In order to optimize your marketing
efforts, you must look at where you spend your marketing dollars.
Advertising is "an investment to improve and
expand your business."* Some efforts may prove to be a more viable investment
toward this end than others. Your ultimate goal is any or all of the
following:
Increase awareness of your business
Attract new customers
Develop customer loyalty
Generate immediate sales
There Are Two Types of Customers
Not all advertising reaches the same types of customers in the same
way. When determining how to best reach your customers, you must realize
there are two types: Those
who know you, and those
who don't. Once you have an understanding of the types of
customers you are trying to reach and you appreciate the necessity
of investing in advertising efforts, you must determine which types
of media best fit your needs. How can you can get the most bang for
your buck? Before making your advertising decision ask yourself:
Why
Yellow Pages? Why
SureWest?
* Source: "Planning Your Advertising," U.S. Small
Business Administration in cooperation with YPPA.
