Paul Tagent, director of Bath Marketing Consultancy, asks ‘Does it pay to advertise’?
There are a lot of pros to including advertising as part of your overall marketing strategy, but, over and above the anticipated image building advertising can achieve, it also gets your company noticed and generates leads. (It can also rattle your competition, but that’s not really a reason for including it……..is it?!) There are some who would ask whether advertising spreads the marketing message net too thin.
a well thought out media plan for a well-executed advertising campaign can underpin your entire marketing strategy
Using advertising as an out-an-out brand builder can become a costly exercise. It can also be hard to monitor, but a well thought out media plan for a well-executed advertising campaign can underpin your entire marketing strategy as well as ease the path for other elements of the marketing mix.
To elaborate. What advertising does primarily is create curiosity. This can smooth the way for a prospecting phone call or a direct response e shot. We tempt with the advert and follow up with something else.
For example, we have a client who is in the retail sector. Being in retail inevitably means promotions are run periodically and these promotions require marketing. Our first port of call is advertising. The campaigns we design state the facts – what is happening, where and at what price. We also create a dedicated page on the website for “more information” and then e shot the database, use PR and social media to raise awareness of the promotion.
We feel that advertising shouldn’t be overlooked when you’re considering your marketing. However, to get the best from it as a marketing tool, be sensible. Plan what you want to do. Build a relationship with the media and allocate a budget.
p.s. Advertising can also demonstrate a proof of commitment to the marketing initiative and raises morale internally as employees see their company in print and will know that the people in charge are investing in the future of the company!
Bath Marketing Consultancy plans, negotiates, designs and delivers effective advertising across Bath, Wiltshire and Somerset as well as nationally.