A Closer Look At The Multiple Levels Of Advertising And Promotion


Multiple levels of advertising and promotion are responsible for corresponding to the intent and stage of business. Helping small businesses tailor their promotions and ads to the proper purpose thus making more money is trying to understand these levels. How about if we take a closer look?

Stage One. Being aware
There are times when a little child would cry out 'mom look at me' just to get a little attention. One of the biggest threats to small business is the fact that there may be thousands of people out there who need what they offer - but don't know they exist.

When it comes to the "if you build it they will come" principle, then this stage will work. It is a good thing if you are an established brand opening a new location or if you do not have much competition.

Aside from being considered as the most basic form of advertising, it also has its uses. It is unfortunate that most small businesses never move past this level.

Stage 2. Gaining Market Share
A very important stage of promotion in advertising is this stage. What happens in this particular stage is that you would put your unique selling proposition out there so that people will choose you over a competitor. Being sure that you are compelling in a way that your competitors are not is important.

Did you know that most advertising, even from a lot of the big guys, just doesn't go this far? Compelling action from the customer is your job here.

Stage 3. Increase Consumption
Gaining new customers is very important, but what are you doing to bring your old customers back? Any ideas on the kind of advertising or promotional tactics that will help increase the frequency and the size of your average purchase?

When you advertise to your current customers, it is not considered as a waste of money. In fact your ROI is likely to be far higher than advertising to get new customers.

Think about ways to get customers to come back more frequently and spend more with you when they do. What you will realize is an exponential growth in sales if you get these two components down.

Stage Four. Capitalizing Your Opportunity
In this stage, what you would do is use opportunities to increase sales. What kind of opportunities? There are holiday sales as well long weekends and current events.

Be careful about using very bad news for promotion. It can come back to haunt you if you are seen as too mercenary.

However, offering deals to offset rising gas prices or beat the heat of summer deals can be great was to promote all kinds of things.

Mastering these basics will give you a head start for a more profitable future even though you can boil these four stages down into finer points of distinction.

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