Providing Affordable Advertising to the Small Business Owner

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 is more complex

than I thought. I better do some

research.

What are you going to do ?

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

What’s the best form of advertising

for me?

What is the best form of advertising for your business?

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

Sales are booming. I’ll

have to expand soon.