We often find that businesses try to achieve too much from a given advertising campaign. The objective is often loosely defined as “we just want more business in the door.” Experience shows a more clearly defined goal tends to be far more effective. Examples of a more clearly defined goal might be to increase lunch sales, introduce a new product or service, or to drive traffic toward a new location. Because these objectives are specific it is easier to develop a strategic campaign strategy to achieve them.
When asking consumers to alter their daily buying habits you will need to provide a consistent reminder as to why your business is the better alternative. You should zero in on your specialty or your market niche. Focus on an area where you see growth opportunity or where your competitor has a weakness. Avoid trying to be all things to all people as you’re likely to just disappoint or confuse your potential customers.
A further point to consider is that while you may be able to increase customers in one area, they may not be your most profitable type of customer. For example you may be able to bring in the breakfast crowd, but dinner and drinks are where you really bring in profit. The value of a given customer should be considered in your objective as well.
In the book Positioning by Al Ries and Jack Trout the authors state “If you want to be successful today, you can’t ignore the competitor’s position. Nor can you walk away from your own.” And they conclude with the immortal words of Joan Didion, “Play it as it lays.”
Having your objective specific and clearly spelled out is the best way to start an effective advertising program. Knowing your strengths and weaknesses is critical in developing the strategy. The more focused you are, the more likely your advertising will meet and even exceed your expectations.