Strategy and emotions - Pressing the right emotional buttons to get your visitors to purchase. First we need to learn what kinds of visitors come to our sites. What kind of people are they, and what kinds of emotions compel them to buy? Does keeping up with the "Jones" motivate them? Do they have a family or children? Are they older and planning for retirement? Are they more motivated by competitive price or quality of merchandise? Do they prefer ease of use or features, what benefits are they looking for?
The answers to all these questions can be and should be simplified down into basic emotional needs. Take for instance a person who is looking for ways to generate more income because of the financial needs of college tuition and a nest egg to pass onto their children. Now combine that person with a website that could help them cater to these needs, and help them to accomplish their goal. Think about the feelings that could be generated to compel this person to buy. Think about the feelings and reasoning this person has for the goal they are trying to achieve.
Doesn't every parent want their children to have it better than they did? What can a webmaster/website designer do to convey feeling in this instance? To begin with let's start with painting a picture. Stories are good at that. Using words to paint a picture for them about what our services can offer, and how those services can benefit their children with financial stability. Then we can choose pictures that convey the same kinds of feelings that our text did. For instance, maybe a image where the child is young, and then the same picture where the child is older and standing in front of a college or university. We could also use a picture of a new car to imply the financial stability and wealth to own such high-ticket items directly resulting from purchasing our products/services.
These are just some examples. Keep in mind that we need to keep the trust in tact. Do not make offers that cannot be delivered upon. Done correctly, you can see how compelling such a site could be. Of course, there are other factors that come into play. People like to work with reputable companies. People also look for organisations that are going to be around for a while. They fear making a purchase and then being left alone without anyone to turn to for technical information or repairs. Again, all of this boils down to feelings and basic emotional needs. Knowing which buttons to push will help develop websites that not only draw visitors back, but also compel them to buy, or click through affiliate programs.
If you're looking for marketing or social media jobs why not visit our job site dedicated to social media marketing jobs. http://www.marketingjobsuk.uk.com.
I am a social media marketing professional and Managing Director of Panther Interactive Marketing a social media marketing agency. Panther was founded in 1994 & has clients across the UK, with a focus in the midlands - Nottingham, Derby, Leicester & London areas. Panther Interactive Marketing specialises in social media, social media marketing and social media networking as well as more traditional marketing methods. We help clients blend their social media into their overall marketing mix. Panther's team help businesses grow in the UK and internationally with measurable ROI.
We offer social media courses and training to businesses from large multinationals to small home based businesses. We also have a wide range of packaged and bespoke social media services that we offer at very competitive rates.
Friday, 25 March 2011
How Social Media Can Lead To Impulse Buying
Today, more people than ever are choosing to shop for products and services online. The result has been an increase in online impulse buying. The rise of impulse buying on the internet is due to a number of shopping features such as easy access, the availability of many more items, use of credit cards, and the success of marketing promotions and direct marketing. Businesses are now using these media sites such as Twitter and Facebook to market their products. Businesses have been able to convince consumers to make more impulse purchases and therefore, increase their online spending.
With the astounding popularity of social-media sites such as Facebook where there are about five hundred million users, businesses now have another way to interact directly with potential customers to promote their products and services and this interaction can reach millions of online users. Google, Facebook, Twitter, and other social media outlets make it easy for business marketers to track consumer preferences, behavior, and trends, which allow them to directly target users and offer products and services they specifically want. As well, their marketing strategy includes offering special deals to further encourage impulse buying.
When utilizing social media to reach online users, marketers have the ability to schedule specific campaigns when specific products are selling well. Since social-media trends are changing all of the time, businesses can track the emerging trends, which give them the ability to launch promotions that will enable them to more successfully sell their product or service.
Now, social sites are offering easy shopping access. Companies are developing promotional tools to take advantage of impulse buying from the social sites page or through user mobile devices. Companies are now beginning to provide a way for users to buy their products direct from the social media page and social sites are implementing better filters which mean the targeted customer can be reached much more easily. As well, because these media is now moving into the mobile world, marketers can reach consumers wherever they are and at anytime of the day and night.
Now, as more and more consumers are sent sales and support information and get updates from social-media, businesses can effectively tailor marketing campaigns based on their distinct shopping habits and preferences. Many analysts believe in the near future, social media pages will no longer be controlled by the user, but the marketer will control their social sites followers and the advertisements and promotions that appear on their social media page.
Social-media has changed the way businesses market their products and services. With a few clicks and a credit card, consumers can buy any time from anywhere. The financial implication is there will be an increased rate of impulse buying which will result in more people taking on more debt. Shopping online using social sites has become so easy today, the consumer must develop prudent shopping skills to avoid accumulating too much credit card debt that can eventually result in financial ruin.
With the astounding popularity of social-media sites such as Facebook where there are about five hundred million users, businesses now have another way to interact directly with potential customers to promote their products and services and this interaction can reach millions of online users. Google, Facebook, Twitter, and other social media outlets make it easy for business marketers to track consumer preferences, behavior, and trends, which allow them to directly target users and offer products and services they specifically want. As well, their marketing strategy includes offering special deals to further encourage impulse buying.
When utilizing social media to reach online users, marketers have the ability to schedule specific campaigns when specific products are selling well. Since social-media trends are changing all of the time, businesses can track the emerging trends, which give them the ability to launch promotions that will enable them to more successfully sell their product or service.
Now, social sites are offering easy shopping access. Companies are developing promotional tools to take advantage of impulse buying from the social sites page or through user mobile devices. Companies are now beginning to provide a way for users to buy their products direct from the social media page and social sites are implementing better filters which mean the targeted customer can be reached much more easily. As well, because these media is now moving into the mobile world, marketers can reach consumers wherever they are and at anytime of the day and night.
