Advertising MagnetThe advertising magnet has been reinvented as the way for a small business to get to their target audience and stay there. Anyone with a small business who has a marketing campaign should learn how valuable it is to get the word out through an advertising magnet. The first attempts small business owners make at advertising is through the main channels of television, radio and the newspapers. Small business owners are now learning that this method of advertising is competitive, expensive and disposable. An advertising magnet has many advantages for small businesses over more conventional advertising. Television is expensive and short lived. First, you have to hire an advertising agency to envision the concept of a commercial. Then, you have to film the commercial. This involves casting, finding a location and then having the owner talk over a cheesy theme song that has to be written by a local musical artist. Then, you have to hire a media buyer to place the commercial on stations that charge a lot of money just to have your commercial air on late night TV at three in the morning. An advertising magnet is something everyone sees when they wake up in the morning, not when they have insomnia. Radio advertising is also more expensive to produce than an advertising magnet. The promo has to be written, then only airs for a short amount of time. On radio, the station will usually write and record your copy for free, but then charge a small business every time they want to run a commercial. A typical campaign can cost a small business hundreds and thousands of dollars. Radio is less expensive advertising than television, but once the campaign is over, so are your sales. An advertising magnet is the way small business owners are going to get the most response for their advertising dollar. Newspapers are an advertising staple as well. But an advertising magnet still wins out. A newspaper is probably the cheapest conventional advertising, but still, a paper gets thrown out every day. People look around for a paper with a phone number or advertising and get upset when they realize they have thrown them out. Not so with an advertising magnet. People can always find an advertising magnet when they need information about your business because it’s right where they left it. People leave an advertising magnet on their refridgerator because they know how to find the information where they need it when they need it. An advertising magnet makes the most sense for small businesses
when they need to get the word out. This is especially important
when a small business has a distinct logo, because people will collect
an advertising magnet and save it for years. An advertising magnet
can even become a collector’s item. If you are starting a
small business, look to the future and invest in an advertising
magnet. Rick Kelly has been a well respected magazine and newspaper columnist
in the fields of consumer advice, civic matters and business development
for the past twenty years. |
