Tuesday, October 25, 2011
Stick with your marketing plan…
While advertising tactics include radio, newspapers, email blasts, trade shows, in-store signs, coupon magazines, telephone books, community outreach and a host of others. It is helpful that most advertising is sold by effective representatives of local media companies. Reps are valuable allies in helping organize artwork, creating a message and producing it in time for a deadline.
However, there can be pitfalls.
1. Advertising that is created to make a deadline is often "offer" oriented and not part of a strategic plan to deliver a unique message over an extended period of time. Your message should help solve a client's problem. The offer is simply the reason to call now.
2. It’s natural that advertisers sell plans that conform to the households covered by their circulation list. However this coverage may not accurately match the unique trade area of your business and may miss key customers or extend beyond your trade area.
3. These advertising tactics are not uniquely targeted to reach the exact customer of the client. They may be roughly targeted to one demographic or another but often falls on a vast universe of unqualified buyers. More
Posted by Paul Gibbins