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6 Most Common Advertising Mistakes to Avoid
As a small- to medium-sized business owner, it’s a big decision to begin and execute an advertising campaign. This is especially the case if you’ve never advertised before. If there are millions of questions racing through your head, such as what format to use and what publication to post your ad in, it’s important to stay informed to avoid easy mistakes. Here are some of the most common advertising mistakes to avoid and how our media advertising agency can help you.
Advertising without Researching
It makes no sense to create an advertisement in a newspaper or magazine without considering who it is intended for. Advertising is great but not without a clear idea of your target audience. Without this research, you’re wasting your time and money. Is your audience made of middle-aged women? Working class or affluent buyers? Families or singles? Consider questions that help you find out who your audience is before you start advertising.
Not Having a Solid Business and/or Marketing Plan
From the beginning, one of the biggest mistakes you can make with newspaper advertisements is starting without a plan. Without a solid business model or marketing plan, you will not provide your customers with an effective way to respond to your offer. It’s not good enough to have something rough written on paper or in the back of your mind. You must put this plan into action. Take some time to find out the ins and outs of your business. Ask yourself what the potential roadblocks are, what milestones you want to achieve, and when you expect to see a profit. By doing this you will formulate an effective marketing plan, and allow the opportunity for you to receive new investment opportunities.
Your Business Is Inadequately Prepared for Customers
It may not seem like an issue but if you have a great product and effective local newspaper advertising, you will receive a lot of customer responses. This isn’t an issue if your business is prepared… it becomes an issue when you are caught off guard by the responses, and realize that you are overloaded with orders that you cannot fulfill. As a result, you fail to meet customer expectations and give them a dreadful first experience with your business. In an instant, your amazing product and marketing is tarnished because of a broken web site, backorders, and the inability to deal with customer service responses. Don’t let yourself be a victim of your own success—begin with a soft launch and make sure that you are prepared for new business. Test your process repeatedly, and push your web site to its limits, until you have a fully functioning e-commerce web site that can handle the peaks that come with your business.
You Ignore the Competitive Landscape
Out of all the businesses that already exist, it’s highly unlikely that yours is unique. You may have put a unique spin on an already existing concept, but it’s unlikely that your business is completely original. Chances are, you are going up against many other companies that bring similar products and services to the market. If you don’t keep this in mind early enough, you can get lost in the clutter. Take some time to observe everything that your closest competitors are doing. Look at their ads and social campaign and find out what they’re promising. Who is their target audience? Is there a gap in the market that you can fill? Find out what makes you unique, and capitalize on it.
Being Too Creative that You Forget to Sell
This mistake happens all the time. There are so many entertaining, funny, and catchy advertisements that we can’t remember what product or service they are for. All the focus is on being entertaining—which is great—but the business forgets to make the call to action clear. Creativity does help you stand out, but don’t go so overboard that you risk losing leads because your customers don’t know what you’re offering.
The last thing you want to do in your advertising message is sound like everyone else. Phrases such as “great customer service” or “best business in the area”, don’t mean anything anymore. These promises are empty and unproven, and customers will see right through them. Instead of focusing on the number of years you’ve been in business, how great your customer service is, and how friendly your employees are, focus on things that impact customers such as the features of your offer. If you are a outdoor lighting company, you can focus on how your lighting accentuates your customers’ lush green grass and will make their neighbors jealous.
How Macromark Can Help with Your Ad Campaign
Setting up your ad campaign is a lot of work and there are many easy mistakes to make without the proper guidance from a marketing agent. These professionals can help you ensure that you target your audience, create a clear and motivating message, and stay within your budget to meet your goals.
At Macromark, we specialize in helping our clients create robust, effective, successful newspaper and print ad campaigns. Our variety of services can be customized to suit your business goals, and we have packages that can work with a range of budgets. No matter the size of your organization, we can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust. If you need help catching the eyes of your readers and establishing an effective advertising campaign, consider working with our print advertising agency.
We can help you set up a successful print ad campaign and help you keep it up and running. Our services also include direct mail marketing, list brokerage, data solutions, list fulfillment, list management, and media buying through newspapers. For more information about advertising in print media and how we can help grow your business, contact us at 1-(845)-230-6300.