Alex Keardan wrote:
I'd avoid spending any money to advertise in a yellow pages, except perhaps if you want to do wedding makeup for the general public.

Where would you spend the money?

Picture Perfect Makeup wrote:
Hey, I just got a call from Transwestern yellow pages -- they want $96 p/mo (for 12 months), for two 4-color 3" ads (ads placed in different sections)... I'm wondering where the best bang for our buck is when advertising... got any feedback?

I think the best advertising that there is, is word of mouth.

When someone hires me, I typically send them a gift.  I've sent things like:  Yummy chocolate brownies, nice bottles of wine and for those GOOD clients -- tickets to see the Rolling Stones.

And the phone keeps ringin'.

Picture Perfect Makeup wrote:

Where would you spend the money?

Who is your client base?

Picture Perfect Makeup wrote:

Where would you spend the money?

Networking in person - supply with cards and fliers.

E L

SmartAz Photography wrote:

I think the best advertising that there is, is word of mouth.

When someone hires me, I typically send them a gift.  I've sent things like:  Yummy chocolate brownies, nice bottles of wine and for those GOOD clients -- tickets to see the Rolling Stones.

And the phone keeps ringin'.

Guess that's why you are SMART Az Photography!!! That's a great idea! I learned that when I was in title insurance -- people love to be fed!!!

Brian Diaz wrote:

Who is your client base?

Good question... I am in the process of defining that right now. I am a makeup artist that also does hair, styling and photography... I love printwork and advertising and am currently honing those skills.

Chili wrote:
just wondering, and not to interupt the thread, but does anyone advertise in Black book?

The on-line component anyone can advertise on and it's actually quite affordable.  The hardcopy is very pricey, probably not what more than a few on this site can afford.

As for advertising itself, it depends on who the target is and the message to be conveyed.  There is no perfect outlet, there is no one best place and there is no thing as certain as the results of not advertising at all.  Each advertising outlet has it's advantage and the key is to maximize exposure to the widest group of those "likely" to utilize the service.

Billboards:  One needs a 100 share or next exit to be effective.  100 share means placement of enough billboards so that the likelihood that 100% of the driving population will view it on any given day.  Next exit...pull off now.

Radio:  Consider the demo.  Consider what you do when commercials come on.  The only time radio is worth it is the "morning show" as the audience is very loyal with carryover to mid-day (the stame station will be on at lunch time).  Consider doing trade-outs, your service for ads.  Radio stations need great photography for the web, events and station collateral.

Television:  Expensive but wide reach.  How many photo studios do you see advertised.  Riiiight.

Yellow Pages:  The smaller the town the more effective.  Major markets will be filled with those more likely empowered with the Internet and the on-line component "only" is most effective.  Not many pick up the book these days, they go to the 'net.  In fact, in my office I can go to a web page, cut and paste a number into my VoIP interface, hit return and it dials.  That is the new wave of enabling technologies.

Internet:  Very targeted.  The best source to provide the most information and ability to retain the viewer once landing on your page.  Disadvantage is it is difficult to zero in on "local" eyeballs.  Find localized portals.

Newsprint:  Long-term commitment is required to be effective.  Classified (Business Service) is easiest point of entry.

"City Select" magazines:  Long term is also required.  Longer life than newspaper as they are in waiting rooms and on coffee tables for extended periods of time.

Sphere of Influence:  Nothing like a personal recommendation.  The larger the SoI the greater the reach.  Effective if the personal network is wide, not very for those travelling in small circles.

As David Ogilvy once said, "Not advertising is like winking at a pretty girl in a dark room.  You know what you're doing but she doesn't..."

I recently left a major market newspaper to work for an ad agency, btw.

Chili wrote:
just wondering, and not to interupt the thread, but does anyone advertise in Black book?

Not in Black Book, but in LeBook, similar deal.