For a business to experience maximum profits, proper among other factors should be on top of the list. Whether big or small, all companies should focus on exclusive adverts to draw more clients, investors, including potential affiliate companies who would wish to collaborate with them in the near future.
An advertisement should focus on three things:
- To promote awareness
- To stimulate sales
- Establish the company’s image
Advertising is an effective approach used by businesses all over to campaign through communicating ideas on their products and services. The main aim here is to encourage potential buyers and investors to take a risk and try the items on offer. When building an advert, ensure it is done in a rational and intelligent way, it should reflect other business considerations such as the overall budget, together with objectives – for example the public image.
A small business may not have the resource and money to carry out a massive nationwide campaign; but it can still execute an effective and informative ad. The formula here is simple; creativity + flexible planning. The planning should be based on in-depth study of the target audience as well as the avenues to be utilized to reach the grassroots level – which is the consumer.
Phases in Advert Strategy
In the initial stages of a business the main aim is to generate awareness; it can be a product or service you intend to sell. Once the product is positioned in the market with a firm reputation, the amount of money and resources you are going to spend will begin to decrease thanks to the growing consumer loyalty. And eventually the same consumer base will promote your brand by their increasing purchasing action together with various testimonials both off- and online on behalf of your product/ service.
The next stage is to make a statement! Develop a “positioning statement’” that explains why your target market should prefer your brand over your competitor’s. The statement should be intellectual in the sense that it reflects the direction your company is taking – always professional. This is your business’ selling proposal, it should therefore be included when developing the advert message’s “copy platform”. A platform that delineates a number of things like the images, the copy and the artwork that you believe will sell your product or service.
With the above solid phases, there are also elements that need to be put in place to ensure that awareness is effective to brim. These include; the product concept, target audience, advertising message and communication media. A blend of all the above are popularly known as the “creative mix” which is the core in any advertising strategy. A rigid strategy usually results in loss of market share, which is why it is critical to follow the correct procedures accompanied by the expert strategy ingredients. It is therefore important for the creative mix to offer you an exceptional message; the kind that will envelope your target customer with ease.
If creating an ad is tricky for you, hiring a professional from a competent agency will work for you. This is because the expert will give lots of options to ensure what you want is what you get.