As we look through the many businesses that rely on advertising to bring in new customers how many businesses are wasting valuable dollars because of unsuccessful advertising campaigns?

Retailers, service businesses and consultants spend hundreds of thousands even millions of dollars a year to persuade potential customers to try their products or services. We need to look at the big picture and see how effective these advertising campaigns really are. Are current TV, radio and newspaper advertisements bringing in a good ROI of clients or is it just wasted money? Is your big dog creative agency really making a splash in the already saturated market by using traditional advertising vehicles?

Over the past 8 years, I have seen a decline in the number of potential customers that really visit a business because of a TV or Radio advertisement. Radio has advanced to another level with satellite radio that allows you to skip commericals. Traditional radio still airs advertisments but how many individuals really prefer traditional radio today? So everytime you choose to advertise through radio weigh just how many visitors are going to change the channel or better yet not even hear your advertisment because they are using satellite radio. With that being said TV isn't much different as TV has evolved into a different era with enhancements such as DVR, TIVO, etc. that allows its viewers to skip commericals or even block all commericals. So whenever someone is watching TV or listening to the radio they never hear your ad. So this effects the overall success of your advertising or branding campaign.

More than 90% of americans use the internet at home or at work for many activities including shopping or searching for information. Wow, thats alot of users that could be exposed to your ads. But your ads will not be effective if you do not have a good website design that is professional and welcoming. Search Engine Optimization also plays a very strong role in the exposure of your ads to drive traffic to your website. Online advertising is an inexpensive advertising vehicle up next to radio or TV and provides much more exposure in the long run. So how do you feel about your advertising campaign now? You need to choose a company that cares about drawing exposure to your company and not just about maintaining accounts to win advertising awards or boost their client list.

I hope when your advertising budget or creative agency contract comes up you will take this information into consideration. Customers will not come to your business or use your products if your campaigns aren't successful.