Now, as more and more consumers are sent sales and support information and get updates from social-media, businesses can effectively tailor marketing campaigns based on their distinct shopping habits and preferences. Many analysts believe in the near future, social media pages will no longer be controlled by the user, but the marketer will control their social sites followers and the advertisements and promotions that appear on their social media page.
Social-media has changed the way businesses market their products and services. With a few clicks and a credit card, consumers can buy any time from anywhere. The financial implication is there will be an increased rate of impulse buying which will result in more people taking on more debt. Shopping online using social sites has become so easy today, the consumer must develop prudent shopping skills to avoid accumulating too much credit card debt that can eventually result in financial ruin.
Muscle Media Buying
If you've got a strong e-mail campaign going but you're looking to expand your direct-response tactics to include online ads, chances are you will do some media buying. Why? Because purchasing banner, text or other display ads can be a very cost effective way to attract customers.
As a multi-channel marketer, many of my responsibilities over the years have required me to buy ad space in magazines, newspapers, radio, TV, and the Web. Along the way, I've become an expert (especially with online media), and picked up a few techniques that could save you hundreds, maybe even thousands, of dollars
But before I explain further, I'd like to point out that there are differences in online advertising.
You can focus your ad to be direct-response-oriented, which includes lead generation (acquiring e-mail names) and product sales. Or you can focus your ad on branding. Branding isn't direct-response marketing - meaning it doesn't require an immediate action from the consumer. Its goal, rather, is to build awareness and name recognition of a product over time and help it stay in the minds of prospects. In the offline world, think the battle of the cola giants. In the online world, it's typically video ads like the ones you see for a new car or truck.
Because results are harder to measure with branding, many online marketers lean toward the direct-response model.
Your job as a media buyer is simply to try to get the best bang for the buck when purchasing media units. It involves allocating money for advertising in various outlets, print or online, and negotiating the actual advertising agreement with the publisher. This agreement is known as an IO (insertion order), and will cover the ad unit cost, size, placement, and other critical components (which I'll address shortly).
Here are some helpful hints to keep in mind when buying media for your sales campaigns.
Hint #1: Keep up with the industry.
Sign up for free industry trade papers, such as DM News, Response Magazine, and Target Marketing, and as many free e-letters as you can read. One of my favorite e-letters is Clickz, because it covers the online marketing world in a comprehensive and dynamic way. I also like Mediabuyerplanner.com, which keeps you abreast of the latest media-buying news, and DoubleClick, which provides some of the marketing industry's best practices, trends, and forecast reports.
One current trend is flash banners. These ad units support audio/video use (which engages the viewer and is great for branding), but they are more costly than standard flat (no animation) or animated banners.
Hint #2: Know the ad units.
There are many types of banner ads to choose from: leader boards, skyscrapers, buttons, micro banners, and more. You can find a full list of types of ads, as well as industry guidelines for how and when to use them, at iab.net. All of these ad units are available on most websites, but not every type is effective.
For instance, it has been my experience that leader boards (ads that run horizontally across the top of a Web page) or skyscrapers (ads that run vertically along the side of a Web page) are the least effective. The best placements are typically LRECs - large rectangles, such as 300 x 250 IMUs, at the top or middle of a page or within the content. (IMU stands for Internet Marketing Unit.) Putting an ad inside the body of an article is a great placement, since the reader must breeze over the ad while absorbing the content. A recent eyetracking study by The Poynter Institute supported this observation, indicating that banner ads at the top left of the page, as well as ads close in proximity to the body of an article, garnered the most attention from viewers.
This is where you want your message to be!
Hint #3: Master the art of negotiation.
You will be required to analyze many proposals when you're looking for the right ad space. You'll need to determine if the prices are cost effective and comparable to industry rates. If you're looking into buying ad space on CNN, for instance, check out the prices for that same ad unit and timeframe on similarly ranked news websites. Also, check out various ad networks to see if any include CNN in their coverage. (For more on ad networks, see Hint #7.)
Since many variables can affect ad prices, I recommend starting an "ad unit matrix" to keep track of rates. Break down a spreadsheet into columns for ad unit type, size, placement, website, impressions (how many times the ad unit appears on the website), and CPM (cost per thousand impressions). Click here to se a great tool that easily calculates the CPM for you.
Another factor that can affect pricing is seasonality. Internet traffic typically drops during July and August (because so many people are on summer vacation) and, depending on the industry you're in, can be slower around the holidays as well. So, when you're negotiating your media buy, try to get lower rates during those times. If you're running near a typically slow time, let's say around Thanksgiving, you may want to pause your ad unit the day before the holiday and the day after so you don't waste impressions.
To help ensure that you're getting a comparable rate, check out each site's traffic ranking and page views to see where it stands in relation to its competitors in terms of popularity and reach. It's best to get this information from a subscription ranking service, like Nielsen//NetRatings or ComScore - but if you don't have access to such services, consider the free Alexa traffic ranking website.
Hint #4: Reporting rules.
Make sure, especially if you buy media from an online ad network, that you have full access to the OAS (online ad server) reporting system. Look for key performance indicators, such as impressions served (ad units that ran), and click-thru rate (the percentage of people who saw your ad and clicked on a link in it). If you are testing various ad units and sizes, each one should have a unique tracking code. If your advertiser doesn't give you access to their OAS, ask about getting daily or weekly reports from your account executive. These reports will be critical in refining your ad to get maximum results.
As a general guideline, the average click-thru rate for a banner ad/text ad is 0.5 to 2 percent, and the average click-thru rate for a dedicated e-mail (an e-mail ad that a third party sends to their subscribers on your behalf) is 7.5 percent.
Hint #5: Know when to hold 'em and when to fold 'em.
In your insertion order, have a clause that allows you to terminate your advertising commitment without penalty at a given time (an "out clause" or "termination right"). For instance, most online campaigns can be optimized in about a week. If you're watching your reporting daily (which I suggest you do for the first two weeks) and notice that not many viewers are clicking on your ad, then you should switch to a different ad. If the second ad is not working, you may want to initiate your termination right, end the campaign, and pay only for the impressions you were served.
