A Closer Look At The Multiple Levels Of Advertising And Promotion

Multiple levels of advertising and promotion are responsible for corresponding to the intent and stage of business. Helping small businesses tailor their promotions and ads to the proper purpose thus making more money is trying to understand these levels. Why don't we try to take a closer look.

Stage One. Awareness
Hey mom look at me! Cries the little child who wants attention. One of the biggest threats to small business is the fact that there may be thousands of people out there who need what they offer - but don't know they exist.

It is possible for this stage to work on the "if you build it they will come" principle. If you do not have much competition, then that is a good thing or if you are an established brand opening a new location.

It has its uses and it is also the most basic form of advertising. It is unfortunate that most small businesses never move past this level.

Stage Two. Gain Market Share
A very important stage of promotion in advertising is this stage. What happens in this particular stage is that you would put your unique selling proposition out there so that people will choose you over a competitor. You have to be compelling in a way your competitors aren't.

Did you know that most advertising, even from a lot of the big guys, just doesn't go this far? Your job here is to compel action from the customer.

Stage 3. Increase Consumption
It is very important to try to gain new customers but what are you doing to bring your old customer back? What kind of advertising or promotional tactics will increase the frequency and the size of your average purchase.

When you advertise to your current customers, it is not considered as a waste of money. There is also the chance that your ROI is likely to be far higher than advertising to get new customers.

Think about ways to get customers to come back more frequently and spend more with you when they do. If you get these two components down, then you can realize an exponential growth in sales.

Stage Four. How to Capitalize Your Opportunity
In this stage, what you would do is use opportunities to increase sales. What kind of opportunities? There are holiday sales as well long weekends and current events.

Using very bad news for promotion is something you should be careful about. It can come back to haunt you if you are seen as too mercenary.

When you do offer deals to offset rising gas prices or beat the heat of summer deals, then it can be great when promoting all kinds of things.

Mastering these basics will give you a head start for a more profitable future even though you can boil these four stages down into finer points of distinction.

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