01 Jul Mistakes to Avoid in Advertising
It’s exciting when you get a business up and running. Life is what you make it, and if opportunity doesn’t come knocking – good things don’t always come to those who wait, you know – then you have to be brave and build a door. Business can be fickle though and often small business don’t survive the first year, so it’s important to start out on the right foot. Advertising is key but it has to be done right. There are many common mistakes business owners make when starting out on their own, and unless you’re a huge company with a dedicated marketing and PR department you have to learn the right way and also the wrong way, so that you can make informed decisions about your business and branding.
First of all, don’t expect instant success. It takes time to get your business noticed and people may not be interested right away. Don’t then give up however, make sure you keep trying and be smart about it. Don’t flood people with your advertisements, but think about how you’re using platforms. Passive media (newspapers, magazines, posters, written word, basically anything the viewer has to concentrate on and read) and intrusive media (anything involving noise or sound like radio) need to be utilised correctly with this. You should use intrusive media first, then nurture it with passive media.
Don’t assume you know best either. It’s difficult when you’re in the zone of wanting to get your business out here and you’ve got all these great ideas cooking up, but sometimes we can get blinded by our enthusiasm. If you’re getting constructive criticism or advice from someone you trust, give it a think over. Don’t automatically dismiss it. It could be something small which ends up having big results. Speaking of results, you need to understand the difference between ‘results’ and ‘responses’. A response might be someone liking your post on Facebook. A result is someone seeing the post you put up, seeing it then acting on it, ending in you getting a successful sale. Make sure the slogans or posts you’re putting out on social media are going to get results, not just responses. Having a fantastic product is nothing with terrible slogans or marketing posts on social media. Ensure you’re persuasive – they teach you the fundamentals of that in primary school literacy lessons.
Don’t focus on too tight a target area. By this we mean don’t just assume that if you’re selling power tools, only men will want to buy or those employed in the construction industry. Yes, this will be a predominant area for you, but don’t ignore other demographics. Women too are interested in power tools, for themselves and also as presents for their partners or fathers perhaps. The same goes for cosmetics; as another example, your main target will be females. However, boyfriends and husbands often buy makeup as gifts for their partners.
Another mistake that is often made is that timing is overlooked. A product can sometimes be a better seller at differing times of the year; don’t come out with a range of sun loungers in November! This is a waste of time, money and resources and you’re likely to blow your budget faster than you anticipated. Don’t try to grow outside of what your budget allows, too fast a growth means often you can become overwhelmed. A solid campaign is better than intermittent adverts. Vehicle graphics, leaflets, that sort of thing, it’s all a package. Look after the pennies when you start up a business, and don’t be afraid to spend a big chunk of money on something which is going to give you greater return. The pounds will soon look after themselves!