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Why you need to focus on more than just advertising rates

By Amy Xiong on Tue, Jun 12, 2012 @ 08:25 AM |


Sure, if you are an advertiser finding the best media rates might seem like the most important thing in the beginning.  But where does that really get you in the long run? Is it really worth it to focus on rates first?

No matter what type of business you’re in, it’s always best to focus on meeting client needs and balance their goals with your company’s . You might think reducing your advertising expenses will help you reduce expenses for your customers, and it might for a while. However, you are pretty much remaining stagnant, because you are not increasing your client base. If you get more clients, that means you make more money which means you can save your customer’s money and  focus on creating new solutions to solve their needs.

How do you build your customer base? By advertising of course. And by making sure you reach the right target markets through the best advertising media. Are you working with an agency that will help you reach specific geographic areas? What is more important to you, being able to target potential customers that are located within 10 miles of your businesses or getting low advertising rates to reach customers who live within 100 miles of your business that might consider making that drive?

To reach the right audience, you may need to increase the frequency of your advertisements. Consumers might see your ad once, but once might not be enough for them to actually buy your product or make your business top of mind. Think about all the places you shop or purchase services or goods from. How often do you see their ads? Do you think you know McDonald’s slogans and jingles by just hearing and seeing it once?

You also need to make sure that your ads will elicit the correct action from your potential consumers. Do you have a call to action for your consumer? Did you provide a website or contact information for your business? You should be willing to work with a company that will help you place your ads and provide you feedback on how to make the most of your ads. A yes man might be easier to work with, but it won’t help you grow or develop your ads to reach the right target audience.

At Mediaspace Solutions, we work with clients who are willing to challenge their assumptions and the status quo. Just because you’ve always done something a certain way in the past doesn’t mean it’s the correct thing to do. You need to think of new innovative ideas to take clients away from your competitors and that means thinking more about your consumers and how to reach them and less about dollars and cents.

Check out our guide on hiring a media provider to get started.

Download our guide to hiring a media provider

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