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Your Advertising Dollars Should Be One Coordinated Marketing Effort

Advertising and Marketing Reset To perform this reset for your business is not complicated. First, gather all the outward facing marketing expenses you have

Tisha Oehmen/March 2, 2012/5 Comments
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photo credit: r_william.king via flickr

During the course of everyday business, it’s easy to get caught up in buying an advertising ad here, and making a donation there, and appearing in the same publication your competitor does. But all of it tends to happen as isolated incidents and not part of an integrated, coordinated strategy. This is a costly reality for a business because you’re stuck marching to someone else’s beat, not your own tune. Periodically, every business needs to hit the reset button and determine where all outward facing energies are being spent and to begin to make intentional choices about where they will be spent in the future. This opportunity for a reset can make more efficient use of advertising dollars, marketing energies and return a more effective and efficient campaign.

Advertising and Marketing Reset

To perform this reset for your business is not complicated. First, gather all the outward facing marketing expenses you have incurred in the last quarter. Be sure to include all costs associated with: television, radio, newspaper, magazine, signs, flyers, newsletters ads, donations that result in a sign or ad, yellow pages and directories, your website, your paper-newsletter, your e-newsletter, your phone system messaging, your email system, social media, and groups you maintain a membership in.

Once you have all that information gathered, it’s time to decide what your advertising and marketing goals actually are (and your brand intention). Next, ruthlessly, compare each and every expense you’ve identified to your advertising and marketing goals. The ones that make a significant contribution to your goals should stay and should continue to be executed as is. The ones that do not, either need to be executed in a different manner in order to meet your goals or eliminated in favor of cost-savings or a different opportunity that more closely aligns with your goals.

Your Advertising Payoff

What you get for all this work is more efficient execution of your marketing and advertising goals. In some cases, you’ll save money on your advertising. In other cases, you might spend the same amount, but make better choices around advertising and marketing messaging. And in nearly every case, you’ll know that your brand is being executed efficiently through your marketing and advertising efforts.

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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

Reader Interactions

Comments

  1. Kate Brown Wilson says

    I think that advertising is the easiest way to gain client or costumer, the most important part of any business is branding the way we can attract clients. I really appreciate this great information that you have shared it is very useful.

    Reply

  2. Derek Kimball (DesignBuddy) says

    I found it interesting to hear that GM wasn’t having much success with it’s facebook campaigns yet Ford has. As a graphic designer, I haven’t had much luck with google or facebook advertising. Organic search is where I get my business. If I could find a cost effective way to obtain more paid advertising I would. Advertising agencies seem to be best suited for larger companies…freelancers like myself simply can’t afford to hire the help necessary. I’d love to find an advertising agency that only profited off of results.

    Reply

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