The attraction of advertising is that it is one of the few marketing channels that you can control – you can reach a specific audience with a specific message – but this does come at a cost, so you need to make sure it works.
The aim of your advert is to get noticed, be understood and stimulate a response whether that is to generate an enquiry, a booking or a visit.
A handy acronym used in marketing to help with the creation of an advert is AIDA:
- A – attention: attract the attention of the customer.
- I – interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
- D – desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
- A – action: lead customers towards taking action and/or purchasing.
The following hints and tips will help you achieve this:
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Think about your customer
Use the advert to tell your customer how you can help them. You need to generate interest and create a desire for what you are offering.
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Right place at the right time
When and where you decide to advertise is really important. There’s no point in advertising your summer event at Christmas, so think about what’s right and relevant for you.
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Keep it simple
You don’t necessarily need a complicated theme or idea around your advertising. Just be clear and to the point on what you’re selling and why they should choose you.
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Use direct language
Provide information in an easy to understand and succinct way. You only have a few seconds to get your message across.
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Stand out
Use a strong headline and striking images - this can make all the difference in getting your advert noticed, making it memorable and easy to recall.
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Make sure the advert represents your business
The way your advert looks will say a lot about your business. Are you traditional, modern, and experienced or fun? How can you use the Thanet Shared Story to create an image? Think about how you want your business to be perceived.
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Don’t forget your call to action
Always include how people can get in touch and find out more. Make it easy for potential customers to follow up.
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Get feedback
Try and find out what’s worked and what hasn't by asking your audience or customers for their comments.
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Find a way to measure response
E.g. use a promotional code.
