[Updated June 2017]
A website that I also manage, The Marketing Boutique provides a good resource on all things marketing, including advertising, on and offline. As the main writer on The Marketing Boutique, I include actual past work examples from other industries, which I think you can benefit from reading some of the content. In particular, I recently wrote about advertising.
What is the $640M dollar question? How do you differentiate a product (or service) that’s almost completely undifferentiated?
I’m sure you’ve heard me go on and on about spas looking the same and having the same vibe. What are the tactics you should use to create differentiation? This is a subject that always causes anxiety, but it doesn’t need to. Here are a few tips to get you started:
- Define a clear message you want to convey. Don’t have two, just one message.
- Ask yourself why this message? Why should your target audience care about this message?
- Where does your audience live on and offline? Why does this space matter to them?
- What offer are you going to give? Does it connect with their space, their need, and your message?
Once the content has been formulated, you should test different advertising opportunities.
While Facebook is very affordable, it can be tricky to get it right. The problem that most people do is that they create a single ad and then leave it alone. What you need to do is to have lots of content ready while the ad is running. Follow-up with a re-targeting program.
As for Twitter, you need to commit to large enough bid for your ad to show up.
Instagram should be combined with Facebook for added value and increased engagement.
Just make sure it is a well read magazine in your industry. Check their media kit, asks questions. If you are planning on going to a trade show, ask your clients which magazine they read, this will give you a good idea where to invest.