Eye Openers – Advertising

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.

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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.

http://bit.ly/1DfdI54

http://bit.ly/1FPLelS

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Set Clear Goals for Success in 2014

The New Year is often heralded as the perfect time for change. Businesses often need the wake up call to refocus and reconnect on why they do what they do.

 If you’re in that state, it is wise to set goals to ensure you’ll have something to focus on. Goal-setting is an often overlooked step, but it’s very important that you keep your eye on the prize and end the year in a better position – you must strategize for success. Here are our key steps to setting measurable goals for 2014:

Start with feedback – from clients and employees alike

  • Take time to ask about what can be improved. You can send out a survey after completion of each job, or just ask your trusted colleagues. Either way, make sure your clients know their voice is being heard.

Brainstorm ways you can improve based on the feedback

  • Are negatives about your company culture coming up in conversation very often? What about timeliness of service? If there is a recurring theme, focus on it and list ideas for improvement with your team.
  • Make sure you conduct brainstorming with multiple team members. The best ideas come when several perspectives are heard.

Set small, measurable goals to reach the desired outcome

  • Fast Company cites small actions, made repeatedly, as a way to implement long-term change in regards to productivity. Once you have a few objectives, make a list of how to achieve the objective and what time frame each step/task should take to adopt.

Keep yourself – and each other – accountable

  • If you don’t already, hold status meetings. Open a job, if applicable, for each task, so it’s taken seriously by yourself and your employees. If you have an informal management style, check in every so often on your employees (if you don’t hear the status from them first, that is).

Goal setting is the necessary foundation for marketing success (even if the goals are not directly related to your marketing strategy). If you have no idea what you want to see change, how can you appropriately assess what is beneficial to your company and what is not? If your company’s current marketing strategy is not bringing you success, it’s time for a change! Contact us for a consultation on what angle you should take.

 

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