Coffee News of Chicago

“What’s the point of advertising? If people need my services, they’ll find me right?” Not quite. In today’s world, visibility is more critical than ever. People are constantly bombarded with messaging, billboards, ads and other attention-seeking gimmicks; there is no time to “find” anything anymore. Advertising is no longer an option.

That doesn’t mean that every business needs a Facebook page, a twitter account, a “viral” video and an email buzz campaign. Business owners have to identify who it is they want walking through their doors, checking out their website, or making their phones ring. More than ever before, an understanding of advertising and marketing channels is essential. If you are analyzing your advertising efforts, budget and strategy, here are some tips to keep in mind:

The “next big thing” is not always for everybody
A month or so ago, I received a request on Facebook to become a fan of a local welding supply company. While I admire the savviness of the company in trying to get out there in social media, I was left asking myself “Is that really necessary?” First off, welding companies don’t generally serve the consumer market, they serve other businesses, so having a fanbase of 100 random people who live in town is probably not going to get business in the door. Secondly, what were they going to post about? What was the purpose of the page? After speaking with the owner, he agreed that his efforts might best be served simply sending a letter to current and past clients, just to check in. Two weeks later, he had more work than he’d had in months, and the Facebook page came down. Now he plans to expand his letter campaign to prospects, and is going to send out specials for the summer.

But sometimes it is
Short on funds? Have a new, incredible idea or product that you know is going to take off – specifically with local folks between the ages of 18-35 who are technologically savvy? Then yes! Get yourself on Facebook, on Twitter, and grab your Flip cam because you’ll want to get working on that video. Social media is consumer driven. If you want to target people who spend a lot of time on the internet, you need to be on the internet.

Somewhere in the middle
That’s where most of us find ourselves. The first step to preparing your advertising/marketing strategy – ask yourself “Who do I want to buy my products/services?” Two key classifications: B2B: Business to business, and B2C: Business to Consumer. Remember that as you determine your audience. When you have identified your dream customers, think about where they spend their time. If you fall into the same demographic as your customer base, then think about where YOU spend your time. Do you scan the back of the newspaper classifieds? Do you subscribe to local newspapers? Are you a Chamber of Commerce member? Do you read trade publications?

Once you know who you want to target, you can begin thinking about your budget. Tune in for tips on knowing how much to spend in the next installment of “Coffee Talk.”

~Kristen

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