Marketing Tips

The Ingredients of a Highly Effective Advertising Campaign


As we talk with producers each week, we’re asked time and time again what ingredients need to be combined to create a highly effective advertising campaign. First, you need a marketing budget. This does not mean that you need tens of thousands of dollars ready to spend. It means you need to be prepared to spend money to make money. Your initial budget may be modest, but prospects are rarely free, and you must make a financial commitment to attract them. Second, you need a working knowledge of the available media in your area and the approximate costs of those media. Your local chamber of commerce can generally point you to media vendors and a quick phone call with an account rep will get you what you need to know. Third, you need to be familiar with your competition and their strengths, weaknesses, and marketing strategies. This is vital because it informs your tactics and allows you to differentiate yourself from others within your market offering similar services. Fourth, you need to recognize your community’s uniqueness. What events or activities does you community embrace? Which organizations or causes do people in your area support? Is their an annual Relay for Life that you could sponsor or a Fall Arts Festival at which you could appear? Is a local sports team the talk of the town? Visibly embrace what your community enjoys, and they will embrace you. Fifth, you must be persistent. Effective advertising takes time and repetition. Tragically, many producers give up just before their efforts pay dividends, while the most successful producers ‘stay the course’ and reap the benefits of their advertising year after year. Finally, you'll want to make sure you're using high-end, industry-specific content in your advertising. PBS has volumes of professionally-written, professionally-designed, completely customizable resources at our fingertips for your use.

Keep in mind, once they’ve assembled all the right ingredients, top producers still seek expert coaching and assistance in implementing their advertising campaigns. Give us a call today, and let PBS marketing experts help you build a campaign that will be paying you back for years to come!

For more about creating a highly effective advertising campaign, contact your Business Development Director today at (888) 807-9793!

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