Not all advertisers will offer this option, but you should certainly ask for it.
Hint #6: There are no stupid questions.
If you're buying banner ads or other advertising spots on a website, it's key to find out a few things from your account executive:
--Will your ad be ROS (run of site)? Typically, this means your ad will randomly appear on a site's home page and most (if not all) subpages within the site. This is more cost effective than a targeted ad in a specific section of the site.
--Will your ad position be fixed or rotated (shared) with anyone else's ad? If shared, what percentage of impressions will your ad receive?
--If you're considering buying a dedicated e-mail from a third-party, find out the size of their e-mail list, how often the list gets mailed, the AUS (average unit sale) per subscriber, and whether or not there will be an introduction or implied endorsement by the list owner. (According to copywriting genius John Forde, this can often help boost response rates by 25 percent or more.) All of these factors will help determine the value of the list and, ultimately, the cost you're willing to pay to access the people on it.
Hint #7: Be on the lookout for low-cost options.
If you're targeting a specific audience or a niche buyer, go directly to the website's publisher for an advertising quote. Cutting out the middleman (ad broker) may get you a better rate. PLUS, it will help you build a relationship with the publisher - which can be advantageous for you down the road.
If your goal is to reach the biggest, broadest audience possible, and you want to run an ad on various websites that have a distinct "channel" or genre (such as entertainment, finance, health, etc.) within the broader subject range of the site, consider an ad network.
Ad networks have an agreement with a variety of popular websites to serve up their ads, and they can sort by website type. Since they typically buy their ad units in bulk from the publishing sites, the networks can pass the savings down to the advertiser and charge a lower CPM rate. Some popular networks include Advertising.com and ValueClick. You can find a full list at iwebtool.com.
Just remember to get proposals from more than one network. Some of the lesser-known (Tier 2) networks are looking to make a name for themselves, and may offer better rates. But be wary of "micro" sites, which have little traffic or Web presence. Be sure to ask for a sample of the network's site listings. I always go for quality over quantity.
Depending on how many impressions you buy from these ad networks, your average cost for an LREC can range from $2 to $5. For blog ads and blog networks, you can often find CPMs lower than $1 or even 50 cents. And if you're looking to save even more money, ask if remnant inventory is available. Remnant inventory is simply an advertising unit that is not as popular as other ad units on a site and is unsold. Depending on your marketing goal, these ad units may accomplish your objective - and to make them more attractive, networks usually offer them at a lower rate.
Hint #8: Show your poker face.
In this industry, it's all about confidence and knowledge. If you come across as someone who is savvy to media buying, you're less likely to be taken advantage of.
Do your homework and follow some of the recommendations above... but your best lessons will happen as you buy.
Wendy-Leigh Montes de Oca, MBA
Vice President of Marketing and Business Development
http://www.earlytorise.com
Ms. Montes de Oca’s diversified background includes over 15 years of experience in law, financial services, and marketing. She has a proven track record with both acquisition and retention efforts as well as has both editorial and copywriting experience. Her background includes multi-channel marketing (print, email, direct mail, radio, TV) with expertise in direct response marketing for the web, where her search engine optimization and lead generation tactics generated growth of more than 1,500% and 162% year-over-year, respectively. In addition, her marketing initiatives helped bring in millions of dollars in revenues. She was also the editor of a quarterly investment newsletter and had several investment articles published in Hometown News. Ms. Montes de Oca has worked as a consultant as well as for entrepreneurial companies and global leaders. She has been recognized throughout her career with awards for quality, innovation, teamwork, and new product/new business dev.
As a multi-channel marketer, many of my responsibilities over the years have required me to buy ad space in magazines, newspapers, radio, TV, and the Web. Along the way, I've become an expert (especially with online media), and picked up a few techniques that could save you hundreds, maybe even thousands, of dollars
But before I explain further, I'd like to point out that there are differences in online advertising.
You can focus your ad to be direct-response-oriented, which includes lead generation (acquiring e-mail names) and product sales. Or you can focus your ad on branding. Branding isn't direct-response marketing - meaning it doesn't require an immediate action from the consumer. Its goal, rather, is to build awareness and name recognition of a product over time and help it stay in the minds of prospects. In the offline world, think the battle of the cola giants. In the online world, it's typically video ads like the ones you see for a new car or truck.
Because results are harder to measure with branding, many online marketers lean toward the direct-response model.
Your job as a media buyer is simply to try to get the best bang for the buck when purchasing media units. It involves allocating money for advertising in various outlets, print or online, and negotiating the actual advertising agreement with the publisher. This agreement is known as an IO (insertion order), and will cover the ad unit cost, size, placement, and other critical components (which I'll address shortly).
Here are some helpful hints to keep in mind when buying media for your sales campaigns.
Hint #1: Keep up with the industry.
Sign up for free industry trade papers, such as DM News, Response Magazine, and Target Marketing, and as many free e-letters as you can read. One of my favorite e-letters is Clickz, because it covers the online marketing world in a comprehensive and dynamic way. I also like Mediabuyerplanner.com, which keeps you abreast of the latest media-buying news, and DoubleClick, which provides some of the marketing industry's best practices, trends, and forecast reports.
One current trend is flash banners. These ad units support audio/video use (which engages the viewer and is great for branding), but they are more costly than standard flat (no animation) or animated banners.
Hint #2: Know the ad units.
There are many types of banner ads to choose from: leader boards, skyscrapers, buttons, micro banners, and more. You can find a full list of types of ads, as well as industry guidelines for how and when to use them, at iab.net. All of these ad units are available on most websites, but not every type is effective.
