Avoid Business Marketing Mistakes and Identify Profitable Opportunities
I think it’s safe to say that in the area of marketing, most small business owner efforts produce very disappointing results and their return on investment is much smaller than they even expected. Why this may be happening?
You can point the finger at several reasons; there is the ever to popular placing of the ads in the
wrong mediums, not identifying your target market, selling a products or offering services where there is little demand for it or way too much competition, poor pricing too high or too low), poor or bad customer service team, a sales strategy that is as weak as your marketing message;
lack of brand identity, or not having a unique selling point. am I starting to sound off some bells?
Basically, simply taking out ads in magazines and newspapers, buying up television or radio spots, and making prospect cold calls is not going to make your sales go into overdrive. Your marketing strategy has to be solid from day one. It has to make sense, be realistic and be executed well. That’s how you make the dough.
Remember, your target audience is constantly being fed advertising messages on a daily basis; from cold calls, sales pitches, billboards, empty promises, all kinds of special promotions and false advertising claims.
So. How do you reach your target audience, stand out from the sea of competitors, inspire trust in your brand, and get customers to actually respond to your offer (preferably in herds)?
For Advertising Strategies to be Successful One Must Start with an Attractive Advertising Message
I’ve always told my clients that the most effective way to be in harmony with what works and what really doesn’t is by getting in the habit of observing and noticing the many marketing messages and strategies they are bombarded with every single day, and in every single way.
Ask yourself. Which messages, ads, and images caused you to stop and take notice and pay attention. Whether it’s a radio spot, bus or train ad, billboard, commercial, or a magazine ad?
Most likely, the marketing messages you are getting, and that actually penetrate and attract your attention are the very ones that focus on how a product will make you feel better, solve a problem, provide you with some level of comfort,make your life a lot easier or more fun. These are the things that grab our attention and make us want to take action.
I could go on and on; but the point being is that the ads and marketing strategies that focus on the benefits, and the positive emotions that a product or service can draw are the very ones that can generate the most responses and sales revenue. In your advertising and marketing materials emphasize the desired outcomes, benefits, and finally results that your potential customers will enjoy as the result of using your product or service.
Effective Target Marketing: Identify Opportunities
A successful marketing strategy will often times begin by looking for and identifying opportunities that are cost-effective and reach your target market when they are more inclined to buy from you.
Here is a good example in this kind of marketing that brings about more opportunities. While attending a candy festival and some really great special events during last
summer. I immediately noticed a bright orange flyer was wedged under my cars wind-shield wiper.
The first thought that came to me was, great it’s a parking ticket, but upon closer examination, I came to realize that it was for a promotional flyer for a organizing service. I looked around my neighborhood and noticed that every vehicle had this same targeted advertisement on its wind-shield wiper.
As me and a friend drove through town, it was clear that street after street of parked vehicles had this same orange advertising flier’s wedged in their wind-shield wipers.
The point that I am trying to make is that someone realized that thousands of families, most likely with young children, are probably going to need some help organizing their home or even their business.
The owner of this organizing business service figured out a way to reach hundreds of prospects in a very cost-effective way, maybe even thousands of targeted prospects will be reached, who would be very receptive to the service being marketed. I wouldn’t be surprised a bit if that orange flyer strategy resulted in a lot of potential business.
Successful advertising and marketing strategies takes imagination and creativity, determination, experimentation, as well as observation; but if the advertising message you created does not paint an irresistible picture, create action, and reach a targeted audience with the greatest result to your offer, then your campaign will be seen as ordinary and your results pretty mediocre if not non-existent. The strategies in this article are nothing new, but they effective when planned out and executed properly.
Commit to these ideas and one day you will be among the minority group of successful business owners and entrepreneurs.
Andrew W. Hobson is a freelance writer for Public Relations Depot, a PR Marketing company catering to small business. He has worked in the SEO, PR, Internet and Small Business Marketing industry since 1999. http://www.prdepotchicago.com/ For More Information
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