Friday, March 30, 2012

Winning the advertising WAR is all about the strategy.

Every great General in history is deemed great because they had a plan. Wars are won in the strategic planning first. The soldiers have to execute, but the strategy dictates the outcome. General George Washington once noted, "we are short on men, low on weapons and quickly running out of time... But we have a plan." Some would say Washington was a Military Mastermind, others could argue he was also very lucky. Either way, he developed a strategy based on his resources and he never wavered. The same mentality can and should be applied to marketing your business. In fact it is crucial in how you market your brand and your products. Strategy is everything! If you are wasting dollars on more ads for less money, or excusing yourself because you got a "Great Deal", that is not ringing your register, (but everyone you know thinks it looks good) then you are not practicing strategy. You are throwing money at the wall and hoping it sticks. The good news for you is every once in awhile... it will. So, if your business can stand to gain every once in awhile, knock yourself out. However, if you're looking for a Marketing Plan with guaranteed results then you MUST implement a winning game-plan. So how do you uncover the perfect strategy? Well, of course, every business is different so it all depends on your overall goal. That cannot be answered by saying "we want to make more profit"... Join the club. While that is the final result, you want to target how you can get there beyond advertising "We're here and we have GREAT SERVICE". Nothing less than great service is expected. What is it that you can offer the consumer. Remember you are not selling yourself. This is a "ME first" society, so you need to pin down what your most common customer looks like. Are they Male or Female? Young or Old? Do they call or come in more often? Does your business peak early in the week or on the weekends? Do you have an offer that they cannot refuse? What is your average purchase per visit? Can your customer research your product before they make a decision? Do they typically do so? What is my competition doing? Can I take some of their market share? Do you have an opportunity that is a WIN for the consumer without damaging your bottom line? Is that offer worth coming in to your business TODAY? All of these questions amongst a few others can and will lead you to a game changing strategy. To win the advertisins WAR you must have a game plan. Something that is Smart, Savvy and most of all Strategic. There are 3 things you can do right now to outline a successful game plan. If you would like to discover more on how you can strategically win the advertising war contact Cory Bowler, Local Sales Manager at KLTV. (903) 510-7710.