You may be thinking that when it comes to advertising, a marketing plan is the same for all types of businesses, but you may not have considered the differences in strategies between a business which offers professional services versus a retail shop or restaurant. To help you out we’ve put together a quick list of a few key differences that are important to take into consideration whenever laying out a marketing or advertising plan for your business.
How Can We Use Imagery To Capture Attention?
Imagine biting into that juicy burger you just saw on the internet compared to visualizing yourself sitting in a lawyer’s office. You can practically taste that burger, but imagining sitting in a lawyer’s office is a lot tougher on our brains because it’s much easier to create visual content for a product than it is for a service. For example, if you are an accountant you could use images of yourself or your staff in your advertising but the last thing you want to do is send out an ad with people who look uncomfortable because they aren’t a fan of being in a photo, let alone a photo you plan to promote your business with. Also if you did take a photo to use, would a photo of a person working away at a desk even promote your services in the way you want? Imagery plays a big role in your advertising and in many cases it makes sense to use stock photography for a professional service, versus a photo of the actual product when it comes to retail businesses.
Positioning And Perception
As a business providing a service, establishing that you’re the expert at what you do is key to generating sales; You wouldn’t take your car to a mechanic who doesn’t appear to know what they were doing, would you? A restaurant, on the other hand, could be known as an Italian eatery, or a fast food chain. The same goes for a retail store which will position itself as a high-end department store, like Nordstrom, or a best-value chain like Giant Tiger. So, before you start writing commercials or designing fancy ads, make sure you know how you want your brand to be perceived and why as this will dictate the content in the ad itself.
Where Should You Promote Your Business?
If you’re running an ad campaign for your business, there are a variety of mediums, tools, and platforms you can use, but which one makes the most sense for your brand? A restaurant, for example, could leverage influencers with large followings to review their food to create a celebrity type endorsement. On the other hand for a professional service, you’re going to be hard-pressed to find a celebrity that would promote your income tax return service. Another thing to keep in mind is who uses your services specifically? Are you trying to gain more customers that work in the automotive manufacturing industry or are you trying to sell a male teenager the latest hat trend? Depending on who your target audience is, you’ll want to create ads that they are going to see and interact with, in their space, to gain the traction you want.
To Print Or Not To Print
Depending on the product or service you are wanting to advertise, you’ll need to investigate all your options with your demographic in mind both young and old. Are your customers searching for you in a phone book or are they likely to see your ad in a newspaper? If they are of a younger age group do they even know what a phone book is? These are all things to keep in mind when deciding where to invest your hard earned advertising dollars in today’s market.
When it comes to devising a marketing or advertising plan for your business, there are many things to keep in mind, investigate and test out to learn what does and doesn’t work. Doing so can definitely be overwhelming, but don’t worry! We’re here to help and we have experience advertising many different kinds of businesses with proven results-driven strategies you can lean on to get you well on your way to achieving the results you have in mind. Just give us a call at 705-252-4180 and we’ll set up a meeting with our team to learn about your business and to put together a game plan to make this year your best year yet!