Why wouldn’t you advertise 365 days a year to your clients?

The traditional business calendar is actually a very cost-effective advertisement. Most business owners have overlooked it for more flashy advertisements, but they may be spending more than they have to. Change your marketing mix to manage your costs.

Be honest with yourself: how much have you spent on your marketing strategy this year?

You may not know the exact figure, but it must be quite a large sum.

Has it been working as you hoped?

The measure of effective advertising
In advertising, there is a very simple formulae for calculating the effectiveness of your marketing strategy:

Profit/customer
——————–
Cost/customer

No matter how much you spend on branding your products, if the cost per customer is more than the profit per customer, your marketing strategy is failing you somewhere.

Have you spent too much on flashy advertisements ?

Most marketing strategies revolve around witty television ads, large spaces in newspapers and magazines and jingly radio announcements. But have you ever stopped for a moment to consider how quickly these advertisements inflate your marketing expenses ?

Advertisement rates as of 14 June 2011 (for media in Singapore):

Let’s not forget that you also have to add in the cost of designing your advertisements. They will reach your target audience, but very quickly, if your audience is not reminded constantly of your company and your product. They will forget because there are just so many competing advertisements.

It becomes a must to keep on paying these large sums of money just to keep your company and your product in the minds of your audience.

The easiest solution is to change your marketing mix, rather than adjust your marketing strategy.

Create a desktop calendar

Please consider creating a 2012 calendar as part of your branding.

Once you have given your desktop calendars to your clients, it will continue to sit on their desks for 365 days a year. Desktop calendars are not kept in drawers or hidden away behind stacks of paper, they are displayed prominently and your clients have to interact with it many times a day as they go about their daily tasks.

They will need a 2012 calendar anyway, so why not let it be yours ?

Each time they look at your desktop calendar, they are reminded of your company and your product. Your contact details are seen a glance. It may not receive as much attention today as a television ad will, but it will receive continuous attention for the whole of 2012.

Now consider the price of creating an average desktop calendar: for 1 000 pieces, a customised desktop calendar will cost S$5– S$10 each.

S$10 000 for an item that will provide you with 365 days of continuous advertising is far more cost-effective that a S$3 000 television advertisement that will be over in just 30 seconds.

Why wouldn’t you replace 90 seconds of television ads to create a simple 2012 calendar?

Your clients will also appreciate not having to pay for a brand-new desktop calendar that they will throw away at the end of the year.

Make your advertising cost-effective

Remember the equation for effective advertising?

By creating 2012 calendars and using them as part of your branding, you are substantially reducing your cost per customer. That means less expenses and more money in your pockets.

By changing your marketing mix, your branding becomes so much more cost-effective in the long-term!

Change your marketing mix to be cost-effective. Let nothing, absolutely nothing interfere with immediate action. A more cost-effective advertisement should not be delayed.

Why not take just 5 minutes now to type a short email to DezignQuest at info@dezignq.com or pick up the telephone and simply dial (+65) 6396 4125.

View our portfolio: http://dezignq.com/works/dq-portfolio-new.pdf

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DQ.Ideas Newsletter

DezignQuest Pte Ltd

233 Joo Chiat Road, #03-01, Singapore 427491

Tel: +65 6396 4125

Fax: +65 6348 2317

Email: info@dezignq.com

www.dezignq.com