May 27, 2009

“When deciding on an advertising strategy, what are some of the factors a business should consider?”

There are 3 initial factors to consider when deciding on an advertising strategy:

1. The first thing you should do when creating your advertising strategy is to decide “what am I really selling?” – what are the BENEFITS of my product? It’s really not about selling cars, vacations, consulting services or make-up. The product is not what you are selling. You are selling the BENEFITS of that product. For example, if you are selling vacations/travel – you may be selling FUN or you may be selling HAPPINESS. If you are selling cars – you might be actually selling SAFETY or LUXURY. Make sure that your advertising message revolves around the BENEFITS of your products and services – not the FEATURES.

2. You also want to be clear on who would be interested in your product or service – what is your TARGET MARKET? You will want to identify your IDEAL CUSTOMER. If you could choose to have someone walk through your door – who would it be? How can you reach them? What product, service, message or offer would they respond to? Your definition of your TARGET MARKET will define your offerings and your advertising message. It will also define the media that you select for your message. If the “wrong” customers are coming through your doors or telephone, you have to look at how you are positioning yourself to attract those unqualified or undesirable clients. Tweak your offerings, your message and your distribution of that message – and you will attract that ideal customer.

3. Finally, you want to look at your value proposition and how it should impact your branding. Are you competing on price or quality? Do you have the best selection or location? Is your service better than your competitors? What sets you apart from your competition? You want to be sure to communicate this value proposition in the wording of your advertising message. You also want to communicate it via the branding elements you choose – ex. colors, fonts. Brightly colored logos in a casual font will usually indicate a low-cost, cheap product offering. You want to use “richer” colors and more formal fonts for the more expensive, quality items or services. Your value proposition must be reflected in the branding elements you choose or you will not be communicating the right message. You must also reflect this in the media you choose to distribute your message. The coupon clipper will not necessarily have the high-quality image for you as the Pittsburgh Business Times or putting a commercial on CNN or Fox News. You want to be sure you take your branding to the market in the appropriate fashion.

Taking these initial 3 factors into account, will synergize to create better results from your advertising.

Rebecca Lamperski,
Tri-State Senior Director of Sales
Comcast Spotlight

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