Advertising & Public Relations
Navigating Advertising Avenues
By Ryan M. Hoback, Motivated Entrepreneur Incubation & Consulting
So we are sitting at a large round table with a mess of scribbled notes, thoughts, ideas, and we are not sure where to go next. We are ready to develop a plan or at least a rough scheme and move forward. So what is message we are trying to get across to our target customer base? What is our advertising attraction?
We need to first sit down and discuss what our budget for this particular project or department will be. Once we develop a budget for plan, we can start to develop a message around mediums that will be using to deliver it through. There are numerous forms of advertising media we can use, such as;
(Direct Mail, Public Relations Promotions, Display Advertising, Directories, Brochures/Flyers, Door to Door Leaflets, Transit Ads, Internet, T.V. Radio, Cinema, Exhibitions, Trade Shows)
Once we have decided types of advertising we will use, we need to look at what type of customer would we like our ad to solicit. There are two modes that our customers shopping habits can be classified as, transactional and relational. Transactional customers focus on today’s transaction and they fear paying more than they should have. They are very research oriented and they enjoy comparing and negotiating. At same time these costumers are great for word-of-mouth advertising. Relational customers think of today as a beginning to all transactions to follow. Their fears are of not of making right choice; they do not enjoy negotiation and competition. These customers consider their time to be crucial and they become great return customers when they are satisfied with something.