Going Beyond Advertising
Toni and I are off to have breakfast with a friend this morning, but this is more than just a social event. For some time now we have been working with him to develop his small business and attract more customers.
Customer retention has never been a problem because his workmanship and standard of customer service are way beyond that of any of his competitors in town. However, actually getting customers to his business has not been so easy.
His business is located in a shop front in a small complex that not many people know about and his previous attempts at advertising in the local papers have been less than stellar. So this time he has been working with us try and achieve some better results.
The first step is a short television ad that has already been filmed and will be going to air in a good time slot in the coming week. That step was something that he had already decided on before he asked us to become more involved.
But a small television advertising campaign was never going to be enough and he realised that he was going to need to do more. So many people would see that television ad as something that would stand alone - do the ad and wait for the customers to come flocking in.
But the reality is that an ad like that is really just the introduction. It’s something to get a business noticed by its potential customers but it should never be the only step taken to increase customers. It should always be part of a package of measures that are aimed at increasing your business.
And that’s what we’re doing this morning. We’re looking at some branding options and some further advertising options to continue the momentum that the television ad should generate. And there when we talk about momentum we’re not talking about people coming through the door. We’re only talking about the momentum of keeping our friend’s name, and the name of his business, in front of his potential customers.
I’ll let you know how it all went.
