Your Advertisements, How Long Does it Need to Work?
22
Feb
Your Advertisements, How Long Does it Need to Work
“Immediate results” is an illusion. Advertising does not promise you immediate results you could see, but it promises you to make you “There” for your targeted customers. However, depending on your product, your share vs. your competitors’ share of voice, your impact, and the media vehicle you are using you can estimate how long you have to wait to see the results.
Be patient and you will hit your targets
Here four main factors that could help you estimate how long it is going to take you to get known:
Your Product’s Purchase Cycle:
Know your product and know its customer. When will your customer be ready to purchase a product as yours, and how long it would take him before he considers re-buying? These are important questions to answer because your target is to be ready with your product at the time the product is at the prime of its purchase cycle.
In other words, you need to advertise your product before the prospective customer starts considering purchasing. Some would think, “I want to reach today’s customer; and tomorrow I will target tomorrow’s customer.” What you need is to win on the long-term not the short-term; as in the long term lies the long-term profits.
Your Voice’s Share:
What percentage of all the advertising done in your product or service category is yours? This is an important question that tells you, how long it is going to take your to see results. You need to know your competitors and your level among them.
Most certainly, if you have the majority of it, then you will sell the most. Also, if you are competing with a heavy competitor in most likelihood your advertisment will take so much longer to be recognized (if ever that is).
Want quicker results? The first thing to do is to chose your competitors, it is certainly much wiser to compete with those who have “Voice Share” similar to yours to make sure that you survive and that you win. Secondly, work on increasing your voice share and that will save you time.
Your Impact quotient:
Remember, you are not the only one out there in the market. You are competing with others who are selling the same product you sell. Therefore, you need to focus on your impact, make sure that you leave an impression that, first of all is in your favor; secondly, long lasting. You want to set an impact that pushes you forward and that lasts longer.
How persuasive is your message? Compare your message with those of your competitors. Is it giving the right impression? Is it in your favor? How long would it last? The more persuasive, the more positive your impression is, and the longer it lasts; the faster the results.
Your Media Delivering Vehicle:
Choosing the media delivering vehicle that suits your product the best is like fitting a shoe to an outfit. It easier completes it, or just spoils the whole outfit. Scientifically visual memory is fragile and malleable, but auditory memory is involuntary and long-term.
Make this fact lead your way when it comes to choosing your media delivering vehicle. For products with longer purchase cycles use auditory media, and for products with shorter purchase cycles should use visual media.
Was this information of any help for you? Please, let us know by leaving a comment below.
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