MARKETING TIPS

by Ken Mitchell

28 April 2003

Advertising is not about phoning the TV or Radio station and putting an ad on the air with whatever they think.   Similarly it is not about asking an advertising agency to slot some new TV or newspaper ads.   It is about achieving specific results for specific objectives.

The first issue to address is what are you trying to achieve – is it sales of units or turnover of stock or brand recognition or store traffic or something else.   Any of these may be valid but which ones are right for you at this point in time.

The first issue for you to discuss with your marketing manager is to list your specific objectives and define them in measurable terms – eg to raise sales from $22k per week to $30k per week; or to increase brand recognition in the 18 to 25 year old female professional target market from 25% to 35% in 6 months.

It may be that you should be on the TV to best demonstrate how the product works – TV is excellent for this.   Or it may be that you want the prospect to read and re-read some detailed facts about the product – in this case print media is great.   It may be that you want to reach a small number and specific target market – in this case direct mail from a rented list of those specific people might be the best approach.

So think before you advertise and set your objectives – a good plan well implemented will result in better impact and better value for money.

Ken Mitchell is the CEO of Australian Marketing & Research Services and can be contacted on 62576677w, or ken@AMRSonline.com.au