Marketing Your Small Business on the iPad

Apple created a worldwide phenomenon when it launched the iPad in April. The new device sold 300,000 units in one day, and 3 million in 90 days, making it an instant hit with consumers. It is also becoming a hit with marketers. By being creative with advertising on apps for the iPad or G4 iPhone, which offers some of the same features, you can jump on this new marketing bandwagon.

Online Publisher Apps

While Apple’s own marketing platform for the iPad, called iAd, can cost advertisers $1 million or more, many online publishers are offering ads on their iPad applications that small businesses can afford. For example, USA Today is offering ads on its iPad app for $50 per thousand clicks. This averages out to .05 cents per click. It’s a little higher than most online websites, but you are reaching a targeted audience. Most online publishers are offering advertising space, so you can choose publications based on your demographics and customer base.

Media Outlet Apps

Media outlets, such as ABC, are offering advertising on their iPad apps. While advertising on these large, national media companies might be prohibitive for many small businesses, in most cases, local affiliates are offering iPad opportunities, too. Check with your local stations to find out what kind of advertising options they have for the iPad. Usually they are much less expensive than their national parent companies.

Targeted Apps

To get the most from your advertising dollars on the iPad, you need to effectively target your market. Don't waste money scattering ads on many different media outlets. Research your market demographics so you know just who uses your products the most, and then target your advertising directly to this market.

For example, if your target audience is mothers with young children, Kraft might be a good marketing bet. Kraft has an app called Big Fork Little Fork. It's a recipe-based app promoting better eating habits and a deeper admiration of good food, perfect for busy moms worried about nutrition. Do you own a bookstore? Oprah Winfrey has an app that features content from her O magazine as well as recommendations for her book club readers. If your customers are business entrepreneurs, a business publication such as Inc. would be a good choice. Look for media outlets that speak to your customers, and target them for the best advertising bang for your buck.

Shopping Apps

It’s not just media outlets that offer advertising opportunities. Shopping apps, including a calculator that determines how much those great shoes will cost if they are 30 percent off, are great opportunities for retailers. Often if clients are using one of these apps, it means they are preparing to purchase something, or at least thinking about it. This is similar to point-of-purchase marketing: If you can capture your customer at the right moment, you are creating the opportunity to make a sale.

Using apps for marketing offers small businesses the opportunity to be creative about their advertising at a fairly low cost. Learn about what is available, and then connect with a company that will help you connect with your customers.