Traditional Advertising Is Now Failing Businesses More Than Ever.
Whereas once we would refer to a leaflet, magazine or directory for what we need, it is no longer the case and still nurseries are spending 100’s and 1000’s of pounds on these methods and wondering why they still have vacancies.
“Advertising is the art of creating awareness of a business in the mind’s eye of a consumer”.
Modern day technology has created many new ways for marketers to communicate with potential customers, adding more advertising choices to their marketing mix. Traditional forms of advertising, such as print, broadcast and direct mail, offer a variety of benefits, but several limitations, as well.
We look at traditional advertising methods used by nurseries and highlight why they no longer as effective in attracting parents to your setting!
- Newspapers
Newspapers are one of the oldest areas in which to place advertisements. With new editions printed daily, this makes it also one of the most disposable type of advertising. The effect must be gained before the consumer turns the page or the usefulness of the advertisement is gone forever. Most newspapers have a readership that consists mostly of local people to your area, your target audience, however, there is very little point of reaching out to your audience when they have no need for childcare, you need to be in front of them when they are looking.
- Telephone Directories
Telephone Directories are another one of the old habits that nurseries use to advertise. Typically the consumer would refer to it when looking for a company or service. Older consumers continue to use print directories at a much higher rate than younger consumers, so why would you target the older generation when you need parents with young children under 5 years old?.
- Radio
Radio is another traditional form of advertising. The major drawback to radio advertisements is the ability for the listener to simply turn the station over when adverts come on and does not allow the listener to react with an instant response. If the listener has no need for childcare, how is it that when the time comes round they are able to recite the nursery name let alone the telephone number?
- Leaflets
Leaflets are still one of the most used forms of advertising for nurseries to promote their facilities and services that they offer, but, what happens when these leaflets are not read by the consumer at the time they are in need of childcare arrangements? They like other forms are thrown away and forgotten about.
The most common problems faced by traditional methods of advertising.
Price
Traditional media buys are usually more expensive than digital forms of advertising.
Exposure
The advert being in the right place at the right time, when your audience is actively looking for childcare!
Less Information
The message you can deliver with traditional advertising is much more limited compared to newer forms of communications.
Return on Investment
The return on the investment for traditional advertising is very poor as it is very difficult to identify if a parent has enquired from seeing your leaflet, advert or newspaper editorial.
Are you still relying upon word of mouth to fill your spaces?
Word-of-mouth advertising is important for every business, as each happy customer can steer dozens of new ones your way. It’s also one of the most credible forms of advertising because a person puts their reputation on the line every time they make a recommendation and that person has nothing to gain but the appreciation of those who are listening, but is it enough alone these days, for parents to make the decision to take a place at your setting?
With so much more choice available to parents, we are finding that parents even with a personal recommendation, they still wish to research further.
The Internet is the New Word Of Mouth – Put your nursery in front of thousands of parents every month.
So how can you make sure you’re in the right place, right time?
Effective advertising is all about putting your nursery in front of parents at the right time in the right way. We have a great way to interact with parents at the time when they are looking for you!
Parents Are Searching …. Our Job Is To Help Them Find You.
“Being at the forefront of the nursery industry is one of the things that makes us different”.
A Personalised Page is a powerful way to give your nursery a real online presence and are designed to be easily found by parents on search engines like Google, Yahoo, Bing and Ask.
“For less than 70p a day, you can give parents all of the information they need, they can contact you directly 24/7”
It is designed to give parents the information they are looking for to make an informed decision when they are looking for a nursery place. Creating the right impression about your nursery is vital. This means making sure that when potential parents are looking for a nursery, they can find information about you easily, that the information is presented in the best possible way with all your key features and benefits displayed clearly.
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