The slogans and characters from famous advertising campaigns become staples of the pop-cultural lexicon and landscape. As part of an overall marketing effort, your own advertising efforts can achieve benefits for your company that help you move past competitors to the "top of mind" level of customer awareness. You may not have the big-dollar budgets for national TV spots or magazine ads, but you can give your business a sales boost through carefully chosen media and messages.
Making Your Brand Visible
Whether you conduct your advertising campaign through social media involvement, pay-per-click online advertising, newspapers and other print resources, broadcast placements or in-store retail promotions, you help raise the visibility of your company's brand or the products you sell. Some of these advertising opportunities come through ongoing involvement in communities, whether they're digital and virtual or real and local. Engaging with people who gravitate toward your brand enhances your opportunities for sales and referrals. You may find social media help you grow your abilities to build a real audience for your business, not just to make a few sales.
Launching New Products
Introducing a new product without giving its debut a chance to attract attention simulates the age-old cliche about a telephone ringing in an empty house. If no one answers the "bell" of your market launch, your sales don't increase and your product doesn't thrive in the marketplace. Choosing how to publicize a new offering requires an in-depth study of the demographics of your target market, and a well-chosen selection of media that can place your ads in front of those customers. How you position your ads also depends on the type of product you sell.
General advertising attempts to engage with customers and prospects to convince them your products or services outdo the value of what your competitors have to offer and they therefore should choose your company first and foremost. This kind of advertising can require more ads over a longer time period to establish your authority as a resource or your value as a merchant. Depending on whether what you sell appeals predominantly to customers in your local market or you can engage successfully with prospects through your website, you may find direct mail campaigns, local broadcast ads or online advertising productive in building your clientele.
Any advertising campaign requires thoughtful consideration of its cost-benefit ratio. If the money you spend to reach your customers exceeds the value those customers bring in, you may be wasting your investment unless you simply want to achieve greater awareness for your brand. Whether you choose and negotiate the cost of media placements yourself or use a professional media buyer, validate the likely results of your campaign as much as you can before you take the plunge and review its results thoroughly after the fact so you can refine the choices you make for your next campaign.