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DmitryKv24 сентября 2020 г.When creatives in the agency design your ad for you, they are inevitably thinking about how your ad will enhance their portfolio of creative work to show to a prospective employer. This is why agencies and their creatives have a strong bias to “advertise the ad” rather than the product. Look at your advertisements and ask yourself how much space and time is given over to the product and how much to the ad.
0108- DmitryKv24 сентября 2020 г.
Another reason to spend money in complementary media vehicles is that seeing an advertisement on TV and then in a magazine provides a more powerful media experience for your target customer than seeing the same ad on TV twice.
0115 - DmitryKv24 сентября 2020 г.Читать далее
You will find, for example, some television programs that are heavily watched by your customers, and some programs that are heavily watched by the customers of one or another competing brand. You can run different campaigns with different messages for different groups: “Try us, you’ll like us!” for competitors’ customers and non-users; “Use the brand you trust!” for our customers; “Use only us!” for brand switchers. Just make sure you use direct matching to connect your different user groups with different media options.
056 - DmitryKv24 сентября 2020 г.Читать далее
It is interesting that the simple reminder phone call worked better than the offer of a special discount. If you must pay customers to come back to you after they have experienced your product and service, you have a problem. The “thank you, here is 20 percent discount if you return” phone call raises suspicions that the store is a bit too desperate. Offering special discounts to customers to try a product makes sense; we pay them for the cost and risk of trying something new. Offering discounts for people to repeat purchase makes less sense.
Many so-called loyalty programs are sales promotion tools offering bribes in situations where loyalty does not exist.068