Advertising is where you pay to have your message displayed on a particular medium for a particular length of time at a cost that is known to you. The key word with advertising is that you “pay”. Advertising is not free and it is important that you have a well thought out strategy before embarking on any advertising effort or program.
One Type of Advertisement Every Artist Needs
Before we get too far in exploring the various types of advertising mediums there is one type of advertisement that YOU need. I am amazed by how many artists and other creative people don’t have a business card. If you don’t have one, make this your first priority. Without a business card you don’t look professional, people may not take you seriously and it is pretty hard to start to develop your network. For more information on business cards check out the article – Don’t Forget the Little Things – Like Business Cards!
It seems that as each day goes by someone figures out a new place to put an advertising message. As you develop your advertising strategy it is important that you make it a habit of looking around you and becoming aware of the messages that surround you – they are everywhere! Here are just a few of the venues where advertising appears:
- Broadcast – television, radio, infomercials and increasingly web broadcasts of audio and visual content.
- Print – newspapers, magazines, brochures, flyers, rack cards, business cards, posters, phone books, directories, catalogs, back of receipts and tickets, stickers, shopping bags
- Outdoor – signs, banners, billboards, bus benches/shelters, buses, taxis, subway stations & trains, signs on vehicles, vehicle wraps, portable billboards, human billboards, walls, posts, sidewalks, yard signs, bumper stickers, airports, malls
- Direct Marketing – direct mail pieces, post cards, door hangers, coop direct mail, telemarketing, email marketing, coupon books, and supermarket carts
- Web / Electronic – web banners, web advertisements, mobile phone, ads, social media ads (Facebook, Twitter..), search engine listings
- Apparel – hats, t-shirts, bandanas, coats, umbrellas, visors
- Ad Specialties – pens, balls, post it notes, notepads, electronic items, key chains, watches, flash memory sticks, water bottles, toys and just about any other item you can think of that can be printed on.
Choosing The Appropriate Advertising Medium
There may be many or only a few advertising mediums that are appropriate for your art or creative business. You need to choose these carefully – some things to consider:
- Does the medium support your brand image?
- Are your customers or potential customers likely to interact with (see) the medium?
- Do you have a budget to execute an advertising program using the medium?
- What medium(s) are your successful competitors using?
- Are there opportunities to use a non-traditional medium by thinking outside the box?
Before you choose an advertising medium do some research by looking at where other artists are advertising. Develop an awareness of the advertising world and see what impacts you and why. Take this knowledge and use it to develop some ideas of where you want to present your advertising message to your present and potential customers.
Next we will look at the key elements that make up a good ad and why they are important: Advertising for Artists – Elements of an Effective Ad