Advertising, Marketing and Custom Music Production Jingles



Posted: Friday, August 17, 2007

by Tom Gauger
Reelmusician.com

Advertising in today’s economy has and continues to raise many eye brows. Many would be small business owners are often deluged into what they consider the marketing abyss with no solid answers and sales reps all with hands out trying to get in on the action. “Everyone" seems to have the answer and the answer somehow always revolves around their product or service. So where does small business, and large business for that matter, go for effective marketing campaigns – ones in which the return is significantly higher than the advertising cost? So many of today’s businesses struggle to find the right kind of marketing in the right area just to maintain a half way decent ROI.

Let’s face it, it’s a different ball game out there and the rules have changed. Are you aware that in the 1950’s, for example, 66% of shoppers were considered loyal. You know what that figure is today – It barely makes two digits. So with that knowledge, where does that leave you and your company? Some might think negatively, while others might view this as a positive factor and you can as well.

The fact is, is that you can make an impact and a significant one at that, if you employ a few rules in your advertising. Let’s look at some key concepts that will keep you ahead of your competition. Rule #1 Your ad absolutely must appear different in order to grab the attention of your buyer. The vast majority of buyers pass legitimate businesses day in and day out, but their overwhelming comment is “I never noticed them." Rule #2 Price does not justify the offer – There will always be competitors who will lower their price more than yours and then what will you do? Rule #3 Saying your company name and phone number 3 times in your media ad does not magically make the phone ring. Rule #4 You cannot cut quality in your production in order to buy more air time and think that this will create more impact. In fact, it will probably cost you more than if you had spent more on a quality spot production in the first place. Rule #5 Quality counts.

Great sounding radio and TV ads produce significantly higher results than the radio or cable rep’s luring, but faulty advice to have their in-house voice over and production guy create a non-impacting and non-differentiating spot with off the shelf production music. It just won’t happen. Quality production costs more, but in the end almost always produces an increase in sales that far exceeds a cheap and tired production that will more times than not, give you the ROI that you’re looking for.

Creating a commercial for radio and TV can appear intimidating, but really if you go with a quality company to produce your spot, you will see a greater ROI, greater increase in overall sales and you will connect with your buyer, and with 98% of buyers buying from who they think of first, you will undoubtedly be the front runner in your market!

Mr Gauger is an accomplished radio and TV writer with too many credits to list here. The author can be contacted at tgauger@reelmusicianpro.com or 615-300-5030. Mr Gauger works with small business up to very large national brands and you may visit his website at http://www.reelmusicianpro.com

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