January 19, 2016 by Scott Howard
There’s an old saying that “half of my advertising is working and the other half is a waste, but I don’t know which is which.”
Today, I am going to revisit a series I wrote on buying advertising.
In the rawest sense of what I do for a living, I sell advertising.
I work as a marketing consultant with a huge variety of options that I can sell you directly via WOWO Radio and our parent company Federated Media’s digital division.
But instead of convincing you to buy what I have to sell, I want to help you make wise decisions on spending money on advertising. I may be able to help you directly, or I may refer you to others who have the expertise and resources to take care of you. Over my couple of decades of doing this, I know quite a few trusted folks.
There are also times when I can give you wisdom that I’ve learned from others that won’t cost you a dime.
We need to take a few steps back in the process.
You need to know what you want to accomplish first.
You need to know who you are from 4 different perspectives:
- Your insider knowledge of who you are
- Your current customers perspective of who you are
- Your competitors perception of who you are.
- Your best potential customers perception of who you are.
Before you spend any money on advertising or marketing, you need to know where you are now and where you need/want to go.
So start with where you are now by digging into those 4 perspectives as deep as possible. Want help? Contact me.