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Advice You - Local Advertising - The Biggest Mistakes
When it comes to small business marketing and advertising, I am amazed at how many local advertisers squander their money. I wish I had the money they wasted. I'd be a rich man.
Let's talk about your typical retailer with 1 - 5 locations.
One of the biggest problems I've seen is that most retailers have no idea of which media to use when running a campaign. In fact, some don't even know WHY the
Let's talk about your typical retailer with 1 - 5 locations.
One of the biggest problems I've seen is that most retailers have no idea of which media to use when running a campaign. In fact, some don't even know WHY the
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
y are running a campaign.
They know they should advertise, but they don't really know what they are trying to accomplish.
Let's clarify the TOP 10 obvious reasons you should advertise.
1. You are opening a new business
2. You are closing a business
3. You have a problem selling sufficient quantities of your product or service
4. Your competitor has started a price war
5. Y
They know they should advertise, but they don't really know what they are trying to accomplish.
Let's clarify the TOP 10 obvious reasons you should advertise.
1. You are opening a new business
2. You are closing a business
3. You have a problem selling sufficient quantities of your product or service
4. Your competitor has started a price war
5. Y
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
u have taken on a new product line or phasing out a product
6. Your business is expanding with new locations
7. You need to renovate but don't want to lose business
8. Sales are dropping and you need to create a new buzz
9. You are moving your location
10.You want to go public
All these reasons to advertise are born of typical "problems" and Advertising solves problems!
I prefer to see pro
6. Your business is expanding with new locations
7. You need to renovate but don't want to lose business
8. Sales are dropping and you need to create a new buzz
9. You are moving your location
10.You want to go public
All these reasons to advertise are born of typical "problems" and Advertising solves problems!
I prefer to see pro
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
lems as challenges and recommend that mindset for everyone. It makes it more of a positive game and stimulates the problem-solving areas of the brain instead of bringing on the worry & depression when you're scrambling to generate sales or save a business.
Now. Which media to use?
Let me give you the bigger picture of the Top 5 advertising vehicles.
RADIO
Need to get a messag
Now. Which media to use?
Let me give you the bigger picture of the Top 5 advertising vehicles.
RADIO
Need to get a messag
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
out fast? Nothing works better than radio!
Radio Pros: This is the sizzle. Hollywood. The Buzz. Entertainment. Excitement. Light my fire. Theatre of the mind. Fast turnaround. With the right production your local burger joint can come across like MacDonald's. Fairly inexpensive. A "word of mouth" medium that taps into the trusting subconscious that "A friend told me about such & such..
Radio Pros: This is the sizzle. Hollywood. The Buzz. Entertainment. Excitement. Light my fire. Theatre of the mind. Fast turnaround. With the right production your local burger joint can come across like MacDonald's. Fairly inexpensive. A "word of mouth" medium that taps into the trusting subconscious that "A friend told me about such & such..
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
".
Radio Cons: Sausage factory radio spot production and mediocre creative copywriting due to time constraints and poor client communication. Limited inventory of spots means there's nothing to buy when station is in a sold-out position.
PRINT
Print is all about details. Not enough time to say it in 30 seconds on radio? Take out a print Ad!
Print Pros: Powerful
Radio Cons: Sausage factory radio spot production and mediocre creative copywriting due to time constraints and poor client communication. Limited inventory of spots means there's nothing to buy when station is in a sold-out position.
Print is all about details. Not enough time to say it in 30 seconds on radio? Take out a print Ad!
Print Pros: Powerful
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
eadlines work. Graphic images can be a powerful selling tool! Lots of room to showcase plenty of inventory. Good target market penetration. Good vehicle for couponing. Color Ads grab the eye. Reader can cut & save Ad or coupon.
Print Cons: Slow turnaround time due to production. Your Ad can end up on the same page as your competition (not recommended if the competition is underselling, b
Print Cons: Slow turnaround time due to production. Your Ad can end up on the same page as your competition (not recommended if the competition is underselling, b
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ut that's a whole other story!) Print production by the newspaper graphic department offers up less than interesting creative Ad design or punchy layout (because of time constraints). Can be quite expensive in certain markets. Easy to get lost on a page of Ads. Powerful headlines are key but hard to come by unless you hire an outside creative person oe design firm.
TV
How else
TV
How else
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
an you walk into someone's living room and get them to buy your product while they're still in their underwear?
TV Pros: Let's face it. Nothing beats the one-two punch of audio-video. Powerful visuals. Emotionally stirring music or audio sound bites. A dash of sex...intrique...fear...laughter... Yes - your emotions are being assaulted & manipulated by the very best advertisers in the wo
TV Pros: Let's face it. Nothing beats the one-two punch of audio-video. Powerful visuals. Emotionally stirring music or audio sound bites. A dash of sex...intrique...fear...laughter... Yes - your emotions are being assaulted & manipulated by the very best advertisers in the wo
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ld. And you know what? TV works!
So what if it cost Apple $10,000,000 to sell you 1 ipod? They'll make it back a hundred times!
TV Cons: Can be very expensive in local markets. Production is key but again, very expensive. Out of reach for many local businesses. That being said, there are TV. package opportunities available during off-season and sometimes end-of-season that are affordabl
So what if it cost Apple $10,000,000 to sell you 1 ipod? They'll make it back a hundred times!
