Decisions. Decisions. Decisions.
Where to spend the advertising dollar? Â Depends.
First cycle? Â What magazines sit on the coffee table in your clients’ reception area? Â Ask your clients what they are reading, electronic and print media. Â Where do you find the subject matter related to your products and services? Â Any associations focused in your market area?
Second Cycle? Assess and measure and review the performance of the past cycle’s placements. Â How do you know? Â You have to ask. Â Otherwise its best-guesswork. Â Advertising is a tough measure for ROI. Â Metrics are available for electronic media, but should we disregard the prominence of print media? Â Not in this industry and not in this generation.
Therefore, our advertising budgets to our clients are built on experience, data and guts. Â And feedback and discourse – we embrace the fact that we’re not the only smart people in the room – our clients are our best resource.