Rural Smart Marketing Pt 2 Congruency

ADVERTISING FACTS

• 60% of all people who are linked to the Internet buy from the Internet
• Almost 100% of all educated, established professionals and business people, (with disposable income) consider a computer as a necessity – even those who do not own a television.
• The shopping trend of people using the net to shop and compare products is doubling every few months.
• Online regional magazines have already proven they are powerful advertising tools for small businesses with low advertising budgets

The simplistic definition of congruency; How things relate to each other, interact to each other, and are dependent on each other. When it comes to congruency, you may need to make some adjustments. Most will be incremental, but some may be radical, such as changing the way you advertise and the type of people (demographic) your advertising targets. The goal is to spend more time and money attracting the right type of customers. Many small business owners are caught up in the numbers of people who will see an ad, not whether those people are actually shopping for their product, can afford their product, or are even shoppers at the moment they see the ad. Maximizing the number of shoppers who have money that see your ad, and minimizing the cost of attracting those people is where performance and satisfaction both peak. This is the secret of magazine and ezine advertising – the customer asks for the magazine or ezine, eliminating the ‘intrusive factor’ in the publication’s advertising. Or, to put it in publisher terms; The ads become the content of the publication, not an add on.



Small Biz Advice and Resources

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