Strategies for Success

Everyone remembers AOL CDs, and everyone had different uses for them. Only a small percentage of people actually signed up as customers. Some people used them for making shims for home carpentry projects. Of course this was a total waste of money. AOL didn't target their direct market. Most of these CDs ended up in the trash, but some of them ended up as works of art. In any case, AOL spent quite a bit of money. As a small business you can't afford to spend money marketing to customers that don't fit your demographic. When I receive a request for creating a commercial for a small business I always ask "What is your target demographic", and at least 50% of the time the answer is "well...everyone." This is actually never the case. A good advertising agency will help you define your correct demographic, and this is completely necessary when working with a less then ideal budget - which, right now is just about every small business in the United states.

Whether you are advertising on the internet or on television it is important to define your demographic. This will define how your advertisement will look. Your demographic will dictate the publications that Tonangi Media will choose to advertise your products and services on. It is never necessary to advertise to all people. Targeting your advertising will save you money, increase your conversion rate, and lower your customer acquisition cost. Defining your target demographic is one of the most important elements that a small business can work on even before you start your advertising campaign.

With television advertising, Tonangi Media has access to hundreds of networks, however we will choose only the networks that meet your specific target demographic requirements. The same will happen if you choose to advertise on the internet. For example if you are trying to sell a book targeted to business minded adults it would make no sense to advertise on children's stations like Nickelodeon or the Cartoon Network, yet this is exactly what many advertising agencies do. Many agencies simply want to attract customers with the amount of spots that they can provide, but if these spots are not targeted directly to your potential customers then you are not 'getting a deal', but you are instead simply wasting your hard earned marketing and advertising dollars.

Don't make this mistake. Work with advertising agencies that can help you define your target demographic and will give you quotes based on reaching your potential customers. It's very easy to see hundreds of spots and get excited, but the details of when and where these spots play are extremely important.

For more information on how Tonangi Media can help you advertise on television or the internet please visit www.tonangi.com

 Vinod Tonangi | www.tonangi.com | toll free: 877.817.MEDIA | fax: 619.566.4043

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Some advertisers believe that broadcast television is the only television format that they should utilize for advertising. They couldn't be more wrong. In fact the entire advertising industry disagrees with this myth. According to a recent Nielsen report, U.S. ad spending declined 15.4% during the first half of 2009 however Cable television advertising actually increased by 1.5%. This means that businesses have started to see the advantage that cable television advertising has over broadcast television. In addition to the extremely high budgets broadcast networks require the options are quite limited. The Big 4 Networks (ABC, CBS, NBC, FOX) are now trying to gain the advertising revenue that they lost to local and national cable television advertising.

This is important to small businesses, who thought that advertising on television would be cost prohibitive. Running a local or national cable television advertising campaign is no longer for just large companies. This also means that small businesses don't need to work only with their local cable company as many have done in the past. Advertising agencies, like Tonangi Media, have access to advertise on cable television networks in all 50 states.

From the Nielsen report: "What’s interesting is that we’re not just seeing a rise in spending for recession-friendly products like fast food restaurants. We’re seeing a lot more promotion of technological innovations like smartphones, computer software, and consumer-driven web sites. These advertisers see potential for their products despite our stressed economy and are leveraging advertising to drive their success.”

For more information on how Tonangi Media can help you advertise on television visit www.tonangi.com

 Vinod Tonangi | www.tonangi.com | toll free: 877.817.MEDIA | fax: 619.566.4043

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