In an age where the mediums of communication are constantly changing, where does a small business owner go in order to maximize their advertising expenditures and turn it into revenue?
There are traditional mediums such as television, radio, newspaper, and the yellow pages. There is an emerging medium that many of you may have heard of, it is called the internet! The internet is a medium driving school website that is in fact less time consuming and less costly than most traditional methods.
Advertise On Local TV
This type of venture may not be terribly expensive, but it may eat up a lot of time. Before going ahead and having the commercial produced, it would be best to call the local television station and ask what their going rate is to advertise your driving school. They will quote you a rate per 1000 views which will probably be between $3 and $6.
Once you factor in the cost of airing your commercial, the next step would be to figure out how much it would cost to produce it. These costs vary greatly depending on the firm that you hire to do this. Visit local colleges and look for Freelancers that would be much cheaper than well established companies.
Producing a 10 -15 second radio ad is not expensive. Airing your ad is where it could become costly. It all depends on your municipality and the size of the market you wish to reach to advertise your driving school. If your goal is to only solicit your local area, the cost will be greatly reduced.
Advertising on the radio for a driving school could be free! Call your local station and offer your time for an interview on driver safety for example. This could bring you clients and boost your image at the same time.
This is the dying medium. When was the last time your 15 or 16 year old picked up the newspaper or the yellow pages to look for a business? The cost to advertise on these mediums is truly astronomical.
Imagine if the add you chose does not generate any revenue. Once the print is distributed, it is too late. It cannot be changed. A dynamic marketer is constantly reviewing and updating all of their advertising campaigns, keeping the ones that work and discarding the ones that don’t. When you advertise your driving school, learn to be as dynamic as possible.
The best advice I could give on this form of marketing is to look for places that are not on billboards or buses. There is a growing number of building owners that are allowing companies to place a sign on the inside of their elevator doors. A building that does not have any such signs may never have been approached. It never hurts to call and ask.
Most driving schools rely on the signage on their car as their primary marketing method. This is an area where it makes sense to spend some extra money in order to ensure your cars are professionally done. In your local community, this is likely the most important aspect when you advertise your driving school.