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Advertising and promoting your business is key to attracting new customers and increasing sales. Advertising is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns. There are many channels to advertise your Company, however each channel offers various advantages and disadvantages. The following are different mediums available:
1. DIRECT MAIL
Direct Mail informs potential clients about your business and updates current clients about specials and promotions through post cards, newsletters and flyers. It is cost-efficient, simple, and can be targeted to certain individuals by purchasing the right mailing lists. Direct Mail is the most popular mode of advertising. It is a good medium for those who do not sell their products out of a retail location. A disadvantage of direct mail is that your flyer or postcard may be thrown away as 'junk mail' before it is even opened.
2. RADIO
Radio is another medium of advertising that is relatively low-cost. When choosing a radio station, make sure you will be reaching your desired target market. Know what times they normally tune in. A disadvantage of radio ads as opposed to written ads is that to keep and capture listeners' attention, the ad must be short. Radio does not provide a visual (a sample basket, your logo...), which may also be a negative, as it is more difficult to stay in the mind of the consumer. In order to avoid this, come up with a catchy jingle that includes your telephone number that will capture your customers attention.
3. NEWSPAPERS
Advertising in your local newspaper is low-cost and can reach a large audience. However, a newspaper can contain numerous ads, and if your ad is not noticeable, it will be difficult to capture the readers' attention. Make sure you have a noticeable headline and offer a special to capture the readers' attention.Due to the poor quality of graphic reproduction, showing a picture of one of your baskets is not advisable.
4. TELEVISION
Television is the most popular medium of reaching a large audience. It is also the most expensive form of advertising. It may not be the best way to promote your Gift Basket business as the costs would outweigh the benefits. Television advertising is generally more suitable for larger companies.
5. INTERNET
A website is another option if you wish to expand your advertising mediums. The costs to maintain a website can be significant, however it is considered to be an investment with a potential to increase sales. Another less expensive way to advertise on the web would be to purchase a small advertising space on a related website (eg. a florist's website).
6. WORD OF MOUTH
Word of mouth is the cheapest form of advertising. In fact it's free! Ways to develop effective word of mouth are: excellent customer service; network (tell everyone you meet about your company); offer incentive programs to your customers (sales or special promotions); and finally, remember to thank your customers, as this may in turn generate referrals.
7. OPEN HOUSE
Throwing an Open House to advertise your business may be an ideal form of adverting for some Gift Baskets companies. If you have a retail location, you can advertise your Open House in newspapers, through friends and family, on the radio, and through direct mail. If you run your Gift Basket Company in your home, it is advisable to keep your Open House limited to friends and family. A retail space is a more professional environment for throwing an Open House party as opposed to having one in your home.
8. DONATIONS
Donating services and products for silent auctions and/or fund-raisers can provide you with free advertising. If you donate one of your baskets, ensure that your business card is attached and clearly visible. This way, your name and company will be viewed by all of those at the auction.
9. TRADE SHOWS
Attending Trade Shows and getting to know those in your business is a great way to promote your business. Set up a booth at a Trade Show and let people know who you are. This is a great time to network and be creative to differentiate yourself from competitors.
10. MAGAZINES
Magazines are a great form of advertising and are generally better than newspapers because they are in colour and well display pictures. Advertising in trade specific magazines, such as the Gift Basket Review, would likely be the best way to advertise, as opposed to advertising in just any magazine. A disadvantage of magazine ads is that they can be rather expensive.
11. CATALOGUES
Sending catalogues to your customers once or twice a year is an optimal way to advertise your Gift Basket Business. This medium serves several functions: 1) It reminds your customers that you are out there; 2) It keeps your customers up to date with new products and/promotions that you offer; 3) It may trigger an upcoming event for which they can use your services. Your catalogue must contain enough pages to effectively display your products and pertinent information.
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