Making Waves: Advertising in Cocoa Beach

Cocoa Beach has around 11,200 residents. Locals are a major supporters of local business. But, as we all know, the real revenue comes in from the thousands of visitors coming through the city every year. Last year, Brevard County’s tourism tax revenue exceeded $10 million.

The age old question for small business has been: how do I bring in new customers? Gone are the days of putting up a sign and watching the crowds roll in. What is going to distinguish your taco shop from the one across the street? Or your shop from the one around the corner?

We’ve put together the pros and cons of the most popular forms of advertising in Cocoa Beach:

TV

Pros: Showcases the location/product, strong impact (people pay attention), mass coverage.
Cons: Expensive, intrusive (people avoid commercials).
Television is a crowd favorite among advertisers. But, with production costs, labor expenses and the actual airtime the cost of a commercial can be very high.

Radio

Pros: Specific audiences, fast and easy to produce.
Cons: Limited prime-time spots (rush hour), short, requires repetition.
Radio ads are great for certain businesses. It’s great for events that people will want to attend and for businesses that can afford to buy dozens or even hundreds of spots to really make an impact. For small businesses, especially one hoping to bring in tourists, it may not be the best option.

Sky Writing/banners

Pros: Get attention, unique, large reach.
Cons: Limited creative, short and low recall.
Although a crowd favorite, that can definitely get people’s attention, it doesn’t mean much if the people don’t remember what your banner said. People on the beach don’t bother to write down the information and are likely to forget what they saw within a couple hours.

Valpak/Mailers

Pros: Large audience, easy to produce, affordable.
Cons: Non-specific audiences, brand deterioration, invasive (spam).
It’s becoming more and more true that mailbox promotions are a thing of the past. Many people put the pak right in the recycling. But more importantly, we don’t carry mail in our pockets and travelers don’t have mailboxes. If your business thrives off visitors, a mailer, isn’t going to help you.

Print

Pros: Targeted audience, “professional”.
Cons: Dwindling audiences, cannot be edited, short lived (especially daily/weekly publications) and low recall.
Although print can be effective with repetition and good design (which takes a big budget), the reach and ROI of print has been dwindling the past decade. Adage.com reports that only 33% of print ads are effective with a measly 5% being of good creative design. Print is easy to do, but difficult to do right and it’s hard to find people who can.

The question: How do I effectively reach potential customers? The answer: Digital Marketing.

We live in an age where reaching people where they’re looking is faster than ever. Where are people looking? Right here. On their computers and their phones, even on the beach. True experts in digital marketing are innovative and attentive. They analyze data to plan effective campaigns, design beautiful images, shoot impressive video and keep an audience engaged.

Direct benefits of Digital Marketing:

  • Ability to edit
  • Real time results
  • Audience targeting
  • Controlled budgeting
  • Immersive storytelling
  • Two-way communication

 

So, If you are a business owner who wants your business to appear where people are actually paying attention, contact your friends at I Love Cocoa Beach. We’d be happy to help you get started!

1 Comment Leave a comment

  1. Jim September 15, 2016

    We also love Cocoa Beach it’s our paradise

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