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Home: Video University Forums: Marketing & Business:
How much do you spend on advertising?

cathya
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Nov 29, 2006, 1:21 AM

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How much do you spend on advertising?	Can't Post

I was wondering how much you all spend on advertising. We have just added some more ($700 AU) and I'm wondering how much is too much and what is there a correct ratio of what you should spend to what you are turning over or making?

Thanks Cathy

RustyB
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Nov 29, 2006, 2:35 AM

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Re: [cathya] How much do you spend on advertising? [In reply to]	Can't Post

They only thing I pay for is a WEDJ listing. Since I quit doing bridal shows, I'm only getting about 1 contract every couple of months. But even doing bridal shows, I still wasn't booking enough high end weddings to sustain the business, and killing myself booking tons of cheap ones wasn't really profitable either.

If I go part-time next year and raise my prices again, I'm thinking of simply paying nice commissions to coordinators and/or a part timer person to do sales for me. That way I'm not paying a dime for advertising that may or may not be working. It's something I wish I would have started doing a long time ago, but I can't risk raising my prices again to pay commissions right now.

I've learned to keep my overhead low, and if a salesperson can book my standard package for $2500, I'd have no problem paying them $300-$500 cash under the table. I think that's a pretty good incentive, especially for a student, a former bride of mine, a coordinator, other photogs/videogs, etc. If I'm part time, I'll have nothing to lose by trying it out. Cool

savvy houston bride
get a video....not an excuse

krissimmons
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Mar 31, 2007, 4:00 AM

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Re: [cathya] How much do you spend on advertising? [In reply to]	Can't Post

I'll tell you that I'm surprised at how much focus is spent on advertising to attract new clients versus marketing efforts to up-sell or re-sell current customers. When you are small and don't have a lot of cash to throw around, I suggest focusing on developing more products/services you can sell to your current customers. They already trust you and will buy what you are offering if they need it. The trick is for you to constantly study their needs and tailor your services to solve their problems. Regardless of how many dollars you spend on advertising or how much time you spend in marketing, a simple formula to follow is:

25% of your marketing efforts should be spent trying to generate new leads

50% of your marketing efforts should be spent trying to get more business from current customers

25% of your marketing efforts should be spent trying to reactive old clients (ones that haven't worked with you in over a year or more)

A huge part of our success is due to the fact that we have a small handful of clients that buy just about everything we sell on a regular basis. I've attempted lead generation campaigns but they almost always end up in severe disappointment. Up-selling or re-selling current customers is far more profitable! Obviously, you don't want to forget about trying to attract new customers but I'd use the formula above when allocating your marketing resources.
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Linda
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Aug 25, 2007, 12:28 PM

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Quote

I'm thinking of simply paying nice commissions to coordinators and/or a part timer person to do sales for me. if a salesperson can book my standard package for $2500, I'd have no problem paying them $300-$500 cash under the table.

I like that idea Rusty. Maybe I'll give that a try and see what happens. I've been doing low priced weddings too. The sad part is that the photogs in our area are getting paid the big money and I'm getting peanuts. Something has to change or I'll be forced to get out of the business. Unsure

Linda
4EVER GROUP AFFILIATE

Timothy Harry
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Aug 26, 2007, 11:27 PM

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I just did my first advertisement as I am hoping to pull this thing up to full time starting in decemberish.....I spent 500 for a half page in a local bridal shops magazine that goes to every bride that comes through their door. This is the same store that every bride with any kind of budget goes to, so I am really marketing to my true target audience.....

Tim Harry

Bandwagon Media
Odessa, TX

"I'd rather be a conservative nut job than a liberal with no nuts and no job."

daveb
Novice

Sep 21, 2007, 7:36 PM

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Re: [cathya] How much do you spend on advertising? [In reply to]	Can't Post

What type of advertising are you doing? If you have a website you should try PPC (Pay Per Click) from Google, Yahoo, and MSN. That means you only pay if someone searching for your service clicks your advertisement. For example, if you live in San Diego California you could target for people in that location that search the keywords you are targeting such as "wedding video productions San Diego".

Or better yet you could setup a geo targeted campaign for the people in that location for the search terms you are targeting. That means the ads would only show for people in the location for the search terms you choose. Depending on how competitive the terms you may be able to get targeted visitors for pennies a click. Then if you track it with analytical software you will know what converts and what doesn't.
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corelann
Enthusiast

Sep 23, 2007, 5:54 PM

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Re: [cathya] How much do you spend on advertising? [In reply to]	Can't Post

Every spare dime!
Nah, really we try to invest 12 percent of the previous year's gross income on all advertisement/promotion endeavors. Really, REALLY, however, need to invest more.
Earl Chessher
CorElAnn Productions
www.corelann.com

rodeelja
User

Nov 29, 2007, 5:50 AM

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Re: [cathya] How much do you spend on advertising? [In reply to]	Can't Post

Hi Cathy

we advertise on 4 wedding web directories, will be doing 3 bridal expos next year, and will also have an ad in the Local wedding guide mag for Melbourne. I like your idea of networking to be a preferred vendor for the reception venue (in your other thread), and that is something that Dean & I will be working on for next year. So for next year, our costing will be approx $4000, and hoping to increase the ad for the mag in 09.

Okay,
just realised this is an old thread

Rochelle

(This post was edited by rodeelja on Nov 29, 2007, 5:55 AM)

cathya
User

Nov 29, 2007, 6:33 AM

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Re: [rodeelja] How much do you spend on advertising? [In reply to]	Can't Post

Hey Rochelle...

even though it's an old thread thanks for responding.... jeez you spend heaps on advertising.....we spend around $1700 and that has given us nearly 30 weddings this year. We are going to add on the reception venue referral thing as well. How many weddings do you get with your advertising you do in the year?

ps: Change of subject... how are you going with your new sony tapes from US?
PPS: I'm certain that our drop out prob or short stops are due to our actual camera.... I've got to check it out. We have no drop outs using the sony tapes on our Hc1 just our Z1... INTERESTING!!

Thanks
C

rodeelja
User

Nov 29, 2007, 7:18 AM

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Hey Cathy,

Our first wedding with the new tapes were at the start of this month - hence we haven't started capturing in full with them. In saying that, we captured some of the footage for the SDE and that came out fine with no drop outs. We have to re-order before the year is out, so am hoping to bust my chops now that I've finished teaching for the year to catch up. We haven't had any apparent issues, but the saving is massive for us. B/c we use two cams for the ceremony and speeches, we cover any issues that may arise and so I reckon we will buy more while the dollar is good.

Yeah, when I calculated how much we will be spending next year, it sounds heaps. This year we spent about $2500 and had 38 weddings - that's with web directories and 3 expos. We're doing the Docklands expo next year only b/c they gave us a discount, and the mag...well it's like being in the BIG world of advertising. I'd be prepared to spend more on this in 09 b/c they get given free at every expo...great exposure.

In regards to the DVD at the reception, we are doing a promo as a trade off for advertising in an expo this year for free. Dean caught your other thread and we were discussing how we could make this work. This reception is part of a large chain so may trade becoming a preferred vendor for the promos they want....better than them offering us free accommodation for a night...as if we have time for pleasure Laugh

(This post was edited by rodeelja on Nov 29, 2007, 7:35 AM)