Advertising 101: welcome!
Welcome to our new website, AAccelerate. It’s designed by industry experts to help inform and advise on how best to advertise as a small or medium-sized enterprise, especially if you are giving it a try for the very first time.
So, what do we mean by an SME?
For the purposes of our work with SMEs and our campaign, we mean companies that employ 249 people or less and have a turnover of £50 million or less. In the UK, this means 5.7 million businesses. You really are the backbone of the UK economy.
Where to start?
Most business owners want to grow their businesses. Advertising is a fantastic way of being able to do this. Research from our thinktank, Credos, shows that for every £1 spent on advertising, there is a £6 return on investment. This is even more marked in the SME sector, where ROI is closer to eight times as much.
First things first…
You need to assess where you are now. So, the questions you should ask are:
What does my brand look like?
What does my website look like? Is it easy to use, does it get many visitors, how many visitors convert into sales (if appropriate)?
Am I a local, national or international business? Where do I want to be?
How do I think I can get there?
Audit complete – now for the next steps
Once you have had a think about the points above, it is worth developing your views on whether you are considering advertising because you want to grow your brand awareness or because you want to launch and sell a new product, or a bit of both. This will determine how long you should think about advertising for (e.g.: a short-burst campaign in the run-up to the Christmas season or a longer-term campaign to build up brand awareness).
What channel? Or channels?
We know that multi-channel works best.
But when advertising for the first time, it’s important to get the right advice. We’re here to help…
This site intends to help you with templates, jargon, advice and general information that will help you to get started on your advertising journey.
You can also find out more information on the various channels at our members’ websites too. Here is a list of relevant sites:
Out of home: www.outsmart.org
Direct mail: www.marketreach.co.uk
We will be adding more information and case studies to our site, so be sure to check in regularly, get in touch too and follow us on social - @accelerategrow (Twitter) and AAccelerate (Facebook).