This document summarizes a 4-part workshop on advertising successfully for $50 per week. It introduces the 3 speakers and their backgrounds. The workshops will cover the basics of advertising, different advertising mediums, digital ads, and a hands-on workshop. Attendance at the first 3 sessions is required to attend the hands-on workshop. It discusses calculating advertising ROI and examples. Key aspects of effective ads like focus, headlines, images, calls to action and contact info are reviewed. Truths about how markets change, people forget, and competition remains are shared. Guidelines on ad expenditures by industry are mentioned. The document analyzes sample ads and how they could be improved.

1. How to Advertise
Successfully on
$50 per Week
(Day 1)
Kat Kailey, Kitsap Sun & Bainbridge Islander
Ken Sethney, Marketing Coach/Ad Guy
Mike Cyger, BainbridgeIsland.com & Mag

2. Our Focus:
How to generate a meaningful
return on investment for as
little as $50 per week.

3. Setting Expectations
Four sessions, one hour each.
1. What is advertising?
2. Print ads
3. Digital ads
4. Hands-on workshop
Attendance at sessions 1 - 3 is
required to attend session 4.

4. Speaker Backgrounds
● Kat - Kitsap Sun and Bainbridge Islander
● Ken - Marketing Coach and Ad Guy
● Mike - Bainbridge Island Magazine and
BainbridgeIsland.com

5. Please introduce yourself.
● Your name
● Your business
● What you do (in 15 seconds)
● What do you want to get out of these
sessions?

6. Introduction to Advertising.
Effective advertising starts
with a marketing strategy.
(even solopreneurs need one)

7. Marketing = The 4 P's
Promotion = marketing communication = advertising + PR + coupons
+ biz cards + signs + SEO + paid search + ???

8. You want to be successful?
You must be able to answer
these questions:
● What problem do you solve?
(pleasure delivered or pain relieved)
● Who needs help solving that problem?
● How much pain does the problem cause?
● How much will they pay for a solution?

9. You want to be successful?
But wait, there's more!!!
● What are the best ways to to reach
people willing and able to pay?
● What do they need to hear to consider
your solution?
● What is a new customer worth?
● How much can you afford to risk?

10. Bottom line...
When you have the answers,
you will have your strategy.
● Message
● Media
● Budget
● Expected ROI

11. Calculating Your Advertising ROI
Amount of Financial Gain
----------------------------------------------------
Total Investment Amount
The simple ROI calculation is commonly used for short-term (example: less
than one year) investments and benefits.
It is uncomplicated and most people can understand it. For example, say
$1,000 is invested and it earns $1,250. This is a gain of $250. Divide the $250
by $1,000 (the amount invested) gives an ROI of 25%.

12. ROI
Why It Matters:
ROI is one of the most used profitability ratios because of its flexibility. That being said, one of the
downsides of the ROI calculation is that it can be manipulated, so results may vary between users.
When using ROI to compare investments, it's important to use the same inputs to get an accurate
comparison.
Also, it's important to note that the basic ROI calculation does not take time into consideration.
Obviously, it's more desirable to get a +15% return over one year than it is over two years.
One more time...the instructions (A little more detailed):
1. Add up all of your costs related to the initial investment. If this is an ongoing cost, measure your ROI on a weekly,
monthly or yearly basis (your choice). In the website creation example, say your costs include the yearly web hosting fees
at $250, purchase of a unique domain name at $20 per year, web developer for $2,400 per year, web writer at $3,600 for
the year and advertising fees of $1,200. Your total yearly cost in this example is $7,470.
2. Add up all of your sales from the year that came in specifically as a result of that investment. Say you brought in $20,000
in web sales in this example.
3. Subtract your total gain from the investment ($20,000 in sales) from the cost ($7,470). The result in this case is $12,530.
4. Divide the result ($12,530) by the total investment you made in the business ($7,400) to get your return on investment.
The total ROI in this example is 12,530 divided by 7,470 which equals 1.68 or 168 percent return on investment.

13. Truths of Advertising #1:
Your market changes.

14. Truths of Advertising #2:
People forget.

15. Truths of Advertising #3:
Your competition is not quitting.

16. Truths of Advertising #4:
Advertising strengthens your identity.

17. Truths of Advertising #5:
You want (need) more sales.

18. Truths of Advertising #6:
You want to keep current customers.

19. Truths of Advertising #7:
Your ads can boost customer morale.

20. Truths of Advertising #8: Ads give
you an advantage over competitors.

21. Advertising Rules of Thumb
● Expenditures by industry.
● Best practices handout.

22. Anatomy of an Effective Ad
● Focus (branding or selling)
● Headline
● Image (if any)
● Body copy (if any)
● Call to action
● Identity (name/logo)
● Contact info
● Extras (coupon, reply envelope)

23. Here's an OfficeXpat...
1-3 calls/wk, $400/wk cost, 99% conversion rate

24. Anatomy of Martha's ad.
● Focus = selling (branding or selling)
● Headline = OK, but small - 3 stars
● Image = serious about your money (if any)
● Body copy = kinda small (if any)
● Call to action = strong, free offer
● Identity = photo, name, QB logo (name/logo)
● Contact info = lots
● Extras = none (coupon, reply envelope)

25. Think about Martha's ad...
What would you do to make it better?

26. Here's my version.
use the space, show value, personalize (my website, your
free inspection, email), clarify URL, add (360) phone#

27. Summary/Wrap Up
● Open discussion
Questions or comments?