Tool Box
Issue No. 36 - August/September 2007
The absolute basics of successful advertising
by Ali Uren
Simple but not easy
Advertising is about two things. Selling and Selling. Selling your product or service. Selling your brand and reputation.
It is the most misunderstood part of every business. It doesn't help that there are numerous representatives knocking on your door as experts trying to sell you a fool proof advertising medium that generally disappoints. For most business owners or managers it is easier just to ignore it all.
I am here to tell you that successful advertising is simple. Don't have a shotgun approach to your advertising. (eg yeah, we should go in that. Oh we will sponsor them. We have to be part of that. Etc)
You have four questions to answer:
What do I want my advertising to do?
Who should it speak to?
What should it say?
Where should I place it?
The following sets out the simple techniques to ensure every dollar you are spending on Advertising and Marketing is effective.
It doesn't matter whether your customers are the general public or business-to-business the principles are the same, it is just the mediums you use to reach your target market that will differ.
Take stock
Find out how much you are really spending on advertising. Include People, Business Stationery, Sponsorships, Giveaways, Brochures, Business Listings, Signs, Ads etc. You get the picture. If you are honest you will be extremely surprised at the total. Just imagine if that amount was channelled into a focused consistent advertising effort.
Independent advice
Whatever you do, don't listen to a rep peddling a particular medium. They are being paid to sell that advertising medium so they will never be independent. Obtain independent advice.
Start again
Work out exactly how much you want to spend on advertising and the return you expect from it. As a business owner or manager you should drive your advertising. Don't let others drive it for you. If it doesn'...
