The 360 Degree Marketing Group Blog

What Is The Best TV Channel To Advertise On In Sydney?

Posted by Amy Baker on Feb 25, 2014 8:00:00 AM

If you are looking to advertise on television, then you may be familiar with the first-time feeling of not knowing where to start. You’re not alone, but the good news is that while online marketing is here to stay, television advertising is still a very viable option for businesses that are looking to spread awareness of a specific product, announcement or the company in general. As in most places, television advertising in Sydney is all about context and relevance. Before deciding on which channel to work with, it’s important to understand the ins and outs of the format.

 

Much like the internet, television advertising is all about context and relevance.

That’s why it’s important to not only understand an advertisement’s relevance to your target market, but to also understand the context in which they are receiving it. There’s a difference between viewing ads while on your laptop or mobile phone, and while watching television with a snack after work. Remember to pay attention to the tone of your ad, its message and its purpose.

So what is the best Sydney television channel for marketing? That all depends on you. In 2014, no television channel – especially the household names – are “better” or “worse” for advertising than the other. Both channel seven and channel nine, the two biggest channels in Sydney, each consistently earn millions of dedicated viewers year in and year out. The more focused question is “Which is the best TV channel for advertising my business?”

Best TV Channel To Advertise On In Sydney

The best way to find answers is to dig deeper into the channels themselves. For example, Channel 7’s affiliate 7mate is the most-watched additional channel for men ages 16-54, while Channel 9’s hit show Underbelly and their digital channel Go! have made a strong impact on younger audiences.

According to their research, women viewers aged 35 to 54 are the most active on smartphones – therefore, if that’s your key demographic, then Channel 9 mobile advertising may be the solution for your small business. At the same time, Channel 7’s early morning programs Sunrise and The Morning Show are in their 7th and 10th consecutive years of leadership. Again, ask yourself “Who am I trying to reach?”

 

Understand your audience and where your product and service fits.

As you can see, each channel has its specialties, and therefore the key is to understand where your product or service fits into these niches. You will likely find several shows on each channel that are targeted toward similar markets, at similar times of the day or night, and shows that are similar in viewership and popularity. That’s why after you have decided on what type of message you are trying to send, and in what context, the next step is to consult with a representative from each channel to get specific comparative rates.

Whether you are advertising on television, outdoors or on the internet, it’s key to focus on yourself before focusing on which channel to work with. First, articulate the long-term or short-term goal of your advertisement. Second, take a look at your customer analytics and settle on a particular demographic that you need to reach. Finally, figure out the optimal context in which to display your advertisement for the right price, and then create a message within your ad that is relevant to the television experience.

 

Both Channel 7 and Channel 9 offer quality television advertising options for small businesses in Sydney.

After considering the points made above, consult with a representative from each station and dig into the specific rates of each. Like magazines and newspapers, the cost of your TV ad will depend significantly on its length, frequency and more. In the end, however, the most deciding factor of its success will be your approach. 

To find out more about what your target market is watching, get in touch with the knowledgable and experienced team at The 360 Degree Marketing Group. You can speak to a professional media buyer today by simply calling +61 (2) 8302-4200 or visiting www.360degreemarketing.com.au/contact-us/

To better measure your marketing performance, download our free ebook: Closed-Loop Marketing by clicking the link below.


The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: advertising channels in Sydney, best advertising channel, Sydney television advertising, channel 9 versus channel 7

When Is The Best Time To Run An Ad On The Radio In Sydney?

Posted by Amy Baker on Feb 21, 2014 8:00:00 AM

One of the best things about advertising on the radio is that it allows small businesses to reach a captive audience that is simultaneously in motion. There are not many other times when consumers are captive while also free – meaning, although a person may physically be sitting in one place (the car), they are simultaneously doing, arriving, leaving, planning, remembering etc. Radio ads reach listeners at a time when they are physically still, yet mentally and emotionally on the go.


So what’s the big secret for producing a successful radio advertisement?

