From time to time, you’ll probably be approached by someone about a new advertising medium or opportunity. Sometimes, deciding whether to commit new dollars – or take some of your existing ad budget away from another project – isn’t always easy.
Here are four things you can look at to help you make the right decision:
1. The target market. Who will be reading, listening, or viewing, and how close is that description to the men and women you want to reach?
2. The reach and editorial calendar involved. How many people visit, tune in, come in or otherwise look at the content, and how often?
3. How much competition you will face. Will all of your competitors be advertising in the same place?
4. The price. Is this an opportunity that you can afford to take advantage of without stretching your budget too far, or cutting existing campaigns?
When it comes down to it, there isn’t any way to know for sure whether an advertising opportunity is right for you until you’ve tried and tested it. Until then, though, you can use these four criteria to make an educated guess.