You’ve probably noticed the business results map that comes up in Google when you perform a local search. If you search for “bakery boulder colorado,” for example, you’ll see 10 results with business names and phone numbers next to a map. That’s local search. And it’s the latest, greatest, and affordable online advertising opportunity for local businesses.
86% of local searchers follow up by making a direct contact and 61% of those make a purchase. New, local, and mobile searchers want to do business with you, if they can find you. You want new customers to grow your business, but do you show up where they’re searching? Local search maps optimization will move your business listing into the top 10 spots.
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Posted in Advertising, Marketing, Online Marketing, Search Engine Marketing
Sometimes you can be very clever with your advertising and get away with it — people will get it, remember it, and praise your cleverness. Maybe they’ll even buy from you. But most of the time, advertisers take cleverness too far, and the whole campaign becomes meaningless and useless.
I was fooled by an ad just this past week. As I’m browsing through the newspaper I notice an upside-down ad. I think to myself, “Wow, the newspaper misprinted this ad — sucks for the advertiser — and I’m sure they’ll raise hell!” There was no prominent headline (upside-down or not!), so I didn’t stop to look at it.
The next day I see the same ad, still upside-down, but in black & white. I think, “I can’t believe this! The newspaper printed it upside-down AGAIN! What morons!” I don’t stop to check out the ad in detail because all I can think of is how incompetent the newspaper is.
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Posted in Advertising, Marketing
Lately, it’s gotten much more interesting to look at ads in newspapers and on TV. Just some time ago, infomercials were reserved for late night TV only. Direct response ads hardly showed up in newspapers. That’s because newspapers and magazines tend to consider these ads “junky.” The reason we’re now seeing infomercials on prime time TV and direct response ads taking up full pages in newspapers is, quite simply, they sell.
That’s right. As advertisers are pulling back, networks and newspapers are willing to accept “junky” ads and show infomercials at 7 o’clock in the evening. No, these are not highly artistic ads. There’s nothing “sexy” about them. They don’t have “clever” copy or meaningless headlines. No blocks of useless white space. Yet they consistently continue to sell more than typical ads you’re used to seeing. Why? Because they use tested elements that work.
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Posted in Advertising, Direct Response Marketing
You could have a great location for your business. You could have a wide selection of quality products at reasonable prices. You could use effective direct response marketing tactics in your advertising campaigns. You could drive loads of prospective clients to your business as a result of your advertising. And you can ensure that they don’t return. You could be Ace Wine & Spirits store in Boulder.
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Posted in Advertising, Direct Response Marketing, Marketing
As a follow up to the Coca-Cola wannabes that produce ineffective “brand awareness” ads that feature the company name as the most prominent element, here is an ad that I’ve seen in the Boulder Daily Camera for many months now: a store that sells beads.
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Posted in Advertising, Direct Response Marketing, Marketing
I love looking at ads in magazines and newspapers. It’s one of the funnest ways to see which companies are wasting their marketing dollars by placing bad ads and which ones are doing a good job. The ones that are doing a good job typically will have their ads running for a long time because they are effective in generating leads.
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Posted in Advertising, Direct Response Marketing, Marketing