For instance, it has been my experience that leader boards (ads that run horizontally across the top of a Web page) or skyscrapers (ads that run vertically along the side of a Web page) are the least effective. The best placements are typically LRECs - large rectangles, such as 300 x 250 IMUs, at the top or middle of a page or within the content. (IMU stands for Internet Marketing Unit.) Putting an ad inside the body of an article is a great placement, since the reader must breeze over the ad while absorbing the content. A recent eyetracking study by The Poynter Institute supported this observation, indicating that banner ads at the top left of the page, as well as ads close in proximity to the body of an article, garnered the most attention from viewers.
This is where you want your message to be!
Hint #3: Master the art of negotiation.
You will be required to analyze many proposals when you're looking for the right ad space. You'll need to determine if the prices are cost effective and comparable to industry rates. If you're looking into buying ad space on CNN, for instance, check out the prices for that same ad unit and timeframe on similarly ranked news websites. Also, check out various ad networks to see if any include CNN in their coverage. (For more on ad networks, see Hint #7.)
Since many variables can affect ad prices, I recommend starting an "ad unit matrix" to keep track of rates. Break down a spreadsheet into columns for ad unit type, size, placement, website, impressions (how many times the ad unit appears on the website), and CPM (cost per thousand impressions). Click here to se a great tool that easily calculates the CPM for you.
Another factor that can affect pricing is seasonality. Internet traffic typically drops during July and August (because so many people are on summer vacation) and, depending on the industry you're in, can be slower around the holidays as well. So, when you're negotiating your media buy, try to get lower rates during those times. If you're running near a typically slow time, let's say around Thanksgiving, you may want to pause your ad unit the day before the holiday and the day after so you don't waste impressions.
To help ensure that you're getting a comparable rate, check out each site's traffic ranking and page views to see where it stands in relation to its competitors in terms of popularity and reach. It's best to get this information from a subscription ranking service, like Nielsen//NetRatings or ComScore - but if you don't have access to such services, consider the free Alexa traffic ranking website.
Hint #4: Reporting rules.
Make sure, especially if you buy media from an online ad network, that you have full access to the OAS (online ad server) reporting system. Look for key performance indicators, such as impressions served (ad units that ran), and click-thru rate (the percentage of people who saw your ad and clicked on a link in it). If you are testing various ad units and sizes, each one should have a unique tracking code. If your advertiser doesn't give you access to their OAS, ask about getting daily or weekly reports from your account executive. These reports will be critical in refining your ad to get maximum results.
As a general guideline, the average click-thru rate for a banner ad/text ad is 0.5 to 2 percent, and the average click-thru rate for a dedicated e-mail (an e-mail ad that a third party sends to their subscribers on your behalf) is 7.5 percent.
Hint #5: Know when to hold 'em and when to fold 'em.
In your insertion order, have a clause that allows you to terminate your advertising commitment without penalty at a given time (an "out clause" or "termination right"). For instance, most online campaigns can be optimized in about a week. If you're watching your reporting daily (which I suggest you do for the first two weeks) and notice that not many viewers are clicking on your ad, then you should switch to a different ad. If the second ad is not working, you may want to initiate your termination right, end the campaign, and pay only for the impressions you were served.
Not all advertisers will offer this option, but you should certainly ask for it.
Hint #6: There are no stupid questions.
If you're buying banner ads or other advertising spots on a website, it's key to find out a few things from your account executive:
--Will your ad be ROS (run of site)? Typically, this means your ad will randomly appear on a site's home page and most (if not all) subpages within the site. This is more cost effective than a targeted ad in a specific section of the site.
--Will your ad position be fixed or rotated (shared) with anyone else's ad? If shared, what percentage of impressions will your ad receive?
--If you're considering buying a dedicated e-mail from a third-party, find out the size of their e-mail list, how often the list gets mailed, the AUS (average unit sale) per subscriber, and whether or not there will be an introduction or implied endorsement by the list owner. (According to copywriting genius John Forde, this can often help boost response rates by 25 percent or more.) All of these factors will help determine the value of the list and, ultimately, the cost you're willing to pay to access the people on it.
Hint #7: Be on the lookout for low-cost options.
If you're targeting a specific audience or a niche buyer, go directly to the website's publisher for an advertising quote. Cutting out the middleman (ad broker) may get you a better rate. PLUS, it will help you build a relationship with the publisher - which can be advantageous for you down the road.
If your goal is to reach the biggest, broadest audience possible, and you want to run an ad on various websites that have a distinct "channel" or genre (such as entertainment, finance, health, etc.) within the broader subject range of the site, consider an ad network.
Ad networks have an agreement with a variety of popular websites to serve up their ads, and they can sort by website type. Since they typically buy their ad units in bulk from the publishing sites, the networks can pass the savings down to the advertiser and charge a lower CPM rate. Some popular networks include Advertising.com and ValueClick. You can find a full list at iwebtool.com.
Just remember to get proposals from more than one network. Some of the lesser-known (Tier 2) networks are looking to make a name for themselves, and may offer better rates. But be wary of "micro" sites, which have little traffic or Web presence. Be sure to ask for a sample of the network's site listings. I always go for quality over quantity.
Depending on how many impressions you buy from these ad networks, your average cost for an LREC can range from $2 to $5. For blog ads and blog networks, you can often find CPMs lower than $1 or even 50 cents. And if you're looking to save even more money, ask if remnant inventory is available. Remnant inventory is simply an advertising unit that is not as popular as other ad units on a site and is unsold. Depending on your marketing goal, these ad units may accomplish your objective - and to make them more attractive, networks usually offer them at a lower rate.
Hint #8: Show your poker face.
In this industry, it's all about confidence and knowledge. If you come across as someone who is savvy to media buying, you're less likely to be taken advantage of.
Do your homework and follow some of the recommendations above... but your best lessons will happen as you buy.
