Multi Marketing: Call-To-Action vs. Brand Advertising
If you’ve ever purchased advertising for your company or for another company, you’ve probably had the great debate on the seemingly endless possibilities of HOW to deliver your message to your audience. Do you want to go with online advertisements, TV commercials, newspaper ads, or sponsor the Super Bowl? Should you hire a teenager to flip signs on the side of the road, purchase ads on Facebook, or send out flyers? These are certainly valid questions that must be answered; but a question that is equally important, but doesn’t receive as much attention is WHAT do you need to put on your advertisements?
I am fortunate enough to work with a great group of graphic designers here at MultiView, but they can only create an ad based on what they’re told. If you’re looking to increase sales as a direct result of your advertisement and track the results at the end of the year, you’ll need to let your designer know your intentions so they can create a piece that will accomplish your goals.
There are two main types of advertisements: call-to-action and brand advertising. Let’s take a look at what those mean.
Call-To-Action Advertising: This is going to be an advertisement that will (hopefully) entice a buyer to purchase your product in a given time frame as a direct result of your ad. A great example of this would be a car dealership putting an advertisement in the newspaper with a specific make and model vehicle with an incentive to buy it now. If they offer 0% fixed rate financing and $3,000 off on their slowest moving vehicle during the slowest time of the year for this weekend only, they may end up with customers showing up at their dealership saying, “I have your ad! I want this car!” As a direct result of that ad, you’re having customers come to your business and purchase your goods and/or services. With call-to-action advertising, it is very simple to track online efforts (such as subscriber-based e-newsletter blasts) with click through rates, conversion rates, etc., and you will be able to weigh the total cost invested versus the total sales made to justify renewing your ad. Print and television ads are a little more difficult, but if you give them an incentive to bring the ad in (like a coupon in the newspaper or on your website), you will be able to track them without much hassle. These ads are not for everyone, though. Some industries have buyers that refuse to use coupons or incentives because they feel as though they get what they pay for and are willing to pay a higher price to feel that they are getting a better product. For those industries, you may want to try brand advertising.
Brand Advertising: This type of ad is one to promote your company as a whole, and possibly a specific product line, but has no incentive attached other than doing business with you. These advertisements are not designed to generate a lot of leads or sales directly; rather, they will keep your company in the minds of your customers for the next time they need your product or service. To continue with the car theme, you’ve probably seen more commercials on TV for cars than you can even remember. Ford (at least down here in Texas) spends a lot of money advertising their F-150 truck line. When you see a commercial for an F-150, the Ford marketing team doesn’t expect you to jump off of your couch and buy a new truck. They probably wouldn’t be mad if you did, but that would have to be one heck of a commercial. Their intent is to keep their brand in the forefront of your mind when you’re shopping for your next vehicle. The idea is to build a certain reputation around that product line that will make you want their product over the next guys’. You can quantify some brand advertising with how many individuals saw your ad, but you shouldn’t be concerned as much with how many people ended up on the check-out page of your website. You’ll find that these ads won’t be cited very often when the customer finally purchases your product, but they certainly played an important role in getting them there.
A good advertising campaign will be placed across several mediums using both call-to-action and branded techniques. Coca-Cola is certainly a great example. You will see them sponsoring events, placing TV ads, online ads and print ads. Some will be to promote their brand, and others will be a coupon or include another incentive for you to purchase their drinks within their time frame. Both types are effective and both types are necessary; you just have to decide what you want more at that time.