As I was reading a financial magazine this past weekend, an advertisement for a sub-sandwich shop caught my attention. Now I realize everyone eats, but my first thought was, “Why are they advertising in this publication?”
Please keep in mind that I am a marketing junky who has been known to sing jingles to my children when they are upset. Most people don’t apply this much thought about advertising.
It’s been my experience that many ads are bought because of emotional decisions, rather than for any logical reason. That’s not terribly surprising, as most sales are made on emotional basis and justified with a logical reason. But is this wise?
It helps if you know the difference between Response (“Hey, I saw your ad!”) and Results (“Hey, I saw your ad and I need insert your product or service here!”). It’s easy to fall victim to the euphoric feeling of being noticed.
I would encourage you to consider the placement and/or location of your current marketing efforts. Don’t pick a marketing medium just because it’s the biggest or it’s the trendy place to be seen. You will fair far better by knowing who your target audience is and then actively promoting your business in the places most likely to be seen/heard/read by your audience. (You won’t see a lot of nail salons advertising in car magazines.)
In my next blog on Tuesday, July 7th, I’ll provide some ideas on how to track your marketing & advertising Results.
Until then, please take a moment to remember the sacrifice that so many veterans have made in order to ensure our freedom & safety. If you know a veteran, or happen to meet one, please thank them for their service. Happy Independence Day! Think about what the word, “Independence” signifies.
Ray Charles singing \”America\”
Tags: ads, advertisement, advertising, audience, car magazines, children, Indepence Day, Independence, jingles, marketing, nail salon, SalesCategories: Advertising, Business Development, Sales.
