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Ready, Aim, Target
A wise person once said,
"If you're afraid to advertise then you're afraid to be successful."
I was having lunch with a friend and she said that she was giving her business until the year 2000 to succeed. I asked what kind of
advertising she did. She said, "I tried advertising once and it didn't work."
Advertising involves commitment.
Did
you know that the average person has to see an ad nine times before taking any action? This is precisely why once is not enough. Before you spend money on advertising, determine—
Who is your target market?
Let's
say you own a local juice joint. Your target market might be active, middle-to-upscale teens, and 20 to 40-somethings.
Here are some advertising tips to consider:
- Advertise in local sports, health, and entertainment publications.
- To monitor effectiveness, ask customers to bring in the ad for a free or discounted drink
- Or advertise in one publication at a time but over a period of several weeks.
- Sell benefits: health, energy, thirst quenching, and well being.
- A small, well-conceived ad can be as effective as a full-page ad.
- Request a discounted rate for multiple runs.
- Request a free classified ad and write some funny or nutritional ad copy. (Humor and information are memorable.)
- Check your ad to verify its placement.
Build other business relationships by
- Offering discount coupons at nearby fitness centers, sporting goods stores, or movie theatres.
- Give free tastes to passers-by.
- Hosting a percentage-of-sales-night for the local high school's softball team, little league, or pet rescue.
- If you have really cool t-shirts, baseball caps, Frisbees, or tote bags, donate them for charity auctions or community service groups.
- Always treat your customers with courtesy and respect.
- Fill a logo tote bag with a t-shirt, some packaged products, local memorabilia, recipes for juice drinks. Ship anywhere.
- Go from local to global and sell your products on the Internet.
Ready, Aim, Target is Copyright © BridgeMarketing.com 1998
www.bridgemarketing.com. Check out our complimentary, no-obligation online consultation.
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