Wendy-Leigh Montes de Oca, MBA
Vice President of Marketing and Business Development
http://www.earlytorise.com
Ms. Montes de Oca’s diversified background includes over 15 years of experience in law, financial services, and marketing. She has a proven track record with both acquisition and retention efforts as well as has both editorial and copywriting experience. Her background includes multi-channel marketing (print, email, direct mail, radio, TV) with expertise in direct response marketing for the web, where her search engine optimization and lead generation tactics generated growth of more than 1,500% and 162% year-over-year, respectively. In addition, her marketing initiatives helped bring in millions of dollars in revenues. She was also the editor of a quarterly investment newsletter and had several investment articles published in Hometown News. Ms. Montes de Oca has worked as a consultant as well as for entrepreneurial companies and global leaders. She has been recognized throughout her career with awards for quality, innovation, teamwork, and new product/new business dev.
What Exactly Does an Ad Agency Do?
Cornerstone to an Ad Agency is high profile clients. Clients include businesses and corporations, non-profit organizations and government agencies and we are often hired to produce multifaceted new media advertising campaigns. While some advertising agencies limit the amount and kind of service they offer. Such agencies usually offer only one or two of the basic services. For example, although some agencies that specialize in "creative" also offer strategic advertising planning service, their basic interest is in the creation of advertising. Similarly, some "media-buying services" offer media planning service but concentrate on media buying, placement, and billing. On the other hand The McKenna Agency has 5 specilized divisions;
1) Northwest Photo and Video - HD Video and Stock Photography services,
2) The Web Masters - technically advanced & highly visual web design services,
3) System Interactive Communications - search engine marketing services
4) Avondale Studio - voice over recording and commercial music composition services and
5) Systemic, Inc - organizational development and related business consulting services..
When the client chooses to use limited-service advertising agencies, it must assume some of the advertising planning and coordination activities that are routinely handled by the full-service advertising agency. Thus, the advertiser who uses limited-service agencies usually takes greater responsibility for the strategic planning function, gives greater strategic direction to specialist creative or media agencies, and exercises greater control over the product of these specialized agencies, ensuring that their separate activities are well-ordered and -coordinated.
Specialist Advertising Services
In addition to the full-service, general-line advertising agencies, there are also agencies that specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on. As a general rule our agency does not focus a specific industry.
Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising, for example, specialized media or media uses are involved that require knowledge and expertise not ordinarily found in a general-line agency. In other cases, such as medical or industrial advertising, the subject is technical and requires that writers and artists have training in order to write meaningful advertising messages about it.
Such specialist advertising agencies are also usually "full-service," in that they offer all the basic advertising agency services in their area of specialization plus other, peripheral advertising services related to their area of specialization.
Interactive services
Interactive services differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. Interactive agencies rose to prominence before the traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some of the interactive agencies grew very rapidly, although some have downsized just as rapidly due to changing market conditions. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space.
The digital space is defined as any multimedia-enabled electronic channel that an advertiser's message can be seen or heard from. The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies, although they focus solely on interactive advertising services. They deliver services such as strategy, creative, design, video, development, programming (Flash and otherwise), deployment, management, and fulfillment reporting. Often, interactive agencies provide: digital lead generation, digital brand development, interactive marketing and communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website design and development, e-learning Tools, email marketing, SEO/SEM services, PPC campaign management, content management services, web application development, and overall data mining & ROI assessment.
The recent boost in the interactive agencies can also be attributed to the rising popularity of web-based social networking and community sites. The creation of sites such as MySpace, Facebook and YouTube have sparked market interest, as some interactive agencies have started offering personal and corporate community site development as one of their service offerings. It still may be too early to tell how agencies will use this type of marketing to monetize client ROI, but all signs point to online networking as the future of brand marketing and Interactive being the core of Brand's Communication and Marketing Strategy.
Due to the social networking explosion, new types of companies are doing reputation management. This type of agency is especially important if a company needs online damage control. If a customer becomes disgruntled, it is very easy to damage a companies reputation over social networking sites. Because of how rapidly the information spreads, it becomes absolutely necessary to address any rumors, gossip or other negative online press immediately.
Search engine services
Lately, pay per click (PPC) and (SEO) search engine optimization firms have been classified by some as 'agencies' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency', however with the creation of ads (either text or image) and media purchases, they do technically qualify as 'advertising agencies'.
Social media services
Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media agencies are:
•social media marketing
•online reputation management
Legal communications services
Legal communications delivered via print, video, web and mobile communications for both marketing services and trail presentations for any business in Law related fields.
Healthcare communications services
Healthcare communications agencies specialize in strategic communications and marketing services for the Healthcare and Life Science industries. These agencies distinguish themselves through an understanding of the strict labeling and marketing guidelines mandated by the U.S. Food and Drug Administration (FDA) and industry group guidelines, most notably ADVAMED and PHARMA.
Notable examples include: Dudnyk
Medical education services
Medical education agencies specialize in creating educational content for the Healthcare and Life Science industries. These agencies typically specialize in one of two areas:
•Promotional education - education and training materials tied to the promotion of a given product or therapy
•Continuing medical education - accredited education and training materials created for continuing physician and medical professional education.
The Left and The Right Brain
Technical services
While not advertising agencies services as such, our enterprise technology services often work in tandem with our advertising services to provide a specialized subset of services such as those offered by Web 2.0 website design and development, Content management systems, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms.
General Agency Services
Creative services
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The Creative Process forms the most crucial part of the advertising process.
Account services
Agencies appoint account executive to liase with the clients. The account executives need to be sufficiently aware of the client's needs and desires that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field.
Media services
The media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can.
Production
Without the production department, the ads created by the copywriter and art director would be nothing more than words and pictures on paper. The production department, in essence, ensures the TV commercial or print ad, etc, gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising or direct mailers). Producers are involved in every aspect of a project, from the initial creative briefing through execution and delivery. In some agencies, senior producers are known as "executive producers" or "content architects".
Modern agencies might also have a media planning department integrated, which does all the spot's planning and placements.
