This month: Advertising that helps turn Consumers into Customers
In the busy world of business there is a long-standing axiom that, ‘Nothing happens until someone sells something to somebody’.
To effectively engage consumers you have to understand their needs and wants.
That’s what this new column is about.
We will help you develop insights into consumers’ shopping and behavioural patterns so that you will be able to style your product or service to meet their needs and wants, and how you can best market to them.
Understanding consumer behaviour takes time and you need to be patient. It involves a few crucial stages:
- Defining your target audience and how to talk to them effectively
- Correctly positioning and presenting your business offer to them.
- Commit to an ongoing strategy of advertising and promotion to communicate with your target audience through your chosen medium. There is no secret here except to rely on consistency and repetition.
- Actively develop and constructively use your customer data base
With this in mind here are 10 basic strategies that are important for any consumer advertisement, brochure or flyer. These strategies will help grow your customer base and hence your business.
1 -Keep your ad SIMPLE and EASY to read.
Less is always more
- A headline should dominate the top of an ad
- It should be quick and easy to read
- Customers are exposed to hundreds of messages each day so your ad may only have their attention for a matter of seconds.
- The quicker and easier you get your message across, the more chance you have of engaging them.
2 – Your headline should contain a real single BENEFIT
- E.g. ‘Buy one… get one free’ …rather than ‘ Buy one and save’
- Give them a tangible message that they can understand …quickly.
- Do not play with words…your credibility is on the line
- Remember trust is hard to earn…easy to break.
3 – Include a RELEVANT VISUAL
to complement your offer
- E.g. Whatever you are selling or promoting, show it in its best light.
- It is worth spending money up front on quality photography or illustration. Remember it’s a one-off cost and can be amortised over the life of the advertisement.
4 -Keep body copy SUCCINCT.
- Bullet point the product/service benefits unless you have a large ad with the luxury of space
5 – Use of colour
- Some products are more eye-catching when presented in colour……e.g. food, fashion or toys
- This achieves maximum impact for the appropriate category
- Remember we largely buy with our eyes.
6 – Mono colour ads also have their place
- Retail ads can also be very effectively presented in mono or single colors.
- Tried and tested retail colours of red, yellow or black and white can be powerful if correctly used.
7 – Size does not always count
- Having a big ad does not ensure it will automatically be better, or engage the consumer more effectively, than a smaller ad
- Always remember it is the content and tone of the message that counts.
8 – Innovative use of space and design
- Experiment with ad space and design
- Discuss options with your media representative
- An innovative approach can add interest not only for your customer but also for the medium you are using
9 – Consistency and repetition
- Getting your message across takes persistence
- Repetition and consistency give your communication a greater chance of cut through.
- It sometimes takes courage and commitment to walk this path.
10 – Deliver the brand promise
- Always under promise and over deliver.
- Make sure the customers shopping experience with you is a positive one in every respect
- What your ad promises must be followed through in-store and with the after sales service.
- Do not underestimate the importance of your staff and staff training in meeting your business goals.
In summary:
Aim for a strategic position in the market place.
Create a brand name/logo to reflect this position.
Get to understand your customer base.
Keep your communication simple and understandable
Deliver your brand promise with each consumer shopping experience.
Try to be innovative in your use of media.
Consistency and repetition wins out in the end.
Develop and work your data base.
About Eddy Odden
Eddy Odden has enjoyed a long and successful career in marketing and advertising here and overseas. As managing director of the Leo Burnett advertising agency in the 1990s and early 2000s he worked with some of Austalia’s largest and best known retail brand names. In Sydney he managed the retail division of M&C Saatchi and held senior management roles on the client side before returning to Queensland. He now runs a retail marketing communications consultancy based in Caloundra. Contact: odden@idx.com.au
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