Page 134 - Duct Tape Marketing

118 Part II: Sharpening Your Marketing Focus

industry broadcast ad or are dropping your logo and address into a manufac-
turer’s newspaper ad, then you hardly need to invest in high-priced assis-
tance. Hand your instructions over to a media production department, ask
for a proof, and keep your billfold in your pocket because you probably won’t
have to pay a thing.

Likewise, if you’re reprinting an existing brochure with only minor type
changes, or if you’re creating a simple brochure or small-space ad using an
established design template, then a designer at your print shop or newspaper
is apt to be an ideal and economical resource.

But . . . if you want a big creative idea, a unique concept, a striking design, or
memorable creative quality, then budget accordingly and hire professionals
who can spend the time and effort necessary to create a piece capable of
enhancing and advancing your unique brand image.

Hiring marketing professionals

Small business owners hear the term “advertising agency” and instinctively
grab hold of their billfolds — with good reason. The myth is a reality when it
comes to the feeling that advertising agencies — and freelance professionals
too, for that matter — are expensive. They charge hourly fees that start in
the mid-$50s and climb to $150 or more in a hurry.

A print ad produced by professionals may cost anywhere from $500 to five
figures, depending on whether you’re looking at a simple black-and-white ad
for the local daily or a splashy full-color ad designed for a slick monthly mag-
azine. Staggering as the numbers are, don’t let them scare you off. Not yet.
First, do the following:

ߜ Take an objective look at your advertising compared to that of your
competitors. Ask yourself whether your business would profit in terms
of image, impact, and market responsiveness if you invested more in ad
creation and production.

ߜ Estimate the potential profit you might realize if your ads were even
5–10 percent more effective in inspiring market action.

If you decide that the impact of professionally produced marketing materials
justifies the expense involved (and usually it does), you can turn to a range of
professionals who can help you out. They include advertising and public rela-
tions agencies, graphic design studios, self-employed freelance graphic artists
and copywriters, and media planners and buyers.