Personnel; well versed in changing hats
As a small agency; employees may do both creative and account service such as production work, Internet advertising, planning, or research, for example; an often forgotten, but integral, department within an advertising agency is traffic. The traffic department regulates the flow of work in the agency. It is typically headed by a traffic manager (or system administrator). Traffic increases an agency's efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of five or more employees.
• Research and analysis: Gathering information regarding industry, competition, customer product or service; as well as presenting findings in verbal/written form with recommendations
• Involvement in internal meetings and, when appropriate, client meetings
• Assisting account services in the management of creative projects
Interns often take part in the internal creative process, where they may be charged with creating and managing a website as well as developing an advertising campaign. Hands on projects such as these help interns learn how strategy and well-developed marketing are essential to a sound advertising and communications plan.
During their internship, the intern will experience the development of an ad, brochure and broadcast or communications project from beginning to end. During the internship, the intern should be exposed to as much as possible within the agency and advertising process.
1) Northwest Photo and Video - HD Video and Stock Photography services,
2) The Web Masters - technically advanced & highly visual web design services,
3) System Interactive Communications - search engine marketing services
4) Avondale Studio - voice over recording and commercial music composition services and
5) Systemic, Inc - organizational development and related business consulting services..
When the client chooses to use limited-service advertising agencies, it must assume some of the advertising planning and coordination activities that are routinely handled by the full-service advertising agency. Thus, the advertiser who uses limited-service agencies usually takes greater responsibility for the strategic planning function, gives greater strategic direction to specialist creative or media agencies, and exercises greater control over the product of these specialized agencies, ensuring that their separate activities are well-ordered and -coordinated.
Specialist Advertising Services
In addition to the full-service, general-line advertising agencies, there are also agencies that specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on. As a general rule our agency does not focus a specific industry.
Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising, for example, specialized media or media uses are involved that require knowledge and expertise not ordinarily found in a general-line agency. In other cases, such as medical or industrial advertising, the subject is technical and requires that writers and artists have training in order to write meaningful advertising messages about it.
Such specialist advertising agencies are also usually "full-service," in that they offer all the basic advertising agency services in their area of specialization plus other, peripheral advertising services related to their area of specialization.
Interactive services
Interactive services differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. Interactive agencies rose to prominence before the traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some of the interactive agencies grew very rapidly, although some have downsized just as rapidly due to changing market conditions. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space.
The digital space is defined as any multimedia-enabled electronic channel that an advertiser's message can be seen or heard from. The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies, although they focus solely on interactive advertising services. They deliver services such as strategy, creative, design, video, development, programming (Flash and otherwise), deployment, management, and fulfillment reporting. Often, interactive agencies provide: digital lead generation, digital brand development, interactive marketing and communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website design and development, e-learning Tools, email marketing, SEO/SEM services, PPC campaign management, content management services, web application development, and overall data mining & ROI assessment.
The recent boost in the interactive agencies can also be attributed to the rising popularity of web-based social networking and community sites. The creation of sites such as MySpace, Facebook and YouTube have sparked market interest, as some interactive agencies have started offering personal and corporate community site development as one of their service offerings. It still may be too early to tell how agencies will use this type of marketing to monetize client ROI, but all signs point to online networking as the future of brand marketing and Interactive being the core of Brand's Communication and Marketing Strategy.
Due to the social networking explosion, new types of companies are doing reputation management. This type of agency is especially important if a company needs online damage control. If a customer becomes disgruntled, it is very easy to damage a companies reputation over social networking sites. Because of how rapidly the information spreads, it becomes absolutely necessary to address any rumors, gossip or other negative online press immediately.
Search engine services
Lately, pay per click (PPC) and (SEO) search engine optimization firms have been classified by some as 'agencies' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency', however with the creation of ads (either text or image) and media purchases, they do technically qualify as 'advertising agencies'.
Social media services
Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media agencies are:
•social media marketing
•online reputation management
Legal communications services
Legal communications delivered via print, video, web and mobile communications for both marketing services and trail presentations for any business in Law related fields.
Healthcare communications services
Healthcare communications agencies specialize in strategic communications and marketing services for the Healthcare and Life Science industries. These agencies distinguish themselves through an understanding of the strict labeling and marketing guidelines mandated by the U.S. Food and Drug Administration (FDA) and industry group guidelines, most notably ADVAMED and PHARMA.
Notable examples include: Dudnyk
Medical education services
Medical education agencies specialize in creating educational content for the Healthcare and Life Science industries. These agencies typically specialize in one of two areas:
•Promotional education - education and training materials tied to the promotion of a given product or therapy
•Continuing medical education - accredited education and training materials created for continuing physician and medical professional education.
The Left and The Right Brain
Technical services
While not advertising agencies services as such, our enterprise technology services often work in tandem with our advertising services to provide a specialized subset of services such as those offered by Web 2.0 website design and development, Content management systems, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms.
General Agency Services
Creative services
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The Creative Process forms the most crucial part of the advertising process.
Account services
Agencies appoint account executive to liase with the clients. The account executives need to be sufficiently aware of the client's needs and desires that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field.
Media services
The media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can.
Production
Without the production department, the ads created by the copywriter and art director would be nothing more than words and pictures on paper. The production department, in essence, ensures the TV commercial or print ad, etc, gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising or direct mailers). Producers are involved in every aspect of a project, from the initial creative briefing through execution and delivery. In some agencies, senior producers are known as "executive producers" or "content architects".
Modern agencies might also have a media planning department integrated, which does all the spot's planning and placements.
Personnel; well versed in changing hats
As a small agency; employees may do both creative and account service such as production work, Internet advertising, planning, or research, for example; an often forgotten, but integral, department within an advertising agency is traffic. The traffic department regulates the flow of work in the agency. It is typically headed by a traffic manager (or system administrator). Traffic increases an agency's efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of five or more employees.
