Working on a Wire…
It’s been a busy week. I’ve started a new project which I’m enjoying (mind you I’m only 3 days in!)
I heard from a client recently who asked how to ensure that their advertising $ are spent in the right place to bring in the most return.
There’s a fine line to tread when deciding about advertising. You need to decide what type of advertising you need; a ‘call to action’ or ‘branding’.
A ‘call to action’ is advertising that has requires an immediate response from clients or customers and generally has an end date. It could be in the form of a sale of nominated products or services or value added offers if redeemed in a certain period. A ‘call to action’ approach is easily quantifiable as it is soon obvious if sales have increased.
Branding is a longer term approach to advertising. A branding program requires a determination of the business’ particular offer; a point of difference (sometimes called a POD) that separates your business from the competition. Branding is the approach that you need to ensure that you are clearly visible and memorable to your clients or customers in your chosen field.
Developing a branding program can strategically place the business in its correct place therefore creating more opportunities for additional sales.
Of course a branding campaign can be supported by periodic ‘call to action’ advertising.
Contact me to develop a targeted Advertising Campaign for your business!