You’re ready to advertise. You’ve got a slick new commercial or a snazzy print or online ad and you’re ready to rock and roll. Now what do you do?

When choosing placement for your advertising, there are a few factors that must be considered.

  • Who is your target audience?
  • When is that target audience more likely to see or hear your message?
  • How can you be sure they’re seeing your message?

WHO is Your Target Audience?

This is one of the first questions we ask any business owner…ever. If you don’t know who you’re catering to, then what’s the point? Being specific in knowing who your target demographic is will be extremely important when choosing a medium that will work for your ads.

If your target is women, can you be even more specific? What is their ideal age? What kind of lifestyles do they lead and is that important – stay-at-home-moms? Working women? College students?

If you’re selling a luxury item and looking for prospects, would they look more like men & women over 45, who’ve gone to college and live in an affluent neighborhood or more like crazy teenagers with no disposable income, living with mom and dad?

WHEN is That Target Audience More Likely to See or Hear Your Message?

Once you’ve determined who your specific demographic is, now you need to figure out when to advertise to them.

If you’re targeting stay-at-home-moms, you will probably stay away from advertising on radio, considering they are probably too haggard to listen, but you might consider advertising on television. And even more specifically, you might consider advertising on channels like Nickelodeon or Cartoon Network, simply because those are more than likely the channels they are watching. Online advertising might also be an option, considering many moms are connected to their computers when they get some free time.

Targeting working men? Consider advertising during the morning and afternoon rush hours. (We call those times drive times because most people are in their cars commuting to an office.) ESPN and any other cable sports network is also going to be a great medium for that demo. Live sporting events are also going to be huge for you!

Are you aiming for kids? Well, let’s just be honest, they don’t have any money. So, you’ll want to target their parents on family-friendly channels that those kids are also watching.

Let’s not forget about all of your online options, either! Options like Google AdWords & Facebook ads allow you to target extremely specific demographics directly through their platform. Whether you’re looking for men, women, kids, old, young, in-between, you can utilize online marketing to directly target those people, too.

How Can You Be Sure They’re Seeing Your Message?

While getting succinct, statistical information from traditional mediums is tough, you can still, internally, work to know if your advertising dollars are being spent wisely.

Are you asking every customer how they heard about you or your service? If you’re not, then you have absolutely NO idea where those leads are coming from. Most times, when people are buying something they need or want, they don’t voluntarily tell you that they heard or saw your commercial, so ASK THEM!

We’ve had clients who’ve told us that specific forms of advertising ‘just didn’t work’ for them. When we asked them why, they said, “Well, I spent all this money and nothing changed.” When we asked them if they tracked where those customers came from, they would tell us, “No.”

If you’re spending the money, then you also need to put in the work of asking every person who calls or walks through your front doors how they heard about your or how they got there. Now, I’m not saying to do it every single day of every single year, but if you’ve just started a campaign, you want to be sure you’re monitoring your progress.

(Unlike traditional mediums, online mediums offer instant tracking and analysis. If you’re not seeing the clicks you’d like or if you’re not seeing any movement on your ads, change them immediately.)

You might also consider things like, “Take advantage of this offer now. Mention ‘SUMMER’ to your cashier for a 10% discount!” Giving your audience a call to action might alleviate your need to ask the question every single time someone walks through the door.

Wading through all of your options can be daunting. We know that. So, if we can be of help, let us know!

Written by Danita Maldonado, Director of Social Media, SDB Creative Group

SDB Creative Group is a full-service marketing and advertising firm. For more information about SDB Creative Group, check out our

SDB Creative Group. Focused on your success. Empowering your future.

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Social media marketing requires a change in the way you think advertising works. In a very short time, social media has overtaken just about every activity that we do online and has become a huge asset for businesses looking to capitalize on the exploding usage. One of the biggest mistakes that business owners make when jumping into the social media pond is that they focus on the quantity of fans, as opposed to the quality of fans.

So, how can you find better Facebook fans?

When finding the right TV shows or radio programs to advertise on, it’s all about ratings. Which shows get the MOST people watching them so that you have the BEST chance to be seen? This net casting approach usually works for more traditional mediums, but could it be the opposite for social media?

In 2011, the average business had 600 hundred fans on Facebook. That number included giants like Target and Wal-Mart with millions of fans, right alongside your local merchant who only had 95 fans. Does more fans = success? More importantly, does more fans = more sales?

Recently, I saw an article where a business owner was being interviewed. He was super excited about having lots of fans for his business Facebook page. When he was asked if those fans lived in the area, he replied that only about 20% of them did. When asked if those fans were targeted prospects or random people living in the area, his response was, “I don’t know”. Like many businesses, this owner was too concerned with how many fans he had instead of being concerned about the quality of fans he has.

Having more fans on Facebook will not get more customers buying your goods and services. For instance, I could be a fan of a knitting store’s page, but I don’t knit and I don’t think I will probably ever knit. I am probably only a fan because I tend to like lots of pages or maybe they just happened to have some contest that my friend was entering and I had to like them for her to get entered. Am I a quality fan for this page? Would I be someone that will buy anything, ever, from this business? It doesn’t take a genius to say, “No!”

Let’s say the knitting store has 400 fans but only 20% of them actually have an interest in knitting. That means 320 of us are not ideal fans. So although a business having 400 fans may seem more impressive than a business with only, say, 97 fans, less might be more in this instance.

Think about it: Let’s say all 97 of those fans are true knitting customers, true brand advocates and the goal of the social media campaign is to generate awareness about their store. With a consistent message, those 97 fans will be more likely to shop there for their knitting supplies and will, more than likely, refer the knitting page to their other friends who like to knit. These 97 fans will offer a much bigger ROI than 400 so-so prospects.

