Marketing and Advertising
Marketing and Advertising are essential
activities for success in business. While marketing is
a broad based discipline comprised of many sub disciplines, advertising is
one of the most important components of a good marketing plan. Your marketing
and advertising should focus on the real needs and wants of your prospective
customers, NOT what you think they need or want. To be successful today your
marketing and advertising must be customer focused, not product
focused. In other words you must identify and study customer needs before
creating and delivering your product or service, not after you have produced
it.
Challenges in Marketing and Advertising
Life today produces a blitz on consumers' senses. So much so that they (we)
have become numb to standard marketing and advertising pitches. The reason
is simple: we are all being exposed to marketing and advertising information
from an ever-increasing number of channels including TV, radio and the web.
And now information is being delivered via mobile technology like cell phones
and PDA's. People also have more personal and professional responsibilities
today and less time to handle them. As a result, many consumers get bogged
down in analysis, procrastination or both. Information overload is a reality
and it has become a major obstacle to doing business.
Advertising is also returning less on investment for many businesses. Product
and service offers in newspapers, magazines, brochures, TV, radio, web pages
are all competing for your attention, interest and business. Large companies
spend a fortune on aggressive advertising campaigns to promote their brands
and attempt to differentiate themselves amidst all the chaos. Creative, humorous
and uninformative promotions that don't tie in to consumers' real needs have
become standards for them.
Unfortunately many small and medium size companies mimic the marketing and
advertising styles of big business. These organizations are wasting a lot
of money on ineffective marketing and advertising strategy. They hand their
money over to so-called experts at their local marketing or advertising agency.
Unfortunately these people have little or no training in scientific marketing
and advertising methods and have no real incentives to make sure your marketing
or advertising actually works. They get paid even when your ads bomb.
Overcoming the Challenges in Marketing and Advertising
In spite of all the problems in marketing and advertising today, many different
things can be done to improve your results. For example, you can restructure
advertisements to include "psychological triggers" that get more
response and more sales from prospects. You can alter your current marketing
programs to include these psychological triggers as well. You determine these
triggers by performing surveys with your buyers and prospects to uncover hidden
hot buttons, desires and fears about what you sell. Once you have collected
and analyzed this information, you then integrate it into your marketing and
advertising strategy.
CALL 845-223-8168 for Your
FREE Initial Marketing Consultation!