• Research and analysis: Gathering information regarding industry, competition, customer product or service; as well as presenting findings in verbal/written form with recommendations
• Involvement in internal meetings and, when appropriate, client meetings
• Assisting account services in the management of creative projects
Interns often take part in the internal creative process, where they may be charged with creating and managing a website as well as developing an advertising campaign. Hands on projects such as these help interns learn how strategy and well-developed marketing are essential to a sound advertising and communications plan.
During their internship, the intern will experience the development of an ad, brochure and broadcast or communications project from beginning to end. During the internship, the intern should be exposed to as much as possible within the agency and advertising process.
Reach Your Market Through Different Advertising Media Formats
Media advertising is a general term which refers to conveying a business marketing message through any form of media. Of course, different media offer different ways to promote your products, services or brand image. Here, we'll take a look at some of the most important media and how they can help you to reach your target markets.
The internet has changed the way the world does business over the last decade, including in the field of advertising. Online advertising is an increasingly important element for companies in nearly every economic sector, starting to overshadow traditional formats such as newspaper and magazine advertising. Online media can be more cost effective than print and is also easy to track, monitor and fine tune as needed.
To learn more about what internet advertising formats such as pay per click can do for your business, have a look at information pages and resources which are dedicated to the topic. Here you'll find an in-depth look at how internet advertising works and more importantly, how they can work for your business.
Every business needs to keep their advertising strategy up to date to meet the demands of an increasingly competitive global business environment. Regular analysis of market trends and consumer behavior as it relates to your target markets are essential for continued growth - and your strategy needs to be carefully planned to ensure effective campaigns which provide an optimal return on investment.
Making accurate cost-benefit analyses of different advertising media is a complex task which should be undertaken with great care; for this reason, many firms prefer to leave it to the experts.
Your business can make the most of its resources by outsourcing media planning and media buying to professional buying media services. These firms have the expertise and the inside track on media across all formats including online advertising and traditional media and can usually find the perfect match for your company. Any agency or marketing firm you work with should be chosen carefully. You'll usually get the best results from agencies who understand your industry and your market.
If your budget allows, your company should look at using TV or radio advertising to really make a splash for your brand. Broadcast media can reach the general public as well as being carefully target to different consumer demographics or even for business-to-business advertising. These media outlets can work with you to determine how to provide you with the best ROI.
Long used in the US, outdoor advertising is an increasingly common medium in the UK and across Europe as well as elsewhere in the world. Roadside billboards, signs on the sides of buildings and other outdoor media offer an effective way to promote events and build brand image at a surprisingly low cost. You can find a lot of outdoor advertising opportunities on a variety of websites and through targeted companies. From roadside and building advertisements to ambient, transports, venues and more, there are many outdoor possibilities to consider.
The internet has changed the way the world does business over the last decade, including in the field of advertising. Online advertising is an increasingly important element for companies in nearly every economic sector, starting to overshadow traditional formats such as newspaper and magazine advertising. Online media can be more cost effective than print and is also easy to track, monitor and fine tune as needed.
To learn more about what internet advertising formats such as pay per click can do for your business, have a look at information pages and resources which are dedicated to the topic. Here you'll find an in-depth look at how internet advertising works and more importantly, how they can work for your business.
Every business needs to keep their advertising strategy up to date to meet the demands of an increasingly competitive global business environment. Regular analysis of market trends and consumer behavior as it relates to your target markets are essential for continued growth - and your strategy needs to be carefully planned to ensure effective campaigns which provide an optimal return on investment.
Making accurate cost-benefit analyses of different advertising media is a complex task which should be undertaken with great care; for this reason, many firms prefer to leave it to the experts.
Your business can make the most of its resources by outsourcing media planning and media buying to professional buying media services. These firms have the expertise and the inside track on media across all formats including online advertising and traditional media and can usually find the perfect match for your company. Any agency or marketing firm you work with should be chosen carefully. You'll usually get the best results from agencies who understand your industry and your market.
If your budget allows, your company should look at using TV or radio advertising to really make a splash for your brand. Broadcast media can reach the general public as well as being carefully target to different consumer demographics or even for business-to-business advertising. These media outlets can work with you to determine how to provide you with the best ROI.
Long used in the US, outdoor advertising is an increasingly common medium in the UK and across Europe as well as elsewhere in the world. Roadside billboards, signs on the sides of buildings and other outdoor media offer an effective way to promote events and build brand image at a surprisingly low cost. You can find a lot of outdoor advertising opportunities on a variety of websites and through targeted companies. From roadside and building advertisements to ambient, transports, venues and more, there are many outdoor possibilities to consider.
Media Buying Agencies
If you are unhappy with the performance of an advertising company and want improved revenue earnings, you need to try an experienced media buying agency. This form of agency gives you innovative solutions and helps you achieve your long-term goals easily. If you want to refrain from paying additional advertising costs, choosing a good media buying agency would be great for your needs.
Here are a few important of getting services from media buying agency:
Free Consultation:
The company usually offers free consultation to most interested parties. It will further assist you in examining the exact type of advertising for particular business needs. You can also contact to experts to know about your concerns and exact business needs.
Free Production:
These professionals can easily create a professional radio commercial or classified for newspapers without charging anything in return, in case you agreed to register your placement.
Evaluation of Current Business Profits:
Much before you actually start the main advertising, media buying agency can actually help in assessing needs and create desired solutions for matching requirements.
Defining a Feasible Revenue Structure:
With the help of an experienced agency, you can actually plan your initial course of actions to commence your assessment process. A formula or goal is defined with the purpose of increasing sales for deciding the most beneficial campaign process.
Assessment of customer's needs:
Identify your customers. Do you know them? Why they are buying your product? What are their main socio-demographic traits? Media Buying Agency thoroughly provides an accepted way to classifying the customers and helping them to fulfill their exact requirements.
Here are a few important of getting services from media buying agency:
Free Consultation:
The company usually offers free consultation to most interested parties. It will further assist you in examining the exact type of advertising for particular business needs. You can also contact to experts to know about your concerns and exact business needs.
