Choosing an Effective Advertising Medium

When M&M’s launched its very first packages in 1941, little did it realize the kind of worldwide popularity it would see. A large part of the credit for building this huge fan base goes to the successful marketing strategies the company has always executed. From the now famous tagline, “Melts in your mouth, not in your hand,” to the guest visit from Santa in its ads, the legend has only grown. The company’s advertising program is noteworthy, not just because of how long-lasting it has been, but also because of the awards it has won, says a Pearson’s report on Advertising Media Selection. Of course, not all businesses have the kind of budget that these large corporate houses spend on marketing. So, how does your business choose its advertising platform?

The reality is that not all SMEs have the budget for newspaper, magazine or television advertising. Also, with the number of advertisements on these media, your ad might just get lost in the crowd, says The Entrepreneurs Guide Book Series™. Then again, not all of us need to address a large geographical area. While radio works well to address specific target markets or demographics, at a lower rate, there are some advertising media that offer much higher recall and recognition value – advertising giveaways.

Who doesn’t love a freebie? The most effective way to create goodwill and therefore recall value for your product and/or services is to gift utility items to customers, prospects and even suppliers and other associates. You can even use them for employee incentive programs. And one the cheapest and easiest to customize giveaways is the pen. An advertising pen is something that will not only prove useful but will also display your company’s name, logo and even tagline (if you wish), whenever the recipient of this gift whips it out to write something. So, essentially, this is one marketing medium that keeps on giving back. However, before you make a final decision, there are some other things to consider.

1. The objective: The very first thing you need to consider is the goal you wish to achieve. In business, it is all about ROI. So, ask yourself whether the medium of advertising you are considering offers the best ROI. The important thing to remember is that your message will become more and more effective with repetition, according to Entrepreneur magazine. And the best way to ensure repetition without having to spend again and again on repeat ads is by giving away advertising pens!
2. The target market: Most SMEs target a specific geographical area. So, you need to find a medium that will address all demographics in your target market, including age, gender, ethnicity and so on. What could be more useful and culturally neutral than the quintessential pen?
3. The budget: With pens available for as little as 30 cents, the budget will never be a problem here. Plus, the printing of your company’s name and logo is a simple process.
4. The occasion: Whether it is a trade show, seminar or a holiday giveaway, if you can find one advertising medium that works as effectively for all occasions, you can even get discounts with bulk orders and then use the medium throughout the year.