Developing an Online Presence

When people want to find your business, they open up their favorite search engine and they type in what they need. If your lucky, they already know your name, and they will search for your business. If you’re not as lucky, people will simply be searching for the service that they need. Developing a web presence that is accurate, findable, and easy to navigate is key to winning both of these sales.

Let’s start by taking a look at these two cases. In the first, the person already know your name, but they are searching either because they want to learn more and possibly find your phone number, address, or other contact information. However, if they cannot easily in at least less than a minute get to that contact information with a simply search, you have a big problem.

In the second case, the person is looking for someone to hire to serve a need in their life. You want their search to turn you up as quickly as possible. Most often, people do not go past the first three search results they get. Here it is critical to work on search engine optimization to ensure you are reaching those potential customers.

To solve both these problems, you should start by trying to achieve three things: be accurate, be findable, and be easy to navigate.

Be Accurate. The first step is making sure that once people find you online, the information is correct. This may seem obvious, but there are a number of different online listing sites and other databases that have your information. You need to step back and go through each of these to make sure all of the information is consistent and accurate. You don’t want three phone numbers and two addresses out there. In fact, search engines will penalize you for this inconsistency in ranking.

Be Findable. SEO seems to be the scary buzzword everyone is using these days, but the idea is simple – be findable. If you’re not showing up in the top three search results of Google, Bing, etc., take action. You already have a head start when you make your online presence accurate.

To help with your organic search results, work on your website, enhance your brand, and encourage customers to leave review. All of this will boost you above competitors. Plus, it is just good business. If this is not enough and you are in a competitive market, you can pay to appear higher using campaigns such as Adwords.

Be Easy to Navigate. Finally, make sure that once your customer reaches your website, they can quickly and easily find what they are looking for whether it is contact information or services. To the extent that you can control it, also make sure that outside websites listing your information are clear and make sense. The first step in doing this is the first thing mentioned in this post – be accurate.

If you have questions about how to optimize and develop and online presence, contact Adventure Ad Agency today. We can help you develop a plan and create consistency in your online presence.

Three Most Common Advertising Mistakes

No one likes to make mistakes, but we are human and we all do it. All too often we fall into a routine and slip into these silly advertising mistakes that hold our businesses back. Are you making these common advertising mistakes?

Number 1: Repeat offenders.

If something is working, keep doing it. However, as humans, we have the tendency to want to stay in our comfort zones. This way mean using the same advertising strategy year after year, or it can be as basic as posting the same thing week after week on social media. While it can be hard to always be thinking of fresh new ideas, that is not the most important part. The most important thing is that you stay on top of new ideas and new trends. Don’t settle for repeating the same thing over and over again.

Number 2: Too trendy.

At the same time, don’t get too ahead of yourself. You might be itching to try a Facebook live video, but don’t try it right away. Do you research. Check out other Facebook live video strategies. See how other businesses are doing it, and try shooting a video that is not live and see how it turns out. While new trends can be exciting, it is important you do your research and practice before you jump on the bandwagon. Also, just because something is trending does not mean it is the right thing for you are your business.

Number 3: Deadly assumptions.

We make a lot more assumptions that we realize. We assume that something won’t work for us. We assume that our target audience is mostly male. These assumptions however can be very wrong. Don’t assume, get the data. Look at Google Analytics and look at research, find out who your audience is through surveys and polls. If you put the time into getting to know your clients and their needs, your advertising will improve. Also, don’t be afraid to try something new. Don’t assume it won’t work just because you have never done it.

How did you do? Are you making these common advertising mistakes? For help escaping these mistakes, contact Adventure AD Agency for helping sprucing up your strategy.

Ted Talks You Need To See

One of the best things about working in the advertising and marketing industry is that the industry is constantly evolving and changing. There is always more to learn and new concepts to try out, and one of the best ways we learn and grow and become better advertisers is by listening to other people.

This week, we have compiled a list of some great TedX talks that we think are great to either expand your knowledge of marketing and advertising or to simply entertain you and expand your mind.

What if there was no advertising? | George Nimeh

We’re All in Marketing: What Evolution Tells Us About Advertising | Ethan Decker

Sex sells! And other mythologies of advertising | Greg Ippolito

The Stockholm syndrome of advertising | Jacob Östberg

Can advertising save the world? | Jeff Rosenblum

When advertising works | Siu Hung Ng

Are TV Commercials still relevant?

In the media obsessed culture we live in today, it seems like more and more people are turning to the internet and social media, and more and more advertisers are drifting away from traditional television advertising to digital marketing and SEO.

