If everyone in a room is shouting, no one can hear the message

Being in the advertising industry, I notice myself analyzing the ads I see on TV more and more. A trend that I have noticed in local, small-business advertising is that many advertisers seem to think there is only one strategy for lower-budget TV spots. You'll see the store owner (or some face you can associate with the store name), and he or she will tell you about how long they've been in business, what services they offer, and which Wal-Mart their store is next to. Some advertisers take it a step further by being more animated, more "in-your-face", with loud graphics and loud spokespeople. Oddly enough, some customers gravitate to these selling tactics, but I'm guessing that many people don't.

Simply put, there are more than one or two marketing strategies available to small businesses without breaking the bank.

Think of it this way: if everyone in a room is shouting, no one can hear the message. The room feels crowded, chaotic, and you'd probably want to find the nearest exit.

Is this how you want your target audience to feel? The example above may be a bit hyperbolic, but local & small business ads have a tendency to turn into a shouting match for your consumer dollar. Each used-car dealer tries to outdo the other with louder graphics, louder narration, wackier salespeople. The analogy goes on and on, just pick your industry of choice.

Now, imagine a typical commercial break. Say you have two or three of the stereotypical commercials I've mentioned, followed by (for example) an iPad commercial. I'm sure you're familiar with how relaxed, informative, focused, and inspiring those ads are. Which do you think will make the consumer feel the best about the company trying to sell products? I would argue that Apple's commercials tend to be just as simple and straightforward as your typical local ad, but the ways and tactics they use are worlds apart. Most consumers, I'm sure, don't enjoy feeling like their home has been invaded by someone shouting at them to buy something this very instant. The commercials that consumers enjoy and react positively to are informative, thought-provoking, and leave the consumer with a positive notion of the advertiser.

Here's the key thought: just because Apple is a world-leading brand with tremendous resources doesn't mean that your ads can't have the same affect on your target audience. Identify the true nature and feel of your business, and bring it to life with your ads. Rely on these things to differentiate yourself from the rest of the spots out there. Don't rely on trying to be the flashiest, loudest, most hard-selling spot in your market.  I've been in many homes where the knee-jerk reaction to ads like these is to change the channel -- wasting your advertising dollars.

Sure, some of the best ads over time have been explosive and loud (think Verizon's initial Droid campaign). But the heart of the matter is identifying your brand's true personality, and the personality of your target audience, and let it show in your ads. Reinventing the wheel with over-the-top, hard-sell ads will only take you so far before your audience tunes out.

If you're a small business looking to expand your advertising to a new level, beyond that of your typical lower-budget ads, then you have come to the right place. TOMA has the ability to give you top-notch production value, quick turnaround, and a look and feel that will set your ads apart and make them memorable, all while being on budget. Best of all, TOMA has a production, marketing, and management staff that is ready and willing to take your ideas and your brand as far as you want it to go. All you have to do is ask.