The most effective advertising brings in the most sales for the least amount of money spent. You can make advertising more effective by doing the following:
Planning your advertising. Advertising is usually more effective when it is consistent and when it appears in more than one place. For example, you may want to run both television and radio ads for better coverage. All your advertising should be written and designed with the same message, focus, ideas and themes.
Planning and evaluating every ad. Your ads should convey a clear message and be simple, uncluttered and original. They should include your business name, address, phone number and logo. Also make sure that each ad will do the following:
- grab the viewer's attention with a strong beginning
- inform the viewer of the benefits of your product, service or store
- provide an incentive to buy (low price, improved quality, etc.)
- set a deadline for viewers to take action
- using cooperative advertising. Investing in joint advertising with other businesses is an effective way of getting your message out to your target audience at a reduced cost. Joint advertising with other businesses in the same location or mall or with the manufacturer of products you sell is also an option.
The commercial should of course include your business name and logo. Include the address when it is important that the viewer knows how to find you, such as in a retail operation. Include the phone number when you want to direct them to contact you that way, if you don't operate in a storefront type business. If you have a web site that may help a potential customer find out more about you, then include that too. A caution though, having every conceivable method of contact included often ends up as clutter and is difficult for a viewer to see everything in the time available. The saying, "less is more" can be applied here, pick the best method for your business of how you would like a potential customer to contact you. Leave the rest on your business card.
Evaluating results
Compare sales before, during and after your advertising campaigns. If the goal of your advertising is to sell more products or services, you will measure success through measuring sales. If it is to promote your corporate image, sales may increase more slowly over time. Remember that one ad presented one time is not enough; it takes repetition to get through to customers.
Keeping records
Keep copies of all your advertisements and document such details as when you ran the ad, time of day, day of week, weather conditions, economic conditions and so on.
Evaluating your competitors' ads
Keep a file on each competitor, and track what your present and potential customers are seeing and hearing from them every day.
| < Prev | Next > |
|---|
