We get this question all the time. And it’s a loaded question. There are plenty of factors that go into what makes advertising work and what makes it fail. Buying advertising is not like going to the mall to by new shoes or a new dress. It is not an item that comes pre-packaged in a box and one size fits all. It is a careful plan that is customized for each business. Most people are looking for a simple, easy answer to the advertising question so they can satisfy the curiosity about “what it costs,” but the easy answer is there isn’t one.
Let’s talk about what you want your advertising to accomplish? What does success look like for you? Are your expectations of success real? If you are selling 15 cars a month and want to grow to 20 then 25 then 30 over the next 6 months, that is probably a realistic expectation of success, but there are other internal factors you will also need to consider. If you are selling 15 cars a month and all of a sudden believe that because you spent money on advertising you will automatically sell 150 cars, that is just and unrealistic expectation, unless you are willing to cut your price in half. Then I am sure we can make that happen. As I stated, this conversation is more complicated than what does it cost to advertise?
The best way to talk about the investment needed to advertise is to ask this question – what does it take to do it, correctly? Ask your media representative what do your best customers, the ones that have the most success, do? How can I be the dominant player in my business category – what does that look like? I hear company XYZ all the time, what would it look like if I tried to do what they do? These would be much more realistic questions to ponder than asking what does it cost to advertise? Truly, there are many things to consider.
Not sure where to start. Call me, directly, at 765-637-2143. We will schedule a time to get together and talk about where you are as a business, where you want to be and the time frame in which you want to get there. We can then craft a plan for your success and then you can decide if it is right for you. We can help you – when you are ready!
Neuhoff Media Lafayette
Certified Radio Marketing Expert