I love entertaining TV advertising. This one by Nike is a classic example of big brand advertising at its best – funny, carrying a message, memorable and so much more. But as a small business can you use brand advertising as a marketing tool?
Unfortunately the answer is almost certainly NO. The cost alone prohibits most companies from getting in on the action. But not only that, as a small company, it’s unlikely you will have a strong enough brand in the first place to reinforce through TV advertising. So what can you do to advertise your business?
There are lots of options, but my first suggestion is to consider direct response adverts via online Payperclick advertising channels. This is when you run an advertising campaign through Google Adwords, or facebook for example, that is designed to promote a specific call to action from prospective customers. For example:
- Call now to save 50% on carpets!
- Log on to www.megaDVDdeals.com for cheap blockbuster DVDs!
This will encourage prospective customers to contact you and enter your sales process. With a payperlick approach you will also only pay for each contact that responds to your advert which is many times more effective than brand advertising for building sales pipeline.
Advertising is a massive subject, so please come back regularly for more posts. I’ll do my best to showcase some of the best advertising and viral marketing campaigns like the crazy Indian cricket Nike ad.
Ok!! but will i also be able to get Fox Prison Break DVDs from the link u hav mentioned!!!
Ooops, sorry Lais, the link was an example of a direct call to action in advertising. As far as I know megaDVDdeals.com doesn’t actually exist..
A good way to advertise a small business can be by using promotional products. These can be cheap and allow you to help spreading the word in a friendly way. Giving promotional gifts to strategic target audiences can be a good way to advertise a small business.
I agree with promotional products. They are a targeted way of advertising which makes sense in this kind of economy.
I’m not sure I agree that small firms can’t do brand-awareness stuff. For example, I’ve had several enquiries based upon this Youtube video I put up:
http://www.youtube.com/watch?v=v5_cf-9VYZU
I put it up on a hope-it-helps-someone basis, which is about as vague and ‘brand’ as you can get! Okay, it’s not for everyone and it takes some technical skills as well as luck, but……
S
Simon – nice video
I wouldn’t consider your video to be brand advertising. In my mind, brand advertising associates certain values (fun, sexiness, excitement etc.) with a brand in an indirect manner. It doesn’t claim Nike is exctiting, it doesn’t prove Nike is exciting, but it shows exciting things happening on a Nike ad, by people wearing Nike – so you make the association.
In your video though, you’re a bit more direct. You’re proving you know about presentations by demonstrating that knowledge in the video.
Had the video been just a montage of people making effective presentations, with your branding underneath – then I would have called it brand advertising. Yours is more direct (and better) I feel.
Like you though, I don’t feel that brand advertising is only for big companies. Brand advertising can work for small companies with a very targeted market and a low cost channel which can reach them. Youtube is a possibility here, and leveraging online communities.
I would say that direct vs brand advertising is more about the sort of product you have than abotu the size of business you are.
Ian
I don’t feel that brand advertising is only for big companies. Brand advertising can work for small companies with a very targeted market and a low cost channel which can reach them.
I’m not exactly agree with you. Of course small businesses don’t have enough budget to do such a great advertising like this, but they can still use TV ads as a marketing tool. The point is how amazing, how creative your idea is, not the scale, and length of the ads. Therefore, you can save some money:D
I agree with promotional products. They are a targeted way of advertising which makes sense in this kind of economy.
I’ve always been interested in advertising! It’s very rewarding and fulfilling to be working in an advertising company. I love this one from Nike. It’s a very inspiring ad, the kind people always expects from Nike.
I think the cricket commercial ad was superb and funny too. I liked all the actors who ever acted on it. The acting was innocent and natural. Good post btw.
A good way to advertise a small business can be by using promotional products. These can be cheap and allow you to help spreading the word in a friendly way
We smaller companies can brand ourselves as well as the big players – just takes a little longer with less money…or quickly if you come up with a sensational marketing idea!
Commercial ads like this for big business are appropriate but for small business maybe should not because it matters a lot of money just for the advertising. Try to use other promotional strategies for small business.
I’ll be waiting for your next posts about advertising because I really need some info about effective methods of promoting my services…
Its a hard to promote a small business with TV advertising because like you said, the money just wont be available to put into a really good advert and the brand (I doubt) will be strong enough to carry off. I’d personally invest my money into regional SEO, not pay-per-click as that can be expensive. A regional organic campaign will be affective if you choose the right areas for your business to target.
Great Nike advert!
Thanks Rory. I’ve been working on some regional SEO recently as I’m finding the cost per click on PPC campaigns, certainly on Google, is geting a lot more expensive.
Thanks for the comment.
Andy
I think that the entertaining advertising is the best advertising on TV
Ya thats right Google adwords and the facebook is the best option to build up with small businesses instead of showing some boring ads which sometimes don’t even have a proper meaning..
Very nice information Andy, I am just starting my campaign. This will really help me, I will give this a shot
Google Adwords or facebook are quite helpful these days to advertise business.
Some directory website can be another method.
I think to promote the business through TV Ads is the really awesome ways.Even i believe that for the small business to promote through the business is more expensive.As mine personal reviews advertisement agency reduces there cost for the small business.
i am agree with the promotional products, promoting a business is tough competition now a days, there are different ways to promote, online business have the good , as to get search engine optimization companies services, more then they can also put ads on TV and newspapers.
@vova i am agree with your thought. You can use social media website to promiting your small busines. As we know Google PPC is best way to promote!
I like promotional stuff but friendly thoughts. I think it will hit the products as well.
A very good option is to promote your business using some interesting free products. Also, via the internet (blogs/forums) represents a good ideea.