| 1> | | | | perhaps already familiar with your product or |
| Call it tough times, hard times, a recession, a | | | | service. |
| depression. Call it depressing. Whatever you call it, | | | | Design a simple banner ad (and use the expertise |
| the reality is that times are really difficult for | | | | that the aerial advertising company can offer |
| most people right now. And business owners are | | | | here) that highlights one aspect of your business. |
| no exception. There’s a natural tendency | | | | Perhaps you’re the well-known brewing |
| to reign in the spending when times are tough. | | | | company in town. In your newspaper ads, you |
| Business owners and executives might extend | | | | might highlight the well-known menu items or the |
| that reigning in advertising as well. Why advertise | | | | live music on Friday nights. But banner ads require |
| when customers are scarce and aren’t | | | | a more direct approach, so you instead design an |
| spending money? One might consider that a valid | | | | ad that features a tall stein full of ale and just |
| argument until there’s consideration for the | | | | your tag line, whatever it might be, along with |
| fact that there are many avenues for advertising | | | | your restaurant name. |
| that are good values for the dollar, that can | | | | Now, imagine that aerial banner flying over the |
| provide a return on the investment. All it requires | | | | beach on a hot July day. Those beachgoers might |
| is a little innovative thought. | | | | not be reading the newspaper and they might be |
| Aerial banners provide advertising that’s | | | | listening to iPods, not the radio. They have no idea |
| unique, interesting and affordable. People pay | | | | that you are just around the corner. But as they |
| attention to aerial banners and they respond to | | | | sit on the beach and bake, they think about how |
| them. While it’s true that things are | | | | good a cold glass of beer would sound later. And |
| difficult, you can alter the way you do your | | | | then your airplane sign appears. They pay |
| advertising. You’ll get that new customer, | | | | attention, and they absorb what your banner tells |
| that repeat customer, that customer who will | | | | them. Suddenly, you have a new crew of visitors |
| spend money. | | | | for beer and dinner that night. |
| How? | | | | Aerial advertising can work alone, but some |
| It’s all about how you design and promote | | | | studies have shown that it works better when |
| your aerial ad. Let’s say that you have | | | | used in conjunction with other kinds of advertising. |
| previously relied on newspaper advertising, with an | | | | Maybe, to save money, you get rid of the radio |
| occasional radio ad thrown in for good measure. | | | | ads, but continue the newspaper ads. Thanks to |
| You run half-page ads in the newspaper every | | | | your ability to reach a huge number of people at |
| Wednesday and radio ads perhaps every few | | | | once, you reduce the size of the newspaper ad, |
| days. Until recently, it seemed to be effective, but | | | | but continue to run it, perhaps offering a coupon |
| now, not so much. | | | | or special deal. |
| Let’s see how you can make aerial | | | | And what have you created? A plan to increase |
| advertising work for you. Since many of your | | | | revenue even in the midst of a recession. Well |
| customers have likely already seen your | | | | done, you. |
| newspaper ads and heard the radio ads, they are | | | | |