By all means try out different forms of advertising – ads in papers or industry magazines, ads on radio, direct mail drops or newsletters to customers. But work out who are the people most likely to buy your products or services. What magazines or newspapers would they read and what radio stations would they listen to? You’re not going to advertise baby gear in a car magazine, but would you advertise cars on a teenage radio station? They might be interested in the cars, but is that your target audience?
Test the market by choosing one medium at a time rather than everywhere at once. If you include a promotional offer that is unique to a particular advertisement, then it’s easy to measure the effectiveness of the ad. Customers will call you or come to see you because of what they have seen or heard on the ad. You can then record the number of enquiries about that particular offer.
Next time try another medium – magazine, newspaper or newsletter – and see how that goes. You’ll quickly get an idea of the best advertising medium for your target audience. But that’s not the end of it. You have to be flexible to change tack the next time if a particularly successful campaign suddenly bombs.
www.astillhawke.co.nz
No comments:
Post a Comment