Free Production:
These professionals can easily create a professional radio commercial or classified for newspapers without charging anything in return, in case you agreed to register your placement.
Evaluation of Current Business Profits:
Much before you actually start the main advertising, media buying agency can actually help in assessing needs and create desired solutions for matching requirements.
Defining a Feasible Revenue Structure:
With the help of an experienced agency, you can actually plan your initial course of actions to commence your assessment process. A formula or goal is defined with the purpose of increasing sales for deciding the most beneficial campaign process.
Assessment of customer's needs:
Identify your customers. Do you know them? Why they are buying your product? What are their main socio-demographic traits? Media Buying Agency thoroughly provides an accepted way to classifying the customers and helping them to fulfill their exact requirements.
Using Your Media List, a Press Release Service, and Buying Mailing Lists
As with most forms of marketing and publicity, it's best to do your prep work well before you will need it. Start way ahead and you'll reap the benefits. Leave it to the last minute and you'll be shocked at how ineffective your efforts are.
Your Media List:
Having your own media list that you develop over time is priceless because you can build relationships with the people who have the power to help you.
Start with a spreadsheet, set up some columns for the contact info and list each publication down the left side as you gather them. Start with the obvious, like your local papers and TV stations, and fill in more as you think of them. Select publications that attract your audience and add those.
* DO check their website for instructions on how to submit press releases, and follow them to the letter (or risk having yours put in the trash bin).
* DO take the time to find out the name of the person in charge of receiving press releases so you can send directly to them. Over time make the effort to get to know that person so they will know YOU when they see your information.
* DO review their "editorial calendar" so you'll know what they'll be writing about in the upcoming year, and time your press releases to best advantage.
* Don't forget to makes notes about all of this on your spreadsheet.
Yes, it's work and it takes time. But truly, it will pay off for you handsomely in the long run. Artists have gotten more press releases included in publications than I can count because they took the time to call and speak to their contact person. They keep notes about them, and each time they speak with them they build on the relationship.
Press Release Services:
There are a lot of them out there, from free to quite expensive. Do your homework, find out if they are legit and how they do their job. Talk to other artists who have used a press release service and see how it worked for them. Look for reviews online. Lots of services can broadcast your press release for you, but you want the ones that the editors of the publications you want to be in are actually reading.
If you're thinking of hiring a PR firm, again, do your homework, get references, check the BBB, talk to other artists and their clients. Make sure the firm handles other artists and knows the art world. Hiring a PR firm is expensive, and worth it if they get results.
Buying/Renting Mailing Lists:
Sometimes buying a mailing list can be very helpful in getting the word out via snail mail (postcards, for example, but not lists with email addresses - you'll end up tagged as a spammer). There are hundreds of thousands of people on legitimate mailing lists (snail mail). Make sure the company you rent the list from keeps their lists updated. Again, do your homework.
One artist I know was having a show locally, the gallery had their own list but it wasn't huge. He rented a mailing list that was highly targeted: Households within a 45-minute drive of the gallery, who had incomes over $100,000 and who had expressed an interest in fine art. The show, his first one, was packed and he sold quite a bit of art and added significantly to his mailing list.
Be sure to follow the rules. Lists are rented or purchased for one time use, or multiple uses. Never, ever, use a one time list more than once. They'll know (the list is seeded with addresses they use to check).
I hope this is helpful to you. Do start now, learn and build over time. You'll be glad you did.
Your Media List:
Having your own media list that you develop over time is priceless because you can build relationships with the people who have the power to help you.
Start with a spreadsheet, set up some columns for the contact info and list each publication down the left side as you gather them. Start with the obvious, like your local papers and TV stations, and fill in more as you think of them. Select publications that attract your audience and add those.
* DO check their website for instructions on how to submit press releases, and follow them to the letter (or risk having yours put in the trash bin).
* DO take the time to find out the name of the person in charge of receiving press releases so you can send directly to them. Over time make the effort to get to know that person so they will know YOU when they see your information.
* DO review their "editorial calendar" so you'll know what they'll be writing about in the upcoming year, and time your press releases to best advantage.
* Don't forget to makes notes about all of this on your spreadsheet.
Yes, it's work and it takes time. But truly, it will pay off for you handsomely in the long run. Artists have gotten more press releases included in publications than I can count because they took the time to call and speak to their contact person. They keep notes about them, and each time they speak with them they build on the relationship.
Press Release Services:
There are a lot of them out there, from free to quite expensive. Do your homework, find out if they are legit and how they do their job. Talk to other artists who have used a press release service and see how it worked for them. Look for reviews online. Lots of services can broadcast your press release for you, but you want the ones that the editors of the publications you want to be in are actually reading.
If you're thinking of hiring a PR firm, again, do your homework, get references, check the BBB, talk to other artists and their clients. Make sure the firm handles other artists and knows the art world. Hiring a PR firm is expensive, and worth it if they get results.
Buying/Renting Mailing Lists:
Sometimes buying a mailing list can be very helpful in getting the word out via snail mail (postcards, for example, but not lists with email addresses - you'll end up tagged as a spammer). There are hundreds of thousands of people on legitimate mailing lists (snail mail). Make sure the company you rent the list from keeps their lists updated. Again, do your homework.
One artist I know was having a show locally, the gallery had their own list but it wasn't huge. He rented a mailing list that was highly targeted: Households within a 45-minute drive of the gallery, who had incomes over $100,000 and who had expressed an interest in fine art. The show, his first one, was packed and he sold quite a bit of art and added significantly to his mailing list.
Be sure to follow the rules. Lists are rented or purchased for one time use, or multiple uses. Never, ever, use a one time list more than once. They'll know (the list is seeded with addresses they use to check).
I hope this is helpful to you. Do start now, learn and build over time. You'll be glad you did.