Lila.co.il | Women in Business

Marketing / How to Advertise Effectively

join us | sign in

| Site Map | My Lila | How Lila helps you | FAQs | Contact Us | עברית

About Us | Directory | Articles | Events | Forum | Services | Links

join us | sign in

Showcase Newsletter Articles
Preparing for an Art and Craft fair Developing a Company Image to Drive Sale Niche Marketing – the best strategy for Small Businesses Make Networking Work For You Marketing for artists - the art of making a living! How to Advertise Effectively Devising an Effective Advertising Campaign Dress for Success Don't Sell Yourself Short! How to Market Your Graphic Arts Business Barbara's Rules for Marketing New Lila Advertising Package

Marketing / How to Advertise Effectively
Advertising Guidelines
Business women attending Lila workshops and networking groups often ask, if, when and where to advertise and how much of a budget to allocate for advertising. They ask is it better to advertise in the peak of the season or when things are slow. Is it best to blow the advertising budget on a big impressive advertising spread or take out small ads consistently over time? Some people think that if things are not going well they can advertise themselves out of a problem.
Firstly ask yourself what are the reasons for advertising and go over the basics - who are my customers? what is my niche? And what am I really selling beyond the product or service? Is it status, self-enhancement or peace of mind? Once you are clearer about the intangible benefit of your product or service you will be in a better position to design your advertising program.
What advertising can do for your business.
Remind customers and prospects about the benefits of your product and service
Establish and maintain your distinctive identity
Encourage existing customers to buy more
Announce changes and promotional and seasonal offers
Attract new customers and replace old ones
Slowly build sales
What advertising can't do for your business
Create an instant customer base
Cause an immediate and sharp increase in sales
Solve cash-flow or profit issues
Substitute for poor and indifferent service or poor products

Planning is a key to advertising
Advertising does get results – that’s why so many companies do it, including the big ones. It takes time and persistence. You can only measure effectiveness of your advertising over the long run. You must repeatedly remind prospects and customers about the benefits of doing business with you. It's this constant repetition and the cumulative effect that win the day.

WHAT is the purpose of the campaign? Set goals; get rid of dead stock, promote a seasonal item or a sale, announce a new product or service announce a change
What is my BUDGET ? A rule of thumb is 3%-6%   of gross income per year. Look at the calendar year and decide when to advertise. Do advertise in the high season
Who is the potential TARGET AUDIENCE of the advert and where are they? To do this, create a profile of your best customer. Be as specific as possible,They will be the primary guidepost in creating your ads and choosing appropriate media.
       Examples: A caterer may want to target the business sector in her area. A
       business training consultant with a Spanish may target companies doing
       business with South America and Spain. A children's clothing company may
       target younger mothers
WHAT is my message? Why is it IMPORTANT to them? Think in terms of the benefits to customers, How does your product or service actually help? A person trainer would stress feeling energetic and healthy. A financial consultant could stress a feeling of control and financial freedom.
What would be the best TIMING? Before a festival? in a special advertising section?
What is the competition doing? What are their weaknesses, what can you offer that they don't? what is special about what you offer that others don't offer? Knowing your competition will also help you find a niche in the marketplace and establishes a particular positioning in your customer's minds. For example, is your product perceived as the most or least expensive?
How are we going to monitor success of the advertising campaign? It can be hard to assess results however, when your ad contains a coupon, special time-limited offer or other inducement to act immediately, you can get measurable results almost
Five guidelines to follow in developing an ad program:
1. Do your homework. Start compiling your own ad file. Collect ads youlike, to give you ideas, as well as ads run by your competitors, so you canmonitor what they're doing. Read books on advertising.
2. "Sell the sizzle, not the steak." This is an old and great rule about selling productsbased on the benefits and excitement that they have. So focus on your U.S.P (unique selling proposal) and on those intangibles that motivate human behavior and generate sales
3. Stick to your own image and personality. Stay with the basics of whoyou are. Make sure that the personality and image projected in all youradvertising ring true and reflect you
4. Give each advertising medium you choose a fair test. Advertising rarelybrings sales overnight. Run your ad at least five times -- or at least twomonths in weekly publications -- to test out the market properly. Often,consumers need to get used to seeing your ad before they'll act on it. Results take time.
5. Don't overlook current customers. Nobody sells you better than asatisfied customer. So in your efforts to gain sales from new prospects,remember that you can build sales equally well through the customerreferrals and repeat purchases of existing clientele. Maintain a mailinglist and, at your earliest opportunity, start producing sale notices,newsletters, catalogues, or other goodwill and sales-generating materialsfor the customers you already have.

