Sound Advice Marketing
Advertising Agency in Lexington, KY
Prior to launching this agency, I sold advertising for six years here in Lexington. In this time, I felt the frustration of business owners fighting to succeed in a highly competitive environment on a daily basis. I could relate to them because of my own situation. I was one of 20 sales reps in my firm alone. Plus there were dozens of other advertising reps in town. Talk about dog-eat-dog! I knew that if I was going to succeed in advertising, I had to see how to make it work! Many business owners are so frustrated that they have just about given up on advertising.
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Sound Advice Marketing
read moreAdvertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. Did you know that much of the advertising you see and hear is created by ad agencies not to help marketers sell their products and services, but to entertain and impress others in the advertising profession? Big agencies talk about creativity and all the awards they've received.
Sound Advice Marketing
read moreThere are 3 key elements to consider when planning your ad budget: projected annual sales, average markup (not margin!), and cost of occupancy (rent, mortgage, etc.). Your ad budget and your rent combine for what is called Total Cost of Exposure (TCE). A solid strategy is to budget 10%-12% of your projected annual sales for TCE. If you've been in business less than a year, this can be tricky. Just use your best estimate. The idea is to project growth in your sales over the next 12 months, not to "play it safe" by using your sales from last year.
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