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An advertising strategy is vital to the success of a business and should be prepared on an annual basis. This plan should be carefully crafted:

I) Your first major decision is whether you will use "shotgun" or "rifle" advertising. If your customers are randomly spread throughout the general population then you will have to use shotgun advertising. That is, you will advertise in media that reaches the largest circulation as possible, like your local newspaper. Though your ad may be irrelevant to many who read the paper, it is the only way to deliver your message to a dispersed customer base. For example a clothing store will use the shotgun approach

If your company is aimed at a targeted market, then you want to use the rifle approach. You should have a clear profile of your target population and how they receive their information. You advertise in the media that suits them. For example, if you operate in a particular community then you place your advertising dollars in the local community newsletter, or distribute flyers, or put up signage your community.

II) The second major decision is to identify the purpose of your advertising. All ads are not the same. Each may have a different goal, which include:

1) To make the customers aware of a newly started business
2) To make the customer aware of a new product/service
3) To provide a temporary boast to your normal sales
4) To publicize your company image
5) To rid yourself of excess inventory
6) To introduce your company to new potential customers
7) To counter advertising by the competition

III) The next decision is to prepare the message. Understanding the purpose of the ad (see above) is so vital that the ad almost writes itself. If you are introducing a new product, for example, then your ad extols the virtues of that product. Avoid ads that try to be multi-purposed. Too many messages confuse the customer.

IV) Decide on the image you want to convey. Develop a common look to all your advertising including logo, store name, location, and such that will help the customer to identify your message even when just browsing.

V) Select your medium. Whether you use the shot gun or rifle approach, you will have to select several avenues of getting your message across. These include:

1) Media - newspaper, radio, TV, Internet, Yellow Pages
2) Signage - billboards, street signs, bus signs
3) Delivery - flyers, leaving advertising sheets in stores
4) Special - hot air balloons, sponsoring an event

VI) You have to decide on your timing. Perhaps the most important thing to know is to avoid advertising on those months when your sales are low! There is probably a market reason why these are slow months (e.g. holiday time). Advertise when your sales are best. What you want is to build upon your normally good sale days.

VII) The final and most critical step to your advertising strategy is to research the winners. All it takes is a simple question during the sales transaction, "How did you hear about us?" You will also measure results by observing customer response. This information is vital to you as it tells you what works and what doesn't. Thus your advertising strategy becomes a self correcting process as you eliminate those advertising attempts that didn't work and increase the ones that did.

Learn more about this author, Lorne Yacuk.
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