There are few people in the world who go about their daily lives without being touched by some form of advertising. Just think about your daily routine and try to count how many times you see or hear an advertisement, someone tells you about a product, you drive past a billboard – and then you’ll begin to realise quite how crucial advertising and marketing is to the success of your business. Advertising is an incredibly powerful instrument which can make or break a business. If done right, advertising makes all the difference and literally sets you apart and places you on the very top in your type of business.
Advertising generates sales revenue
It’s simple how advertising really works. Advertising reaches a very large number of target audiences (depending on the medium or combination of media that is being used) and it filters out the real potential of the market in terms of identifying the prospect customers who can then eventually be turned into loyalists. Once again, the benefit goes to the company who really reaps the reward for investing in the tree of advertising. The investment in advertising is only a fraction of the business operations, but its effects can be felt throughout the business in terms of sales boost, customer satisfaction, worker motivation and a good reputation.
Target audiences with the right media
Every set of target audiences or a market segment has separate needs when it comes to product offering as well as advertising. For example, you cannot target your product advertisements at teenagers in business journals. Advertising to teenagers would require identifying the material that teenagers are most exposed to. This could be fashion or sports magazines, online forums, high school and college areas, clubs and all the other places or pages that an average teenager is likely to go over.
It is a known fact that the ad exposure rate for males is highest on TV, closely followed by newspapers, magazines, and radio, while females are exposed to more radio ads than magazines (Pecotich & Schultz, 2006). Now this is the kind of information that advertising agencies and experts are very familiar with and they bear such information in mind when carving out an advertising action plan for their respective clients.
Advertising agencies such as Capital Media can fine tune the right market segment for your product and direct ads and content and other promotional tactics at potential buyers that are most likely to get them to make the purchase decision. Business owners no longer need to occupy themselves and their precious time to do a job they are not really trained to do. Instead they should get an ad agency to outsource their advertising worries, while the agency does the magic for them.
Creating the right marketing mix
To create the right product or service is only part of the whole deal. The rest is all about the right marketing mix. What is a marketing mix really? It comprises of your product, its price, distribution network and ‘how’ you sell it i.e. promotion. One of the most important aspects of the marketing mix is your promotion strategy. Unless you’re promoting your product in the right manner you can’t really reach the target market effectively. That’s where advertising comes in. It creates awareness among your target market as to what you’re all about, the value that you’re providing them with in the form of your product/service and the reason why you’re better than others who are offering similar products. It’s all about informing, persuading and reminding your prospect customers of your presence in the market, your unique offering and your competitive edge over others.
The content of the promotional campaign, which type of media it is appearing on, what sort of ads should be designed and when should the market be exposed to them are all key factors in deciding the success of a product. A little early or a little late can cost a business quite a bit. This sort of information and expert knowledge is something that only an experienced advertiser or an ad agency can understand.
The intersection of all the right promotional techniques, placement and logistics decisions, pricing strategy and the product itself is basically where the target market exists and can be best reached and served.
Benefits of using an advertising agency
An advertising agency works on the concept of synergy. What is this synergy all about? It is the collective effort and the creative genius of a number of different individuals who specialise in selling ideas and concepts to the target audience. These people are like the shrinks of the consumer’s purchase decision psychology. They know exactly what will trigger a person to buy a certain product. They then manipulate these different triggers and come up with an ad campaign or a promotional strategy that brings consumers in hordes towards the product.
So instead of relying on one or two or a few individuals to actually start the marketing thought process from scratch, the wise choice is to get an ad agency to do the magic for you as a business. Its likely that in-house minds can be a bit narrow in their foresight when it comes to consumer buying behaviour. On the other hand ad agency experts can give the business just what it needs; the viewpoint of the buyer and his take on the product, that is the consumer’s perspective. After that it becomes simple, the ad agency can create great value for the business by employing a combination of promotional strategies that are tailor-made for the business and its product as well as its target market.
Not just that, an ad agency can actually develop a brand and bring it all the way through the various stages of a brand’s life cycle; from infancy to growth to maturity. And in case a brand is already saturated with the presence of many substitutes, an ad agency can help an aging brand get back a stage or two and prolong its lifetime.
Another great advantage of having an ad agency do the creative work for you is that the specialists know the right people in the industry. Business owners no longer need to run around getting rates and getting bargains for spots and slots because the ad agency will get them the best deals available.
Speak to our specialist advertising consultants today to see if we can help you increase your sales revenue and lower your advertising spend.