Why Does a Lack of Knowledge About Local Communities Contribute to the Advertising Myth? |
“Natural communities” is a critical concept that is often overlooked by small to medium-sized businesses. Traditional advertising techniques do not serve these small to medium-sized businesses very well because the coverage purchased via a conventional newspaper, on radio or on television is not refined enough. These mediums make you pay for coverage you do not need.
There's an old adage that says the “average” consumer is willing to drive approximately three kilometres toward, and a half a kilometre away, from home to visit a particular store. You see, no one is willing to drive past five pharmacies in order to get to the sixth. The three kilometre "rule" ensures that each city is comprised of several self-sustaining communities; each with their own business centre that serves one or more of the residential communities around them.
The smaller businesses in each large city have to rely on the residents of their own natural community or communities to survive. Those people are the ones you have to reach with your advertising.
Circulation that is too broad (that is, when you have to spend money advertising to people who will never visit your community) is a waste of money. Most of the advertising available to small and medium-sized businesses includes this unneeded circulation - at great expense to you of course!
Coffee News "zeros in" on the area you need, allowing you to concentrate your ad money on the people most likely to become your clients – those in your natural community. Coffee News is your highly efficient yet inexpensive source of coverage. You, and many other advertisers from around the world, can certainly appreciate the natural community principle.
Why pay for circulation than will not generate the return on investment you need and expect?
Get more for less with Coffee News today! |
With multiple area incentives, medium and large-sized businesses use Coffee News efficiently every day. A large advertiser can re-run his TV commercials for a fraction of the cost to produce the actual commercial. If you own or operate a medium-sized business, things are different. However, you can “warm up” your clients through Coffee News BEFORE you advertise your annual sale using a large newspaper advertisement!
