Advertising and promotion is a huge category, including everything from online advertising, PR, Podcasting, print advertising, to radio, out-of-door, signage, direct mail and more. The focus is on visibility, creating interest and provoking action from your target audience.
For small business owners, advertising is a costly and high-risk investment. It is particularly challenging for small businesses because their target audiences tend to be local or narrowly focused. You have to treat advertising more like targeted direct response marketing to make it effective. It’s not something to take on without being extremely well-prepared.
We start by getting clear on your business objectives, your sales economics, target audience, budget and risk tolerance.
Then, we map out the steps your customers must take between your advertisement and a completed sale to identify barriers to sales. We evaluate media options for fit, assess your offer hierarchy and funnel economics to reduce risk and maximize performance.
Next, we get you ready for advertising. We often run test campaigns to validate offers, ads and landing pages to reduce risk and refine performance. This testing and refinement process is iterative, with the goal of maximizing investment performance over time.
If this sounds scientific and methodical, that’s because it is. It’s how we help you capitalize on your advertising investments.
