Advertising takes patience. The statistics say that people notice one in nine ads; the rest are tuned out. If it takes seven times for them to remember the ad and 10 times for them to buy something based on the ad, you’re going to need repetition, consistency, focus, and positioning to be successful. You’ll need to run the same ad 90 times before someone buys something based on the ad – assuming you’re hitting your target market. This is an estimated average. Some people may buy before then, and the same number of people may buy with more ads. Still, if you aren’t prepared to run 90 or more ads, save your money for something else until you are ready.
“Advertising is reminding. Once is not enough,” according to “Guerrilla Marketing in 30 Days (affiliate link).” The reason why large, well-known brands like Coca Cola and McDonald’s continue to advertise is to remind their market about the love they have for the product. Each commercial reinforces the ardor of the fans and works to convert others to the brand. Coca-Cola needs to remain people that “It’s the Real Thing.”
Ads need to be brief and compelling. “Got milk?” “Just do it.” “I’m lovin’ it.” “The quicker-picker upper.” “Where’s the beef?” “They’re great!” None of these messages is overly complicated, and I bet you know which products or companies they are advertising.
People will see your ad before they see you; it becomes your identity. Make sure that it accurately reflects your business and how you want to be perceived.
Advertising won’t be your only expense. It works best in conjunction with other marketing communication tools.
Different media have different personalities and cater to different kinds of people. Make sure you’re choosing the media that best suits your brand.
Adapted from “Guerrilla Marketing in 30 Days (afilliate link).”