THINK ADVERTISING DOESN'T WORK?

You're right if You Haven't Done Your HOMEWORK!

5 Things You Should Ask Yourself
Before You Spend One Cent on ADVERTISING!

1. What is the main purpose of your advertising?
Are you expecting an immediate response (e.g. end of season sale) or a long-term increase in awareness/loyalty. Your advertising buying decisions will vary according to your answer to this question.

2. Who are your Customers?
Where do they live, what are their hobbies, where do they socialize, what media do they read/listen to/watch. It is not an efficient use of your advertising dollar to use the “shotgun approach” and pay for ads going to large numbers of people who are not potential customers because of where they live.

3. How do your customers buy your product?
Do they need to hear it, see it, touch it? How often do they need it?

4. How often do you need to advertise?
For instance, if you are promoting regular use of your product or service you need to plan a continuous steady advertising pattern rather than the short intensive campaign more appropriate for a seasonal product or service.

5. How will you measure the results?
You want to measure both the cost of reaching potential customers (usually expressed as a cost per thousand/CPM) and your results. The latter can be as simple as asking new customers how they heard about your business or promotion.