Advertising Effectively on Any Budget
By: Ron Heider, The Primm Company
Published by: Inside Business
The first question most advertisers ask usually goes something like "how do I create an effective campaign"?
Whatever your marketing budget is, the principles listed below will make your program effective and dollar–efficient.
Take the high ground. Marketing is a form of warfare. Establish a high ground position, maintain it, and you´re unassailable. The high ground allows you to get above direct competition and comparison, occupying a unique niche in the prospect´s mind, ready to be called forth when it&acus time to choose – or to buy. This strategy works for large corporations and small businesses alike. It´s not about spending more, but thinking better.
Be different. Look at what your competition is doing, and do something else. Different media, different message, different image. Be careful – you can be too different. Distinguish your company in a manner that´s true to your core beliefs and it will ring true (and ring the cash register).
Familiarity breeds business. All decisions are emotional. Talk to your prospects heart. Make them want you. Speak in their terms. Step inside your prospects shoes and find out what moves them. People buy what they know and are familiar with.
Assumptive leadership. Look and act like a leader. When you present your company as a leader, prospects will think that you are. Always be proactive and don´t react to current tactics used by your competitors.
Define the mission. Is your advertising expected to bring customers in tomorrow, or generate calls, or capture names, create goodwill, build an image…? What do you want tomorrow, next month or next year? What´s realistic? What´s possible?
Stick to your guns. Next to creating the most compelling message possible, consistency is the strongest force in advertising. You must remain persistent. Right around the time you find yourself sick to death of your campaign, the public is just becoming aware of it.
Speak to real prospects. You don´t need to reach everybody. And besides, unless you have the budget of Wal–Mart, you can´t, so stop trying. Define who your prospects really are. Imagine yourself in a room filled with 100 people. 10 have the desire and means to buy what you´re selling. The other 90 don´t. Who do you talk to? Eliminate the non–prospects and focus on the definite prospects.
"Hey, that´s a great ad!" Maybe. But if you can´t name the advertiser, what good is the ad? The goal of advertising is to draw attention to the advertiser, not the advertising. Are your ads advertising or entertainment?
The market in the pipeline. For every prospect that´s ready to buy today, there are countless in "the pipeline7" who will be buying next week, next month or next year. Market to them and build your future.
Employ the "M" Power.
• Market – Who are they, where are they?
• Motivation – What do they really want?
• Money – What will it cost to reach them?
• Media – What venue will prove the most effective?
• Message – How will the prospect benefit?
• Memorable – Get inside the mind of your prospect.
• Manner – Express your message in the prospect´s terms.
• Magic – Prepare for unseen benefits and opportunities.
Advertising as information. The most effective advertising doesn´t look like advertising at all. The non–ad is relevant and useful information your prospects are interested in. Tell them what they want to know, not what you want to say.
Get started today. Take time to answer these questions and you´ll be way ahead of your competition.
Product description – What are you selling?
Objective – What should your advertising accomplish?
Target audience – Who is your customer?
Key Customer Benefit – Why should they buy your product?
Support – Why should your prospect believe you?
Competition – Who are and what are they doing?
Tone and Manner – What is your organization´s personality? Your marketing should match.
Remember, it´s not about spending more. You can create an effective campaign by thinking better and planning ahead.
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