January 2006
ADVERTISING FOR SUCCESS Getting your message out to your customers seems like an easy thing to do. Put an ad in the newspaper, on the radio or TV, or offer an incentive and then wait for your phone to start ringing, right? Unfortunately, it doesn�t exactly work that way. Having a successful advertising program is a long-term investment that requires strategic planning, research and decision-making skills. Advertising also takes time to work. Displaying your message through one ad or radio spot won�t get people to immediately pay attention. The message needs to be seen or heard repeatedly before people will take action. So, how should you begin? First, you need to define your target audience. As a builder, you need to define who will buy the type of houses you are constructing. Are you building high-end custom homes, moderate single-family houses or townhouses for first-time home buyers? Once you have that defined, you can begin to research the media outlets where your audience can be found. Second, you need to define your budget. How much money do you want to invest in your advertising program? Knowing this will enable you to decide which type of advertising and which media outlets will be the best value. You can utilize more expensive media less frequently or use less expensive media more frequently depending on how you have defined your target audience. Third, you need to have patience. While short-term advertising may generate some new sales, repeat business from existing customers and new leads that can turn into future sales, it is often difficult to comprehend the long-term value. Consistent advertising has a cumulative effect. The more familiar buyers are with your brand, the more likely they are to purchase that brand. Finally, measure your results. Is new business a result of your advertising? Ask your customers how they heard about you. Are current customers seeing or hearing your advertisements? Measuring your campaign will help you see if your planning efforts paid off and will be an effective learning tool when it�s time to plan your next campaign.---Article provided by PBA
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�Hard work spotlights the character of people; some turn up their sleeves, some turn up their noses, and some don�t turn up at all!� |