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After you have understood several distinct reasons, why people would be silly not to visit your shop, or to utilize the specific services you offer, and assuming you know your marketplace and to whom you want to offer the product, you are ready to move ahead with the planning of your advertising campaign. You know why you are selling what you are selling, you know whom you are selling to, and you are now armed with the important information you need to devise memorable and wonderful ads. This is the fun part.

Of course, it is fantastic if you can have a sustained TV and radio campaign; slap your advertising message up on dozens of buses and billboards; buy flashy full-page print ads; and simultaneously execute a major-league mailing campaign to all postal codes within a couple of mile of your shop. But that type of advertising campaign – one that encompasses all the bases – is very expensive. Assuming you do not have inexhaustible advertising funds, you have to be a bit more inventive with your advertising message and your expenses. And that process starts with two common questions:

* What can you afford at this moment? * What media best aims your major market segment?

Regardless of how much money you spend, you have to make sure your advertisements cut through the clutter of messages that bombard prospective buyers every day. Emphasize your advertising message in a creative and clear way so that your advertisements attract the attention of and effectively motivate the greatest possible number of, your primary segment in the market.

For example, if your company is a boutique selling women’s apparels, jewelry, or cosmetics, and you are targeting females between the ages of 20 and 55, you need to design and write your ads using words, graphics, and phrases that appeal mostly to this segment – for example:

* Use words like savings, free, and sale. * Include specific phrases like “New fall styles and colors,” “Free gift and discount with every purchase,” and “Buy two, get one free * Add eye catching graphics to mailers and print ads to illustrate in a clear, uncluttered fashion what you are selling.

You also want to put your ads with marketing media that offer you the best opportunity at reaching these segments in sufficient quantity. For example, if you are buying radio time, select stations that can show you that its audience is heavy on your primary market segment (females between the ages of 20 and 55). Clearly, running your spots on a hip hop station that plays only for teenage boys is not a wise decision (regardless of what the advertising time salesperson assures you about their audience composition). For print, put your ads in the newspaper’s relevant sections. You may not want to put your print ads for this market segment in the sports section of the newspaper. (Yes, some women read the sports pages, but not in the sufficient numbers that men do.)

Most importantly, no matter what your market segment is, you want to give your ads enough content and creativity so your ads are not only seen and heard, but also remembered and understood. And where you put your ads is every bit as critical as what you say in them.

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Developing an ad campaign is a huge step that may cost you a lot of money, so it deserves deliberate planning. Before getting into the actual process of creating the advertising campaign, however, you have to promote and identify the specifics that make your service or product unique, known in the marketing world as the unique selling proposition (USP). An advertisement should never talk about generalities. Including only business’s brand, location, and all the fantastic things you are selling is not enough. You have to give your consumer an absolutely good reason – or better yet, some good reasons – to choose you. You do this by distinguishing your unique strengths and then emphasizing those strong points in your ads. This advertising process is known as message positioning.

Determining the central reasons why people drive (or surf, if they are online) right on past a few stores, that may sell similar product as you do, in order to find your store is the initial step in message positioning and identifying the unique selling proposition. You have to convince buyers that your business or store is the best, smartest, most sensible place that they can ever trust to buy that service or product. After you distinguish these keys, emphasize them as the cornerstone for your inventive advertising message – in other words, publicize and promote your strong points.

A good way to commence the process of publicizing your strong points is to let your creative thought wander backward to reassess all the reasons you were confident that your business establishment would succeed in first place. Answer the following questions:

* What makes your business establishment special? * What are the unequaled advantages of your business operation (if your business is a storehouse or you are selling products)? * What service do you offer that clients cannot find elsewhere? * Are your business operation hours more flexible than the competition’s? * Is your business location easier to locate? More convenient? With more spacious parking area?

Or, do you deliver and pick up directly to your clients? If you can recall what it was that actually motivated you to embark on your business career, you are halfway home in distinguishing what motivates buyers to seek you out. The similar reasons you were passionate enough about your business operation plan will translate well into the creative concept and motivational drives that induce buyers to visit your business. Don’t confuse the potential buyers with too many details – inform them with a well-conceived, carefully positioned, and creatively executed message. Never try to sell everything in your store (or all services you offer) in just a single ad. Doing so only stimulates sensory overload. Home in on one or two important, related items so your buyers may understand your message better.

You need to position your advertising message, keeping in mind not only your company’s strengths, but also your uniqueness. When you take these critical factors into your planning, you not only put the resulting message into the mind of potential buyers, but you also aim it – like a bull’s-eye, so you may then take your best shot.

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Knowing your market segment is critical: Your ads will not work if they do not appeal to what your potential customers need or want. Research and learn as much as possible about the prospective buyers you want to sell to. For instance, if you run an independent bookstall, it’s easier to sell books, newspapers, and magazines to people who already read ravenously, so you have to find those people and find out as much as you can about their preferences and reading habits. If you are selling running shoes, determine who the avid athletes are in your town and how old they are, where they work out, how often they run, who they listen to for recommendation on running gear, and what they are not getting from other competing shoe stores.

A marketing research can take many forms. If you supervise the advertising campaign for a new product (or you seek to go after a new kind of buyer for your product), you can begin by checking out a few basic demographic data. The best research information comes from primary sources – put differently, you should ask around for information. For example, if your company is foreign car repair, you need to find out how many imported foreign cars are in your neighborhood or town. The easiest way is to find in the Yellow Pages for dealerships that sell imported foreign cars. Call those car dealers and ask for any relevant information. Let them know that you are not interested in competition; you just want to offer a relevant service. They will likely give you the information you need and refer car owners to your service.

Of course, you need to make sure that dealers you call don’t have similar services, because they are your competitors! You may also be able to find important information in auto publications, which may offer latest demographic information, trends in your industry, sales information, and other valuable consumer information. For example, a publication may show you the number of Mercedes sold in your country and in specific cities or regions.

Finally, you can get some valuable information from your potential buyers, especially those in your primary market segment – that is, the individuals you most want to use your service. Conduct an informal opinion poll by asking potential buyers what they are looking for that other companies do not provide. In the imported foreign car example, you would call people you know who have Mercedes or Jaguars and ask them what price and type of service they are interested in.

Similarly, if you are running a toy store, ask your buyers (parents) where they usually shop and why, and find out what products or price levels they wish they could get at the toy stores they shop. You want to differentiate your toy store from other competing toy stores (in a good honorable way) by targeting customer requirements and attracting sales!

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