The need to advertise is more important today than ever before. How do you overcome the noise and get your message out? A couple of social posts and an email message, are probably not providing a focused enough message to break through the clutter of today. Below are 5 reason why you NEED to advertise and the approach you should to take to achieve the results that you desire.
Increase your reach: Reach and frequency are everything when building your brand and increasing your visibility in the community. In order to achieve both, you need a well thought out strategic plan. A solid strategic plan includes; print, broadcast, electronic and public outreach. You need to know who it is that you’d like to reach, and for what purpose. Whether it’s to generate renewed interest in your organization, highlight an upcoming special project or attract volunteers. Breaking through the clutter and reaching someone several times through several different channels is the most effective way to achieve this goal. Well-planned, well-placed advertising will make you appear to be everywhere. Which heightens awareness and creates additional buzz for your organization.
Create TOMA: TOMA is the acronym for ‘Top Of Mind Awareness’ Why do you call a tissue a Kleenex? Why do many still call a copy a Xerox? How did Google become a verb? TOMA. These companies took over the airways and dominated their industry to the American public. How do you create TOMA? By always being visible in places your target audience frequents. To break through the clutter; your message needs to be targeted and actionable for the consumer. If your message lacks ‘next steps’ the consumer of your message will just move on to the next commercial, article or post.
Remind previous clients, donors, volunteers that the work continues and that they are still needed: They say in the sales world; the easiest sale you’ll ever make is to someone who has previously done business with you. Your supporters want to hear from you; your successes and your needs. This is how loyalty is instilled, as well as, a sense of purpose to your mission. If someone has adopted from you, volunteered for you, or donated to you; it’s highly likely that they would be a good target for another aspect of your plan. For example, an adopter becomes a volunteer, a volunteer also becomes a donor, etc. This is how you grow your base; your tribe.
Attract new prospects: It’s common for long running organizations to feel that everybody knows about their organization and their activities. Not so, in today’s segmented world, I would imagine there is a large segment of the community that hasn’t found you, that hasn’t been told about you. It’s important to remember there is a huge segment of our population that has lived in our area less than 10 years. Many still being attached to their favorite organizations from ‘back home’. A plan to attract new people to your organization is the key to longevity. Seeking out and inviting newcomers to find out more about your organization is a great place to start.
Control your story: Brand control is important; more so today than ever. In a day where assumptions and negativity seemingly rule the day. It is important to have a clear stated message, coming directly from you/ your organization. This is who we are! This is what we do! This is how you can get involved! No matter where a consumer encounters your message, it is the same everywhere. This provides continuity for your message and ensures audience recognition that the message is coming from you.