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BIV Magazines: Adpages 2008 How you create a successful marketing campaign Create a marketing plan that includes budgets, timelines, actions and deadlines. If possible, consider a way to monitor results, such as through interactive mailouts or pay-per-click advertising. Know your market. Conduct opinion polls or focus groups to determine consumer’s attitudes and perception of your product. What are their buying habits? What do they think of competitors’ marketing strategies? Are they car drivers? Where will they be when your ad comes on the radio? Understand what your competition is offering and what marketing strategies they are using. Use the knowledge to set yourself apart, both in the product that you sell and the marketing campaigns you use. Be clear on the message you are sending. This could be through the actual words used, logo, tone of voice, etc. Use branding to keep your message consistent. Use high-quality materials and present your image in as professional a manner as possible at all times. Don’t reat marketing strategies as stand-alone items. Often it takes several integrated marketing campaigns run at the same time in order to build effect. Keep yourself out of your advertising. Sell your product or sell a need for your product, but don’t try to sell yourself. Engage consumers by offering coupons, mail-backs, online discussion groups, areas for feedback, areas for clients to post reviews; anything that will allow them to interact and get something from the experience. Create a superior online presence. Don’t cut corners. Hire professional designers to work on your website and make sure it is consistent with all advertising materials. Optimize your site’s presence with web browsers and create cross-linkages with other sites and listings. Review your plan regularly, identifying problems, gaps and weaknesses.• |
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