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TPI's
Ten Steps to Advertising Success!
- Placement:
Is it easier for you to find the competition's ad in the newspaper
than it is to find your own? Ask where the best possible location
is and request it.
- Design:
Regardless of budget, good design will make your ad stand out. Good
photos, fonts, and use of color are helpful.
- Medium:
Choose the proper medium to communicate your message. For example,
new procedures and educational seminars will not see a great return
rate if advertised in the yellow pages.
- Audience:
Who is your target audience? Only when you define who you want to
reach, can you define how to reach them.
- Message:
What characteristics or services distinguish your practice from the
competition. Be sure your message or inherent benefit comes through
loud and clear in your advertising copy.
- Creativity:
Establish a creative identity - an original concept or slogan attracts
attention and contributes to success in advertising.
- Timing:
The most creative advertising campaign is useless if initiated at
the wrong time. Have a plan to allow for enough time to respond.
- Consistency:
Especially when running a regular advertising schedule, maintain consistency
in the ad design, location, etc.
- Size:
Depending on budget, there should be a happy medium between the size
of an ad and number of impressions.
- Evaluation:
Unless there is a tangible means of tracking the success of your ads,
how can you justify spending money the next time? Have a means of
tracking responses.
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