Where should you place your advertising?

There are so many advertising mediums. This can be the most confusing step for any brand manager or anyone in business.

Where you place your advertising should be based on a simple principle.

Go where your target audience is most likely to see, read or hear it.

There is no single medium that is good or bad. All will reach an audience.

Simply put, the medium or mediums to use are the ones that fit your advertising objectives reach your target market and fit within your budget.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

What should your advertising say?

Make your offer interesting

Translate the interesting elements into meaningful benefits

State your benefits as believable

Get the prospects attention

Motivate your prospect to take action

Communicate clearly

Measure against you plan

 

Once you have worked all this out hire someone who knows how to write and produce ads to make yours. Not a PR firm. Not a designer. Not a printer. Not a media business. Not the publication. Not the radio or TV station. A marketing and advertising agency that knows what they are doing and have a track record.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

Be consistent with your advertising effort

 Whatever your approach, be consistent!

Don’t expect advertising to work instantly. One exposure to a potential customer in a purchasing cycle has little or no effect unless they are absolutely in the market for your product or service.

Build trust with your potential customers by being consistent and continuing to communicate with them through good and tough times. Just like any relationship. The optimum level of exposures to your target market in a purchasing cycle is three.

This is the area where businesses fail the most. They will try something then when it doesn’t work after a short time they will stop. Then months later try something different. This inconsistent approach is confusing to the market so they ignore you.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

The new apple store

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

The Paperless Future

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

 

 

Selling is not just SELLING!

(Image: Graphic Design Junction)

“People love to buy things, but almost no one wants to be sold.”

Thousands of people are eager to buy what you sell. They want the benefits, the convenience, the comfort or prestige that you can provide. Human beings are an acquisitive bunch! We want stuff!

The “desire to acquire” goes deep, and it’s a good thing.

So, if you aren’t making the sales you would like, let me suggest that the problem is not with your customers, but with you. The problem is likely one of the following:

1.  Not enough potential customers know about you or that your product could enrich their lives. This is a marketing problem, and as a business leader it is your job to solve it. Let people know! Get out there and get in the game!

2.  Or, the other possibility is that you’re trying too hard to “sell.”

Personally, I have a deep-seated aversion to being “sold” anything. I see websites that seem manipulative or dishonest. I see sales techniques that fail to build trust or credibility, and they do not attract me.

But people are eager to buy benefits! They buy solutions to their problems. They buy things that make their lives better, easier, simpler, healthier or more comfortable. They buy stuff that makes them happy. And they buy from people they know and like and trust.

(Image: Viralblender)

If enough people “know and like and trust” you, they will listen when you offer a product or service that makes their lives better. If they “know and like and trust” you, they will flock to your door and you’ll make all the sales you need.

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

Independent advice

There are so called advertising experts everywhere. It is one of the only professions where you don’t need some sort of accreditation or licence to operate.

One simple rule applies. Are they independent?

Whatever you do avoid listening to a rep peddling a particular medium. They are being paid to sell that advertising medium so will never offer independent advice.

No amount of razzle-dazzle, flash presentations, graphs, research and spin should convince you of anything.

OBTAIN INDEPENDENT ADVICE – should I repeat that?

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

 

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Tips for producing successful advertising

 

(Image: emercedesbenz)

 1. Make your offer interesting

• What are the reasons people want your product?
• For Mercedes its style status and luxury

 2. Translate the interesting elements into a meaningful benefit

• People buy benefits not features.
• People don’t but cars. They buy speed status, style and performance

 3. State your benefits as believable

• State the benefits in such a way that they will be accepted beyond doubt
• Mercedes might say – you will receive one of the most luxurious ride of your life.

 4. Get the prospects attention

• Be sure to interest them in your product
• Mercedes might show its vehicle riding over a bumpy road with passengers asleep

 5. Motivate your prospect to take action

• Include a call to action – phone, web, dealer, demonstration etc.

 6. Communicate clearly

• Use headlines, sub heads and visuals to get your point across.

 7. Measure your finished ad against your strategy

• Use your strategy to guide you. If it doesn’t work scrap it and start again

 

For more information about Jarvis Marketing, our staff, our services and past work please visit our website

Creative strategies that lead to good advertising

 The purpose of creative strategy in brand advertising is to position the product.

Correct positioning has more effect on sales than any other step.

Positioning is placing your product uniquely in the customers mind. It is setting the product apart from its competition in the mind of the consumer.

Positioning is the result, strategy is how you get there.

What about brand Image? The image of a brand is the products personality beyond its physical characteristics.

Creative strategy 

1. Objective

• Clear statement – the position you wish to occupy in the consumers mind
• The essence of positioning is sacrifice – you can’t be all things to all people

2. Target Audience

• Paint a three-dimensional portrait of the consumer
• Demographics are a start but go further and describe the consumers’ attitudes, personality, lifestyle etc.
• Include the competitors we must replace
• The target market is a key strategic issue. Do research

3. Promise

• Search for a promise of benefit to the customer
• What is the benefit of the product to the consumer?
• A good strategy always leads to a consumer promise
• A benefit on which to build the advertising

4. Support

• Can you give the customer a reason to believe the promise
• A reason why can help support a product benefit

5. Tone and Manner

• Search for a distinctive tone for the advertising
• Tone helps build personality
• Personality helps separate brands from their competition
• This is the area where brands are built. Make every effort to separate brands from competitors.

For more information about our work or us, visit jarvismarketing.com.au