I think that as a society we have become really apprehensive about where we spend our money when it comes to promoting our business. I’ll never forget a quote I read on The Wagga Business Chamber’s Facebook page once:
“The trouble with small businesses is that they think like a small business” – and being a small business operator it strikes me how true that statement is. I’m constantly challenged by the stress associated with deciding where the best ROI will be when promoting our business (and when I was a consultant it was even harder!)
So as a business community, we are really quick to put the hand up and say “no, not for me” before even knowing what something is. I do it all the time with telemarketers. No sooner have they said “Hi Mr Drummond, I want to share with you a way to make thousands of dollars more per year” than they hear the sound of a reversing bus on the line. “No, not for me.”
And hence my title of today’s blog post. “The Deception in Advertising”. The deception is that advertising in different mediums is NOT for everyone, as much as those in advertising would like to believe. I’m now in advertising and I’d love to shout from the roof tops that what we are offering is for every single business – but that’s not true. For starters we are online and not everyone is online. We are also locally based and not everyone cares about what is happening in someone else’s town.
Beyond those obvious issues though are far more tangible ones. Advertising on waggawagga.tv is not for the following business people:
- We already make enough money so there is no need to promote ourselves
- We are extremely comfortable with our current advertising budget and don’t see a need to reinvent the wheel
- We have more customers than we can poke a stick at, so don’t need any more coming into our space
- We are not believers in the fact that consumers make decisions online when surfing the web (not convinced of online advertising)
- We don’t know if people would log on to watch local content just because there is local content on there – we are sceptical as to whether or not they will come back
- Our target market is over 55’s only and we don’t think they will log onto social media sites or watch local content online
Pretty much anyone who has these sentiments (even one or more) may not be suitable for what we are offering. It may seem strange for me to bring these points up, but I’m a massive believer in creating conversations around objections before they become objections. In my real estate days I even had a term for it as scribbled down at a national real estate conference in 2004 when Michael Sheargold referred to it as “framing” the situation. What’s the point of sweeping legitimate concerns under the carpet in the hope that people won’t think about those legitimate concerns?
So far we have had an amazing amount of support from both small and large businesses keen to give this new medium a shot. Here is a sample of what a lot of them are saying:
- We are targeting a younger demographic and the shows you are producing and are planning to produce will speak to that demographic
- We like the idea that we have time to tell a story in an engaging way through the medium of video and it won’t cost us a bucket load
- We like to be associated with new and exciting ventures that benefit our city
- If it isn’t where people are right now, it’s only a matter of time and we love what you are producing (even though technically we haven’t even seen it yet!)
- “Mate, it’s that inexpensive at the moment – what am I even risking?”
- We’ve got to try new things because if nothing changes nothing changes, and we need things to change
So there is the balance to this little blog. Yes, we won’t be for everyone and it would be naïve to think otherwise, but yes, we will appeal to others who are cutting edge and want to be in a space they currently have little control over. (The biggest common element I’ve discovered over a two week period speaking to over 60 business people is that most of them either have a video or know that a video would help their business promotion, but nearly no one had a suitable place to HOUSE the video.)
If there is deception in advertising, it is quite often just thinking that one shoe fits all, when clearly everyone has different sized feet. Choose the shoe that promotes you the best…well…you know what I mean.
Adam Drummond is an actor, presenter, speaker and CEO of waggawagga.tv
You can find out more about our advertising products and services by emailing us today: firstname.lastname@example.org