Avoid Drive-Thru Advertising

In advertising and marketing, there are few "quick fixes" that have long-term benefits or growth potential.

Sale events and promotions can drive immediate business, but watch your net profits, and make sure you are doing everything possible to turn that one-time sampling or purchase into long-term repeat business.

Build a database of your customers, or at least an email list. Profile them as best you can to better understand their needs and wants, as well as demographic, geographic and psychographic profile so you can better target them in the future using appropriate copy, offers and communication channels.

Provide excellent quality and service with a smile and stand out every way you can, so they remember you in a positive light.

There are no real quick fixes; it still comes down to the basics:
• Great service
• Product or brand differentiation
• Value
• Consistent advertising to create awareness, credibility, comfort and confidence in your brand

Remember the old rule in advertising that says "anything that works quickly will work less and less in the long-term." This rule is speaking to the never ending continuous stream of sale events. The more you do them, the less they work over time, and the less successful you will become.

As a general rule, you should spend 20% of your ad budget on sales and promotions, and 80% on building a solid and attractive brand image that has meaning and differentiation with emotional impact. Think of Victoria’s Secret and Harley-Davidson, or Disney and Apple.

However, in a difficult economy you will certainly need to emphasize more value, service, quality, benefits and savings than ever before. People simply want more for less right now, and they also expect better service, and they want to do business with a company that will be around. They can't afford to take chances, so they want a better guarantee and they want confidence in you and your product.

Bottom line: today you are selling peace of mind. Peace of mind that they are getting the best deal, quality and service for the dollar, and peace of mind that you will be there to service them if they need it.