Q: My business is seeing a decline in sales and traditional advertising doesn’t seem to be making an impact, any creative ideas to reach customers?
A: If traditional advertising was working for you before this recession (working in 2007) – and it wasn’t on a decline in its effectiveness for you (be honest with yourself about this) – then you are in the group of advertisers who can consistently justify traditional advertising – but your customers either 1) Just cannot afford your product right now; OR 2) Have found a cheaper alternative product. If you’ll survey some past clients, the answer will be more clear. In many segments, people just aren’t buying right now and you might just have to ride it out.
Second, if you aren’t sure about whether the media you’re buying is as effective as it once was, ask your media representatives to PROVE they have the same audience. If it’s the same, and you figure out 1 vs. 2 above, then, per your question, it’s on to more creative advertising messages in alternative forms. I tell people this all the time “You don’t want all the customers – you want the BEST customers.” What makes a customer THE BEST for your business? Define your audience in great detail. Once you define this profile – go where they are!
Some Ideas-
Do you have a social media presence? Is it worthwhile to run ads on Facebook?
Do you have a digital communications strategy that incorporates email marketing? Have you comprised a mailing list of your current customer base?
Blog about your business.
It is easier to keep a customer than to go out and find a new one. Get a referral program going with that group. Start a frequent-buyer program.
Get really bold about guaranteeing satisfaction – DARE people to try you and see how great the experience can be.
Lastly, change your ad messages to include real customer testimonials about your business. Instead of trying to hook “need for product/service” – hook people’s need to trust that you, among all competitors, are a brand of integrity in tough economic times. Now is a time to shine– M