As with most things in life, a big part of it is good timing. What is one of the most important factors in a successful sales call? Catching your prospect at exactly the right time. Similarly, if we want to engage with our audience successfully, we need to catch them when they’re willing to listen.

A big part of that means thoroughly understanding your own target market and demographics. Who is your ideal customer? What is their occupation? What are their priorities? Furthermore, it is important to designate whether your radio advertisement is meant to promote a specific and timely product or offering, or generally promote your small business.

Best Time To Run An Ad On The Radio In Sydney

If you are promoting something more specific, then you will need to take your targeting a step further – who is this particular product for? Why? Half the battle begins and ends in front of your computer screen, before you even begin to consult with a radio advertising representative.

 

There is a psychological and emotional component to understanding the best time for radio ads.

For example, if you are marketing a product or service that is more of an obligation than a luxury, then it may be smarter to run radio advertisements earlier in the week and earlier in the day. For example, on Monday or Tuesday mornings, while hardworking men and women are mapping out their responsibilities and obligations for the week.

Similarly, if you are marketing a product or service that is more casual or leisurely in nature, then it may be a better idea to run your ad toward the end of the week and in the afternoons. On a Thursday or Friday, those same hardworking folks may be much more receptive to hearing about your offering while they are on their way home for the day and winding down the work week.

The best radio advertising times are essentially subjective, because each unique small business is targeting different people from all walks of life. What may be the best time to advertise on radio for you may indeed be the worst time for someone else. However, the good news is that most radio stations will allow you to run your ads at specific times of the day or night, as opposed to only at random.

 

What does run of the station mean?

Here’s what you need to know: “run of the station” (ROS) refers to when your advertisement is played at random times throughout the day. This is a popular option because it costs less than targeted timing. On the other hand, radio stations will also allow you to pay for specific times only, such as during the morning or evening commute. These are referred to as “flights.” A key spot during these peak hours is obviously more coveted, and therefore more expensive. However, these days, people are on the road all the time, as the idea of the traditional office takes a backseat to more flexible working environments.

Best Time To Run An Ad On The Radio In Sydney Advertising

 

It’s up to you in regards to choosing ROS or flight radio advertising. However, length is another cost to factor into the equation. That’s where good writing comes into play, and you may want to start thinking back to those old lessons from English class. In the case of radio advertising, using fewer words to make your point will shave seconds off of your ad, and therefore save you money.

Ultimately, only you know the best time for your business to advertise on the radio, because only you know your customer base like nobody else. Before consulting with a radio advertising representative, be sure to do your due diligence and understand whom you are trying to engage, why and most importantly - how. 

If you would like to find out more about the cost of advertising on radio; it's easy to do so. Simply get in touch with the professional team at The 360 Degree Marketing Group by calling +61 (2) 8302-4200 or clicking: www.360degreemarketing.com.au/contact-us/

To better measure your marketing performance, download our free ebook: Closed-Loop Marketing by clicking the link below.


The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: radio advertising effectiveness, radio commercial, radio advertising, cost of radio ads

Negative results showing up on Google? Here’s what to do now.

Posted by Amy Baker on Feb 18, 2014 8:00:00 AM

If you have a negative reputation on Google, then you’re going to need to invest some time and effort into SEO and SEM (search engine marketing) to solve the problem. High-ranking and positive search engine results are the keys to online marketing success, and at the same time, having a negative online presence can do serious damage to your business.

Rank on the first page of Google.

The good news, however, is that negative Google results are not irreversible, and it is possible to make them go away. In order to do that, you need to focus on creating positive results that will “bury” the negative ones – because besides filing a legal complaint with Google, that’s pretty much your only option.

Fixing Negative Results on Google with SEO

 

So how do you push down the negative search results?

You have to create and distribute content that will generate a lot of clicks, views and shares. The idea is to create content that overpowers whatever negative results come up. For example, you can create and distribute press releases via newswire distribution services such as PRWeb or PRNewswire, or you can become very active on sites like Google+, MeetUp and either on your blog or as a guest writer on someone else’s blog.

