Not a lot of small Las Vegas business owners pay attention to reach and frequency. And sadly, even some Las Vegas advertising agencies fail to talk about reach and frequency when working with clients. So you may just have to get in there and figure things out for yourself. Because tracking both are the only way you'll have a nuts and bolts picture on how youre your advertising is working, and more importantly, which advertising methods are the best bang for your buck!
Businesses today and Las Vegas advertising needs to constantly innovate, while monitoring the purse strings of the campaign. When you take the initiative to start your own advertising campaign, regardless of whether you have the help of a local Las Vegas ad agency, get your own nose in there and do some research ahead of time and tracking of the campaign as it's ongoing. Sadly, a lot of small business owners haphazardly slap together some clip art, text and photos and then let 'er rip in a bunch of different outlets, hoping something will stick.
Unfortunately, the above approach puts the cart before the horse. Whether you're advertising in a local Las Vegas guide, online, through direct mail with Money Mailer, or on the radio and television, you need to calculate reach and frequency to identify which media is cheapest on your wallet, and then after the campaign has run, which produced the best results.
So how do you calculate advertising reach and frequency? It's simple, really! Reach simply refers to the total amount of people who see your message. If you work with a Las Vegas ad agency to run an advertisement on Vegas.com, and Vegas.com has 1 million visitors per month to their website (example number used to illustrate this point), your potential reach would be 1 million. The actual reach would be the number of times your advertisement was displayed to visitors on the website.
Frequency is just as easy! Advertising frequency refers to the number of times a person needs to view your advertisement before they're motivated to respond. Frequency varies, but it is generally accepted that a higher frequency achieves greater results. Just think how many times you've seen Las Vegas attorney Glen Lerner's commercials on TV!
So now that you know these numbers, how are they useful? Great question my ace student! Reach is very important for identifying your advertising costs before you spend your hard earned dollars.
For example, if you place an ad in a Las Vegas travel magazine that has a circulation (circulation is the same as reach) of 100,000 people and one advertisement costs you $3,500, then your cost per one thousand people would be $35. Now, if you run an advertisement on Fox 5 News' 10pm broadcast alongside suave Darren Peck's weather report, and that ad placement costs $12,000 (random figures for illustrative purposes) and reaches 200,000 people, then your cost per one thousand would be $60.
The above examples with hypothetical dollar and reach amounts help to illustrate how you can turn advertising expenses into an apples to apples comparison. But keep in mind, as any Las Vegas advertising agency will tell you, a lower per thousand amount doesn't mean you should rule out more expensive advertising if your response rates are a lot higher in one form of advertising over another, than you've picked a winning horse!
So how does frequency play into the above figures. Easy! If you've found people start coming into your business after seeing your ad five times in the Las Vegas Sun newspaper, then you know you'll have to run that ad repeatedly and budget accordingly. Easy as pie!
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