Advertising Habits Predict Brand Health

Article Excerpt: “Instead of making budgeting decisions arbitrary based on gut feel, affordabilty or previous decisions, Managers need to set their strategies based on comprehensive past advertising spending analysis and in relation to competitors.”

My thoughts – What competing businesses are doing with their ad activity MUST be a major focal point when determining what your ad spend will be. (This doesn’t mean a local business can not compete with a national company. Keep in mind these large companies are advertising nationally among many avenues of marketing tactics. A small to mid-sized business only needs to advertise locally at a mere fraction of the expenses the national chains are spending.)

Article Excerpt: “The impact of some marketing actions such as advertising can go beyond the current term and last for weeks and in some cases last for years.”

My thoughts – Ad impact doesn’t end when the flight ends and can influence sales over time. It’s important to know when analyzing a campaigns results. A general branding type ad airing over only one week is not going get any results during that one week. A carefully thought out strategy over time will get more results as time goes on.

Article Excerpt: “Smart advertisers consistently kept their relative ad spending above that of their competitors REGARDLESS OF CIRCUMSTANCES. The smart spenders followed a persistent and increasing relative advertising spending pattern when compared to their competitors not only when their revenues surged but ALSO WHEN SALES DECLINED.”

My thoughts – Cutting back on advertising when things get tough is a path to losing market share as those who spend consistently do better in the end. This has shown to be true during all economic downturns since the 1930s.

Article Excerpt: “Unhealthy companies tended to spend less on advertising although occasionally they would increase their advertising budget dramatically but would soon revert back to their low ad spending ways. These unhealthy companies are early quitters who irregularly spend aggressively. When they do, they soon give up before seeing the results of their strategy come to fruition.”

My thoughts – Just like compound interest, many advertisers stop their advertising without leveraging their early ads to continue through their duration to allow it to work properly.

Article Excerpt: “Contrary to smart companies, a poor performing company’s ad budget was contingent upon sales. When sales declined, the ad budget declined. Such a strategy is problematic since it implies that advertising is a function of sales rather than sales being a function of advertising. This is dangerous as advertising can build profitability rather than profitability boosting advertising.”

My thoughts – Many businesses I work with figure their ad spending as a percentage of sales. Those that budget this way are looking through the wrong end of their telescope. The reason is because ADVERTISING IS NOT A RESULT OF SALES. SALES IS A RESULT OF ADVERTISING.

These results were consistent across all industries. There was NO EXCEPTION that unhealthy companies followed ad spending labeled as poor. Not a single unhealthy company followed the smart advertising spending pattern. There are no shortcuts to marketing success. Companies who continue to ignore these findings will continue to under perform.

Secrets of Advertising

When I first got into the online advertising business, I was looking for the magical combination that would put my website into the top search engine rankings, catapult me to the forefront of the minds or individuals looking to buy my product, and generally make me rich beyond my wildest dreams!

After succeeding in the business for this long, I’m able to look back on my old self with this kind of thinking and shake my head.

If you’re reading this article and you’ve come this far, you’re probably looking for the magic answer yourself. You’ve probably read a few dozen or a few hundred articles just like this about pay-per-click advertising, maximizing return on investment, keyword stuffing, black-hat SEO tactics, text-link banner exchanges, and the list goes on.

Well, I’m here to tell you that I have the one be all end all answer and I’m sharing it with the world!

The truth is that there is no magic secret to online advertising. No one method will generate the largest amount of income/exposure for every website or business imaginable – it’s all a matter of trial and error, time and talent.

That’s a pretty weak answer, I know. It would have been much cooler for me to tell you that buying tiny classified ads in your local paper was the key to success and riches. Well, I’m sorry. For the few of you that have been down this road before and are starting to get it, you’ll hear a ring of truth in my words. The sooner you stop looking for a quick fix to make your message stick, the better.

For what it’s worth, these are my thoughts.

1) The internet has only been alive for a few short years, and in that time it has changed dramatically many times over. Remember in 1995 when everyone first discovered the cool little animated envelope.gif that you would click on to send them email? Where was your online bill-pay, instant messaging, and dynamically generated page content then? And only a few short years later you can see how far we’ve come and use that as a measure for how far we can go.

The point is that the internet, like other forms of media, is a rapidly evolving monster. What works for online advertisers today might be completely ineffectual only a few months from now. That’s why the best advertisers are constantly researching and creating their own unique marketing strategies. The trick is to find out what works for you, and to make sure that you revisit it from time to time to tune it up as the market changes.

2) You Have to Spend Money to Make Money. It’s a tired line, but it’s that way because everyone says it. Don’t be afraid to add fuel to your advertising fire and take it to another level. Try investing (note that I said investing and not spending) five, ten, or fifty thousand dollars in advertising. If you don’t jump out a window the first time you do it, you may walk away with a big smile and a little pocket money!