However, what if the negative result about you is on an extremely high ranking site that is pretty much impossible to top? The way to tackle that situation is to try to get your self somewhere else on that site again. By doing so, you will replace the old result with the new result, as Google only likes to have one result about you on one site at any given time. For example, if you recently had a negative review on Yelp, and that is what shows up on Google, then try to reach out to your network and ask them to start reviewing you on Yelp. The goal here is to have the new content show up on the same page, since Google will ultimately choose only one or the other.

Here’s another similar example: let’s say you were recently fortunate enough to be mentioned in an article on a high-ranking news site. However, the mention of your product or service was less than ideal. It’s ranking high, so how do you fix the problem? You’re going to have to find a way to get back on that site in a different way. This may sound out of reach, but if you put enough time and effort into creating a good story pitch, then you should be able to eventually land another mention on that news site. Just keep trying, or enlist the help of a solid PR professional to handle it for you.

Create positive content to push negative Google results down!

The most common scenario, however, is that you simply need to create more positive content in general that out weighs the negative stuff. If you invest enough time and effort into a consistent and effective content marketing campaign, then whatever negative Google results about your company should eventually fall behind the new stuff. But how do you do it? The best way is to create very compelling, shareable and engaging content such as blog posts and YouTube videos. It also helps tremendously to be consistently active on Facebook, Twitter, Pinterest and Instagram.

 

Fixing Negative Results on Google with SEO

 

Ultimately, both situations will require both time and patience. Whether you’re working to produce and share social content or working on your PR to get back onto a specific website, it’s not going to happen overnight. In the meantime, your best course of action is to be honest to anyone who asks about it. In 2014, consumers are hyperaware and appreciate the truth, even if it makes you appear less than perfect. You’ll be surprised at how many potential customers will respect and trust you more simply for being honest. So regardless of what happened, it’s time to own it and move on.

Burying negative search results on Google is all about content marketing.

When you create something of value that is ultimately shared by a lot of people, then Google will place very strong emphasis on that in terms of search engine results. The good thing about SEO is that it is becoming more and more human, and much less mechanical or robotic. And humans make mistakes, even the ones who work at Google, so don’t worry too much.

To better measure your marketing performance, download our free ebook: Closed-Loop Marketing by clicking the link below.

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: seo, Google Search Results, Improve SEO, Negative Search Results, Rank on the first page of Google

Why No One Wants To Read Your Business Email

Posted by Amy Baker on Feb 14, 2014 8:00:00 AM

If you think that email marketing doesn’t work, then think again.

Email newsletters are one of the oldest forms of online marketing, however, they are still one of the most effective. According to 2011 research by Forrester, the total email marketing spend has been growing by 10% year over year. Email marketing is considered by many to be even more effective then marketing across social media.

So how do you make sure that email marketing is worth the investment? Put yourself in your customers’ shoes. What would you delete? What would you read? The keys to email marketing success are not as a hidden as you may think.

 

So why do people delete email advertisements?

Ultimately, it’s because marketing emails are often more about the company than the customer. What does that mean? It means that you should focus more on providing valuable information for your customer, rather than always focusing on talking about yourself.

Business Email Marketing

 

The first step to stop people from deleting your emails is to examine your subject line.

If your subject line is vague and not “actionable,” then don’t expect anyone to be interested in it. The recipient should be able to discern via the subject line that this email does in fact contain something of value. You need to be able to cut the core of your email’s value in a only a few words. If you’re having trouble with that, then you should seek the advice of a business writer.

Your subject line is key - according to Chadwick Martin Bailey, 64% of consumers say they do or do not open an email based on its subject line. According to 2012 report by Adestra, subject lines that contained fewer than 10 characters had an open rate of 58%, and subject lines with a “personal” touch were 22.2% more likely to be clicked.

 

The second step is to take a sledgehammer to that massive wall of text!

