Have you ever wondered why your favourite local business isn’t more popular? It could be your nearest chippy, photographer or mechanic. How can it be that your local mechanic, who has reliably serviced your car for years, is completely unknown by your next door neighbour? Isn’t it scandalous that the local businesses are not well known locally yet multinational corporations are household names?
The truth is that, like with many things, local businesses aren’t playing on a level playing field. When it comes to putting small businesses on the map they don’t have access to the same advertising opportunities as their larger peers. This is largely because the companies that own the advertising space (media owners) do most of their business via expensive advertising and media agencies creating huge barriers for the small businesses to stand out in their local areas.
According to the ONS in 2021 99% of businesses are classed as small businesses? This means that the best advertising opportunities are reserved for the largest 1% of businesses. Advercado don’t think this is fair, which is why we are on a mission to make advertising simple and accessible to the 99%. We think that just because a business is small it doesn’t mean that they shouldn’t have the chance to stand out in their local areas and have access to the creative talents and the host of advertising support to make adverts happen, such as, graphic designers, social media experts and high quality printers.
The result of the existing complex structure leaves many small businesses feeling that digital advertising is their only option to get noticed. Marketing via social media can be really successful for small businesses. It allows an advertiser to control their budget, target the people they want and not waste money targeting the people they don’t want to see their adverts but, what about all the people who don’t see the adverts? Small businesses are missing out on people that might want to be customers because of a computer algorithm out of their control?
The fact that many small businesses are only advertising on social media means that they are all competing for the same people leading to a crowded marketplace.
This combined with the lack of trust in social media advertising (10% according to YouGov, 2021) brings into question its effectiveness.
It’s not just about small businesses either, a lot of alternative media space owners such as taxi wraps, local radio and podcasts don’t get the chance to get on large business media plans through the traditional agency relationship. Advercado offers them access to a host of opportunities among growing businesses.
This is why we’re launching Advercado. Advercado is a new service that will make advertising for small businesses simple and accessible for the 99% of businesses.
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