Good Production and the Value of a Good Production Shop

Many businesses make the fatal mistake when advertising of cutting corners to save money. Cutting corners could result in a cut to the quality and consistency of your image.

This often happens when companies allow radio and television stations to throw in complimentary production of their commercials. The development of a strong brand has a major creative component and each producer/artist/designer will apply their own skill and style to their production value.

When our firm manages a client who is taking their business to the next level we drive the entire process and use the top notch production services of Ontrack Communications to ensure that a clear, consistent and professional message is communicated through every aspect of our client's communications. Our clients enjoy unlimited access to good production services, talent and projects directed by Tim McLarty who has been in the forefront of the advertising business for the past 20 years.

Communications are not limited to advertising. Communications can include email, letterhead, business cards, signage, how your office is staged and your website, just to name a few. There are also non visible communications like the message that is sent through your staff to your customers.

Inconsistent creative - an inconstant message and a successful brand is one that is recognizable right down to colour and font. This is created through a good production shop.

If you are a small business owner do an experiment. Take your business card, letterhead, a screenshot of your website and any other promotional material you have released to the public recently and spread them out on a table. Then write down your website name on a piece of paper and place it on the table.

If there is colour in your logo, is it the same on each item on the table?
Is the font consistent?

Would you say that your website best represents everything you want your business to be?
Do you speak to a niche in the marketplace through the collateral on the table?

If your answer was no to any of these questions then it's time to take a step back. There is good value in good production. You are a business owner and it doesn't take much cost or effort to clean up your image.

About the Author

Assure Assess will connect you to your markets online.  Our team will work with you to ensure we understand your objectives and target audience to craft online media programs that will attract the right buyers.

We focus on your success!

Call 1 (888) 766-1221 or visit www.marketingforce.ca

Advertising programs – Discover the right formula for business growth

Many small business owners get nervous when committing to big ticket advertising. While Social Media is important, it does not replace traditional advertising, rather it supports it.

Building a business is like building a house. Think of your website and Social Media as the foundation of your house. The exterior of your home, landscape and gardening are the advertising inviting those passing by to come and take a look.

Without the advertising, many may not find you. Relying on your business coming up on Google alone is a dangerous proposition and here's why. Someone who finds you on Google because they have typed in some keywords, may find you but will also find your competition who are also likely advertising in your keyword category.

If you are advertising both on Google and through conventional advertising like radio and television then you will see the best of both worlds; business through search engine searches and business through other advertising programs.

Many business owners have allocated more of their advertising dollars, in recent years to search engine advertising programs which can be more affordable but also highly competitive. This doesn't work for all types of businesses, so how does one know if they should be doing both; search engine advertising and conventional advertising?

The most important things that should be considered when deciding if conventional advertising will work for your business is:

1. Assess your appetite for risk. Thomas Jefferson said that "The man who stops advertising to save money is like the man who stops the clock to save time". If you are afraid to take risks, not advertising at all is not the answer. Explore advertising programs that will cost no greater than 4x the fee earned on one sale.

2. Look at your average value per/deal. If the average fee that you earn per/deal is $2,500, start out with a budget of $ 10,000 per/month.

3. Research, research, research. Define your niche market and ask advertising entities for data that supports who watches/listens to their medium to ensure that you choose a station that speaks to your niche in the marketplace.

The goal is to find an advertising program that will work. Throw all your money behind one well researched entity. So many businesses make the mistake of taking a decent advertising budget and spreading it around between several mediums. I like to follow the philosophy "own the station you are advertising on". You will have more success placing the dollars in one place and having a good rotation (your Ad's play frequently) than to spread your budget around (less frequency across more mediums).

Finally, don't give up. It may take time and some investment to find the advertising formula that will work for your firm. Once you discover the right formula, you will enjoy business growth that will exceed your expectations. For more information visit www.marketingforce.ca

About the Author

Assure Assess will connect you to your markets online.  Our team will work with you to ensure we understand your objectives and target audience to craft online media programs that will attract the right buyers.

We focus on your success!

Call 1 (888) 766-1221 or visit www.marketingforce.ca