I don’t know about you but I love learning from the mistakes of others, in the hope that I can avoid making the same mistakes. With this in mind, we at Italic Creative want to share the three most common advertising mistakes we see small businesses making, in the hope that you can learn from them.
The most important thing in advertising is your potential clients, or target market. You need to know who they are, and as much about them as possible.
It is also really important to know what they spend their time doing. For example, do they read the newspaper or do they spend all of their time on Facebook? Putting your advertising in a place where your customers aren’t looking is the easiest way to throw away your advertising money.
Even if your advertising is in the right place to be seen, it may not be capturing their attention. Dull or boring ads, ads that blend into the background, and ads with no attention grabbing images or headlines are another way you can loose your precious advertising money.
Another waste of advertising dollars is to have an ad that does not tell your potential customers what you do, or what makes you different from all of the others. Without sharing this difference, also called your unique selling position (or USP), customers have little reason to buy from you.
How not to make this mistake
To make sure you are getting the interest of your target market:
It is an accepted advertising rule of thumb that the average customer is exposed to up to 3,000 ads per day. Three thousand ads! Even if your ad is one of those 3,000, what is the chance that the customer will remember it by the end of the day?
That’s why it is important to make sure that your message is being put out there multiple times and through multiple channels. For example, an advert in the morning newspaper can be followed up by a radio ad at the end of the day.
Don’t forget, there are more than just the usual ways of getting your ad to your target market. Facebook, Twitter, QR Codes and Foursquare are great channels with lower costs. (Just make sure they are the right channel to reach your target market – see mistake number one.)
Ways to avoid this mistake
To make sure that your ads are being seen and not lost in the clutter:
If you don’t know which advertising campaign worked, how can you do it again? More importantly, if you don’t know which ones failed miserably, then you are doomed to repeat that mistake again and again.
Tracking your results can be as easy as asking new customers where they heard about you. You can do this over the phone or include a section in your online contact page (like us).
How to avoid this mistake
Make sure you track your leads by:
We hope that this article will help you avoid making these mistakes. Of course the easiest way is to avoid them is to get the help of a professional. Italic Creative have been helping companies avoid these mistakes since 1999. Contact us if you would like us to help you.