Leaflets
These would be a great way to spread the word of Errol’s garage, and they are efficient as, if a person was handed a leaflet they would look at it and then maybe throw it away if they didn’t want it or keep it and look back at it when it’s needed. These are easy to hand out and easy to get a hold of and if Errol has leaflets than people would know what kind of services he does in his garage.
Business Cards
With business cards, people could keep them in their wallet or pocket, as they are small and light to carry around. Also, people keep them around their house just in case they need to contact a certain business and people do look at business cards to see what the business is promoting and looking to see if they need it.
Posters
Posters are a great way to catch someone’s eye as they are, bold, bright and in your face all the time. You can’t ignore posters as they are really big and your eyes just get a hold of the image and stares at it and you are attracted to it because of the vibrant colours. If Errol uses posters than he would get a wide audience, as many people would pass the poster whilst they are driving walking etc. With posters they are also a great way of promoting his business as they are outside with a wide audience.
Web Page
There is such a wide audience on the Internet, so with a web page on the Yellow Pages or Thomson Local site, there is a guarantee that lots of people would be browsing those sites in search of a service. With the web sites they are much easily organised and categorised so it would be very easy to locate something you may need and very fast. They even do it by area and business names as well so the searching is much faster and easier.
I have got evidence of different marketing media’s of secondary research in the back of the coursework (appendices); there it will show the different types of ways you can advertise. Here I am going to write why I chose these pictures as evidence.
Yellow Pages
Pictures 1, 2 and 4 are from the Yellow Pages and in these pictures you can see how the person had laid out to advertise their business. Picture 1 the writing stands out as it’s blue and the background is white, but with picture 2 these people didn’t want to spend as much money on advertising so they kept it plain and simple and unfortunately with this advertising it is not going to catch anyone’s eye so they won’t get as much customers as picture 1 and 4 would get. Pictures 1 and 4 stand out much more, even though they are still small, they are so much bigger than picture 2.
Thomson Local
Pictures 3 and 5 are from the Thomson Local book. Picture 3 is quite representable as there are a variety of colours, but not so much colours so it keeps it subtle and calm looking and it doesn’t look overdone. The writing is also quite clear on it even though the ad seems to look quite small. But, picture 5 is huge; this stands out on its page and catches the reader’s eye to that ad straight away. The orange background helps it as it’s so bright, you can’t take you eyes off it, as it’s so attractive. Picture 5 also has a lot of information about the business, they have more information than picture 3 but you wouldn’t need that much information so that amount of information for both the pictures is just fine.
The Leader
Picture 6 is from the local Leader newspaper and this ad is quite good as it’s quite big and bold. There are only two colours but the reader’s eye is still wedged into looking at the advert. This ad has all the information you would want to know about the garage and the phone number is very bright so you wouldn’t need to squint to read it and all the writing is clear and is understandable and easy to read.
Web Page
Pictures 7 and 9 are both web pages. Picture 7 is from yell.com and picture 9 is from thomsonlocal.com. By doing web pages the customer can easily find what he/she is looking for as the searching is quick and easy, as everything is organised and categorised. It is very easy to find what you are looking for and it’s very sufficient, so if you lost the book of each of these sites than all you have to do is go to the web site and find what you are looking for there. These web sites have all the details you need to know about the business and it has ways that you can contact the business to.
Business Cards
Picture 8 is a business card and these are great to use, as they are small and easy to carry and people can keep it in their wallet and you can have all the information you need on them about your business. I chose this business card as the number is very big and takes up nearly the whole card and the name of the company comes next so people have a rough idea about what the business does. This business card is just right as it has just the right amount of information on it like a web site, phone number, companies name and as it’s double sided, there is more information on the back about the prices they charge.
Posters
Picture 10 is a poster about a motor garage. I think that the poster is very simple, it’s also very eye catching but it doesn’t have that much information on it. This poster doesn’t have as much information on it than it should have, but that’s ok in a way, as you wouldn’t want to squash everything up in one tiny poster. The colours are daring as they all just stand out and as the picture is animated it looks quite fun in a way as it looks interesting to look at. But there is no phone number or address to locate the business or get in touch with them.
