May 192015
 

 

The best way to reach your target audience when advertising is to place your ads in the right places. That is, putting your ads in places where your audience will be. This kind of marketing is also referred to as “place-based advertising.” In this blog we will discuss a few tips to this kind of marketing and how to be the most effective at it.

 

Where Are Your Best Prospects At?

When deciding where to put your advertisement, you have to know where your best potential customers are going to be viewing the ad from. Will they be online using social media, will they be at a golf course, restaurant, or sports stadium? When you decide where they will most likely be, then you can create a place-based advertisement for this location. Doing this will let your ad be seen by the people who should most matter to your business, for they will be driving your profits. Ensuring that your ads get seen by your best prospects can help the success of the entire advertisement, and any kind of campaign your company is running at the time.

Mann mit Fernglas aus der Nähe

 

Put Your Ad In the Right Context

When choosing the best place for your advertisement, make sure that it falls into the right context as well. You don’t want to put an advertisement for beer and pizza at the local gym, where people are trying to get into shape. Rather, put an ad like this at a sporting or music event, where people will be looking for something fun to do after. If you put an advertisement in the wrong kind of place, then the ad might not be as useful as what it could have been. Another thing to be taken into consideration when placing an advertisement is that your ad is placed in a specific themed venue. Although you may think the ad would be good in a certain spot because a lot of your customers go there, make sure the venue follows the theme of your company and its products. For example, placing an advertisement for any kind of pet products probably would not do so well in a restaurant or bar, but would do better at the local park or on the benches of a street.

 

Use Your Ad to Get Purchases!

A great way to utilize your place-based ad to put it in a spot where potential customers are in the buying state of mind. In other words, place the ad somewhere by a checkout point of a store or website and even offer some kind of deal/promotion. If you can catch a person at the right time, you may influence them to buy your product just from them being in the purchasing type of mind frame. Getting your ad placed in this kind of setting can only result in great outcomes for your products and result in many sales and new customers.

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Sponsor Your Neighborhood

Another great way for your business to get seen is to get your company logo and brand on public areas of your community. If you sponsor local business, parks, and venues, your company can be seen by all the people who use these facilities. This a great way to get many potential new customers/clients. If you advertise mainly or only online, then you can always sponsor another website or application, letting all of those users see your company’s brand. The opportunities are out there waiting for you to take advantage of them!

 

 

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Daniel J. Ball (JR)

Graduated from Saint Leo University in  November of 2014. Enjoys sports, fitness, and the company of good friends/family. I like   learning and reporting about the changing landscape of marketing/advertising. Marketing via social media is  increasing year to year as more people use social media on a daily basis. Learning about popular and current advertising strategies to incorporate onto social media platforms is fascinating to look into and write articles on that can be used as informative tools for marketers and online advertisers.

 

 

 

Nov 162013
 

dpball From Dan Ball’s Desk . . .

I’d like to share some recent observations of trends I see RV dealerships adopting with their marketing plans, and why you might want to reconsider the direction your dealership may be taking.

Observation:  Dealers are spending more money than needed in specific media channels without getting the results they desire.

Have you ever felt poorly and the doctor says “Lets run some tests?” The results come back, and you look them over but really have no idea what you are supposed to see there. The doc says everything looks fine, but you don’t care how great the doc says everything looks, you just know you feel lousy. Looking at analytics is like that. You can Google the abbreviations, the numbers, the ratios to try to get an understanding. Yet you must rely on a professional for an interpretation. And, what your marketing specialist sees as success, may not line up with what you consider success. There are lots of new marketing companies, with new ideas well suited for mass merchants, but not for RV dealerships. You can’t think, Target. You can’t think Automotive. You must think RV. And if they can’t ‘think RV’ I don’t care whether they handled accounts for Sears, Pepsi or Charles Schwaab, you may be in for a long and bumpy ride while they miss the ‘big picture’.

My take: “If you are not capturing the majority of RV sales in your market, I don’t care what your analytics say and how wonderful your graphs and charts look, you can do much, much better. Traffic means absolutely nothing if it doesn’t lead to RV sales. The most important thing you can do with your traffic is convert it. Are you converting your traffic to sales? If you aren’t why not?

Observation of analytics and rv sales

Observation:
Dealers are not providing a message to their customers that compel them to act.

Your marketing budget is arranged to spread your message through multiple channels to reach your potential customers. What are you telling them ‘out there’? Are you making them an offer or giving them a reason to shop at your dealership instead of your competitor’s? Are you telling them about manufacturer and dealer incentives? Are you telling them how to complete the offer? Are you inviting them to the appropriate pages on your website where you can complete the sale? If you aren’t, why not?

My take: You must send a strong message. The delivery system is more available than ever, with constantly expanding places for your message to reach consumers. There’s a frenzy of activity and news centered around monetizing new avenues of social and digital media. But that is absolutely no excuse for a watered down message. In fact, it is more challenging than ever to be the one that stands out! For more than 30 years, we have been delivering the most effective RV consumer advertising messages for the RV Dealers who have thrived, even when the economy struggled. We know that because of the documented best years in business our clients have experienced. Dealers that have left us to try the newest, latest thing in marketing, always come back once they compare the difference. What’s the difference? The largest return & profit you can make on your advertising investment. And it all comes down to delivering the right message. Are you delivering the right message? If you aren’t, again I ask you why not?

megaphone want a return on your advertising investment?

Observation: Dealers are concentrating their budgets on an extreme internet presence, but not handling the most basic and fundamental goal of their own dealerships. Developing a balanced marketing plan that will enhance their ability to sell RVs.

All of the new agencies, internet marketing specialists and self-made in-house RV marketers in the world cannot help your dealership without a fundamental understanding of your industry, a deep understanding of your specific potential customer, and the ability to coordinate a balanced advertising schedule. Did you know that 77% of people watching television are online at the same time? How about what RVers like to listen to on the radio? Do you know what the most common long-tail keywords RVers search for and what they don’t search for? Knowing your customer is different than knowing what they watch, what they listen to and what they seek as well as where they visit online. Knowing your customer is different than knowing what messages they respond to, and where they respond to them.

My take: In order to ensure that you’re implementing the most effective marketing program, both online internet marketing and traditional marketing must working cohesively together. You never want to exclude media, leaving those consumers unexposed to your message. Developing an overview of your specific audience, and the methods needed to reach them, you can coordinate and execute content placement and inbound marketing channels along with a balance of traditional advertising channels, including TV, radio and print. You may be spending a lot of money where you don’t need to be, and not spending enough where it is critical.

radio-television-keywords

Let’s have a conversation. I would enjoy reviewing what you have in place and providing you with a complimentary consultation.

Dan Ball
dan@dpballadvertising.com