TV Cons: Can be very expensive in local markets. Production is key but again, very expensive. Out of reach for many local businesses. That being said, there are TV. package opportunities available during off-season and sometimes end-of-season that are affordabl
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
. (I highly recommend you take advantage and get your feet wet with these type of offers).
FLYERS / INSERTS / DIRECT MAIL:
I have grouped these together because they fall into the category of distribution of printed material. The most telling difference is the way they are distributed. Let's define each. A flyer is an independant piece of printed material typically distribute
FLYERS / INSERTS / DIRECT MAIL:
I have grouped these together because they fall into the category of distribution of printed material. The most telling difference is the way they are distributed. Let's define each. A flyer is an independant piece of printed material typically distribute
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
by hand and bundled with many other flyers.
An Insert is a flyer that is inserted into the local paper for distribution.
Direct Mail is a flyer, card or Ad in a sealed envelope that can be specifically targeted to certain city zones, apartments, streets, businesses, high or low income areas etc.
As you can imagine, direct mail is the more expensive method but best targeted.
Pros: Fly
Pros: Fly
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
rs are stand alone Ads that thrifty retail shoppers look forward to. The key is, to have an outstanding promotion or offer. Strong creative, pleasing layout and quality paper stock all make a difference as to how you are perceived by the shopper. Shoddy Ads = Shoddy business. (There are exceptions, but that will be discussed in another article.) Flyers allow you to coupon your product or service.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Cons: Flyers rarely deliver a high rate of return. Even when expertly conceived, designed and printed, they can easily get cast into the garbage bin. The key is to pre-promote your flyer in another medium or offer samples. (I'll cover the powerful effects of combining complimentary media in my next article).
BILLBOARDS
There are many types of billboard services. From h
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
uge highway, street-level and bus shelter signage to bus, train, and taxi signage.
Pros: There is an "air" of big time advertising associated with billboards. Great for image building as long as you follow the 7 second rule. (Never say anything on a billboard that takes longer than 7 seconds to register in someone's brain!). Powerful visuals & headlines are key!
Cons: You pay extr
Pros: There is an "air" of big time advertising associated with billboards. Great for image building as long as you follow the 7 second rule. (Never say anything on a billboard that takes longer than 7 seconds to register in someone's brain!). Powerful visuals & headlines are key!
Cons: You pay extr
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
for mass targeting. Can be very expensive. Poor creative can render your efforts invisible. Production can eat up alot of your budget. Slow turnaround. Key positions are booked sometimes for years in advance.
The biggest question you are probably asking is: What do I do now?
That all depends on what "challenge" your business is presenting.
You need to formulate a plan of action. This is typic
The biggest question you are probably asking is: What do I do now?
That all depends on what "challenge" your business is presenting.
You need to formulate a plan of action. This is typic
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
lly called an advertising plan.
You must:
1. come up with an affordable advertising budget
This money should be viewed as an investment
2. create a timeline (how long you need to advertise)
Decide if this is a longer image-building campaign or a short promotional campaign
3. define the nature of your campaign and what you hope to accomplish
Do you want to build up your nam
You must:
1. come up with an affordable advertising budget
This money should be viewed as an investment
2. create a timeline (how long you need to advertise)
Decide if this is a longer image-building campaign or a short promotional campaign
3. define the nature of your campaign and what you hope to accomplish
Do you want to build up your nam
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
or sell a particular product or service?
4. come up with a strong creative campaign
You can play safe and follow everyone else who is successful, or lead with new and aggressive creative
5. select the media (preferrably more than one) you can afford
I caution you to avoid a one media campaign. They are very limiting. Whenever possible, use a combination - ie: print/radio, flyer
4. come up with a strong creative campaign
You can play safe and follow everyone else who is successful, or lead with new and aggressive creative
5. select the media (preferrably more than one) you can afford
I caution you to avoid a one media campaign. They are very limiting. Whenever possible, use a combination - ie: print/radio, flyer
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
radio, tv/print, tv/billboard
Once you have done all of the above you are closer to taking your first step. Unfortunately, advertising goes much deeper than this. ie: what kind of Ad offer do I make? What kind of creative do I use? Is my logo strong enough? Is the newspaper Ad big enough? How many spots should I buy on the radio? Color? Black & White? What print stock should I use?
It can
Once you have done all of the above you are closer to taking your first step. Unfortunately, advertising goes much deeper than this. ie: what kind of Ad offer do I make? What kind of creative do I use? Is my logo strong enough? Is the newspaper Ad big enough? How many spots should I buy on the radio? Color? Black & White? What print stock should I use?
It can
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
e daunting.
The good news is, most media have reliable reps to help you sort it all out. Your job then, may be to separate fact from fiction. The best way to do this is to pick the most knowledgeable rep who understands more than their own product and give them the opportunity to advise you.
You can also hire an independant consultant or a small Advertising Agency to put it all together for you
The good news is, most media have reliable reps to help you sort it all out. Your job then, may be to separate fact from fiction. The best way to do this is to pick the most knowledgeable rep who understands more than their own product and give them the opportunity to advise you.
You can also hire an independant consultant or a small Advertising Agency to put it all together for you
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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