מכונות קפה לוואצה
אינטרנט מהיר
ייעוץ פנסיוני

Terms of use | info@lila.co.il | © 2005 Lila.co.il | Graphic design and programming by BIG design studio

Advertising Guidelines

Business women attending Lila workshops and networking groups often ask, if, when and where to advertise and how much of a budget to allocate for advertising. They ask is it better to advertise in the peak of the season or when things are slow. Is it best to blow the advertising budget on a big impressive advertising spread or take out small ads consistently over time? Some people think that if things are not going well they can advertise themselves out of a problem.

Firstly ask yourself what are the reasons for advertising and go over the basics - who are my customers? what is my niche? And what am I really selling beyond the product or service? Is it status, self-enhancement or peace of mind? Once you are clearer about the intangible benefit of your product or service you will be in a better position to design your advertising program.

What advertising can do for your business.

Remind customers and prospects about the benefits of your product and service
Establish and maintain your distinctive identity
Encourage existing customers to buy more
Announce changes and promotional and seasonal offers
Attract new customers and replace old ones
Slowly build sales

What advertising can't do for your business

Create an instant customer base
Cause an immediate and sharp increase in sales
Solve cash-flow or profit issues
Substitute for poor and indifferent service or poor products

Planning is a key to advertising

Advertising does get results – that’s why so many companies do it, including the big ones. It takes time and persistence. You can only measure effectiveness of your advertising over the long run. You must repeatedly remind prospects and customers about the benefits of doing business with you. It's this constant repetition and the cumulative effect that win the day.

WHAT is the purpose of the campaign? Set goals; get rid of dead stock, promote a seasonal item or a sale, announce a new product or service announce a change
What is my BUDGET ? A rule of thumb is 3%-6% of gross income per year. Look at the calendar year and decide when to advertise. Do advertise in the high season
Who is the potential TARGET AUDIENCE of the advert and where are they? To do this, create a profile of your best customer. Be as specific as possible,They will be the primary guidepost in creating your ads and choosing appropriate media.

       Examples: A caterer may want to target the business sector in her area. A
       business training consultant with a Spanish may target companies doing
       business with South America and Spain. A children's clothing company may
       target younger mothers

WHAT is my message? Why is it IMPORTANT to them? Think in terms of the benefits to customers, How does your product or service actually help? A person trainer would stress feeling energetic and healthy. A financial consultant could stress a feeling of control and financial freedom.
What would be the best TIMING? Before a festival? in a special advertising section?
What is the competition doing? What are their weaknesses, what can you offer that they don't? what is special about what you offer that others don't offer? Knowing your competition will also help you find a niche in the marketplace and establishes a particular positioning in your customer's minds. For example, is your product perceived as the most or least expensive?
How are we going to monitor success of the advertising campaign? It can be hard to assess results however, when your ad contains a coupon, special time-limited offer or other inducement to act immediately, you can get measurable results almost

Five guidelines to follow in developing an ad program:

1. Do your homework. Start compiling your own ad file. Collect ads youlike, to give you ideas, as well as ads run by your competitors, so you canmonitor what they're doing. Read books on advertising.

2. "Sell the sizzle, not the steak." This is an old and great rule about selling productsbased on the benefits and excitement that they have. So focus on your U.S.P (unique selling proposal) and on those intangibles that motivate human behavior and generate sales

3. Stick to your own image and personality. Stay with the basics of whoyou are. Make sure that the personality and image projected in all youradvertising ring true and reflect you

4. Give each advertising medium you choose a fair test. Advertising rarelybrings sales overnight. Run your ad at least five times -- or at least twomonths in weekly publications -- to test out the market properly. Often,consumers need to get used to seeing your ad before they'll act on it. Results take time.

5. Don't overlook current customers. Nobody sells you better than asatisfied customer. So in your efforts to gain sales from new prospects,remember that you can build sales equally well through the customerreferrals and repeat purchases of existing clientele. Maintain a mailinglist and, at your earliest opportunity, start producing sale notices,newsletters, catalogues, or other goodwill and sales-generating materialsfor the customers you already have.

מכונות קפה לוואצה
אינטרנט מהיר
ייעוץ פנסיוני