See? Less is more.

So here are 3 steps to build better, more qualified fans for you social media marketing.

  • Create An Offer – But not just any offer. Create one that people who buy or people who could potentially buy your goods and services will enjoy and want to use. Everyone loves a deal! Maybe it’s a free widget from the widget store page if you get more friends to also like their page. Or, maybe it is a free spool of specialty yarn if you like something on that yarn store’s page. I probably wouldn’t do that. What am I going to do with specialty yarn? But the knitting page fans would probably be stoked.
  • Use Facebook Ads – Advertising on Facebook is easy and offers some extremely targeted capabilities that makes finding the right fans for your page even easier. If your target audience is women in a 10 mile radius from Midland, TX who are over the age of 35 who like working out & Dr. Pepper, you can specifically target them with Facebook ads. If your ad is only being shown to them, you have a better chance of making them a fan. Then, you can win them over with your great content and information.
  • Cross-Promote with other forms of advertising – Social media will make your marketing stronger. Think of social media as the icing on the cake. It can be good by itself but will be so much better as part of a cake…er, comprehensive marketing plan. So tag your TV and radio commercial with “Like us on Facebook”, make sure your collateral pieces reflect your social media marketing efforts by adding links or icons to business cards, brochures, email signatures, websites, etc. and don’t forget to make sure every person who walks into your business knows about your pages – whether it’s with huge posters as they walk in, more subtle tactics like a link on the receipt or just a simple, “Thanks for coming. Check out our Facebook page for more offers and fan giveaways.”

Not sure how to make all of this happen? We can help! SDB Creative Group offers social media solutions for businesses of all sizes. Whether you’re looking for training and consultation in order to manage and maintain a social presence on your own or whether you’re looking for complete, managed programs, we have something for everyone. Contact our Director of Social Media, Danita Maldonado, at 432.218.6736 to see how you can get your business social.

Written by Dedee Boring, VP, SDB Creative Group

For more information about SDB Creative Group, check out our website:

SDB Creative Group. Focused on your success. Empowering your future.

Connect with us here:

Lately, there’s been a lot of focus on ‘social media’. Businesses are clamoring to create Facebook and Twitter pages and get their messages out to the masses. While we agree that social media is important, the question you should be asking yourself is, “Is social media important for my business?’ Just like people, all businesses are different. The medium with which you spread your message will be different, too.

“Traditional Media”
With the rise of social media, ‘traditional media’ has emerged as the go-to name for mediums like radio, television, newspaper, billboard; those mediums that up until about 3 years ago (more or less in different parts of the world) drove the advertising world. While digital/internet advertising has grown, it’s easy to forget that traditional media still helps drive prospective customers to your product or service. People are still watching television. Radios still come standard in all vehicles. Newspapers (whether printed or online) are still being read. You are still seeing billboards on your commute to work.

The key to traditional media, in this digital and social world, is knowing your customer, knowing their lifestyles, knowing their buying habits. Once you’ve figured that out, you’re one step closer to knowing where they will see your message.

How do you learn about your customer? ASK THEM QUESTIONS! Why wouldn’t you want to know where your customers come from? Why wouldn’t you want to know their radio-listening or TV-watching habits? I’ve walked into plenty of stores and been asked, ‘How did you hear about us?’ They are doing their research. If they have put money into radio and nobody mentions radio, then why would they continue to use it? Doing simple research can help you determine, to a better extent, where to focus your advertising budget.

Enter ‘Social’
So, you’ve figured out who your customer is and how they respond to certain traditional advertising means. Now, should you use social media?

When thinking about social media, most business owners think that it’s just something to do. Something that isn’t that important. Something that can be done as an afterthought. This is dangerous. Allowing interns or ‘the girl at the front desk’ to manage your social media presence could be worse than having any social media presence at all. Unlike traditional, social is constant. It’s a 24/7 message about your company. You don’t let interns handle your business, you shouldn’t allow them to handle social media.

Social media is important to your brand and it should be handled as such. What can social do for your company? Social media offers an alternate outlet to promote your message. By coupling social with your traditional campaign, you’re amplifying that message, which can only help. In addition, because social IS social, there are more opportunities for your business to be shared, liked or talked about. Who wouldn’t want that?

But, before you jump into social, ask yourself these questions:
Does my business need to be social? If you’re a retail store or restaurant, your answer is already YES. If you’re not on social, you’re behind. But, if you’re a sign company, you may not have a huge audience to begin with, so investing time in social, may not be the best use of resources.

Do I have the time to commit to social media? Social isn’t to be taken lightly. If you’re going to have a presence, it can’t be an afterthought. It must be done and done consistently.

Will I be consistent – posting daily or at least 3-4 times per week? If you’re jumping on social, you must be SOCIAL. If you post consistently for days, weeks, months and then get busy and leave your page silent for days, weeks, months, you’ve lost any momentum that you had gained. Social is quick, instant and constant. People are online at all times of the day, sometimes all day. In order to be seen and remembered, you must stay active.

Can I handle being engaging – answering questions or complaints? Again, because it’s the nature of the beast, social gives consumers the outlet to engage with businesses like never before. They ask questions – Do you have this in stock? What colors does ABC come i? How much is it? They also post praise and complaints. Are you ready to deal with this?

Once you’ve answered those questions, you’re ready to at least dip your toe in the water.

Considering there are more than 800 million people on Facebook, we’d say that either way, having some kind of social presence can’t hurt.

Need some help? SDB Creative Group is a full-service marketing firm offering complete traditional, digital and social solutions for businesses of all sizes. Give us a call to set up a consultation – 432.218.6736 or email us at

Written by:
Danita Maldonado, Director of Social Media,

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