Even when people are watching TV, they seemingly always are also on some other device, whether it be their phone, tablet, or computer. The question remains on advertisers’ and business owners’ minds, are TV commercials still worth my advertising money?

Good news – TV still is an extremely effective way to advertise to audience. Don’t believe me? Well, in 2015, the results from a study conducted over a five year period from 2010 to 2014 by the Marketing Analytics company MarketShare showed TV “remains the most efficient vehicle through which to drive consumer purchases, out-delivering digital media (display and social), print and radio.” This study was highlighted in depth in an article by AdAge and featured by CNBC and AdWeek.

In fact, the study found that when comparing performance across similar spending levels, TV averaged four times the sales lift of digital advertising. Other interesting information from the study showed that TV advertising was particularly effective for automotive brands, especially luxury brands. This may seem a bit unbelievable, but this is not saying that online and digital advertising is ineffective. This is simply saying that TV advertising is still the best ROI and most efficient way to market your brand and your product.

Nevertheless, MarketShare goes on to stress in their study that this does not mean you should simply throw all your ad dollars into TV advertising and forget about radio, print, and digital. A well-balanced strategy incorporating all of these channels is the strongest way to build your brand and sell your product. The point simply is don’t move those advertising dollars away from TV just yet!

Is Billboard Advertising still relevant?

As consumers, we are flooded with thousands of advertisements every day. Even sitting on traffic on the way to work, we are bombarded with radio ads and billboards. The questions is – do people ever really stop to look up and notice billboard advertisement or do they blend into the background and chaos.

The truth is billboard advertising is popular for many reasons. It gets advertisers’ quick and clear messages visible to large amounts of people in simple, eye-catching ways when done effectively. The messages are able to reach a relatively diverse group of people and have proven to effectively increases brand awareness and recognition, as well as lead to increases in sales. The audience is guaranteed, and hopefully, the consumer will have a better chance of finding your store or product.

However, in this 21st century we live in, more and more people are on talking on bluetooth while driving or playing with a tablet while in the passenger seat. The question remains – Are consumers really engaged? And don’t billboards have downsides? Well, yes and yes.

People do only get a small and quick window in which to view your ad, so the ad does need to be short and sweet. Plus, visibility relies on the weather and people paying attention. You cannot specifically target an audience segment well, unless your characteristic is geographic.

However, in 2009, the Arbitron National In-Car Study was published by Senior Media Research Analyst Diane William and cited in an recent article by Forbes. In this study, it was found that “71% percent of travelers often look at the messages on roadside billboards” and “37% report looking at an outdoor ad each or most of the time they pass one.” While this study was done quite a few years ago, this information is quite interesting and is still relevant today.

According to the study, “55% of travelers have noticed a digital roadside billboard in the past month and nearly one-third 32% have noticed one in the past week.” Since digital boards are becoming more and more common this is important to learn.

Finally, the study goes on to discuss many other findings. Not only does it prove that viewers actually learn information from billboards, but it also shows viewers recall seeing a wide range of actionable information or information they actually decided to act upon. Plus, billboard advertising was show to be “one of the last messages a consumer receives before making a buy decision” making it critical in the final decision process.

Therefore, billboards are actually extremely powerful advertising tools. Perhaps yes, people are more distracted and less aware of billboard. Yet, billboards still appear to be powerful and effective forms of advertising when done correctly. For helping with your next billboard or for more information about billboard advertising, contact Adventure Ad Agency!

How to Create an Effective Billboard

Billboard advertising is a fantastic and effective way to get your message and your brand out there. However, due to the nature of billboards, it is critical for your to have an engaging, clear and simple billboard that people can quickly understand as they drive by on the highway on the way to work.

Unlike print media, people cannot read and re-read your advertisement or put it aside to come back to later. With billboards, you have a matter of a few seconds to make an impression on your audience. If your billboard is too complicated, they won’t be able to find the information they need to know. If you billboard is boring, they might not even see it. Then again, if it’s too in your face, it may be distracting and hurt your brand.

Here are some simple tips to keep in mind when designing a billboard:

Keep it short and sweet. This is not the time to be long winded. Six seconds is about the average time a consumer has to view a billboard, so you should use no more than six words in your advertising message. Any longer and they simply won’t have time to read it. While you may wish for traffic, this won’t normally be the case. Be concise.

Be engaging, not distracting. A great benefit to a billboard is that you can be visual and use creative graphics to get your consumers attention. Making sure your billboard is eye-catching and worth looking at can make or break your billboard. At the same time, don’t be a distraction. Causing accidents on the highway and irritating drivers is not the way to build a good brand reputation.

