Proof is in the Pudding
For those who have seen Jerry Maguire, we’ve all fallen victim to reenacting the iconic scene where Cuba Gooding Jr.’s character is telling Jerry to ‘SHOW ME THE MONEY!’, at least once… and if you say haven’t, I’m not sure if you’re living life to its fullest!
But in all seriousness, when you are putting money, time or energy (or a combination of the three) into something to elevate your business you are expecting some type of return. Increase visibility with your customers, increase in sales, lead generation, email signups.
When it comes to advertising with new or traditional media, it can be a difficult road to navigate. Where do you advertise, with which publications, for how long, how much should you spend? While nothing can ever be a sure thing, there are ways you can ensure you are making the best informed decision possible for your business.
Know your target market
When you have a good handle on who your target market is, you have an idea of where they search for information. Breaking your target market down into demographics such as: gender, age, occupation, marital status is a great start. This may yield you two or three different target markets. From there, dive in deeper and determine some psychographic categories you could put each demographic in. These could be certain personality traits, interests and lifestyles.
Knowing your target market allows you insight into making your advertising spots decisions, like in which advertisers to partner with. There are literally thousands of publications out there, so how do you choose the right one? By determining if they are getting your message effectively to your target market. How would you do this? Here is a good checklist to go over when determining if a publication is the right fit for you:
Do they cater to your target market?
The publications you choose should serve your potential customers as best as possible. Nothing is perfect, but it should capture a good percentage.
Do they have a range of ad spots to choose from? Digital ads, print ads, video options, publication features, social media?
Have a variety of advertising mediums with a publication allows you to serve your message differently. Not everyone who is subscribed to a publication interacts with it the same way.
Do they have a helpful sales rep?
I think this is a key one. Choosing advertising avenues can make you go crossed eyed. Having a knowledgeable and helpful sales rep can help make sense of what your buying into.
What do your current customers subscribe to? Or spend time researching purchases?
Who better to give you insight into what your customers could be reading than your customers. Ask in person or send out a survey to get some ideas as to where to start your research.
Ask for proof
If a publication is making a claim to be the #1 online or print publication and they will do the most amazing things for you for the low low price of $(insert whatever dollar amount). Ask for proof. What kind of proof should you see?
- Media kit
- Third party audits
- Third party data collection reports
- Google analytics reports
- Real example of a report provided to the advertiser (you, should you sign on the dotted line)
- Call for referrals if necessary
You wouldn’t buy a car without test driving it or hire an employee without confirming their qualifications so when making important decisions on how to market your business, make sure you are doing your due diligence to ensure return on your investment.
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