Tips for making the advertising for your business more powerful

Most advertising managers merely book advertising space and place the advertisements. In most cases, this really is perfectly fine - provided the advertisement is in the correct location and says the correct things. However, it's feasible to make the advertising more powerful by considering the entire picture - in other words, by integrating the marketing communications.

When the Orange cellphone company finally achieved full coverage of Britain they decided to publicize the reality. The campaign, known as "Covered," played about with the concept of covering things. Orange wrapped over 40 websites, wrapping whole buildings in Orange livery.

They booked anything up to 16 consecutive 48-sheet billboard websites (the biggest size available) so that people would see nothing but Orange advertising for anything as much as a mile. They covered entire floors in railroad stations with Orange advertising, as well as recovered all of the seats in the Eurostar waiting room in Paris to promote the service to Brits returning from France. The campaign price £800,000 in total (fairly cheap for a big company's campaign) but generated £2.73 million in return.

Start having a good platform - a easy idea that everyone can connect with and that serves as a focus for ideas. Link everything back towards the platform. Use a number of media and several different approaches - though with out losing the central style.

The USP or unique selling proposition is what makes your product stand out from everyone else's. However, what you think the USP is might not be exactly the same as what your clients think it's - a restaurateur may, for example, think that the quality of the food will be the USP whereas it may be that the waiters and waitresses are exceptionally attractive people. Finding the USP may involve carrying out some basic market research, but it will certainly pay off when you come to design your promotional campaign.

K Shoes is really a small shoe manufacturer based in Kendal, in the English Lake District. The business is recognized for producing goodquality, sensible footwear rather than high-fashion shoes: K shoes last longer and wear better than other shoes, and one might be forgiven for assuming that this is about as great a USP as one could hope for. Nevertheless, some basic research amongst K shoe wearers revealed something else - K shoes do not squeak. Even when new. For the wearers, this was the true USP, and was (for them) a sign of the high quality of the shoes.

K Shoes used this information to develop an advertising campaign in which the advantages of non-squeak shoes had been promoted in a humorous way. For example, one K Shoes advert showed a wife sneaking up on her husband while he was dining with an additional woman and dumping a bowl of noodles on his head. No other shoes would permit her to do this. Knowing why individuals purchase from us enables us to play to our strengths. Determine your USP from the customer's viewpoint - not yours. Develop the USP into all your promotion. If you don't have a USP, get one - or you won't survive lengthy.

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Tips for making the advertising for your business more powerful

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