Leaflets
Picture 11 is a leaflet’s front cover. As we can see it doesn’t give as much information away but that’s probably in the inside of the leaflet. The colours are again bright and a clever use of colours like a dark colour and a bright one so each colour makes each other one stand out. The title could also be quite catchy, as people wouldn’t want to get ripped off by a garage so they will look at this leaflet so they get a better deal; this title is a way people could save money.
For each of the media stated which is appropriate to Errol, I am going to analyse it and say the advantages and disadvantages of it.
Local Newspapers
Advertising in local newspapers is great as the newspaper is free and everyone has one. So if Errol were to advertise in a local newspaper like The Leader than, loads of people in that catchment area would know about him and the word can spread around quick as everyone reads the newspapers. It costs about £200 per week to advertise in the local newspapers, but if it was a regualr advertisement than it would get 20% discount off a week. On the other hand, in newspapers, people mainly look at the articles not the adverts so they tend to ignore them and newspapers get recycled and throw away so they won’t get looked at again. Newspaper adverts don’t get much attention and businesses don’t get helped by these adverts, so if you were to have an ad in the paper then it should stand out a lot and the reader should want to look at the ad.
Radio Stations
If Errol were to get an advert on the radio than it’s very likely that loads of people would be listening to the advert and it’s also very likely that people in the area if his business would be listening too. With the radio, there is a wide audience and adverts on the radio are more effective than adverts on the TV as you can change the channel, but with the radio people aren’t as bothered with the adverts because if they are driving they can’t mess about with the radio. If there is an advert on the radio than people like to paint a picture in their head about the advert, consequently making it more successful. The cost of advertising on the radio can be quite expensive and I have the figures of how much it would cost roughly:
A simple advertisement for a small station will usually cost £200-£300. London stations and Digital Stations can cost up to ten times that.
The price includes: script writing, audio production, actors to voice the ads, music (if used) and special effects (if used). All of this has to be licensed for broadcast for 12 months from the first time it’s played.
Aim to spend at least 10% of your budget on the creative – for example…
- A £2,500 campaign on a small station over four weeks will probably run with one piece of creative which might cost you £250.
- A £25,000 campaign over a year will likely need a few different advertisements. At this level of investment, a jingle or audio identifier would be useful so listeners start to recognise your ads as soon as they hear them.
A £250,000 campaign over a year might be worth licensing a famous song for £25,000 so your company really stands out.
But listeners may not pay attention to the adverts and if Errol was to get an advert on radio than it will cost him a lot of money and as he’s just started the business it could lead him into bankruptcy. Sometimes motor garage ads on the radio aren’t as effective as people don’t pay attention to what the people are saying and they think that it’s boring.
Directories
Yellow Pages
The Yellow Pages is a great place to promote your business, as the Yellow Pages is widely known, loads of people trust it more and as it comes free to your doorstep, every household has one. The Yellow Pages is also great as it has target areas so no one will be complaining about going too far to get a service as it’s all very near to them. Plus, it’s free to advertise in the Yellow Pages book, which displays your business name, address and telephone number under a single classification heading of your choice. However, the disadvantages of the big yellow book is that it’s heavy to carry and people wouldn’t want to be carrying that book around with them trying to find a suitable service and as there are millions of other ads, you are all competing and if your ad doesn’t stand out as much as the others or doesn’t sound very appealing than you will be losing customers as they will be going onto another business of the same service. So if Errol was to advertise in the Yellow Pages than he should make sure that his ad stands out the most on the page and that it looks appealing and trustworthy and to have the right information, like the information the customer would want to know not something they wouldn’t.
Thomson Local
The Thomson Local can provide great business opportunity’s to you just like the Yellow Pages can. With Thomson Local the book is also given to you free on your doorstep so it’s guarenteed that everyone has one in their house and to advertise in the book is absolutely free and it has all the information you would need to put in it about your business. One great advantage of the book is that it is smaller and lighter than the Yellow Pages to carry. But, Thomson Local isn’t as well known as the Yellow Pages so if people were looking for a directory the first one that would come into their head is the Yellow Pages. The Thomson Local is well known but the Yellow Pages beats it by miles. If you are going to advertise in this book than you would still have to stand out the most and if you don’t than other ads will over shadow yours and yours would never get found until the end. There’s so many ads in this book and you are all vying for the readers attention and to do that you need to make sure your ad is big, bold and colourful. If Errol was to advertise in this book, then again I would advise him to make sure he’s the best looking ad in the page and makes sure the ad stands out compared to the rest. He won’t get as many people looking at his ad in this book as Yellow Pages is more known, but as this book is well categorised his ad will be found quicker.
