Getting Out The Word

from you? Peter Piper picked a peck of pickled peppers – ever wonder what did he do with them once he’d picked them all? Marketing is the process of picking, preparing, and pricing a product (or service) to promote for purchase. Peter may very well have gone into the salsa business, opened a produce stand, or a restaurant. But how did he draw customers in and get them to buy his spicy product? The success of any business depends upon its ability to attract, and retain, customers. When you started your company you decided many of the marketing strategies needed to bring a product or service to market. These strategies include how your business solves a problem or fills a need, and who your target market is, then you open the store. Now it’s time to drive traffic to your front door. Promotion is the process and the product of “getting out the word”. Rarely does a product or service arise that does not require some type of promotion to generate sales. There are three major strategies to connect with customers. Although each method can be effective independently, utilize a combination for a well-rounded marketing plan. A multi-channel approach utilizes Advertising (the production and placement of ads) with https://remontibudowa.com/
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the personal interaction of Sales, and the least expensive – yet least controllable channel, Public Relations. Armed with all three, savvy business owners construct an arsenal of promotion tools. Your must determine which form of which method to use when and with whom – then evaluate cost effectiveness by a cost per response ratio. Advertising is, in its most simple form, the practice of informing the public about your goods or services – and compelling them to make a purchase. You control the message – which should be consistent with your identity, the placement – which should be targeted, and the frequency and timing – which should be often enough to remind your customers of who you are and what you do. Many believe that the average person must be exposed to an ad piece seven times to be motivated by it. The message should produce awareness and effectively maintain a positive image of your company, goods and services – while persuading the public that your goods or services outperform competitors. Getting the 411 When it comes to deciding where to spend advertising dollars, start with the basic Yellow Pages ad. All directory ads have one thing in common – they supply information to a consumer who is ready to buy a product or service. Therefore, directory ads represent the one time when you need not convince the consumer to buy – you just need to convince them to buy FROM YOU. Your ad will be surrounded by competitors’ ads for the same or similar goods and services. So, how do you convince the customer to hire you? First, your ad has to be seen. Second, your ad has to scream experience and reliability. Getting noticed is priority, so make sure your ad is under the heading that is most commonly sought after for your product or service. You don’t want an Air Conditioning business listed under Retirement Homes. Often there will be multiple categories for an ad under, so look through the book before you place the call. Multiple listings should also yield a discounted rate. Size matters! The bigger the ad, the more noticeable it will be, and the more information you can include. Look at competitors, look at your budget and then purchase the largest space you can afford. Content must-haves include products/services offered, years in business, licensing, any seals or other reliability sellers, logo, location, phone number, hours and website address. As with all your advertising monies spent, keep a record of which promotions return the best – so make it a point to ask new customers how they heard about your business – track and repeat the winners, dump the losers. The directory ad is just the beginning. What’s black, and white, and read all over? That old riddle is not far off the mark. Truth is, newspaper ads are location driven, and reach a broad audience. The broader the audience, the more difficult it becomes to target your specific customer. Difficult, however is not impossible and newspapers are often a fine tool for getting out the word. Carefully select the title, section, size, frequency, content and design of your ad – and the offer is crucial, so test a few different ones. Remember that dailies are short lived – today’s news is tomorrow’s recyclable. Frequency is often the solution to this challenge. Repeat ads build recognition and credibility. As the number one media for local advertising, competition in the newspaper arena is nearly as fierce as in the case of directory ads, so consult a marketing expert for help with the intricacies of newspaper advertising. A professional advertising agency will design and place ads for you. Leaving the important design decisions to your newspaper sales rep is NEVER a good idea.Local Yocals Local magazines, co-op mailers, and freebies are usually mailed or made available on a weekly, monthly, or quarterly basis. They target convenience by hitting small segments of households or businesses within a limited radius – and they’re usually more affordable than daily papers. If your product or service is location reliant, this type of ad should be in the mix. Include an incentive coupon or such to drive initial sales. If you live close to your business, watch what comes in the mail daily – examine each piece and think like a buyer…is it something you normally open and read? What prompts you to buy? If you’re not interested in a publication, others may feel the same. Be critical and be selective. Most mailers of this type are printed on a higher quality paper stock than newsprint, and color reproduction is often improved to give you more options for creating an attention grabbing ad. On the downside of these publications, they’re often unsolicited and therefore readership numbers are harder to gauge than subscription publications.Hitting the Big Time Regional and national consumer magazines and trade journals have a longer shelf life than newspapers. Major magazines have extensive reader demographics, and allowing extremely targeting placement. If you’re a local business, most nationals have small target ranges, and if you have a website, in many cases you don’t even need to remain local only! Keep in mind that the audience size you select will impact the ad cost just as much as the size and type of ad you place. One drawback to monthly publications – lead time. Often you may wait months to see your ad in print. Research a few publications, compare rates and readership, then decide if your budget allows for magazines – the caviar of publication ads. Get To the Point, Please Targeted, response rate driven, and design unlimited, direct mail is often the most attractive form of print adv