An important form of communication that can inform and attract must-have customers is your advertising. Keep in mind that all of your communications and interactions with customers are forms of advertising.
Sadly, most business advertising of the traditional sort doesn’t work very well. That’s because many people mistakenly think the purposes of advertising should be to strengthen brand awareness, or win awards for creativity. In fact, advertising’s only goals should be to:
* Give your core customers a reason to keep buying from you.
* Give your must-have customers a reason to start buying from you.
* Increase your sales and profits.
If your advertising isn’t doing those three things, you might as well be throwing your money out the window. Some advertising is really just egotising — it makes management and the agency’s creative people feel good, but it doesn’t add to the bottom line.
In too many cases, companies work hard to establish a certain image, such as elegant department stores designed for affluent core customers. Then, they disseminate advertising filled with price-reducing offers directed to the bargain-hunting crowd, which certainly isn’t their core group.
Category : Advertising & Blog & Business & Marketing & SEO & Websites
