7 Factors Of An Effective Advertising Campaign - Try to gauge...
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Try to gauge the real value of an ad by the cost per thousand or cost per rating point (for TV, radio & cable). If you're not familiar with those terms, ask your ad rep - they will be happy to fill you in. (And if they aren't, find a new rep.)
4) Develop a relationship with your customers and prospects. This is another thing that should be obvious, but very few companies actually do this. Proctor and Gamble has found that this is what makes them money. And it makes sense. If people trust your brand and feel that they know your company, they're far more likely to buy your products. This is actually easier to do as a smaller business than a large one - and many local businesses have done this for years.
It may be schmaltzy, but when the local furniture store owner is on camera for all his TV commercials, people develop a relationship of sorts with him or her. They feel like they know that business. Anytime you can link a personality - even if it's not a celebrity - to a business, that makes that business stand out. This is an important element that there's not nearly enough room to cover - so think this one through for your business and come up with ways (and they can be very simple) to develop a relationship with your customers and prospects. An email newsletter is a simple, cheap and very effective way to do this, by the way.
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