Now that we have gotten our business and pricing strategies down, we can begin telling people about it. It's time for advertising. The step that communicates your strategy and persuades consumers to give you a chance to earn their business.
It's time to develop your Advertising Strategy.
DEVELOP STRATEGY - This is the culmination of the first two checkpoints. By now we have enough info to differentiate you. We know what needs communicated to persuade consumers to choose you.
WHY ADVERTISE CHECKLIST - This will determine short or long term plans. It will answer the questions Why would consumers shop your store or use your service TODAY or when the need arises. This will help determine the direction of your advertising by defining what you want it to accomplish. (Email me if you would like a copy of the checklist)
RELEVANT – Must be relevant to the consumer. Messages must be about them, not you. Pavlov would never have won a nobel prize if he had used broccoli paste with his dog!
CHOOSE MEDIA to dominate. Unless you have extremely large budget, you need to choose a medium to dominate. No need for media mix. As long as you have a sound strategy, any medium used properly will get you where you need to be.
3Rs – Right Message (Strategy) + Right Number of Times(Frequency) = Results ($$)
CONSISTENCY – Of message and schedule.
COMMIT - What is your time horizon? You must commit to your advertising for at least this long. Don't question your plans. Give it sufficient time to work. Do not chicken out!
For more on planning your advertising strategy, drop me an email.
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