If you’re fortunate enough to have people open your emails, then don’t turn them away by drowning them in a rambling flood of words. Once somebody has opened your email, make it easy for them to digest what you are saying. People are more likely to throw your email in the trash if it’s a chore to read or understand.

The third point is relative to both the first and second step. You need to write in a way that puts the customer first. Meaning, email marketing is definitely not the time or place to indulge yourself in longwinded descriptions and explanations in order to make sure you get your point across.

In marketing emails, it’s critical to simply get to the point in a timely and nonintrusive way. Think of it as if you were interrupting someone on the street or on a cold call – you want to achieve your desired results in the most respectful way possible – don’t make it all about you.

Business Email Marketing

The arguably most important piece of the successful email marketing puzzle is the creation and distribution of useful content. It’s important to provide something in your email that the recipient can actually use. It can take many forms – offers, advice, news, tips, information and more. The last thing you want to do is send marketing emails that serve only yourself. Before drafting a marketing email, ask yourself: is this for my customer - or secretly for me? 

It’s all about combining the above steps and executing them every time. Make sure that your subject line is tight, break up that wall of text into digestible pieces, take yourself out of the writing and provide your recipients with something useful. If you take the time and effort to create great content for your emails, then the rest should fall into place, because that’s where it all starts.

The question is not whether email marketing is worth it – according to Experian, $44.25 is the average ROI for every $1 spent on the strategy – it’s whether or not you are doing it right. 

To discover how to best utilize email marketing for your business, to see real results, and make real money from your email marketing - download our free Email Marketing ebook today by clicking the link below:

 

The 360 Degree Marketing Group Email Marketing Ebook For Business Owners

Topics: email marketing, Delete Email Ads, Email Advertising

Google Adwords versus SEO: Understanding Paid versus Unpaid SEO

Posted by Amy Baker on Feb 11, 2014 8:00:00 AM

The difference between search engine optimisation with keywords, versus paying for Google Adwords, is significant in several ways. It’s important to understand that both strategies are key components of any successful online marketing campaign.

However, there are specific reasons why each strategy is used to achieve different goals. The great thing about Google Adwords and organic SEO is that they compliment one another very well. Here’s why.

Google Adwords Versus Unpaid SEO

Think of it this way: a particular company’s advertisements are never the same. Month after month, year after year, companies are promoting different things at different times. Therefore, the benefit of using Google Adwords is to guarantee that whatever specific promotion you are trying to advertise at any given time has the exposure it needs to get results.

Google Adwords versus SEO: Understanding Paid versus Unpaid SEO

That’s why Adwords is a great compliment to organic SEO – if you have put in all of the time and effort to make sure that your website ranks high on its own merits, then you should capitalize on that with a current Google Adwords promotion that will represent where your company is at that exact moment.

For example, let’s say you are a snowboarding company. You’ve been doing organic SEO for a while – creating valuable, original content and distributing it via social media, and everything else needed for great SEO. You’ve put in the work, week after week and month after month. 

As a result, your website and description consistently shows up first, second or third in search results. Excellent. However, that’s all we, the consumers, can see. Wouldn’t it be better to have an ad running alongside it that displays specifically what you’re offering today? Over time, your SEO and blogging efforts have finally brought your customers to you – now, with Adwords, it’s time to show them what they can get today. Adwords is the ultimately way to capitalize today on the success of organic SEO yesterday.

 

Google Adwords and Organic SEO: Long Term Versus Short Term Results

Google Adwords is necessary for achieving short term online marketing goals, while organic SEO is necessary for achieving your long term goal, which is to make sure that your website maintains a steady presence at the top of search engine results. Having both high organic search results along with paid ads establishes credibility and professionalism.

Meaning, if you’re running Google Adwords ads that show up in search results, yet your actual website is nowhere to be found in the organic results, then that may likely cause the customer to choose someone else who has both. That disparity may lead customers to assume that anyone can pay for an ad, and you’re nothing special because your organic SEO isn’t up to par.

