There are so many ways to advertise these days that it is hard to know what options to use and how to use them. Effectiveness in advertising depends on your return on investment (ROI) on the advertising mechanisms that you decide to use and how you engage your target audience.
Do make sure that your advertisements are tied to special events or the holiday seasons. It is important to ensure that your advertisements attract your target market attention with relevant products and services that align with what your consumer is looking for. You may have the best Pea and Ham soup, but chances are that you will be disappointed if you are trying to advertise this product in the middle of summer.
Do keep your message fresh. Do not use the exact same copy for each product advertisement you employ. You do want to keep the same message, but use different words to get that message across. This way you will not be annoyingly repetitive.
Do tout your benefits, not your features. People want to know what your product can do for them. This is what draws them in. They will learn about all your great features after you have garnered enough interest for them to walk into your store.
Do learn from other advertising campaigns, including your competitions'. When you see an ad that really grabs your attention, take note and think about why - what about it made you look, stop, and take the time to read or listen? Ask others in your company or family to do the same. You can also ask what your co-workers' favorite commercials are - they are bound to remember at least one. Write these down and see if you find a common factor that makes these commercials so memorable. Try to incorporate elements of these in your advertising materials.
Do engage your customers. What are you using to keep your customers attention. Are they are bombarded with literally thousands of advertising messages every day. What makes yours different. Don't forget, if you are a retail outlet, your product packaging is also sending advertising messages - you are effectively competing with your own store products. Make sure your staff are on the same page. Customer service is a frequently overlooked advertising medium. It will promote word of mouth referrals.
Do make it easy. Customers are looking for convenience not complications.
To be effective, advertising has to be repetitive (but not annoyingly so! See above.) This is best achieved through different channels - newspaper ads, digital signage systems, radio ads, brochures or other color printing pieces, flyers, billboards, and television ads - the list is nearly endless. Ensure that there are multiple instances of your message or product and how it will benefit your target market. Find ways of up-selling and cross promotional advertising, especially if your customer has already visited your store.
Do not convolute your message. Keep it simple and short. Do not add too many details. Yes, your products have all these great benefits, but pick the top two or three and focus on those. If you add too much information, people will get confused and will tune your message out.
Also, keep the layout simple by using easy-to-read fonts and using high quality images. Want to turn a customer off, present them with pixilated product image.
Do not forget to use your headlines. Be sure to include your product's benefits in your headlines. Most people skim before they read, so the way to draw them in to read your smaller ad copy is to attract them with your headlines - if your medium allows it, use only the headline.
Do not compete on price. Your customers will purchase on a value a product has to them, and different customers will interpret value differently. Studies show that in most purchases, price is not the primary consideration.