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Advertising is dropping rapidly for television, newspapers, magazines, radio, and even the Internet. A key question is: “What should you and your business do?”
The temptation is to stop or sharply reduce advertising in an effort to save money or invest more in hope of generating new customers with a cheaper more effective method, but is that the right thing to do?
A disciplined process can help you determine the right path for your business. Isaiah wrote, “Present your case, the Lord says. Bring forth your strong arguments” (Isaiah 41:21 NASB) and in today’s tough business atmosphere, we must bring forth clear and targeted advertising to get customers.
#1 — It’s a need! One option is to position your product as a “necessity.” Most prospective customers won’t buy items that are just nice to have, but that are essential. Pest control companies advertise termite protection. Pictures of ugly little bugs eating away at your home inspire many to act. The advertising message is clear: sign up for our service now or your house may become infected or even fall down later.
A heating and cooling contractor targeted older homes in Arizona. The advertising message was: “When your air-conditioning system fails, call us and we will get a replacement installed the same day.” When the temperatures reach over 100 degrees in the summer, air conditioning is a necessity, not a luxury. The company used direct mail and circular advertising to hit the right spots at the right time.
#2 — It’s the best deal! Another way to target advertising is to clearly offer the best value. Customers have less money to spend, so they must choose each purchase carefully. Fast food chains all offer cheap options. Whether it’s Wal-Mart, Target, Ford Motor Company, or a cruise line, the advertising message is becoming increasingly clear: We offer the best deal. Target your advertising and send the message that you are the best deal.
#3 — Awareness and image is expensive! Some advertising is designed to promote product awareness or a company image. In my view, this is simply not successful and wastes money, especially today. In today’s market, I think it is simply unwise to advertise for brand awareness and image. This marketing approach worked in the past, but it doesn’t work as well today.
Effective advertising needs to answer three key questions:
For example, the air-conditioning contractor is selling a fix to a homeowner with a broken air conditioner, today. The customer is someone with the need now, not later. Another air-conditioning contractor may offer the most energy efficient models that appeal to long-term cost advantages, over time, at a higher cost. The “immediate fix” buyer is different from the “long-term economy” buyer and each customer must be targeted in a different way.
The best advertising gives the precise benefit to a buyer and tells why they should act. The termite exterminator creates an image that 40% of the homes in an area have termites and that could be eating away at your homes right now.
The “Get a Grip” ad on TV demonstrates you need to buy the portable grip to avoid falling in the shower. If you don’t need it, your parents do. The key is to understand the value proposition, the reason why someone should a buy, and then highlight that need.
Finally, create a call to action by identifying exactly what you want the customer to do and by when. The TV ads selling kitchen appliances, gardening supplies and home gadgets ask you to call now. If you want to generate traffic, try offering a free gift to anyone who shows up by Friday, as Solomon observed, “a gift opens the way for the giver…” (Proverbs 18:16 NIV).
When you are clear in your message, invest in a well-executed ad. Better to spend $1,000 for expert execution and then $2,000 on the media rather than getting a free ad that fails to hit the mark. Running a high quality and well thought out advertisement is far better than several ads run sparingly.
Advertising can be a great and necessary way to get customers in this difficult environment. Stay focused and your investment will pay off.
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