Leaflets
With leaflets, Errol could put them in the shops and people could take them on their way in/out and they are easy to get and cheap to buy. With the leaflets, Errol could hand them out on the streets and by doing this he already has a wide audience and is getting publicity by doing this. He is an entrepreneur so it will take time for people to know his business and he can’t keep taking time off work to promote his business so he could get family members and friends to help out. The costs of making leaflets are:
They aren’t very expensive if you buy them in big quantities, but you have to make them look classy and attractive to make sure people don’t throw them away and pay attention to it. The disadvantages of leaflets is that people may not pay attention to it and will throw them away, there might be too much information in it so people may not want to read it or there’s too little information about what the business does and the person would be confused as to what the business is about as they have no information about it. Leaflets have to have the perfect amount of information in it and maybe some pictures to make it look more interesting.
Business Cards
By using business cards, the garages name could be spread quicker as business cards get handed out quick as people pass them on hand in hand all the time. Errol’s family and friends could help him with this by passing the cards onto their family friends and so on so more people would know about Errol and he would be getting more customers. Business cards are efficient and easy to carry and small so they are no hassle at all. The costs of business cards are:
So they don’t cost as much and as an entrepreneur Errol would need all the help he can get. These cards will represent his business and show how devoted he is to the business and have all the info about the garage. A disadvantage is that business cards don’t get looked at properly and people tend to throw them away, and if they don’t look appealing at all the person would think that the garage is cheap and tacky and that the work there is useless and that it isn’t a very good garage to take your car to.
Posters
Posters have a very wide audience if they are outside and if they are very attractive people tend to look at them more often than they would with other posters. They can be great for advertising your business, as they are an easy way to sell your business as the poster tells the person everything they need to know about your business. With vibrant colours and a memorable name the poster would never be forgotten. The costs of making posters of different sizes are:
These are cheap, efficient and are exposed to the public. The down side is that people may not pay attention to the posters because if someone was driving than they would have to concentrate on that as they can’t look around unless there was traffic and if there was another poster next to your poster and it was much more flashier and attractive than the person’s eyes would move onto that poster instead of yours. Posters also cause eye pollution as some of them have an unsightly look to them. If Errol was to make posters they would have to be beautiful, he has to make the person want to look at the poster he shouldn’t make a poster, which makes the person look away after a few seconds.
Web Page
If Errol was to advertise online with the Yellow Pages web site or Thomson Local site than the search would be faster for people to look for and as they can target their area they won’t have as many choices to look at and there is a big guarentee that Errol’s garage would be contacted. With online advertising there is a wide audience and there can be all the information the person would need to know about the service without over doing the information. There are different prices ranges for advertising with Yell.com and those are:
Local Sponsored Listing _ Landscape Portrait
Price Band 1 £3000 £1500
Price Band 2 & 3 £2400 £1200
Price Band 4 & 5 £1800 £900
Local Sponsored Listing appears as the first listing for local searches and specified classification searches.
Web Link £336
Local Advert £420
Yellow Pages Advert Online £360
Web Link is a priority listing on yell.com with a link to a web site.
Local Advert is a static text or graphic advertisement that appears on the search results page of yell.com. It has a prominent position displayed at the top of the search results page above the yell.com search bar.
A Yellow Pages Advert Online is an online replica image of the Yellow Pages directory ad. It includes one unit of Coverage Plus and is linked to one branch in one classification.
Harrow, Uxbridge and Wembley
Regional £2025
Business £1350
Metropolitan £1238
Banner Product Duration Full unit price Mini unit price
Classification Tier 1 1 year £1725 £1150
3 months £545 £345
Classification Tier 2 1 year £690 £460
3 months £220 £150
Banners are striking ads, which can be purchased, on a number of pages throughout yell.com based on impersonation or occasion. Tier 1 are higher advertiser demands therefore they cost higher than tier 2 which is the rest of the ads.
