Advertising ideas (2)

How can you reduce the trial and error and risk in planning your advertising? This question is important because, if you are like most businesses who have tried advertising, you know that it is not always successful but often can be very expensive.

The problem is compounded by the fact that you need to give your advertising time enough time and consistency to succeed.

Jumping from one "answer" to another will only lead you down the path of disappointment. Undoubtedly, however, you will be disappointed if, after consistently advertising for a year, you see no improvement in your business.

Here are some options to reduce your risk.

Study effective advertising from similar businesses in non-competitive markets similar to yours. You may find the advertising in your travels but you may speed up the process by reviewing success stories in relevant trade-focused forums like remodelcrazy.com or contractortalk.com. If you are connected with your trade associations and groups, they also can be helpful; notably chapter or group leaders in other cities may be able to refer you to people in their communities who have achieved advertising success.

Speak with your current and recent clients and learn which media they like, read, follow and hear. You need to understand the tastes and interests of your clients, not your own personal values (though they may often be in alignment). These conversations also allow you to renew your acquaintances and connect with people you know.

Look for advertising media with high measurability, solid pay-for-performance standards, and low mandatory commitments. Does the Yellow Pages fit in this list? No. (But if most of your current clients originated with your Yellow Pages advertising, obviously don't ditch them for something untried.) Conversely, pay-per-click advertising can be really effective, though you need to know what you are doing or hire an expert who does.

Work with competent marketing/advertising consultants who you trust because you have been able to verify their work first-hand through references and referrals. These can, in some cases, be media sales reps, but usually you need someone more independent. You will either wish to work with a specialist agency focusing int he construction industry, or a smaller local agency who you know will delver the goods.

Will these measures remove all the risk? No. You also need to plan for things going wrong, and put enough money in your budget so that you are not intimidated by the failures along the way. The last thing you want to do is stop advertising just before your campaign is successful.