WRITTEN BY: SAMANTHA DENNIS
There are multiple avenues you can take when trying to advertise for your business or organization. With the ever evolving digital age that we live in, and the pool of possibilities forever deepening, it can be difficult to choose the best one for you. There is good news though. If you’re doing something, you’re at least in the game. It is important to do something and it is important to get your name out there and to build brand recognition. There’s no secret formula for perfect advertising. Sometimes you have to learn through trial and error to find what works best for your business. Every form of advertising has its own strengths to help you build that awareness.
Aesthetics: Students are worried about their classes, papers, and what’s going on Friday night. If your ad is cluttered or out of the way, they’re not going to pay attention.
Choose colors that stand out! Fun fact: the color red is actually said to evoke hunger, while yellow enforces happy feelings. This is further evidence that McDonalds executives really do know what they’re doing.
The message should also be relevant to college students; don’t run a 7am breakfast special if you only see students coming in after noon. Between classes, work, and play, students aren’t getting up that early. If you want to sell more breakfast items, host a late night breakfast event with coffee during finals week or BOGO breakfast sandwiches if purchased any time before noon.
Location: Print versus digital media. When I say it depends on your audience, I mean it depends on each individual person. Some want coupons that they can cut out and take to their favorite restaurant. Others just want to know the daily specials. Here are some of the highlights for using each medium.
• Print physically puts you in the hands of the people. It’s something tangible that they can hold on to and possibly even choose. Coupons are trackable, as far as counting those that are redeemed. But you can be sure that even an unredeemed coupon is still serving the purpose of spreading the word to the local consumer.
• Pop up ads to digital screens to TV commercials. Digital advertising is a great way to reach a wide range of people. However, since it’s such a wide range, it’s likely that not every consumer will be part of your target market. Again, brand recognition. Information sharing is instantaneous.
What is the point of all this? The most effective marketing plan you can have is to put your name out there in as many different places and in as many different ways as possible. Utilize Facebook, Instagram, and other free aspects of social media. But put out print ads too. Give students the option of redeeming a deal. Not all forms of advertisement will yield a distinct, measurable result, but the whole point is that you are being seen. The more times your brand falls into the hands of the consumer, the greater the chances you’ll be on their minds, even if you’re not in their sights.