Advertising your brand is a vital element in your business. It is your strongest connection to the public. Consumers will more likely buy from a company that establishes a personal connection with them through advertising. Creating appeal to new prospects, increase in sales and business growth are just some good reasons to advertise. Now how to advertise?
“What”
The first step in advertising is to know what you want. Are you trying to lead prospects? Do you want to raise brand awareness? Are you trying to make your brand be considered directly? Or are you trying to convince customers to buy from you? Identifying what you need will determine the path of your advertising course.
“Who”
You need to identify your target audience. Taking the broad perspective which is “anyone interested in your business” is not that effective. Focusing on a specific group of people doesn’t mean you exclude others. It means you are doing an efficient and affordable way in reaching prospects that would more likely buy from you than any other groups in the market.
“Which”
Which media would be best in your advertisement? Can be it on a billboard? Or is it best if it can be seen on a pedestrian level? Or is it finest when aired on a LED Billboard? But remember you are not boxed in just one medium, it can be a multimedia campaign. Whichever is it may be, you need to distinguish it for an impactful approach.
“How”
In starting to consider advertising, companies question whether or not they need to allocate budget for advertising and it’s wrong. They should be facing the reality that in order to make money you first need to invest. The term here is “invest” because you are expecting a return unlike the word “spending” where the flow is only into outside, not returning back. Invest in the most effective out-of-home advertising to draw your target market.
“Why”
Full control on how and where an advertisement will be seen – this is what the company will gain upon choosing out-of-home advertising. Unlike tv, radio or print where the viewer can deliberately draw away their attention from, OOH advertising creates an attraction to prospects that these advertising materials should be viewed. For instance, an appealing billboard demands attention especially in high traffic streets. And recent studies states that 71% of consumers often look at the messages in the roadside billboard.
“Advertising is only for big companies” is a wrong thought. Small businesses really need to consider this,too. In some aspects, whether your products or services offer luxury or necessity, for it to be successful you need to invest in advertising.Reinforced with strong commitment to advertising and there’s no doubt that your company will grow further.