A Handful of Tips 51 – Advertising
Five of the best tips when advertising a product or a service
You can waste a lot of time and money if you use inappropriate advertising.
Target your messages to specific groups of clients and potential clients and try to measure returns on your advertising investments.
1. Define your target audience
The more specific you can be the more effective you will be.
2. Research your prospective customers
Once you know who they are you must find out their habits. Where do they get their information from?
How literate are they? What languages do they speak? Do they watch television? What radio stations do they listen to? What newspapers or magazines do they read and how well do they read them?
3. Select researchers who understand the problems
Your best research is often carried out by someone similar in age and experience to the target group. For example if you are marketing a product to the elderly, use well-trained retired people; if targeting farmers, use retired farmers or farmers’ wives.
4. Plan your advertising campaign
When you have found out the needs, the wants and the habits of your target audience you will be in a good position to plan a campaign.
What is the size of your advertising budget?
Can you get free publicity with press releases or events?
What media do you plan to use? Will you be using handouts, radio, TV, newspapers or internet messages? There are many other ways to consider when planning to get your messages heard or read.
5. Analyse the returns from your marketing investment
Blind scattered marketing is wasteful, ineffective and costly.
You must know how much money you spent, how much your income increased and how many new clients or customers were attracted by your advertising campaign.
If you have an excellent product or service you will need less advertising. Your customers and clients will do that for you by word of mouth.
“The best advertising is to look after your clients well.”
Source: “Secrets for New Managers”, Moss Associates Ltd. N.Z. and Cengage Learning Asia. Also available as an e-book from Amazon.com and VitalSource.