faq

---

We typically ask all of our potential clients: “how much money do you have set aside for this project?”  The purpose of this question is to give us an understanding of whether or not we can help you, or if we need to recommend a different company to meet your needs.  If you cannot tell us “how much money you have set aside” we will provide an estimated range for you to review before moving into the proposal stage, to ensure we do not waste our time or yours.

Most businesses need to reach out in some way if they are going to get new customers – and for many businesses, advertising is the obvious choice. Alternatives can include PR, events, direct selling, email marketing, and use of social media. You need to decide which options are best for you.  Advertising can be a good choice if:  you want to reach a wide audience (rather than contacting potential customers individually) you know who your target customers are, and which publications or media they view you want to put across a relatively simple message (for example, if what you offer is easy to understand) you want short-term results (for example, if you want to run a seasonal promotion to boost sales during a quiet period)

The best time to advertise is when your target audience is most likely to buy. Building awareness of your offer when (or shortly before) people would naturally want that product or service could pay dividends.  Alternatively, advertising during quieter times can help to boost sales when you're struggling. If your customers are other businesses, you may need to consider their buying cycles and when their budget becomes available.  Set out what you want to achieve from your adverts, which might include:  launching a new product or service; letting customers know about a change of premises or expansion; targeting a new market segment; promoting a special offer. The campaign should cover the placement of adverts, budgets, design, timing, and follow-up. Also think about how you will handle the inquiries that come in, and how a surge in orders might affect how much stock or how many staff you need to have to hand.

Writing an advertisement is a skill. On average, a casual reader will spend about two seconds looking at your advert. If it has not caught the eye or grabbed their attention at that time, this reader will move on to something else. How your ad looks are therefore very important.  An eye-catching headline is essential. It may be in the form of a question, a statement, an invitation, or even a customer testimonial. In the same way, well-chosen illustrations and the use of color can help your advert stand out from the competition.  Always leave the design to the professionals; poor design can tarnish your reputation. The image of the advert should reflect your market position and values.

It depends on the campaign you are running and what you are trying to achieve. An online ad offering a short-term discount might have almost immediate effects. Building your brand image might need an advertising campaign that is sustained over several months.  You may need to run an ad for a sustained period to reach a significant proportion of your target audience. Not everyone will notice your ad when it appears, and people may need to see the ad several times before it has an effect.  If you monitor the effectiveness of your campaign, you will get an idea of how long it needs to run to achieve its objectives. If you are not getting the anticipated results, tracking what is going on will show you when and how your advertising needs to change. The quickest results tend to come from online advertising.  Advertising should not be used as a quick, short-term fix, only brought into play when something is going wrong. It should be planned to support your overall marketing strategy and complement your other customer communications.