Whenever you decide you want to advertise the best place to start is by asking yourself 4 simple questions.
1.How do I want to be seen? Image is important and whatever kind of advertising you put out there make sure that it’s a direct reflection of who you are. And whatever you decide on make sure you stay consistent with your look. You don’t see major corporations changing their branding overnight and for good reason. They have a lot invested in creating their brand. Not only money but time- people need time in order to get the general public to recognize it. Even when my kids were 2 and 3-years-old they could spot a Mcdonald's before I could just by the yellow golden arches. That’s branding at it’s best! If you have a brand now you’d like to change do it over time like FED-EX that was once known as Federal Express. They used Federal Express from 1973 to 2000. For a long time, the new logo included the old one it got smaller and smaller till it just disappeared. It was a good move the FedEx logo has won over 40 design awards and ranked as on the eight best logos in the last 35-years in the 35th anniversary American Icon issue of the Rolling Stone Magazine. So you can change your brand if it’s overly dated or you're just unhappy with it. Just give people time to adjust.
2.Who are my customers? If your customers are all locals and mostly men or women then that’s who you want to market to.
3.Where should I advertise? Luckily most television/radio stations have demographic based on Nielsen or Alberton you just have to be able to tell them who you're looking to attract. Web sites have google analytics. newspapers/magazines have readership and distribution and billboards have traffic patterns data. Don’t guess target. There are even people who can make the buys for you at no cost.
4.How much should I budget for advertising? The small business administration recommends spending 7 to 8 percent of your gross revenue for marketing and advertising if you're making less than 5 million a year otherwise you should spend 10-12 percent.