They say all publicity is good publicity, but is that true? Are all ad campaigns created equal? The answer is yes and no, and comes from the goal and how you advertise.
Advertising comes in many forms; from TV to flyers under windshield wipers, every place you put your name out will be one more set of eyes that sees it. The more people that see your business on buses, billboards, television, radio, internet, newspapers, and magazines are all potential clients; where is the harm in that? Taking the time to get your name out there, anywhere, is going to create better awareness of your company and brand recognition. And there is nothing to complain about with having more people be familiar with your brand, so take over the television market, radio waves, and flyers around town… what do you have to lose?
An advertising campaign that doesn’t match your business and your goals may hinder you or send business to a competitor. Spending time as a business to craft an advertising plan that focuses on your business and targets your correct demographic is a better use of your resources than just targeting everyone and hoping you land on a potential customer. A company that sells luxury home furnishings should invest in a better advertising plan than sticking flyers under car windshields at a concert. Putting effort into making your advertising a success will stretch your advertising budget further and yield higher results.
Next time you hear the phrase “all publicity is good publicity” think twice about what that actually means. Being known for being the worst at something is no way to be known. Making your business shine in positive light will take your advertising efforts and budget to a higher level and set you apart from your competitors.