In this space we have discussed, many times, the keys to advertising success for local Lubbock businesses. I had the privilege of seeing one of my long time contemporaries present a new take on this, a few weeks ago. His position is this:
There are four keys to advertising success. And they are in no particular order.
1. Reaching the right people
2. Reaching the right people with frequency
4. Compelling message
These are all intertwined and related. What good is a compelling message is it is not addressing the right people. What good is frequency in the short term?
If you needed to say one was more important than any other point it might be consistency. IF you are consistent, you are on point, on point frequently and a you are delivering a solution to the consumer with regularity. Consistency is not measured on weeks or months but years. Think of some of the companies you can instantly recall. Most of the were built with a consistent consumer message – a message that solved a problem.
The last take away from my friend was this: advertising is like an exercise program. Never start either with the intention of stopping.
Not sure how to create a compelling advertising message or how to be consistent – call us we can help. Call Connie Hayes at 806-748-2404 or all me directly at 806-748-2405. We can analyze your situation and give you long term outlook and potential solution that will get people’s attention and make Lubbock consumers think of your first in your product category.