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Did I See Uranus? | Newspaper, Radio or Billboard? |
We have a $1,500 budget. The main highway into our area can get us a non-illuminated "Jr" billboard 5'x11' for $300 a month, for three months. We'd also have to pay the "production fee" of $605 for the banner ($11 per sf) or supply our own.
We could spend the money on a 1/4 page ad in the local weekly paper. 12 issues for $250 each, also $1,500. The circulation is about 75% of the households in the market, or 9,500 copies.
We are in the business of dry cleaning, tailoring, and self-serve laundromat.
What's the best bang for our buck?
Additional Details
The road is a state highway. The speed limit varies from 45-55 mph. From the west of town there's about 20,000 cars passing weekly in either direction. From the east, it is slightly less, around 17,000. Most people head west to shop at at the big box stores out of town. I'm in town. A good amount of business has expanded beyond the city limits in the past 20 years, but there still is strong employment in the area. |
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Philip M
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There are two questions:
1) What is the effective reach of the medium?
2) What are your creative capabilities in each medium?
To answer question 1 you have to know what proportion of the people you are reaching with the medium are potential customers. Dry cleaning services are generally contracted close to home or work and you should have some idea about potential competitors. So calculate your trade area, what share of that business you are likely to secure, and what proportion of the different media you are considering come from within that trade area.
For example: say you have 30,000 people who live or work within 10 miles of your location. Also assume you have 2 equal competitors serving the same trade area. This gives you an effective base of 10,000 customers. Now assume all 10,000 of those people will see the Billboard, read the paper, and listen to the local radio station. But you're more concerned with the proportion of the audience you are buying with each medium represented by your target 10,000.
Let's assume the following:
Your target 10,000 represent 25% of the impressions delivered by the Billboard in three months, 15% of the impressions delivered by a radio schedule, and 60% of the impressions delivered by the quarter page ad. Under this scenario, the newspaper is more efficient at reaching your target audience.
However, newspaper advertising may be less motivating because the ad is not well executed or well placed in the paper. You also need to consider when the advertising impression is delivered vis-a-vis the decision to put dry cleaning in the car or get tailoring done. The newspaper is going to be in the house, while a radio ad and the billboard are going to be after the customer is already in their car. Also, the newspaper ad can include a coupon that the customer could cut out and use as a reminder.
Whatever you choose, you need to consider:
1) what proportion of the audience you are paying for are your target customers
2) what frame of mind and what environment will the customer be in when they see the advertising
3) what can you do with the advertising medium to influence the customer to choose your business.
Good luck. |
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Biz Guru
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The billboard advertising means you are paying a lot of money to set it up. Not really what people are looking for when driving.
Better to spend the money on a combination of radio and newspapers with coupon to bring in. This gives you more actual advertising for your money. Advertising takes repetition to be effective.
I would also look at getting 1/8th page and going a little longer if possible. |
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TreatyFrum
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I did some ROI work with newspapers and found that "local" newspapers still drive great returns for local advertisers (not to say that radio and billboards don't work, but rather, that local newspaper ads are still effective)
If you use a coupon/promo, this often helps track what business was brought in from your advertisements (and see if its working!). You may even want to add a code for each ad to track which newspaper days and newspaper page/section works best. I'd try to negotiate the ad pricing and also see if the paper offers 'zone' pricing (in this case, you pay even less, but you can at least advertise only to customers that are close(r) to your outlets).
Best of luck. May want to try something different every now and then over the next few years to see what works best! |
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Kevin B
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I would say it depends on the needs of your business. If you have an established business and want to drive in more or have a special announcement like a sale event, I'd go with billboard or radio.
These two mediums are for name recognition. When was the last time you wrote down a phone number or address from a billboard or radio ad? Use these to remind people about your service.
If you are trying to drive new traffic I would go for the newspaper ad. I'd also go out in the community to try to partner with another business to refer clients back and forth. Get them to display your ad at their business. Offer them discount service in return. Think about what other services your clients use in town. Where do they go after they drop off the laundry? Pharmacy? Grocery store?
You may also want to consider spending some of that on direct mail pieces. Get your name and logo into apartment complexes anyway you can.
Best of luck! |
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REnate
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What sort of road is the billboard on? Do they have any traffic studies as to the number of unique vehicles that pass by the billboard. How big is the town where the dry cleaners is?
To me it would be Billboard but I have to qualify that to say to you that I would have to know the traffic figures to make a good decision. People who own these billboards should have traffic studies with numbers they can give to you.
However, you want unique people who are close by the cleaning shop, so newspaper circulation is for your town but billboard would get you more exposure, if you say, would want to introduce a pick-up and delivery service for dry cleaning in adjacent towns and office buildings, which could enrich your business.
There has to be a good clear marketing plan for at least 3 to 5 years with ways to increase business or else you are just spinning you wheels and the business will become a victim of diminishing returns. |
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potatochip
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I would agree with the first response of an ad in the newspaper with a coupon. Spending less money at your dry cleaning is an incentive for me to at least try out your business versus using my current dry cleaning business.
You can also try joining a Val-Pak in which you partner with other local businesses and your coupons/flyers are enclosed and mailed to X number of households. We also have something called a Reach magazine in our area. It is like a Val-Pak but the coupons and advertising are compiled into a color print magazine. |
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joloutia1
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the ad in the newspaper with a coupon is the best bet. |
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guerrillaadvert
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My advice would be neither. I'm a Scottish advertising student who has experience working for small businesses like yours. What you have got to remember is that you are offering a common service to your customers so spending money on traditional advertising media is a waste. As a company, it seem that you have no USP, which means that you need to give your customers reason for choosing to use your service above anyone else.
My suggestion...
Think creatively. Here's one example. Do you have any old laundry machines? What I'd suggest is place an old machine somewhere in your town - in a busy street, a residential area - an put coupons in the drum offering money off or special deals. Have a sign above the machine which will create interest in the stunt and convinse people to look inside the drum.
I know this sounds insane but in a business like yours, you need to do something different to raise awareness of your company. At the very least, it will get people talking about you and wont cost a dime.
Good luck. |
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GW
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A good catchy jingle written with a branding statement used on radio and the branding phrase can then be used in news paper on letterheads web site and auto tags no end of ideas. Must have branding statement first. http://www.freewebs.com/originalsong/ |
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