Points 1 OR 2 ITEMS 2.PRICE YOUR OFFER 25 Points $ or Free not % off 3.ASK FOR A SPECIFIC ACTION20 Points Stop in, come on down, call now 4.ADD URGENCY (Quantity or Time Limits) 15 Points while supply lasts, sale ends Sunday 5.DEVELOP A THEME OR HOOK15 Points

LOCAL ADVERTISER MISTAKE #1: RUNNING ADS THAT SCORE FEWER THAN 70 POINTS Add Impact with Frequency It takes 3 asks to make a purchasing decision. Run lots of ads to get 3 they remember.

Assignment: Write a 30 second Price and Item commercial using the following formula: 1. Start with a Theme or Hook - Examples: Anniversary Sale, Pre-Holiday Sales, The Boss is Away Sale Name the Business - Use 3 times in the ad. Beginning, middle, and end. 2. State the Specific Item - 1 or 2 items; don’t overload 3. Give the Price - Should be specific dollar amount. 25% off is not enough information 4. Ask for Action - Examples: Stop by, Hurry in, Get your…, Test drive, Call to reserve 5. Create Urgency - Examples: Sale ends Friday, Limited quantities, Free gift to first customers Restate Name of Business and Location. Write your commercial copy in Broadcast Style. Remember, that means Printing or Typing in ALL CAPITAL LETTERS. Since this is a 30-second spot, it should be 75 words.

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