We’re open for business. Now
we need to start advertising.
How are you going to get people in the door????
Television Advertising
• High cost for national television advertising
• Local television advertising cost =commercial production cost +(cost of airing x number times aired)
• Is your target market viewing your ad?
Mailers
• The cost of sending out mailers =design and print cost +cost of purchasing a mailing list +address and handling fees +postage fees
• The junk mail appearance
Advertising Cost Analysis
• All forms of advertising can be expensive
• Many pros and cons to each
• Which form is right for the small business owner?
Medium Cost Pros Cons
Television
$130,000 (30 second spot prime-time)$140 (30 second spot local TV – 2 spots per night non-prime time for 30 days $8,400)(additional $1,000 in production costs)
• Great mass market coverage
• Low cost per exposure• Uses sight, sound and
motion
• High total cost• High clutter• Fleeting exposure• Difficult target market
selectivity
Radio
$50 (30 second spot – Las Vegas market)(5 spots per day $250 – 30 days = $7500)
• Local popularity• Flexibility• No ad competition• Personalization
• Audio only• Fleeting exposure• Low attention span• Limited reach to target
market
Direct mail $1,710 (for 3,000 postcards)
• High audience selectivity
• Flexible• No ad competition• Allows personalization
• High cost• Junk mail
Newspaper$1052 per month (1/16th page ad displayed 7 days a week)
• Flexible• Timeless• Good local market
exposure• Broad acceptability• High believability
• Short life• Poor Ad quality• Fairly high cost• Becoming less used vs
online papers
Magazine$1,200 - $5,000 per month or issue (depends on ad size and demographics)
• High demographic selectivity
• Credible medium• High-quality ads• Long life• Good pass-along
readership
• Long ad purchase lead time
• High cost• No guarantee of position
Billboard
$1,250 - $125,000 per month$3,000 to create artwork and install(prices increase with higher artwork quality and the larger the demographic group)
• Flexible• High repeat exposure• Low message
competition• Good positional
selectivity
• High cost• Little target market
selectivity• Creative limitations
Internet
$1,200 - $1,800 per month (based on $0.60 pay-per-click)$17 - $100 per month(to place banner ad on websites)
• High target market selectivity
• Low cost• Immediacy• Interactive capability
• Small, demographically skewed audience
• Relatively low impact• Audience controls
exposure• High clutter level on
banner pages
The DARU Solution
• Building a 600 station Digital Advertising Network
• Built in Southern Nevada
• Provides advertising for the Small Business Owner
• Provides extremely affordable advertising
DARU Display Location Partners
• Lease space from Southern Nevada business owners to place monitors
• DLPs must have high volumes of foot traffic and long wait times in monitor vicinity Determines lease price and advertising price BCC formula determines pricing
• No ads that compete with DLP’s business
Display Location Partner Profiles
• Collect information for the DLP Profile Business days and hours of operation Prime and non-prime time hours Average number of customers per day Average customer wait time Demographic information
• Nationality• Age• Gender
• DLP Profiles provided to DARU Sales Associates
The DARU Pricing Structure
• Standard Pricing $.04 - $.17 per 30 second spot
o Depending on DLP location and contract length
• Minimum of 48 – 30 second spots per day
• Your ad displayed once every 10 minutes
• Non-primetime pricing at 40% discount
• Split your ads between prime and non-prime time slots
The DARU Exclusivity Clause
• Protects DARU advertisers against competition In effect at DLP display during contracted time slots
• Based on advertisers Business Category and Business Type
• Example - Business Category = CarwashBusiness Type = Mobile
No other Mobile Carwash can advertise during your contracted time slots
Free Production of Advertisements
• DARU free advertisement creation In the form of a high-resolution scanned
image of a business card Elapsed time from scanning to posting –
as little as 1 hour
• Acceptable advertising content types video, graphics, animations, audio
1 hour
Relocating and Splitting Your Ads
• Relocate your ad to another DLP location once a month FREE of charge
– DARU sends out monthly notifications of all new DLP locations in it’s Digital Advertising Network
• Split you ad between up to 4 DLP locations– Minimum of 48 – 30 second total spots per day
DLP 1
DLP 2
DLP 3
DLP 4
Audio in Advertisements
• 5 second audio announcement at the beginning of your ad Recorded in your own voice
• DLP does not allow for audio in commercials Closed caption programming provided ENCHANTIGO, the perfect gift for this Holiday Season or any occasion
Introducing Enchantigo perfume.
Changing your ad daily
• Configure your ad for changing conditions Daily specials Happy hour discounts Spur of the moment specials
“Come down within the next 2 hours and receive 10% off on all merchandise”
• Requirements 24 hour notice required Advertiser will be charged a small fee
Tuesday Special
DINO’S Super Plate$3.75
Special Events Advertising Contract
• DARU Standard Advertising Contract 4, 8 or 12 month contracts
• DARU Special Events Contracts 1,2 or 3 month contracts $0.25 per 30 second spot Minimum 48 -30 second spots per day