On the Thomson Local web site there are no price ranges of advertising with them. But if Errol were to advertise online it would mean more exposure for him, which would mean more customers. Although, if there are other ads online Errol will be in heavy competition as each garage would want the customers to notice them more, so if Errol had an ad online he would have to make sure that it’s the first ad that comes up on the page so therefore leading to him paying more for the publicity online.
From the appropriate marketing media that I suggested for Errol Anderson and his company, I am going to say why I chose them showing reasoned judgement of my decision and I am also going to say how these media’s could affect Errol financially, socially and environmentally.
Local Newspapers
I chose local newspapers because in the area of his business, the local people would want to know about businesses opening up to see if it can help them by being closer to them than other businesses. So by choosing local newspapers his business can then be promoted by the advertisement in the paper, this is how the local people would know about him and when they need to get their car fixed they can then go to Errol as he is a mechanic and is close by. The cost of advertising in the newspaper may affect him financially but if he were advertising regularly than he would get a 20% discount per week. I’m not sure what the public would think about an ad in the local newspaper but I’m sure that they wouldn’t mind it but not everyone will be excited about a garage opening up so in that way, he has no customers there, this affects him socially as the public aren’t very caring that he is opening up a new business and he needs customers. An environmental issue is that they are wasting paper to advertise, but as it’s in a newspaper and they use paper up all the time it’s ok, he isn’t doing much harm to the environment.
Radio Stations
I think that if Errol was to advertise on radio than loads of people would know about him, even if they don’t pay attention to the ad very much, listening to it over and over again would get it stuck into their heads so if they ever need a car mechanic and it’s close to them, they can go to Errol. This however is very expensive and as Errol has just opened up his business, he wouldn’t have much money left. This affects him financially and if he doesn’t have that much money than he won’t be able to broadcast on the radio.
Directories
As the directories come free to your doorstep and are free to advertise in, this is a great method for Errol to use whilst opening up his business. When people need a service they are quick to look up for it in the directories, so if Errol were in a directory there would be many people looking through it and would find him and would give him a call. Even though there are other ads in there, he has just as much of a chance like the other ads. However, this will affect him socially, because of all the other ads, they are in competition and they are enemies towards one another.
Leaflets
Leaflets are easy to give out to people or people can just pick them up in a shop or something. They give you all the details that you need to know about that certain business. If Errol was to hand leaflets out than people would know more about him and his company, and by adding pictures if would gain the customers trust even more as you are more than happy to show them how your business looks like and the place where you work. An environmental issue towards the leaflets is that you would be using a lot of trees to make them so you would be harming the environment by cutting down loads of trees just to make your leaflets, unless it was recycled paper that would be even better, but if not, you are harming the environment greatly.
Business Cards
As they are tiny people would be able to keep them in their wallet or pocket. They don’t take up much room in your house either and they are very useful. They contain all the information you need to know about the business and they can look either attractive or dull. If Errol used these than his business would expand even more because more people would know about him as business cards get passed on hand in hand. But again he would be harming the environment by wasting trees, so in some ways he shouldn’t buy as many business cards, he only needs the local people to know about him so he wouldn’t need to use as many trees.
Posters
Many people would pass posters and would have no reason not to look at them, as they stand out a lot and if Errol had a poster with bold and lively colours on it than he would be attracting a lot of people to look at it and in that sense he would have more customers. His poster should stand out compared to the other posters so they are more attracted to looking at his poster, rather than other businesses. This is also wasting a lot of trees; Errol would need recycled paper to do these unless he only buys some posters. He could maybe buy a few large posters so than he isn’t using up much paper.
Web Page
By having a web page the person would have found you much quicker and the searching is faster. This is efficient for both the people and Errol. This is good for Errol so than he can just change his information around whenever he likes, so if there is a mistake he can correct it, whereas if it were in a book he would have to wait until the new book comes out. The Internet has a wide audience and with that Errol could gain a lot more customers. A financial disadvantage to this is that it could be too expensive for Errol, as you have to pay for it yearly and he may not have that much money to have a web site or put his name on a site like yell.com so he would need to save up some money before he creates a site.