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By: Colleen Davis
If you were asked why run a particular marketing campaign such as your advertising flyers, what
would your answer be?
Probably most of you would say, after much deliberation, that you want to introduce your business
to the public to get more business so you could have an increase in sales. Still some may be
scratching their heads and wondering just why they’ve chosen flyers as their promotional
vehicle.
If your answer is similar to both, then maybe it’s high time for you to re-assess your strategy and
reconsider having a new goal for your marketing campaign.
Advertising is all about having a goal in mind. When you advertise, the most efficient way to do it
is to have an objective, develop a program, and then stay with it so you can accomplish what you’ve
set out to do at first.
Nevertheless, most ads I know tend to go the traditional route - that is, most marketing strategies
have the tendency to become institutionalized. What do I mean by this? You identify your company
name, your contact information such as your address and telephone number, the hours that you
operate, and sometimes a little bit of what you actually do in your flyer printing pieces. No
message whatsoever of what your target audience are actually looking for. And guess what? Even if
you’re at it for so many years now, you’re still wondering how you’re not increasing your profits
even if you put all your money and energy in your promotional campaign.
Reality check now. Institutional ads are just a waste of your time, money and energy. Not only
that, they’re also wasting your clients’ time as well. Even if you put all your money to this kind
of ad, you wouldn’t be able to accomplish what you expect to accomplish. In fact, even big
companies who are operating for many years now wouldn’t consider using institutional ads for their
marketing campaigns.
That’s just it. Such ads lack a purpose. I’ll say this again. Advertising should have a goal in
mind. Whatever you do in your marketing campaign, you need to have not only a goal, but a well
defined one.
So what should your goal be? Obviously, to create an image for your company that your target
audience would be attracted to; this then would eventually lead to an increase in sales and
profits. And in order for you to reach it, you need to provide your target audience a reason to
consider your offer. A strong and solid offer in your message would surely have them running to
your store to get what you have just offered them.
Always remember that your readers are basically looking at your product or service with one
question in mind - “What’s in it for me?” If you’re able to answer that question, and have it
packaged in a very enticing and appealing offer, you’re definitely going to make it in the
commercial industry and be successful while you’re at it.
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