Unless you have been in business for a very long time and have a wonderful reputation and get many customer referrals, you will need to consider an advertising initiative. Unless the market place knows that you exist, unless they know that by dealing with you will be a win for them and their company, how could they buy from you? They are not even aware that you exist. Stuart Britt said it best, “Doing business without advertising is like winking at a girl in the dark. You know what your are doing but no one else does.”.
Milan Kundera echoed the idea that a business needs the best product or service and needs to let the market know about it. “ Business has only two functions – marketing and innovation.” If your product is not the best, if it is not of high quality, if your customer does not have excellent customer service then your advertising campaign will be short lived. Once customers realize that your product is not good enough then your company 's reputation will be destroyed. There is days with social media with google reviews it is impossible for a company to get away with hings like it did in the past. So first make sure that you have an excellent product and that your service to your customers are excellent. Then with proper advertising , you can not only sell to those customers that your advertising brings in for you, but you satisfied customers will be an internal source of advertising. They will write you great reviews, they will tell their friends and other business associates. Advertising brings in that initial group of patients, your product and your service will either make or break you.
P T Barnum had a wonderful quote and it is so true, “Without promotion, something terrible happens – NOTHING!” An advertising campaign has to be figured into the budget, it is the one area that you do not want to cut cost on. Thomas Jefferson who was out third President and was considered an intellect had a funny quote but it is so true. “The man who stops advertising to save money is like the man who stops the clock to save time.”
Now your advertising campaign has to be one that will get the attention of your target group. Lot of thought needs to go into it and it will require some trial and error till you find what will work with your market. If no one notices your advertising – everything else is academic. So be careful to figure out what group you want to market to, do some research on what products they want and what will get their attention and what type of marketing will get their attention. Do your homework, make sure you have your best chance at this working. “Marketing without data is like driving with your eyes closed.” by Raúl Gorrín.
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