There are several advertising principles that hold true no matter what media you chose to promote your business with. Reaching your target audience with enough frequency and consistency over time is crucial to a successful marketing campaign.
Here are five mistakes to avoid when developing a strategy to promote your company.
Expecting Instant Results
Rome wasn't built in a day and neither are brands. With thousands of advertising messages bombarding the American consumer every day, you have to have enough frequency and consistency over time to break through the clutter and resonate in peoples' minds. Running a few commercials on the radio, online, on TV or anywhere isn't enough to change consumer's buying habits after a few days or weeks. Advertising results are cumulative and you should treat your marketing like a marathon, not a hundred yard dash. The longer you promote your business and your brand with advertising the more results you will see.
Confusing Response with Results
Having your neighbor comment that they heard your ad is not the same as making the cash register ring. If you want ads that generate comments, it can be done. But if you want ads that motivate people to spend money with your company we can do that. Just don't expect them say anything while they're doing it. Think about it, when was the last time you told any business that you were shopping there because of their advertising? Probably never right? Don't expect your customers to be any different than you. And if you ask them how they heard about you, don't expect an accurate answer either.
Having More Than One Idea in an Ad
A good way to avoid this problem is to ask yourself; 'what is the one thing I want people to remember from my ad?' If you want people to visit your website, tell them to go to your website and why. If you want them to show up for a special event, make that the focus of your message. Remember that consumers are busy dropping off the kids at school, going to work, making dinner and a host of other responsibilities. Make it easier for them to remember your message. Give them one offer at time.
Underestimating the Importance of a Good Website
An amazing 97% of Americans have pre-shopped for information about a product or service before making a local purchasing decision. Haven't we all done it? Whether you're looking for a lawn care company, a dentist, new car, roofer or restaurant, you're using the internet to help make those decisions. Having a crisp, well laid out website that works on full size computers AND mobile devices is essential to making it easy for customers to do business with you. We can help design and host a mobile website for you that is optimized for iPhones, Androids and Blackberry's.
Making Your Ad Sound or Look Like an Ad
Unfortunately, a lot of advertising is filled with clichés and unsubstantiated claims that no longer resonate with consumers. Phrases such as 'save like never before; family owned and operated since; conveniently located at; for all your ________ needs' and on and on fill today's commercial copy. If done well, your commercial message should evoke an emotional response from your prospect and help them remember your brand.
Here are two sample pieces of radio copy. Which one sounds like a lot of other ads? Which one do you think would be more effective?
Jenkins and Roberts Insurance Company is Delaware's leading independent insurance broker. Winners of the Insurance Institute of America's platinum award for claims processing, Jenkins and Roberts has the knowhow and the manpower to handle all your insurance needs. For home, life, health and automobile policies, Jenkins and Roberts can help you pick the right policy for today and the future. Stop by their office for more information. It's conveniently located at 1325 Kirkwood Highway. Or call them at 302-555-1234, for downstate or out of state call toll free at 877-555-9876. You can also visit jenkinsrobertsinsurnace.com and remember to like them on Facebook.
If Jenkins and Roberts Insurance can't save you at least 10% on your home or car insurance policy they'll buy you dinner at the Cheesecake Factory. As an independent insurance broker, Jenkins and Roberts can instantly compare rates from every insurance provider in the United States and bundle your policy together with thousands of other Delaware Valley customers for tremendous volume discounts. If Jenkins and Roberts can't save you at least 10% off what you're paying now in insurance premiums, dinner at the Cheesecake Factory is on them. It's worth a few minutes of your time and either way you're going to save money or, get a free dinner. Take a moment to visit their mobile friendly website at JenkinsandRoberts.com for complete details on this guarantee. No one likes to give money to insurance companies, go to Jenkinsandroberts.com and give them less.
While Copy A may make the owners of the insurance company feel like big shots it makes no offer, doesn't evoke any emotional response and lists too many contact options for the company. Could anyone really remember all those numbers?
Copy B makes a specific offer and points consumers to the mobile friendly website to get details. From there they can call, email or get directions.
Delmarva Broadcasting's copy writers and production professionals can help you create a sales message that helps you build your brand and generate more revenue. Contact us today to get started.