Here’s what advertising can do for your clients’ business

When it comes to the power of advertising, it’s almost certain that your clients know that it has great potential. With your help, they can discover new areas to explore and try things that they may not have considered otherwise.

You can ensure that they get the most from their relationship with you, and their campaigns as a whole.
So let’s take a look at the basics and some new approaches to remind your clients just what they can achieve with the right advertising mix.

The right place at the right time

Good advertising boils down getting the right message in front of the right person at the right time.

The message and timing can be easily controlled and tweaked by you and your client, but without a good idea of their audience the money invested in creative and media could be wasted.

Encourage your clients to invest more in their audience, and they could uncover new opportunities for profit. This could be as simple as some market research, focus groups or something deeper and more experimental.

For example, splitting creative messages by demographic, geographic and behavioural lines can produce hugely different results! Encourage your client to use some of their budget to experiment, and see which split works best for their audience.

For example, the smart application of trigger points unearthed by research helped one company segment their audience for marketing, and increased audience share by 25%

Always-on

An always-on approach to advertising has evolved in response to a responsive, flexible world where mobile and social campaigns are designed to respond to audience engagement and expectations.

Rather than messaging in a stop-start mode of episodic campaigns, ‘always-on’ uses smart, targeted campaigns to create an ongoing conversation with the audience. Generally this approach will apply when clients are advertising for 200+ days a year.

While clients can worry about costs, in many cases this approach has been shown to be more cost effective than traditional campaign strategies.

If your clients speak to their audience only when they have a sale, offer or event to promote, they won’t have the benefit of familiarity or brand trust, which can make a huge difference to business success.

For example, 60% of consumers would prefer to buy new products from a familiar brand, rather than switch to a new brand. And studies show that brand awareness is definitively linked to purchase intention.

A mixed-media approach was identified by Nielsen as one of the most effective advertising strategies – and by having near-continuous ads your client has more room to experiment and see which mix gives them the best value for money.

When it comes to advertising’s potential, the possibilities are limited only by your client’s willingness to experiment and work with you to get the best results.


Whatever your business, we can help you develop an effective direct sales strategy. Make an enquiry