Sunday, February 14, 2010

THE IMPORTANCE OF PLANNING YOUR ADVERTISING

PLANNING YOUR ADVERTISING SHOULD BE SIMPLE
You choose your target customers, then decide on the product or service you know they need. You work out the best way to reach them through advertising, advertise, and then wait for them to respond. You measure the return, to ensure you made more profit than the cost of the ad.

But it doesn’t always work like this. For many small businesses, advertising happens when a persuasive media salesperson talks them into buying a series of ads, or when they are reminded they need to renew their directory advertising.


HOW IT SHOULD WORK
 
You decide what advertising tactics fit a particular type of customer, product, or service.


For example, a sports shop might consider conducting an advertising campaign for their baseball equipment in February, preceded by a direct mail campaign to customers in December.


THERE ARE FIVE STEPS TO EFFECTIVE ADVERTISING PLANNING:

 
1) Target your customer.
2) Select appropriate products and services.
3) Choose your form of advertising.
4) Fit tactics to targets.
5) Put someone in charge.

5 TIPS ON ADVERTISING BASICS

1. Be consistent in your ad message and style including business cards, letterhead, envelopes, invoices, signs and banners.


2. Newspapers, radio and TV stations are helpful in producing the advertising that you will be running with them.


3. While word-of-mouth advertising has been around a long time, it usually falls short of being able to attract the number of customers needed to be successful in business.


4. Promote benefits rather than features. A benefit is the emotional satisfaction your product or service provides, or a tangible performance characteristic.


5. Know your competitors. Knowing everything about your competitors is just as important as knowing everything about your own business.

1 comment:

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