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Advertising Common
Sence Rule #7: Blame Yourself, Not The
Medium
More often than not, advertisers make
the mistake of blaming the advertising
medium for their poor performing
campaigns. Don’t make this mistake,
otherwise, you’ll find that regardless
of which advertising platform you switch
to, you’ll almost never have a
successful campaign.
Having a poor response is not the
medium’s fault. Often the problem lies
in the ad created and the advertiser.
Think about it, advertising mediums such
as radio, magazines, television,
newspapers etc have been around for
ages, and there are many advertisers who
have had huge success with them. If they
can do it, why can’t you?
The trick here is to NEVER think of
small business advertising as a quick
fix solution to marketing your company.
As with all else, success will only
follow with proper planning, testing,
and constant exposure. Only by doing so,
will you have a measurable impact on
your small business.
It doesn’t mean that just because you
run a TV ad for one month, you are going
to get a flood of sales and revenue. It
doesn’t happen that way. Successful
advertising campaigns go on for months,
some even for as long as a year.
As a small business advertiser, you may
not have the added advantage of being
able to hire an entire marketing team to
ramp up your promotion and marketing
efforts. However, you could still win
the game in the long run. All it takes
is a little patience, dedication and
proper planning. Do your homework before
committing any money for advertising.
For example, let’s say you are planning
to advertise on a niche magazine. Before
signing the contract, do your research
and planning first. Get a couple of
recent back issues and see the type of
ads that are being run on them. Spot
anyone that keeps appearing? That might
be making the advertiser good money.
Model after his/her ad and start small.
Always test, test and re-test. Being
observant and watching how big companies
create their ads certainly help. When
you begin your advertising campaigns,
dedicate a part of your time to watch
and monitor how they are doing. Are they
performing well or are they
under-expectations? Would tweaking your
ads increase profitability? Are your ads
speaking to the right target group? Is
the marketing message simple and
compelling enough?
I could probably write an entire thesis
here, but you get the point.
Seriously, if done correctly, small
business advertising can be a winning
strategy for your business. Many
Fortune500 companies started small too,
and worked their way up. It’s happened
for them, and it can definitely happen
for you too!
To Your Boost Sales & Profits
phone us now and ask for Lee!
(530) 668-1132
- (916) 672-1132 |
