Effective Advertising MethodsAdvertising effectiveness
Advertising & How to advertise
You are angry: You sense that you have squandered your funds and your precious hours, and now you are confident that advertising does not work. Ads work. Before throwing away advertising (or web sites, or booklets, or any other type of advertising medium), first consider which of these four main causes apply to your efforts: Her ad was not placed to meet the needs of a sympathetic clientele.
The best, most dependable and most lucrative of your clients come to you because you fulfill specific requirements that your competition does not have. Advertising's aim is not to announce a sales, but to create a name and awareness for your organization by combining your name with your capacity to fulfill specific client needs.
That will help foster the "good instinct " that your best clients have about you, but can't really tell you. When your ad is not based on the right client needs - not on wishes, not wishes, not wishes, not wishes, not on self-image, but on needs - it is almost bound to doom. Their advertisement does not create its own trustworthiness for the fulfilment of client needs.
When your clients need a powerful, enterprising business, your ad should mirror that. When they need to know that you come strongly advised, or that you have a certain amount of expertise, or that your service is one of a kind in your area, this should somehow be part of your advertising.
Don't exaggerate and turn your ad into a selling conversation. Offer just enough credence to please the shoppers looking for it. Spare yourself the hassle of other activities. You have not placed your ad in a suitable media that provides a periodic presence with the clients you support. When your company is selling deluxe automobiles, the most meticulously crafted ad in the wide variety of the worlds will achieve nothing by printing in a free paper specializing in Classifieds.
This is not a suitable media for your services, and your best clients are not looking there. When your ad has correctly identified and valued the needs of your clients, you should consider the option of the ad appearing where it was not appropriate. What made your best clients look for you there? What speaks for your media selection and your trustworthiness in fulfilling the needs of your clients?
Take both timing and location into account: a swimsuit ad would face an upward trend if it appeared in a Michigan paper in December. Keep in mind that customers' needs often evolve with the season. Commercials alone do not revolutionise profit. As with all forms of advertising, advertising is a precise device, an individually tailored device developed for a particular use.
Counting on advertising alone - or just advertising, or just networks, or just cold calls, or just a website - to advertise your company makes as much difference as a garage mechanic using just a gavel to fix your automobile. Complex issues demand the competent cooperation of several different advertising management systems, of which conventional printed advertising is only one.
Advertising's part in a contemporary advertising strategy is to increase awareness of your company's names and brands, not to stimulate sales. It' s the brainchild to make sure that your potential client has already learnt about your business - and has a good "feel" for you - by the point where the client needs to know or your sales people call.
Promotional advertising will help smooth the way for your other market activities. It is indeed possible that your ad worked, but that it offers advantages that your company did not take advantage of because you were expecting different results. The next times you place an ad, do so as part of a co-ordinated campaign that involves contacting the public it was facing.