The hard part about investing a big chunk of money is coming up with it in the first place. If you already have $50,000 laying around for advertising and are just looking for a place to put it, give me a call. If you’re not that lucky, try looking at the Small Business Administration for ideas on how to get a small business loan.

If you don’t want to go farther than your mailbox, examine some of those credit checks your bank keeps sending you in the mail. A lot of people take advantage of their fairly reasonable interest rates to fund projects.

3) Presentation is Key. You’ll find that excellent writing skills and good marketing go hand in hand. As you improve on one, the other is bound to follow. Knowing how to write, and how to write well will give you an extraordinary advantage of the majority of individuals vying for your customers’ attention. I don’t know about you, but I get a lot of spam for people wanting to sell me their cheap items.

Needless to say, I have never purchased anything from them and most likely, neither have you. If you have, please drop me a line and let me know how it worked out. I’m always wondering how many of those are a scam.

The emails and circulars that I do purchase from come from GoDaddy,, Google and a host of other professional companies that take a few minutes to earn my trust with good punctuation, grammar, and quality content.

If you don’t have a talent for writing (and you know who you are) you have two choices:

Get better – easier said than done. Like most things, writing is one part talent and nine parts hard work. Take some classes, do peer editing suggestions, or send it to me look over (first ten-thousand submissions only).

Or, get someone else to do it – leaving more time for you at the helm. I like this option not only because it’s a time saver for me, but also because the work generally comes out better than anything I could have done. This article is an excellent example. I provided a detailed outline, some good anecdotes, and the strategies above and the copywriters at did the rest. I made a deal with them to write the article for $149 and we share the syndication rights. Not bad for half an hour’s work.

If you can’t afford to hire a pro, be courteous to yourself and your audience by simply re-reading your work, running a spell check, and letting your wife/husband/friend/co-worker look it over. You’d be surprised at how many things invisible to you will stand out to a fresh set of eyes.

OK. That’s all I’ve got for now. Please remember though that how far you go is up to you. There is no substitute for your own work and effort in succeeding in this business.

Good Luck!

From brochures to branding, campaigns to catalogues, multimedia presentations to explainer videos, exhibitions to e-commerce, DesignzSpot, the developing Coimbatore advertising agency deliver every project to the highest design and technical standards. We dream big, going above and beyond expectations to deliver new and exciting branding, design, digital, social media, marketing and advertising results through our famously friendly and collaborative, team-based approach.

The Features And Benefits Of Using Portable Advertising

Portable advertising banners are some of the most exciting and attractive advertising solutions available at conferences and exhibitions today. You should consider getting custom-made portable advertising solutions for your next trade show to ensure your products stand out. By reviewing the benefits and advantages to be had by using these brightly colored displays, you will be able to maximize the results your exhibition advertising strategies generate.

Banners that are portable can be designed to meet your unique requirements too. There is an assortment of banner sizes for you to choose from to ensure your advertising displays look perfect in high-profile locations. Whether you are trying to bring more traffic to an exhibition booth, or you are just trying to provide potential customers with additional information about your products and services, you can use these customized solutions to achieve your advertising goals.

If portability is the key to your advertising strategy, you should start your search for the perfect advertisement by reviewing the various features of these products that make them so portable. Banners are typically very lightweight and can be folded up to make them easy to carry. Also, some companies now design their products to retract so that you can easily carry them after a long day of selling.

Advertising solutions that retract come in a wide range of sizes to meet each advertiser’s unique set of needs. Retractable banners only take mere seconds to set up and they look just as professional as any other advertising solution at exhibitions. Plus, due to the small size of their base, they can be placed just about anywhere around your exhibition tent to maximize the visibility of your brand.

If mobility is to be desired, you may also prefer to only buy products that come with their very own carrying cases. In this way, you can easily secure all of your advertising products at the end of the day and transport them to your vehicle without having to carry bulky signage around. Some signage transport cases even come with wheels to make the process of transporting them a breeze.

Products that come with their own carrying cases are quite desirable, because carrying cases can keep your signage in perfect condition as you move from one location to another. By properly caring for the signage you buy, you can prevent the graphics from becoming worn over time. In this way, your graphic displays will continue to impress visitors to your exhibition tents so that you may ultimately make more sales in the future.

There are many options when it comes to the size and shape of the banners that are available. Some advertising displays are tall and narrow to attract attention from afar while others are short yet bulky to grab the attention of people as they meander by your booth. In this way, you can customize your advertising solutions to meet the unique requirements of each venue you attend.

Media walls have proven to be the standard in the portable banner industry due to their vibrant and professional appearance. A colorful wall of imagery representing your brand and products will surely dazzle all who pass by. A substantial amount of important information can be incorporated into a media wall to generate additional brand awareness at conferences.