Tag Archives: advertising

What Businesses Love About Outdoor Signage In Ten Points

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Is your business considering investing in some outdoor signage? If so, then you’ve come to the right place! Below are some of the most common reasons why plenty of businesses choose to utilize outdoor signs, and why it’s been a favorite method of advertising throughout the years.

  • 1. Outdoor signage can be very versatile: So versatile, in fact, that many different types of businesses can use them. They make great displays for menus on the outside of a restaurant, enticing passersby to check them out and then come inside to experience the full meal. Retail stores like outdoor signage for advertising specials and clearance sales, letting customers know in an attractive way what’s happening inside the establishment. They’re a common sight outside a movie theatre, lining the outside with illuminated frames filled with the posters of the upcoming attractions. The lamppost mounted banners and flags can often be found lining the main streets of cities and towns, announcing honors the town has won or upcoming events in the surrounding areas. Outdoor shows and events could take advantage of the large, free-standing flags, indicating where the entrance to the parking area is or where the main stage is located. In the run-up to Election Day we’ll start to see the ground stake signs everywhere, without a doubt.

  • 2. There are lots of different styles of outdoor signage available: Each style is very distinctive, allowing each sign to be used in a different location. A-frames, Springer bases, or fillable base signs are often known as pavement or sidewalk signs and can be found there, staying sturdy even in crowds of pedestrians. Businesses can also take advantage of real estate style signs for lawns and sod, free-standing pedestal style signs, hanging banners and flags with poles, brackets, or a ground base. For a more traditional look choose wall mounted frames that are designed specifically for outdoor usage, some of which feature fluorescent lighting to keep your signs illuminated even in the middle of the night.

  • 3. They allow you to choose the material that fits your needs best: Some outdoor settings require a different type of material than others do, so there are signs out there to cater to every signage need. Some of the materials that these signs are created from are: polyethylene, polystyrene, powder coated steels, iron, plastic, anodized aluminum, glossy wood substrates, Coroplast, vinyl, and others.
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Business Directory Submissions

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There are generally two types of business-to-business directories: General and niche directories. General directories include businesses which offer a variety of products and services. Some are more national in scope, while others are highly localized. Niche directories, which are also known as vertical directories, list businesses offering similar products or services. For example, some vertical directories may include all types of automobile dealers, service repair places, body shops and other products related to automobiles and small trucks. Other vertical directories may only list restaurants, doctors or other types of businesses and professionals. Again, directory clients can usually pick in which parts of the country their listings will appear.

There are certain advantages to using business directory submissions in niche directories. The main advantage is that niche directories are highly targeted. A target audience is a group of consumers who are most likely to buy a particular product or service. Any submission that is aimed at a more general audience is wasted on those who aren’t part of the buying universe. Hence, an advertising campaign focused on a specific target audience is typically less expensive than one encompassing users of many different products. This allows companies to earn higher returns on their advertising dollars. Companies can also spend the money they save on niche directories for other business directory submissions.Another advantage of niche business directories is that businesses can achieve higher rankings in search engines with them. This may eliminate the need for an SEO or search engine optimizer, saving a company even more money. SEO’s usually use key words and metatags and codes to help business owners achieve first-page rankings in major search engines.

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Market Segmentation Definition and The 6 Steps Of Segmentation

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Market segmentation is the practice of dividing a company’s total set of potential buyers (i.e., its market) into meaningful groups, or segments, for the purpose of properly tailoring future marketing and advertising efforts to each group. The goal of segmentation is to maximize the company’s marketing return on investment by design programs that target only those prospects who are most likely to respond to their outreach efforts.

Doing market segmentation correctly takes roughly three parts science and one part art. It is mostly science because carrying out proper segmentation is a highly-analytical, even mathematical, process. On the other hand, since there are many ways to approach segmentation, doing an effective job also relies upon the refined judgment and deep marketing experience of the marketing analyst. This is where the art comes in.

Steps to Market Segmentation

The basic steps that should be followed in any B2C (business-to-consumer) segmentation effort must include the following:

1. Determine the geographical trade area: Are you targeting only households in a small part your part of town? An entire city? The entire country?

2. Estimate the market size: Conduct an initial analysis to determine approximately how many households exist in your trade area.

3. Eliminate any obviously unqualified households: Next, adjust your market size estimate by eliminating any households that clearly fall outside of your target market. For example, if you sell swimming pools, you should eliminate all apartment-dwellers from your market size calculation.

4. Find out who your existing customers are: If your business already has a customer base, the next step is to conduct an analysis of those who have bought from you in the past – namely, your existing customers. This type of analysis may take into account a range of household characteristics, including simple demographics (like age and income), psychographics (including opinions and lifestyles), and typical buying behaviors.

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Who Pays for Advertising?

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Before discussing the cost of advertising and the factors which influence its cost, and before going on to discuss ways of arriving at a budget of advertising costs, let us face up quite frankly to the perennial question: who pays for advertising? The answer to this question is one of the keys to the determining of expenditure on advertising.

In any business, there are only three people, or groups of people, who can pay for running a business and making a profit. They are the investors, who include both the bank which permits an overdraft and the supplier who provides credit; the business-persons who may use their own capital plus the income they earn; and those who buy their goods or services. If the business fails, the investors fail and in effect pay the bills through their own losses. If the business succeeds everyone profits and everyone is satisfied.

Only if a businessperson sells goods or services at a price higher than his costs, it is possible for him to make a profit. His costs include his selling effort, which may mean renting a shop, hiring a salesman or advertising in the local newspaper and these promotional expenses can be multiplied according to the size of the business. If he is to recover these costs and make a profit they can come from only one source, the customer who pays the price for the goods or services.

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