Colours of Advertising

Creative #AdGoals

by Katherine Cott

We often set goals for our own personal growth or resolutions at the beginning of a new year; as a creative entrepreneur, do you do the same for your business? I’m guessing the answer is yes! I’m sure you set out the plan for the year and are completely excited at the picture you’ve painted. For many entrepreneurs the year starts out on track and then somewhere around February the goals lose their sparkle and reality sets in. How do I find clients to achieve these goals?

January 1 typically signifies a new beginning, a time to rethink, re-strategize, and start fresh. What will you do differently to attract new customers and increase your revenue this year? How will you keep your goals sparkling and your mindset positive?

It’s been a tough couple of years for business owners; however, history has shown whenever there has been a global crisis there is also a rebirth that follows. We are witnessing the evolution of how businesses have shifted their marketing strategies to include a combination of online and offline media. Our world is changing and how we interact with our clients also must change.

To build sustainability, creative professionals need to consider building relationships with their tribe by connecting with them where they live, work, and play. How can you add value, happiness, and joy to your potential client’s life? Where can you make these connections without being overly invasive? Creative advertising and marketing options are everywhere—you just need to find the most authentic outlets for your business.

So, this is it! 2022 is the year to get INSPIRED and let your fearless, flamboyant juices flow. It’s time you get your creative genius in front of YOUR people, the RIGHT people, so you can help them make quantum leaps in their life and business. Making sure you focus on their success keeps abundance flowing in your direction as well!

I know, that’s easier said than done, right? The thought of where to start or how much to spend to get a return takes away from what advertising should be—which is FUN!

I have been in the advertising world for twenty years. Most of my clients were and are smallto- medium-sized business owners like you. They struggle to justify spending their hardearned money on advertising when paying rent and bills is tough enough. They are looking to find those deep connections with their audience without having to break the bank to find them. It’s a chicken and egg situation, I think. Without advertising your products and services (aka letting people know you exist), there are no (or very few) clients; and without clients (aka income) there’s no money to spend on advertising. Such a conundrum we small businesses face!

There are no guarantees, but there are absolutes. Once you know who your people are, what they love to do, how they spend their free time, what their goals are etc., you have valuable information as to where you can find them. For example, my ideal client spends her mornings at the gym people watching while she’s on the treadmill for thirty minutes. My ideal client is using grocery delivery services because he’s a busy dad and entrepreneur with no time to waste in grocery stores. My ideal client loves reading creative magazines for inspiration and professional advice to help her grow her sculpting business. Hidden inside this understanding of our clients’ lives are creative ways to reach them. Did you catch what I was layin’ down there? The gym, the delivery service, the trade magazine—OH MY! But how do you advertise in those places? Oh, and of course, the burning question, how much is it going to cost you??

Great questions! You can certainly target through social advertising. On the plus side, it’s as affordable as you need it to be. However, there are a ton of things you need to manage and understand before embarking on a social campaign, like how to:

• Run an A/B test

• Read analytics

• Manage the content and image ratios

• Design compelling ads

• Produce eye-catching videos

• Create authentic copy etc.

You can also advertise on local TV or radio stations but those are often very expensive, and sometimes it feels like you’re throwing a tiny net into a large ocean. Hearing how much Nike is paying to advertise during the Superbowl has pretty much knocked TV off our radar as small business owners.

As a woman in advertising, I came across these frustrations daily and it got my creative juices flowing. What can I do to help small businesses get in front of their tribe with compelling messages, great design, and flawless execution WITHOUT having it break their bank accounts?

After years of experience, research, and building relationships with media outlets and buyers; after listening to my clients’ challenges and feeling their pain, a vision emerged. What if there was a marketplace for small-to-medium-sized business owners to be able to source hyperlocal (information oriented around a well-defined community with its primary focus directed toward the concerns of the population in that community) and regional advertising opportunities? AND, what if there were price points and options to suit everyone? AND, what if they could fulfill their creative messaging and measure their media campaigns all in one place?

Et voilà, www.Advertiise.com was born. It was pure serendipity that connected my business partner and I and, along with our illustrious team, we are connecting local businesses to unique media options in the places their clients live, work, and play! If they want to grow their clientele, we’ve got them. If they want to generate additional income by monetizing space in their location, bring it on! If they need content, design, or production, it’s all here. We love building community.

We love seeing our clients thrive and share their gifts with the world. With that in our hearts, we built our marketplace around local communities serving local communities. Our “one size does not fit all” approach allows the diverse team we work with—start-ups, freelancers, service providers, and businesses with multiple locations—to be there with creative advertising options.

I am here, writing this Colours of Advertising column, because I know how confusing this area of your business can be. I am here to help you answer your questions and direct you to the creative lead-generating ideas you seek. Am I biased toward my platform? Hell, yes! I’ve worked hard to ensure there is a large variety of innovative, affordable ways for you to be found by those that need you. The legwork is done, the relationships have been built, and all that’s left to do is choose where you’d like to be seen.

So! Here’s your mission (should you choose to accept it): do things differently this year! Think outside the box, literally. Think outside the box on your desk, think outside the box in your hand, and think outside the box in your living room. Find ways to connect with your audience that surprises them and brings them joy! Advertiise.com is one way, but just look up and look around, ideas are everywhere!