|
Why Advertising Works…or
Doesn’t
By
James Grandillo,
Senior Retail Consultant
Does advertising really work? I mean,
can I change my advertising and improve my business? What if I
change my advertising and my business does poorer? What
about my advertising is wrong? What about my advertising is
good?
I’m
so confused...
Advertising – whether TV, radio, or print – has one primary purpose:
to clearly distinguish your store or product from the store or
product of your competitor.
That’s
it.
Advertising doesn’t sell anything – our salespeople are
supposed to do that. Advertising doesn’t educate our customers
except in the narrowest possible way: how much can you learn in 30
seconds? How long will you spend reading the copy in a newspaper ad
of a flier?
Let me
explain how advertising works and how you can ensure that your
advertising is the best it can be.
All
advertising must accomplish three things:
-
It must get the potential
customers’ attention. Some ads do this with loud, braying
voices, familiar or harsh music, or striking graphics. Some –
like many beer ads – have used the Swedish Bikini Swim Team, or
talking frogs, or ANYTHING, as long as it startles you into
noticing what they have to say. There are an infinite number of
ways to accomplish this.
-
It must say something about why
your product or store is unique. It has to answer the
question “Why would I visit this store (or buy this product)
rather than another store or another product?”
-
It must convey a sense of urgency to visit the store or
purchase the product being promoted. Without this, “call to
action” ads just don’t create immediate response.
Take a
close look at all your advertising: every flier, every TV or radio
spot, every piece of print with your company’s name on it. Does
every ad accomplish these three things? If not, you have some work
to do. If your ad agency (if you use one) does not understand these
things, it may be time for a new agency. Grade your advertising
efforts against the criteria outlined above. If your advertising
accomplishes these three things your efforts to bring new customers
to your store or product will start to bear fruit.
|
