“THAT ADVERTISEMENT DIDN’T WORK!”
  • Stephan Longo

“THAT ADVERTISEMENT DIDN’T WORK!”

Updated: Nov 26, 2019



My mind immediately goes into overdrive when I hear this. Why? Because ALL advertising works.

Albeit some better than others. The rational here is this---if any company advertised a message saying the first 10 customers tomorrow will receive $100 cash, there’s a darn good chance you’ll have 10 people at your business doorstep.

  • There a few things in play here:

  • Your message

  • Your offer

  • How it was delivered (media)

  • Your call-to-action

  • Tracking

Marketing is the smarts behind any ad campaign. Where the sum is greater than its parts. So, it’s critical to understand:

  • How to craft a memorable and differentiated message that speaks to your target audience.

  • Your offer needs be motivating and designed to drive action now versus tomorrow.

  • The media selection on how your ad is delivered must be relatively priced based on the estimated response along with your offer net dollar margin.

  • Your call-to-action is what you want the customer to do after seeing/hearing your ad. It should be the easiest, most convenient method for potential customers, and one that makes best sense for your business.

  • Tracking, often the forgotten metric, is a fundamental mandatory. Tracking any ad effort not only allows you to understand how well it performed, but also to compare against other ad efforts.

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#advertising #smallbusiness #retail #calltoaction #marketingmessage #trackingmarketing

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