A successful advertising campaigns does not consist of a static plan. A successful advertising campaign needs to be vibrant and malleable. If a campaign isn’t refreshed and renewed, it will become stagnant and ineffective.
If it doesn’t produce, quit doing it
If you have tried a marketing technique and it doesn’t seem to work for your venue, you have no requirement to keep marketing on that track. Abandon that tactic in favor of a new one that may net you more sales and more income. Never stay with an ineffective campaign just because you put money into it and feel you need to ‘see it through’.
Direct Response Advertising
If you don’t have a lot of money to throw at an advertising budget, then direct response marketing should definitely grace your advertising campaign. This may be in the form of brochures, appointments and or immediate sales. With this type of advertising, you will know rather quickly if your advertising is working.
Don’t overburden one form of advertising
Many advertising campaigns fail because the small business tries to make the campaign do too much, such as combining brand advertising with direct response advertising. If you have a small business, use the direct response approach to grow your business. As your business grows, so will your brand recognition.
If you are creating brochures or advertising in some hard form, your headline will be the most important part. This is because you can’t get your information read if the headline doesn’t do it’s job of pulling the reader in. In order to make the headline work, it needs to be about the reader, not about you or your company. If you make the headline about you, you may miss out on prospective clients. They are interested in themselves and their business, not you and yours.
Whatever campaign you use to advertise your business, be flexible and alert to what works and what doesn’t. The sooner you realize what is working for you and what isn’t, the faster you will focus on a winning combination to build your business. Be ready to abandon those things that don’t work and focus on those things that do. It is true that you have to spend money in order to make money but is you spend your money smart, your advertising campaign can pay for itself with windfall profits.