Take a holistic view of your business
Written by Dan Cheeseman, Inspire eMagazine
I am sure it can be very frustrating for many whom have tried to advertise their business but got a limited to no response, often the finger of blame is directed at the media they used. However, it is not always the media but their product which is at fault.
Consider numerous factors: Does your product offer match the profile that the media in question targets. Do not believe the sales person that claims their media targets ‘every foreigner’ – that is an impossible claim! The issue we have in Pattaya is there is some poor and weak media options, so you need to be careful in whom you choose, but you must also take a look at your business proposition before you even consider advertising.
Is your Business Proposition Fit for Purpose?
I would certainly recommend you take some time to consider your offer, who does it target in terms of customers, what’s your price point, is your location correct, what does your branding say about your business and how does that align to your customer and pricing, how does your competition impact on your decisions and position in the market?…
Its an integral process, your business is exactly like one living fluid product in which every attribute such as price and brand should fit together. Above all, ask yourself ‘why?’ when you put your business proposition together. Whats also important is, and this is quite a trick, you maintain consistency in your offer but you also know when to adapt and change based on the market around you.
Use the internet for help on this area, there is lots of searchable content that can help, and be tough on yourself when reviewing your business.
Advertising is more than just buying ‘Advert Space’
I could write about this in endless paragraphs as so many business get it wrong and will continue to do so. So I ll keep it simple, when you have your proposition you then need to consider the message to connect with your target customer and also choose wisely which media will get you in front of that customer.
If you have a poor business proposition, and/or poor and miss targeted message, and/or have chosen the wrong media to correct target, then – and there is no surprises here – your advertising will fail. Anyone of these stages can trip you up, but don’t let yourself down with a poor business proposition in the first place.
Inspire to take media to a new era
Inspire was designed on two fronts: To offer a service for the end consumer and to be effective for advertisers wanting to share their business, events and offers with our customer base.
I know who our consumers and customers are and have a product fit for purpose with many competitive advantages and innovations versus other media in town. It ensures when Inspire is promoted that it gets a response.
If you need any assistance do drop me a note on [email protected]