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Studies show that 89 percent of everything you see and hear is forgotten after 72 hours — almost EVERYTHING!

To prove the point, how many ads can you remember that you heard this morning? Saw today? Probably not many… and you consider your advertising campaign a waste of money!checklist

So, you want to design your own marketing campaign? Place your own ads? Not a bad way to save money, because you know your business better than anyone else. You are responsible for presenting a professional image of your company (at all times), and consistent coverage with various forms of media can certainly help you reinforce those positive thoughts.

Remember what advertising can do for you:

  • build an image/credibility
  • expose you or the marketplace
  • get you potential customers via leads/responses/inquiries

Conversely, realize what advertising can’t do for you:

  • give benefits where there aren’t any
  • force people to contact you
  • sell your product by itself
  • it won’t guarantee your business — but it can get you noticed!

Advertising provides information about your company or service using different forms of media (such as print ads, radio spots, video or TV commercials, electronic postings, billboards, or other specific “types” of ads).

Marketing is the act of selling to specific, targeted groups via targeted advertising. Direct mail campaigns contain advertising material, but are known as a form of marketing.

Public relations involves building an image campaign and getting known in your field of work and your local community. True textbook definitions say that public relations cannot be controlled; if this is true, why are there so many “Public Relations Counselors” in the Yellow Pages?

Time and Money: The Two Biggies

“How much time should I spend on advertising/marketing?” There are no hard and fast rules, but you need to constantly look for new business while maintaining the old clients at the same time. Between 20 and 40 percent of your time is not uncommon, and it is recommended that a minimum of 10 percent of your total work hours be spent prospecting for clients. Budget for time invested as well as dollars; don’t forget to determine how much your time is worth, and include it in your overall cost of marketing and advertising.

“How much money should I spend?” This one varies, too, according to the type of business, the market, and the amount of sales. A range from 3 to 12 percent of gross receipts is a good figure for starters; you will know after a year or so if you need to increase or decrease your marketing budget.

Marketing is an investment strategy, similar to the poser of compounding. Your logo, which appears on your letterhead, business cards, and direct mail, coupled with your telemarketing and networking efforts, is one way to build your overall company image. You must plan and budget for your specific industry.

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