We’re happy to work with you to develop your ad campaign, but first please take a few minutes to think through the following questions
Who is my target audience?
Before you can figure out what to put in your ad, you need to visualize your customers.
What’s the benefit to your customer?
Advertising is more than just saying “here I am!” It’s about clearly stating what you’re offering and why they should want it.
What do I want my customers to do after they see my ad?
Call you? Attend your event? Visit your website? Buy merchandise at your store? It’s essential that your ad includes a call to action.
How will they find you?
It’s important that you give readers contact options. Again, it’s important to know your target audience and the typical channels they use to communicate.
Next, please consider the following tips for effective advertising.
- Have a clear message in mind. Make it short and sweet.
- Identify a single visual focal point for your ad.
- What’s new?
- Use an updated logo
- Choose colors that reflect your brand
- Don’t be afraid of white space
- Make sure your information is accurate.
- It’s not about you, it’s about them.
Now, it’s time to think about the ad size and placement.
Key components to effective advertising are consistency and repetition. This is not just rhetoric to sell advertising, it’s about human behavior.
The Rule of Seven is an old marketing adage. It says that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you. Why is so much repetition necessary to reach your customers?
- There are a lot of messages out there competing for your customers’ attention.
- They don’t need you until they need you.
- They don’t know you, like you or trust you – yet.
- It takes time to grow a relationship.
Choose an ad size and placement schedule that gives you the largest ad possible for as many repetitions possible, within your budget. This means that it’s better to run three smaller ads monthly, than shoot your wad with one big ad.
There’s no doubt that a larger ad is more visible, but your budget will dictate what you’re able to sustain for the long term.
And finally, how will you measure the results of your ad?
- Coupons or promo codes.
- Publish a unique phone number for each media channel.
- Ask customers how they heard of you.
- Ask for statistics from the publication or website