Build Brand and Awareness. If you expect someone to call you by getting your phone number from a billboard, know that just won’t happen. Billboards are to increase awareness. It is to inform your audience who you are and what you do. Your audience can go to the internet to get your number if they know your name!

Quantity, just as important as quality. One billboards won’t cut it. They are best in groups. This will give someone the repeated opportunity to view your billboard. While you may not want to pay for more than one, you should either be all in or be all out.

Make it Readable. The biggest rookie mistake one can make is making the font too small and the logo too big or vice versa. You need to make sure that people are going to be able to read this comfortably from their car. People can’t take their eyes off the road, or off their phone if they are a passenger, for too long.

Billboards are effective advertising tools that can yield great results when designed correctly. For help and to ask questions about billboard advertising, contact Adventure Ad Agency today!

Top Advertising Must-Reads of 2017

While so many of us prefer to pick up our laptop, tablet, or cell phone to get the latest in advertising and marketing news, there are some worthwhile books out there that can help big or small businesses to better understand their audience and to improve their advertising strategies. If these books aren’t on your list for 2017, they should be.

  1. The Tipping Point by Malcolm Gladwell – This book may not be your typical advertising read. However, this non-fiction book uses illustrative examples and stories to explain human behavior in an engaging and dynamic way. Reading this book will change the way you think about ideas and marketing products.
  2. Steal Like An Artist by Austin Kleon – A fun, short read, “Steal Like An Artist” is a step back to the basics. It is a reminder of how good, innovative ideas are born. An inspirational read this book is the perfect boost you need to keep your ideas fresh and exciting.
  3. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads by Luke Sullivan – New to the business scene and looking for a starter guide to advertising, but you find all the other how to advertising books boring? Give “Hey, Whipple, Squeeze This” a try! In a fun and imaginative way, the author will bring you into the narrative while also teaching you useful information about advertising.
  4. Positioning: The Battle for Your Mind by Ries and Trout – Straight-forward and all about advertising, this book will teach you the fundamentals on how to position your business, as well as your products or services. From learning to harness your competitive advantage to understanding how to forge ahead in the industry, this book is a basic.
  5. Caffeine for the Creative Mind by Stefan Mumaw and Wendy Lee Oldfield – A slightly different type of book, “Caffeine for the Creative Mind” is a practical workbook filled with exercises for you brain. Feeling sluggish and out of good ideas. Try these mental workouts. As a result, you will better be able to approach problems by considering new perspectives. Your advertising will improve as you reconsider your approach and strategies.

Purpose of Mass Media

Mass media is such a part of our everyday lives that much like air we easily forget about it. Yet, in the present day, mass media surrounds us everywhere we go, and researchers have gone as far as to determine that we spend thirty percent of our waking hours engaged in media related activities. This accounts for about five hours every single day. As a result, mass media and how we use it is extremely important.

Mass media can be defined as the various media vehicles used to transmit messages to large amounts of people. Some examples of mass media include television, newspapers, magazines, radio, film, email, and more.

The goal of advertising is to utilize mass media in order to spread a specific message about a certain business’s product or service. Consequently, understanding the purpose of mass media is the key to understanding the purpose of advertising. In general, four different objectives can be achieved from mass media.

First, one the most basic purposes of mass media is to inform an audience. When mass media is used in this way, mass media can be an extremely powerful. This is often the first step for advertisers. Before people will buy your product or service, people must understand what it is and how the product or service can improve their life. An example of a media informing an audience could be a newspaper when it breaks a news article or a television commercial explaining the menu options at a restaurant.

Second, another purpose of mass media is to persuade. This may mean to persuade a person to buy something, as in the case of advertising, or this may simply be to persuade a person to feel or think a certain way. Advertisers spend a lot of time trying to persuade mass audiences to feel a certain way about a business’s brand.

Third, mass media can simply be used to amuse or entertain and audience. Sometimes the best way to engage a large audience is through humor or an interesting story. Geico is a perfect example of a company that tries to entertain through their advertising. Radio stations are another example of a mass media that exists mostly to entertain listeners.

Finally fourth, mass media can be used to enlighten an audience. This is one of the least common forms, especially in advertising. This goal steps beyond simply informing or entertaining. The mass media forms that most often try to achieve this goal are books or poetry. The most applicable example of this to advertising is perhaps the use of satire or a documentary. A company could put on a documentary to not only inform, persuade, and entertain an audience, but also to enlighten them about a current situation.

For advertisers, a common problem is deciding which of these four goals to try to achieve. The advertisers who are most successful use a combination of all of them. Most importantly, they remember who their audience is. For instance, you most likely will have to inform an audience about something before you can persuade them to action.

