You are currently browsing the monthly archive for July 2008.
Is it ever a good idea to use risque advertising? In most cases, the answer is no. Due to the immense popularity of certain ‘natural male enhancement’ commercials, business owners looking to spruce up their advertising may wonder if this is a direction worth taking. As an advertising professional, I can assure you that 98% of the time, risque ads are detrimental to the public’s perception of your business.
Look at it this way. Not everyone finds risque humor funny, and many find it insulting. If you offend your customer base, you won’t have to worry about advertising direction because you won’t have a business to advertise. By all means incorporate humor into your ad marketing, but keep it family oriented. Remember: Humor is good. Risque humor is not. Unless you sell products of an adult nature, it’s best to leave risque advertising to the folks who do.
The answer can go either way depending on how you conduct your business. Treat employees fairly and with respect. Their opinion of your character and business practices will filter into the community.
Don’t ever allow a customer to verbally abuse staff members or even assume the customer is always right. Diffuse the situation, but stand up for your employees when a client is unreasonable. The disgruntled person may tell 10 people something negative, but your entire staff will tell many more a completely different story.
Word of mouth is a powerful marketing tool–to use it wisely, treat your employees as valued members of your business family.
Keywords can make or break your business exposure on the web. Search engines categorize your website based on keywords found on your site. Whether you hit page 1 or page 52 in your search results will depend on a number of factors, including the saturation rate of your keywords.
Use sites such as Wordtracker to find keywords relevant to your site, and then sprinkle them throughout your copy in a natural voice. Sites that drop keywords in excessive amounts are classified as Spam by search engines and drop in rankings. The exact saturation limit is kept a secret by search engine brass, and changed from time to time to prevent site owners from capitalizing on the magic number. For this reason, it’s best never to use overkill when it comes to Keywords.
For a business to become successful, it helps to become a brand; or ‘household name.’ A brand is something instantly recognizable and retained in customer memory for future reference. Celebrities are not only people, but brands as well. For example, the name “Angelina Jolie” instantly produces a mental picture in the minds of most consumers.
Even small businesses benefit by branding. It’s a powerful tool even if you’re a one-man or one-woman show. The idea is to get present and potential customers to instantly associate your business with their need. I need a babysitter–Nana’s Babysitting Service. My dog needs a haircut–Gary’s Groomers. An instant, knee-jerk association will cause clients to call you first, before looking for other alternatives. Promotional advertising can help you become a successful brand.
A company logo plays an essential role in brand recogniton. Every business –from multimillion dollar corporations to dog walkers– can benefit using insignia and design elements current and potential customers can recognize. Taking this thought a step further, advertising promotions with recognizable features are also useful in branding. Always save electronic copies of your advertising media. Even scanned ads can be utilized by a skillful designer. Use elements from each ad in future promotions on a rotating basis. Planned appropriately, this technique can be very effective. The key is enough variation to keep promotions fresh.
Search engines love blogs. The constant updating of information bumps your site up in search rankings. Want customers for your online business? Attach a blog to your website that brings valuable information to your target customers. Do you have a website for a mobile dog grooming service? Blog about dog grooming tips that keep Fido looking sharp between professional visits. Do you sell handmade jewelry online? Offer tips for cleaning and storing the pieces without damaging their delicate components. Get creative! Not only will a blog boost your search engine rankings, it also builds goodwill among potential clientele.
A company logo is like a fingerprint for your business. From your stationery to your signage, the logo is the first and foremost image to make an impression on potential clients. Clip Art logos have their uses, and they’re a simple way to create and print your own stationery in a pinch. But to make your business stand out from the crowd, a custom logo that personifies your business is definately the way to go. As the old adage says, you only have one chance to make a first impression. Choose your logo wisely.
Businesses guard their advertising dollars carefully in order to ensure a good return on investment. If you have something to sell or an event to promote, you would be wise to do 
the same. Which is more effective in bringing customers to your yard sale? A $75 radio spot, or a $75 print ad in the local paper? A $25 blurb in the classifieds or $25 worth of flyers papering the entire town?
Think carefully about who you intend to reach, what medium they’ll pay the most attention to, and how repetitive the advertising will be. In the above case, a single mention on the radio is less likely to be noticed (and far more expensive) than flyers placed strategically all over town. Remember, it’s not just that you advertise…it’s also Where, When and How.
