They have a reasonable annual budget that they spend on print materials/ advertising, but are not getting the bang that they want. They really don’t have an "image" so we may need to build their brand as well. Ideas?
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why they are not getting the bang for their buck is because they are doing print alone.. a little print is okay but it’s costly.
some advise would be to use some radio consistently and some tv the key is consistently. frequency is great too but if you want to grow your cume then you have to branch out.. i’m in my 30’s i have a house.. i don’t use much print. i don’t get news papers, and i hardly look at flyiers in the mail.. it’s all junk to me.
a couple years ago a pipe burst… i found someone by remember what i have heard in so many places. by hearing it so much not just on my favorite radio station but when i went to parents house i seen it on the programs they watched i was everywhere. and that’s key!
my best suggestion is to get with a radio station and a tv station to start and see what they do to help you brainstorm for branding.. it’s hard to say that print isn’t bad but i feel it’s a tad outdated. but it does work too… but print they don’t work with you as closesly as an account manager at a media outlet like radio or tv. you don’t have to say yes the first time sit with them listen to them tell the your going to check other places and do tell them your budget and or % of buy that your thinking about doing. tell all of them and go to a few stations and compile that info and pick the top 3 overall and that best matches your target buyer. do this for tv too local – and pick the top 3 then toss in any extra’s and divide it up.
Good luck