Promoting a small business: oh, it’s not an easy job

Creating your own advertising campaign is not so easy. There are many components you need to understand, especially if you are a beginner. The task becomes even more difficult if there are budget constraints. We have compiled a list of important areas to focus on so that advertising brings results.

Capture the reader's attention

Today your target audience receives a huge amount of advertising materials, so you need to produce something truly impressive. Messages that are too long, as well as advertisements with too much technical information, will be ignored. Come up with something witty in one line. And it shouldn’t just be “50% off” with a lot of exclamation marks - your customers have already seen this.

However, keep in mind: when coming up with a strong slogan, you should be as honest as possible. Customers don't like it when companies don't deliver on their promises. The campaign should reflect the quality of goods and services.

Emphasis on the message< /h3>

The message can either lead to the success of the overall marketing campaign or its failure. Depending on your clientele, experiment with different advertising messages. The most common types are:

• Description of the product and its specification. It works especially well in areas where certain product properties are exactly what the customer is looking for. For example, if we are talking about electronic gadgets;
• An interesting open question. Effective in the field of services and information. In this case, you should avoid closed questions; you expect an answer from the client - it should arise in his subconscious;
• The cheapest price with premium quality. In a very competitive market, users are looking for products with a competitive price, but at the same time of high quality;
• Appeal to emotions;
• Humor. This is the best way to establish a connection between the reader and your company.

Expected result

At the beginning of the campaign, it is important to make forecasts and try to predict the reaction of customers. This will help you understand what your next ad should be or what your next step will be. When running a campaign, you need to have an additional plan in place in case something goes wrong.

It is also important that the result is measurable. For example, you assume an increase in sales, an increase in profits, an expansion of the customer base by a certain percentage.

Target audience

The choice of communication channels will depend on who your advertising is aimed at. For example, if your customers are mostly teenagers or bloggers, then using social media and other multimedia platforms will be effective. If your target group is housewives, telephone calls and television advertising are the best choices.

For a local establishment, direct mail and distribution flyers or leaflets in public places, as well as exchange of advertising printed materials with related establishments located nearby. In addition, advertising in the local press can be quite effective: it does not cost very much, and you get direct access to the target audience.

Creativity

It is very important to prepare the advertisement in such a way as to like no one has done before you. An innovative approach will give you an edge in the market, and uniqueness will attract people to your campaign. People are more likely to pay attention to advertisements that pique their interest or are new to them, and that's what you want to give them.

Thus, to create competent advertising, it is best to involve professional copywriters or designers. A lot will depend on the printing house if your campaign is based on printed materials. For example, using designer paper with relief or textured varnish can significantly enhance the impact and highlight your products.

You may not have budgeted for such expenses, but if you take into account other costs (say, printing, shipping, creating a database), it makes sense to reconsider some items. If the advertising does not attract attention, all other money will be wasted.