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Marketing Strategy: How to use space advertising to find new customers.Marketing strategies can fail because executives try to satisfy too many objectives in space advertising. In space advertising, you usually have enough room to draw a prospect to contact you. People should be careful not to push their creative objectives to the point where they are not getting calls.
The success of your marketing strategy will often depend on using space advertising.
Space advertising is one possible avenue to increase your new prospects and help in closing sales.
Space advertising can get calls from new prospects if you pay attention to the fundamentals.Space advertising should focus heavily on the information gained from your marketing research.Space advertising hits hard on announcing what you offer, in a way that specifically appeals to your segment. Its gets to the point. In so many words, your advertising says, "We have what you are interested in. Come and get it." You should not design advertising until you have a clear understanding of your customer market segment. Then, your product advertising should serve to reinforce that work. Here is an example of what not to do: I am now looking at an arbitrary space advertisement in a technical magazine. There is product information and vast verbiage about the greatness of the company. The advertisement crowds every inch of available space with text. The ad also has a graphic background which, I suppose, is intended to reinforce a certain company image. But, the background lowers the advertisement's contrast -- its actually difficult to see. And, of course, there is the ubiquitous thin white lined box surrounding the advertisement. I suppose this box is mandatory to make ads look identical? Here is a 7 point guideline that I generally follow when designing space advertising: 
The first 3 Seconds.
People are flipping pages.
You have 3 seconds to grab their attention.
Time is critical here -- nobody will struggle to figure you out.
A strong graphic works best.
Headline.
Decide what headline, without trying to be cute, would draw people to read your advertisement.
Your graphic has drawn your reader to the headline.
The reader's thumb is still ready to flip the page.
Your headline is in large, bold type.
It had better be short, good, and make them want to read to the transition.
Transition. This is the hook.
Its in a slightly smaller font size than the headline.
Its only purpose is to increase interest, and does not try to sell the product.
First line of the body copy.
It doesn't try to sell your product.
The reader is still skeptical and ready to leave.
Body.
Here is where your work on marketing strategy pays off.
What is your prospect looking for?
What does your prospect want to hear?
Use creativity where you can, but never be difficult to understand.
Contact.
Make it easy for your prospect to contact you.
Track and adjust.
Carefully track the results of every advertisement, and adjust them to increase their effect.
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Questions or comments? Please Contact Me. Copyright © 1999 - 2007 Robert Winton all rights reserved. | |||