A proven advertising strategy has always been a traditional approach of sending a consistent look and message over time, allowing for a slow evolution to keep brand recognition at the highest levels. Ideally, you want customers and prospects to visually recognize your product or service when someone is making a decision to purchase, your ad makes sense and yields long-term results. The image of your product or service should help convince the buyer that what you have to offer is appealing and will yield long-term results.
Why is branding important?
A well-executed branding campaign repeated over time in the best advertising media can bring long-term results. Building a great branding campaign will attract new buyers, enhance credibility, loyalty and likeability in your audience. Long term results should equate to increased sales, market share, and customer retention and product loyalty.
What are some branding tips to bring added value to my advertising?
Plan ahead
Base advertising choices on circulation, penetration to decision makers and return on advertising dollars. Maintain a consistent look and feel in your ads over time. Repeat a consistent advertising message to encourage your audience to remember and identify with your product/service.
Budget
Budget for advertising, allocating the highest percentage of advertising dollars to publications that reach your largest audience base. Base advertising decisions on media that brings in maximum returns.
Determine the best venue for advertising
Today there are more choices for the advertiser than ever before. There is virtually no greater advertising than a display ad placed in a traditional industry buyers’ guide or trade magazine. An easy cost-effective alternative option is an electronic banner ad. Once thought of as cutting-edge and risky, electronic advertising is extremely cost-effective, can bring in thousands of unique visitors and drive additional traffic to your Web site while offering you a very credible and easy way to reach audiences in specific markets.
Ask for co-op advertising dollars
Literally billions of advertising dollars allocated to distributors go unspent each year. Ask your major manufacturer’s representative about their co-op programs. These initiatives allow you to place advertising, (including the manufacturer’s logo and requirements) in publications – where you may qualify to receive a portion of your advertising dollars reimbursed. Imagine – some or all of your advertising paid for by the manufacturer!
The Monthly Ad Value newsletter was brought to you by TRSA Advertising Director Nancy Benoudiz. With over 15 years’ experience, Benoudiz has helped businesses of all sizes develop and implement advertising programs based on the strategic growth objectives of her clients. Benoudiz also has trained thousands of advertising professionals over the years in print and electronic media. Feel free to contact Benoudiz 877-770-9274 or at: nbenoudiz@trsa.org
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Think about some of the best advertising campaigns: who comes to mind? Who would have thought a little-known company in Sweden would become the best selling premium vodka company in the world? ABSOLUT – one of the world’s most recognized images; all based on a very specific and strategic branding strategy designed to catapult sales of the one name thought of in the market. 