Google Adwords versus SEO: Understanding Paid versus Unpaid SEO

However, remember why you are running Google Adwords in the first place. A generic ad may be redundant, because it may simply be displaying the same thing as your actual website and meta description. You already achieved that with organic SEO – so make sure that your Google Adwords promotion offers something different from your organic results. Ideally, it should be a combination of very current and very specific.

 

Ultimately, the question is not whether Google Adwords is better or worse...

It’s about understanding how to use both strategies to compliment each other. You should not choose one or the other – to get ideal results, you will need to utilize both. In this day and age, when you do online marketing right, the ROI far outweighs the relatively low cost of both Google Adwords and organic SEO. According to a recent Google Economic Impact Report, companies earn an average of $2 for every $1 they spend on AdWords. According to the report, Google online marketing tools generated $80 billion for businesses in 2011.  In the end, it’s all about thinking critically and utilizing each method for what it was designed to do in the first place. 

Discover how you can best measure you SEO and Adword success by downloading our free ebook A Guide to Closed Loop Marketing.

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: SEO versus Adwords, Google Adwords Versus Search Engine Optimisation

How Much Does It Cost To Manage Facebook?

Posted by Amy Baker on Feb 7, 2014 8:00:00 AM

How much does Facebook cost for a small business?

The cost of Facebook marketing is relative to the needs and goals of each unique company. The difference primarily depends on the size of your business, your industry and the unique products or services that you offer. So how much should you pay for Facebook management? Before you make that decision, take the time to understand what you’re paying for in the first place.

Facebook Marketing Image

If you’re thinking about hiring someone to maintain your Facebook page, then it’s important to grasp what marketing on Facebook is all about. The person whom you ultimately decide to hire should be a combination of many things – they should be well versed in managing budgets and expenditures, a creative writer with a flair for visuals, experienced in analytics and a great communicator with excellent people skills.

You may receive a lot of inquiries regarding your job opening, but if you’ve been around long enough, then you know that it’s not so easy to lock down someone who truly possesses all of these skills. That’s why you should figure out if you need someone to handle all of these items, or only some of them. Facebook marketing has many facets, so you need to figure out which facets you need help with.

                           Facebook Marketing Manager

One aspect of Facebook marketing is creating and running paid advertisements. It’s similar to advertising on Google, in that you set a specific budget and run and ad for a certain period of time. Like Google, the ad is required to be short and sweet, as Facebook only allows you a certain amount of characters. However, there are many other types of Facebook ads, such as sponsored posts, and ads that either show up on the sidebar or in people’s newsfeeds.

Another aspect of Facebook marketing is the creation and distribution of original and valuable content. The goal here is to create items – whether they are blog posts, YouTube videos or another type of content – that will be very sharable among your audience. The key is to not only inspire your fans to take action, but to also indirectly reach their friends (and their friends, and their friends…)

Your monthly Facebook management cost will ultimately depend on three things:

1. How much money you are spending on paid advertisements?

2. How much time and money you are spending on original content creation?

3. How much money you are paying the person who handles it all?

 

Although the cost will vary, the Social Media Examiner has reported that 32% of marketers outsourced their social media in 2012 – up from only 14% in 2010. That trend is still growing.

Let’s break that down even further. According to the report, 20% of social media outsourcing is spent on design and development, 11% is spent on analytics and 10% is spent on content creation, while community management and status updates come in at the bottom at 4% and 6% respectively. The rest is spent on “monitoring, research and strategy.” However, those tasks fall far behind the top three as well, accounting for only 6-7%. Therefore, one can see that the most important facets of Facebook marketing and management are fairly clear.

Although many small business owners reach out to their friends, colleagues or interns for Facebook management, the reality is that you get what you pay for. If you are looking for a truly outstanding Facebook page, then your best bet is to seek the help of experienced professionals. Anyone can post iPhone photos or status updates – but in order to have a real presence, you will need to execute on all of these facets of the platform. These days, Facebook is a serious online marketing tool that gets results when done right. If you’re going to invest the time and effort into it, then make sure you get tangible results in return.

