In marketing, you’re only as good as the message your audience remembers. We address Eye Openers in today’s blog, and as a business owner you want the eyes of your potential or current customers to focus on your brand.
Creating advertising or marketing campaigns is one of the many services offered by the LJF Marketing team. This includes media identification and planning, campaign theme/graphics/content, production & follow up, plus monitoring.
Advertising for most companies seems like a daunting task. How many calls from ad reps do you receive? Some of our clients use their retainer with us to review calls in order to ascertain whether the medium is a good fit for their strategy. Other than what media kits promise, how do you know if advertising will work for your business? There are certainly tracking mechanisms that should be put in place to make sure the advertising is effective.
How does advertising fit in with your overall business strategy? An advertising strategy should reflect a company’s overall budget, brand recognition efforts, public image enhancement and market share growth strategy. Is your sales team prepared for inquiries, how will they move a candidate forward in developing a relationship before a sale can be made? Is your production or service team ready to respond once the sale is made?
Know your audience. Who is your customer, how often does he/she buy your product or service; are they part of a certain identifiable demographic segment? This is the step that most businesses spend the least amount of time on when it should be the first priority for segmenting your potential customer base.
Once you know your audience, choosing the type of advertising can be like walking in a fog! Do you choose print, broadcast, cable, radio, outdoor, online (Facebook, Linkedin, websites like woodlandsonline.com, hcnonline.com or chron.com for our Woodlands, TX area)? So many choices.
Once you identify the medium, what budget will be effective using that medium? If you can’t do it right, don’t do it at all.
Regarding messaging, what are you trying to convey? What content, image, graphics are going to get the most response?
Our clients rely on LJF to support them by recommending an advertising strategy that fits within their overall business and marketing plans. We help identify the best positioning statement to set the client apart from their competition and use that in the ad messaging along with creative images and graphics to grab attention. Lastly we monitor the campaign and develop a process to guide the client and their team to nurture a lead to the point of sale.
We love the following sources and we hope this helps you decide if advertising works for your business.