Larry the Ad Man's Blog

I hope you learn from my small business marketing and advertising tips.

"Advertising is to trade what Steam is to machinery" Thomas Cook.
It was an honor to be nominated for 2011 Canadian Weblog Awards.

Sunday, May 15, 2011

Planning for marketing success.

One of the biggest mistakes I see small business make in advertising is placing one ad and "we'll see how we do with it". That statement has a few holes including a measurable result that your business is looking for. When placing an ad, define "how we do" with a realistic expectation of what to expect from customers or new customers. High expectations can derail a potentially great ad campaign before it has a chance to get off the ground.

In many cases, if you place an ad in a new medium, chances are that many who see your ad, will have never heard of your business. So the first time they see your ad, it makes them "aware" of your business. Follow up with future ads that include a call to action, like a special or a "tip". When you define the expectation then it is much easier to design your ad with all of the right elements to deliver on the expectation.

In your overall Marketing plan, make sure your ads fit your business image and overall business feel. Nothing can harm a business more than a false sense of your business in your ad and the business not meeting the bar your ads have set. If your ads promote quality, then make sure your business defines what quality means and live it to the maximum. If it's price, then all of your items had better be lower in price than most of your competitors.

Last but certainly not least, make a plan for the long term. You might want to start with a year, but once you have perfected the plan, you might graduate to a 5 year or 10 year plan. make sure it is firm and flexible and it will make all of your Marketing choices much simpler to make. Until next week, I am Larry "The Ad Man"

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