This could be the most exciting time since modern advertising began in the 1920’s with tobacco advertising – I remember, I was there. Actually the Egyptians used papyrus to make sales messages and wall posters and forms of advertising that go back to Pompeii and ancient Arabia. But, enough of the history lesson, let’s fast forward to 2015, where today ad guys like me have more exciting choices than ever to promote and advertise products and services. Yes, we still have the traditional methods, print and broadcast, but now we have email marketing, web-based advertising and social media, along with mobile marketing.
Many ad guys had to learn about web-based marketing the hard way through trial by error. Now many of us have perfected this modern day form of advertising. While digital/internet advertising may seem new to many business owners, it’s been around since 1978 when the first spam email actually started annoying email owners. Today digital/internet advertising has passed radio and newspaper in total revenue and will pass TV by 2017. So, what do you need to do to get started?
You MUST have a clear understanding of who your target audience is. You must know your demographics, geographic locations of your customers and the behavioral habits of those consumers. Once we know these important factors, we can begin to make recommendations as to how you can reach your audience. Digital/internet advertising is more precise and has the ability to better target prospects than any of the traditional media outlets at a fraction of the cost. Say, you have a small target area of a 5 mile radius – we can target every home in that area. Or more specifically a certain demographic in that area.
Pick your channels. Maybe social media is the answer for your business, perhaps optimizing your website through SEO to bring organic traffic, or maybe SEM, where you will only pay for the actual people who click your message. All those factors will be determined when we sit down and design a specific plan for you.
All of the basic fundamental procedures that we have been doing since modern day advertising began back in the 1920’s must be applied to your new digital campaign. You still need to get the attention of the consumer and have a call to action. While digital advertising offers many opportunities, just as there are a number of ways for you to succeed, there are equally as many ways to fail. Call me at 702-545-8777 and let’s have a cup of coffee at my new offices in Tivoli and talk. If you would like, you can contact me. The opportunities are endless, now is the time for you to get started.
Bill Gates once said, “If I only had two dollars left I would spend one dollar on PR.” Pretty strong statement from a guy who has made billions in his life. But, he is absolutely right. Today, there is nothing more valuable than good PR. In this world we live in today with instant communication, every human being is a journalist and each person who carries a smart phone is also a photo journalist. Therefore, if not careful a good business can go down the tubes in a matter of minutes with bad PR. I have always believed good PR means money in the bank and a good story will be looked at far more than a paid ad.
PR today is no longer just about getting your name in print. It’s a strategic and measurable part of an overall marketing program. Understand first the difference in paid advertising and PR. With paid ads, you know exactly what you get when you negotiate with the media outlet. With PR, you must earn exposure based on the strength of the story. Know your goals up front as to what you want to accomplish. Look for quality PR, rather than quantity. I always tell my clients, I would prefer a good strong positive story in a top level publication, or broadcast property, rather than a bunch of little stories on websites of small publications that get very little exposure. Before you hire a PR agency, make sure both parties agree on what kind of measurement is used to gage success.
Finally, make sure your PR agency has relationships with media. Often times, a good PR agency can simply pick up the phone and get a story published or on the air, based on a previous track record working together. Most important, find a PR Agency that is respected in the community.
Forbes Magazine wrote an interesting article at to what to look for in a PR agency Forbes Magazine story. If you would like to sit down and talk about your business, political campaign or PR issue, let’s have a cup of coffee in my new offices at Tivoli in Las Vegas. Just give me a call at 702-545-8777, or email me at Tom@LetiziaAgency.com