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<< Is Your Advertising Working For You? Business Promotion >>1. Using any form of advertising media available.
Solution: Select your target market, identify their demographics and then choose the advertising medium that is most likely to reach them.
2. Lack of Continuity
Solution: Place your advertisements over at least a 3 months period. Take a break and then another 3 months. The market trusts companies with longer exposure and presence.
3. Confusing the market
Solution: Unless you are a super store, stick to promoting one of your products or services at a time. This also gives you the opportunity to vary your ads keeping your organisation dynamic.
4. Lack of Market Strategy and Planning
Solution: From knowledge and experience, you know the type of customer you are wanting – you just need to know how to attract him/her. If you need help – outsource this to an expert (check references).
5. Visually unpleasing messages
Solution: Don’t clutter up your ad, use the right colours, graphics, fonts, etc. Make your ad attractive and appealing – outsource this to an experienced graphics designer (check references and have a look at his/her portfolio).
6. Using the wrong SiZE advert
Solution: Don’t oversize or undersize. Oversize = larger ad than you need and undersize = not enough space for what your message is needing to convey. The media house should be able to advise you on the appropriate size ad for your message to the market – but of course the bigger the ad, the more it costs and the greater the commission, so be wary.
7. Not measuring the campaign
Solution: Circulate to the widest audience for your specific target and make sure your message is delivered to them, then measure the response. Check the response ratios of other advertisers offering similar products or services.
8. Impatience – expecting instant results
Solution: Give your campaign a chance. Very seldom will a consumer buy on first promotion. Be consistent and once the market trusts you and your product, the results will be positive.
9. Having no Unique Selling Point
Solution: If you know what the market wants and you have the product, check out your competition and then set your strategy to become the supplier of choice. Cutting your price is not always a sensible solution!
10. Misleading the market
Solution: Never promise what you can’t deliver! You only have ONE chance to get your awareness right – so spend a little more time and effort, outsource to experts wherever you need to and you will be rewarded.
I’d love to have your input and questions … as I’m sure many others would, so let’s have your comments below.
QUOTE OF THE DAY …
“Look upon your sales territory as a farmer looks upon a rich piece of land; like an area
to be harvested, year after year.”
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