However when looking at these four different purposes for mass media, you can see many different ways to engage and reach a large audience. At the end of the day, by better understanding the goals and purpose of mass media as well as your audience, you can better craft your advertising plan and better utilize mass media.

Where is Advertising going in 2017?

Happy New Year! With a new year, there comes new and exciting projects for clients, fresh and fun ideas, and new advertising trends.

While the entire advertising industry will get a facelift in 2017, there is one area in specific that is going to grow like crazy and that is digital. Digital Advertising has taken off in 2016 and only plans to continue to grow. In fact, it even plans to push farther ahead taking the advertising industry by storm in 2017, and in many industries, digital advertising will become more important than television advertising.

Screen Shot 2016-12-29 at 6.29.00 PM.pngAccording to eMarketer, United States digital advertising spending is going to increase by 21.9% in the retail industry during 2017, matching the growth in 2016, and the automotive industry is going to increase digital advertising spending by 12.8% in 2017.

In fact, the industries of financial services, telecom, consumer products, travel, consumer electronics, media, entertainment, healthcare, pharma, and more will all see growth in digital advertising spending in 2017. Also according to eMarketer, this trend will only continue over the next four years.

As you can see, digital advertising is going to be extremely important to businesses in 2017 and beyond. At the beginning of this new year then, don’t forget to make sure your spending some time focusing on your digital advertising plan. If you need any help, feel free to contact Adventure Ad Agency. We are happy to help you make your 2017 advertising plan a stronger one.

Three Channels of Marketing

Is your advertising campaign really reaching the audience you want in the way you want? That is an important questions to think about. The problem is how do we answer it.

In marketing, there are a number of different ways to reach your consumer, but all of these different types fall into three different channels of marketing. Each of these different channels have their own advantages and disadvantages.

By understanding each of these channels audiences and their various advantages and disadvantages better, you can better target your marketing and advertising strategy, and you can answer that question of is your advertising campaign really reaching the audience you want in the way you want.

First, there is the one-to-many model. This channel is where you are marketing as a company or business to a multitude of consumers the same message. In this channel, we find a very large portion of advertising included. General television advertising, billboards, and newspaper ads are all examples of advertising being distributed to multiple consumers at once. Sales promotions are another example. The promotion, for example of 50% off at a retail store, is distributed to everyone through advertising and given to everyone who participates.

Finally in this model, there is also public relations. These efforts are made by one company or business to maintain a positive image in the eyes of the masses. For instance, public relations does not focus on being perceived positively by one customer, but instead by all customers.

The advantages of this model is that it is faster and easier to do this type of advertising because it does not have to be personalized. Also, it is controlled to a certain level by the businesses doing it. Because this model involves messages going from a business to many consumers, the business is able to be aware of what messages it is sending to consumers, and it can change as the consumers change.

The biggest disadvantage is that this type of advertising can become generic as everyone gets the same thing, and there is not as much flexibility in who you are targeting. Even if you put a great television advertisment up and it reaches many consumers with the right message, people still may not care or identify with the message.

Second, there is a one-to-one model. This channel has messages being sent straight from the business or marketer to a specific individual or smaller group of individuals. In this type of advertising, databases and information is better used to target advertising. Instead of sending a flyer to everyone in the states, a financial services company may use database information to only send flyers to households that have a high income level. Direct marketing is a perfect example of this.

The biggest advantage then for the one-to-one model is that you can better target your audience and likely get a better response to your advertising plan. The disadvantage of this is that this benefit will likely cost more and be more time consuming. Plus, you have to have access to that database information on demographics and more in order to be able to target at all.

Finally, there is the many-to-many model. This is where consumers are actually communicating on channels to other consumers. The easiest way to see this is in social media and the buzz building that occurs when a post is shared over and over again.

This is an extremely powerful form of marketing, which is one of its benefits. Consumers are considerably influenced by other consumers, even more so than by businesses. As a result, consumers are more receptive to messages sent to them. Another advantage is that since this is mostly consumer driven, there is little to no expense associated with this. Most or the expensive would come from content creation or paid boosting and targeting of posts on social media.

The downside is that this channel is consumer driven which takes a lot of the control out of a business’ hands. Buzz building can be an organic thing that happens, but often businesses would need to pay to boost a post on Facebook for inorganic audience members in order for a business to spread its reach.

Now that you know the three different channels, which channel do you think is best for you and your business? Maybe it is a combination of all three. However, advertising is an art. If you need help changing or creating your plan, Adventure Ad Agency is here to help.