New businesses have the unenviable task of implementing an advertising plan that will both increase their brand awareness and sell their product or service. Advertising expenditures are always high for new businesses as there is currently no repeat business at this juncture. The company may also not have a full understanding about the demographics and shopping patterns of their customers, which is usually established over time. Nevertheless, there are some steps a new business can take to get a successful advertising campaign off the ground.

Develop Message Around Best Potential Customers

You probably have some idea who your customers are before you go into business. However, it will not be possible to target every one of them. Instead, focus your efforts on reaching those customers who will likely be the heaviest users of your product. For example, if you run a chain of health clubs, your heaviest users will potentially be people who are fitness buffs, athletes and people who want to lose weight. Your advertising message should be centered around the type of equipment you have, the experience of your personal trainers and what your business can do to help people achieve their fitness goals.

Selecting the Right Advertising Media

It would be best to advertise the business a little before you even open your location. If you are taking over a current retail location, create a "Coming Soon" sign that indicates who you are, what you offer and when you open. This can help you build some initial publicity and interest. Decide which media would be most effective in reaching your customers. Once you are open for business, a television advertisement would enable a health club to feature its extensive array of equipment as well as show people having fun in a spacious and inviting atmosphere. You can also use direct mail with a special offer to lock people into a multiyear contract. Distributing fliers on cars is a relatively cheap way of advertising a business. Radio advertisements during sports shows and at the time of the morning and afternoon rush would reach a large audience as well. Yellow Pages advertising can further enhance your advertising mix and increase your credibility, especially if you run larger display ads.

Differentiation & Freebies

Aim to differentiate your business from others in your advertising. If your health club offers top-notch equipment and training expertise at a reasonable price, your advertising message should convey that and appeal to this particular niche. Try to stand out from other businesses and promote your core competency. Never shy away from using freebies. You can use lead boxes for your health club, or free trials for any type of business. Simply place some attractive cardboard boxes with your business name and logo in various high-traffic retail establishments. Offer a free membership or trial. This allows you to collect names of potential members or customers whom you can contact and invite in for a free workout or sample of your product or service.

Source:

Marcommwise: How To Advertise Your New Business in Four Easy Steps

Solve Your Problem: Advertise Your New Business 6 Different Ways

Why Do Work: 6 Ways You Can Advertise Your New Business

More Information:

Entrepreneur: Advertising Your New Business