If interested in turning Facebook fans into customers, be sure to check out our downloadable eBook below.

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: Price of Facebook Marketing, social media marketing, Social Media Management Costs, Facebook Marketing

Is It Better To Advertise On Taxis Or Buses?

Posted by Amy Baker on Feb 4, 2014 8:00:00 AM

Advertising outdoors is a great way to reach your target market. But one of the best ways to reach your target market outdoors is on the road.

If you’re wondering what the benefits are of bus advertising versus taxi advertising, then you’ve come to the right place. Ultimately, both options are excellent in their own way, and the effectiveness of the advertisement ultimately depends on you.

The most important thing is to remember whom you are trying to reach, and what your goal is with this particular ad. Are you looking to make a big, bold statement, or are you simply trying to get the word out? It’s key to understand your own goals before approaching a marketing company about advertising via taxi backs or bus wraps. The last thing you want to do is spend too much money on the wrong ad format.

 

So which should you advertise on: taxis or buses?

For example, if you’re simply trying to advertise a new product or service, then a taxi back may be the right fit for you. Let’s say you’ve introduced something new, yet you’re a small business that many people already know and love. Do you necessarily need a bus wrap for that? Probably not. A taxi back may be the smarter move in this scenario, because it’s smaller and, typically, more affordable. You’re not looking to make a grand statement – you’re only trying to raise awareness about something new.

According to ROVA, an Australian taxi advertising company, taxis travel about 148,000 kilometres per year, and are “the only door to door public transport vehicle operating 24 hours per day, 7 days per week, with access to all areas.” In Sydney, ROVA taxi fleets operate everywhere from Richmond, to Penrith, to Campbelltown and Hornsby. According to the company, it’s all about “situational relevance” – the most effective taxi back advertisements evoke feelings such as humour and intrigue among the public.

Iconic Bus Wrap 13

On the other hand, if you’re looking to make a massive splash, then a bus wrap may be the solution for you. Are you a business or a non-profit that has recently embarked on a huge undertaking? Is it something that the world needs to know about? If so, then a bus wrap may be the right fit for you. For example, if you’re announcing the grand opening of a new location, then you’re going to want significant exposure.

Go Transit is one of the most known bus advertising companies in Australia. They recognize that Australians spend more time outdoors than many other cultures, and they believe that’s one of the reasons why bus advertising is very effective. They also believe that buses reach people “IAM” – In Action Mode, because they are highly receptive while amongst buses. While buses have an appeal because they are always moving, another potential advertising platform is at bus stops.

 

The marketing platform should be dependent on the message and audience.

It’s important to take into consideration not only the size and scope of your advertisement, but also the message, and how it will be received in these different environments. While taxi backs encourage the evocation of emotions like humour and intrigue, bus wraps may be more appropriate for the more practical and logical side of who we are.

The best thing to do is to take an honest look at your business and what you’re trying to accomplish. If you’re looking to shout to the world about something huge, then a taxi back may not be enough. Similarly, if you’re a niche business that is simply promoting a new offering, then a bus wrap may likely be too much, and the way it might be perceived by the public can backfire on you.

Ultimately, there are several factors to consider when thinking about a taxi back versus a bus wrap. There’s more to it than meets the eye, and it requires a combination of practical business sense and psychological observation.

Take your time – make a strong effort to grasp, and harmonize, these two concepts before approaching an advertising agency. The more knowledge you have going in, the more results you’ll get coming out. 

If you are interested in advertising on taxis, buses, or outdoor, come and talk to The 360 Degree Marketing Group, we can assist you in all of your media and marketing needs. Simply call: 61 (2) 8302 4200 or email: paul@360dmg.com

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: taxi back Sydney, Sydney taxi advertising, taxi back advertising, bus wrap advertising, bus advertising in Sydney