Module 6 • The marketing plan 2 Get them to visit


Potential customers must think of your business first and want to visit it. Advertising your products in creative ways is the way to get them in. Curiosity, specials, direct invitations, launch of a new product are all ways to try to convince customers to visit. How you get this message out is an important part of your advertising plan.


3 Get them to buy


Once potential customers are in your shop, think of how you are going to get them to buy your products.


4 Convince them to come back Good friendly service is a sure way to get them back. If your product is unique, well-priced, etc., they will come back.


3.2 Methods of promotion Promotion methods Advertising Sales promotions Personal selling Customer relations


3.2.1


Advertising


Advertising is what we see on television, in newspapers, in magazines, on billboards, lampposts, the Internet, behind toilet doors, or on pamphlets, etc. It is everywhere! Its purpose is, as discussed earlier, the same as that of informing potential customers about products and why they should buy them (benefits).


Advertising goals • Use advertising to produce immediate sales. Make it easy for potential customers to respond to your advert.


• Be creative. Try to find “clever and creative” methods your competition does not use.


• Go lean. Reduce the size or colour and advertise more regularly.


PAUSE FOR THOUGHT


Your target market and budget are two key elements of any successful advertising campaign.


• Share your resources. Identify other complementary (not competitors) businesses and do a combined advertising campaign.


Where to advertise?


The places and methods of advertising are endless. What is not endless are the advertising budget and whether your potential customers will see your advertisement. In other words, your target market and your budget are two key elements of any successful advertising campaign.


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