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Planning an advertising campaign

    Certain businesses choose to advertise when their target audience is most likely to buy their product or service. Sometimes this can be seasonal – a toy retailer, for example, will focus much of its advertising efforts around the run-up to Christmas. If you’re selling to other businesses, it’s worth identifying when your customers and potential customers will have the budget to spend.

    However, some businesses choose to focus more attention on their quieter times on the basis that the busier times will naturally see an increase in sales. Advertising during quieter times might mean you won’t have to work as hard to stand out from other competitors, as they won’t be advertising, but there may be fewer customers to target.

    Gaining a greater market share during these periods could help during the busier times. As you will have already developed a bigger customer base. It could also improve your cashflow and minimise your reliance on certain trading periods.

    The reasons behind a campaign
    Many businesses launch advertising campaigns simply to boost sales or increase brand awareness.

    The launch of a new product will almost certainly require you to step up your advertising.

    New businesses will want to consider some form of advertising just to let people know they exist. You could consider an introductory offer to give people an incentive to visit or call.

    Can you plan the campaign yourself?
    You need to think carefully about what you want to achieve and the message you want the reader, viewer or listener to take away. Remember – advertising is only effective if you reach your target audience with a message that makes them want to buy or at least find out more.

    You may be able to design and produce a straightforward advertisement for printed media yourself – see how to write an advertisement. However, most print advertising organisations have in-house services if you can’t do it yourself.

    If your advertising needs are more demanding than an occasional, low-priced local advertisement, it may be worth outsourcing your advertising to an advertising agency. See work with an advertising agency. This is only suitable if you are prepared to pay the extra cost, but in any event, it is advisable to have your adverts professionally designed to ensure maximum impact.

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