Golden Pages - effective, but be aware most people when using the GP are shopping around for the 'cheapest deal' - not necessarilly the best quality - get used to a lot of 'How much are you?' questions jsut after you say hello - generally bigger is better here on ad sizes
Golden Pages Website - you really should be on it, patticularity if you have a website. It's pretty effective and will probably gain in popularity with years.
Magazines - if you sell boats advertise in a quality boating mag - very effective - costs can be expensive but be prepared to haggle and save a lot - up to a third if you're handy at it - get a good designer and if you can go full page in the best magazine in it's the class. Biiger is better with magazines, forget about the postage sized stuff at the back of the mags
Flyers - Although I never actually did a mailshot I've heard consistently bad reports
Web-sites - get on the web, if your not on, you should be and you're competitors are laughing all the way to the bank. Get a .ie it has a better customer perception, a decent designer and put your web address everywhere on you vans, clothing, products, it's the best buck for buck advertising you can get. Skimp on the design and you're only fooling yourself
Web-Directorys: Banner and Buttons on the right sites or electronic newsletters can be very effective, get it designed right and make sure you monitor all leads from it. They can be sold for period of time of by page impressions, the latter will confuse the hell out of you first time around and I personally dont like when theyre sold like that
Google Ads - forget SEO (Search Engine Optimisation) and dont get talked into it. Run google ads and manage it all yourself, do it right and you'll see quality leads come in
Radio / TV: Not much experience. All I know is that you got to make that ad snappy, funny if possible...I dont remember the serious ones myself
Dont forget to:
Include 'Calls To Action': When you run an ad - ask the person to do something. 'Call before the 30th to receive 10% extra fee' - make a deadline, offer related only to that ad and this will guage effectiveness
Ask 'How Did You Hear About Us?' These should be the first words out of your mouth and have drop down boxes on all e-mail enquiry to see how people are heading about us...your mad if you don't ask
Make a call: Ring the current advertisers on publciations you're going to advertise on: It's a no brainer. Be honest, ask them what they think of the spend and the return on investment. You'll learn loads and you can even (if you're cute enough) talk them into telling you what they paid!
Simple Very Effective Ways to Advertise:
Flyers in the product box: Your sending it out anyway, so put flyers in with your product. The flyer can say, something like 'mention the name of the person who gave you this when ordering yourself and save 10% on your order' - works a dream. Get it designed professionally, a nice business card feel, and watch the calls come in (if you have a decent offer). This peron is the 'connector', a person who's happy / trend setting will recommend you and your biz. The card / flyer / offer only makes it easier...
PR Shoots: Open up the business pages of any paper tomorrow and you can be guaranteed 75 % of the shots were published using a simple but highly effective formula. Hire a photographer. Write a press release (pay someone to do this - it's an art) and submit the 'story' to the nationwide or Local Press. You'll need to have the contact details of the News Desk and it may be best done through a PR agency, but it can be done yourself. You'd be amazed what you can pull off. Papers dont have enough pics/storys to fill a publication and journalists will copy and paste a good press release. Make sure the pictures is good and the story is good. A pic of the pretty secretary is better than the stoney bossman ;-) Sit down and examine the media you read and read between the lines...you can do this yourself. Don't hassle people in newspapers if it doesnt get on and dont do it more than four times a year.
Vans / Premises / Clothing: all obvious, but they can done really clever and get people's attention. You could for example put (tasteful) jokes on the back window of you van, or maybe questions on vans that would have the answers on other vans, these wil get attention of the many traffic bound drivers, these are just ideas, put the web address on all moveable objects...and in BIG TEXT. Why dont you write the name and web address of your company on the roof of your building is on the airports flight path? Or allow some other company to write it on yours - for a fee???
Sponsorships: Does the local school need a new kit?? An opportunity for good cheap advertising right there
Freebies: yes, they do work, when done right.
Direct Mailings and E-Newsletters: you've got the database, if the person in the front office is twiddling their thumbs, get them sending out tastefully presented information about offers / open days / events. Or emailing newsletters. have an opt out for the recipient and make sure you are noty spamming - use your existing database. Include an invite / offer(call to action) to see the latest stuff. Have some food / music/ booze and a taxi service home laid on and watch the sales roll in..
Finally...Propping up all of the above must be a strong product and friendly customer service. You'd be shocked how many folks will book on the impressions of staff and how many you loose by not monitoring same. No one likes dealing with moaners or disinterested people. My first empoyer told me a good one: they're paying us to be happy as well as to do the job right. Talk to people on their level, dont judge them on their accent or the car they drive, and have a laugh. Everyone likes to made to feel wanted and important.
It still amazes me how many businesses out there have halfwits employed who don't appreciate customers when the boss isn't around. If you are a boss ask a mate to call in an act as a 'mystery shopper' you'd be amazed what you'll find out...but remmeber, reward the people who do come out shining....
Hope all this helps.
Im dying to hear about other people and how they advertise...
BM