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12 Reasons to consider advertising on My Community
There are many advertising options out there. Are you getting the maximum exposure of your product or service? Below, we explore 12 reasons why you may consider advertising on the My Community communication platform.
My Community is a communications platform that is used by communities such as schools to communicate with their members – parents and learners – and send them notifications, news, event information, photos and resources. These members access this information via their smartphones or computers where there are also discrete but effective advertisements within the ‘newsfeed’.
In this article we will use the example of an estate agent advertising at a school. The principles here, however, also apply to other types of advertisers such as physiotherapists, advertising at a sports club, and so forth.
Reason 1: Awareness
The goal of advertising is to raise awareness of your product or service with your target audience. When people visit My Community, they are basically in ‘information gathering’ mode – making them much more receptive for your message. With My Community you can raise awareness due to more views, more repetition, and the dynamic nature of the message.
In our example, an estate agent advertising at a school will generate awareness of his/her service because the parents and children will frequently check for school-related news and information. School-related information is different from other types of news because it might have a direct impact on the health, safety and development of their children.
Reason 2: Mindshare
The people who see your advertisement might not be in the market for your product or service at this point in time. It is however important to continue raising awareness and building your brand to ensure that you have mindshare when they do become interested in your product or service.
One of the main goals of the estate agents advertising is to ensure that they are at least on the short-list when the home owners decide to sell their homes. With mindshare they have the opportunity to be one of the agents for the property or even to secure sole-agent rights.
Reason 3: Brand Building
Brand Building doesn’t happen overnight. It is the process of building awareness and credibility sustainable over time. With My Community you can have effective brand building through awareness, mindshare and quality products and services.
Reason 4: Focus
Due to the importance and relevance of the messages in My Community, users are focused on the message, and much more receptive for information.
This is very different from street and print advertising where most people often become ‘immune’ to advertising.
Reason 5: Competition
Advertising slots on My Community are limited to 10 advertisers per community, thereby ensuring that each advertiser gets sufficient exposure and limiting competition for users’ attention. Advertisers can even choose to bid for exclusive rights, which means that no other competitor in their industry can advertise at that community.
In our example the estate agent can bid for exclusive rights and be the only estate agent who advertise on My Community at the school for a whole year.
Street and print advertising are very different. There is much more competition for people’s attention, and there is little opportunity for exclusivity, except at significant cost.
Reason 6: Targeting
Advertising is only relevant if it is aimed at your target audience. With My Community, the advertisers have the opportunity to have greater levels of targeting through the selection of the community that they choose to advertise at.
By advertising at schools, real estate agents can target the home owner parents of the learners.
This is different from street advertising where a relatively small number of people who see the advertisement are homeowners.
Reason 7: Frequency
As mentioned earlier, awareness, brand building, and mindshare grow over time – repetition of the message builds familiarity and confidence in the product or service.
Users of My Community frequently open their app to be up to date with the latest information. They are also encouraged to open the app through notifications from the community, notifications of unread messages and badges that show unread messages.
Street advertising has no way of encouraging passers to take notice of their advertisement. Even spreading a few street advertisements in a row has limited reinforcing power.
Reason 8: Additional Information
Due to the digital nature of My Community advertisements, interested audience members can quickly click on the advertisement and be taken to a landing page with additional information. Through this elegant mechanism more information about the product or service is at peoples finger tips.
This means that when a home owner, become interested in selling their homes, they know where to find the link to click, which takes them to a contact page allowing the estate agent to respond to the leads.
Static street and print advertising is fundamentally hampered in this respect. Even if people are interested in the product or service, they need to stop, take notes about the contact detail and follow up at a later stage.
Reason 9: Bidding
With the My Community bid process, advertisers can decide what exposure at a particular community is worth for them. The correct advertising price is determined by the buyers – not the sellers.
Advertisers have the option to bid for exclusive rights.
The bid is based only on active members (people who use the app and see the advertisement). As the active members change over time, the advertising cost changes correspondingly – resulting in advertisers never paying for something that is not used. In short, pricing is linked to the value received by the advertiser in terms of views of the advertisement
The estate agent can bid different prices at different communities – based on the competition in the market and the markets’ attractiveness.
With street and print advertising the price is set by the sellers, not by the buyers.
Reason 10: Support your community
My Community is a communication platform that is free for the community and is funded by advertising. By advertising on My Community, advertisers in effect support the community’s communication and their support should translate into goodwill with their target audience.
Reason 11: Your brand, their inbox
As part of the My Community service, community members receive a weekly summary of their community messages – including community advertisements – in their email inbox.
Street and print advertising doesn’t provide this opportunity.
Reason 12: Statistics
My Community advertisers receive weekly advertising statistics, including the number of active members in the community, the number of views of their advertisement in the app, and the number of emails their advertisement was included in.
Street and print advertising don’t provide any form of feedback. Advertisers never know if there is any level of awareness at all.
Advertising is the art of raising awareness, building brand and mindshare of a particular product or service with the target audience over a period of time.
Advertising on My Community clearly has great advantages over traditional street and print advertising. There is greater frequency, less competition and more information available.
Over time it should translate into greater conversion rates and greater return on investment of the advertising budget.
Contact us today at email@example.com to bid on communities in your area.