Contents
- 1. Overview
- 2. Promoting your business
- 3. AIDA
- 4. Create a winning marketing message
- 5. Planning your promotions
1. Overview
Getting your message in front of potential customers and persuading them to buy is a challenge. This section helps you identify which techniques to use to achieve the greatest results.
2. Promoting your business
For many people, when they think of marketing, they think of promotion. There are hundreds of tools and techniques you can use to promote your business. The challenge is to get the largest potential audience with the least cost and to get the best results.
Popular marketing tools for you to consider
| Newspaper | Advertising | PR Telemarketing | Website |
| Magazines Welsh or in other languages | Direct mail | Brochures | Email marketing |
| Consumer magazines | Video | Flyers | |
| Local newspapers and locales | Trade shows | Sales letters | |
| Community magazines | Exhibitions | Postcards | |
| Radio | Events | Referrals | SEO (search engine optimisation) |
| Online directories | Networking | Leaflets | PPC (pay-as-you-click advertising) |
| Free trial/sampling | Door to door | Presentations | Testimonials and case studies |
Before spending money, check this
Before you spend any money on marketing activity, ask yourself the following questions:
- will I reach my target customers if I do this and, if so, how many?
- will I be able to tell them how they benefit or the results they get?
- how much is it going to cost me?
- will it fit with other marketing activity I am doing?
- what results do I need to make it worthwhile?
3. AIDA
The aim of any marketing activity is to change a stranger who doesn’t know anything about you, your business or your products and services, into a loyal, repeat customer.
To do that you need to take them through these 4 stages – Attention, Interest, Desire, Action – known as AIDA.
4. Create a winning marketing message
Your marketing message is what grabs your customers’ attention, tells them how you can solve their problem, why they should trust you, and why they should choose you above everyone else.
Don’t just tell them all about your company history and how great you are, that’s dull and boring! Make it exciting and interesting.
Here are some tips to help you create a winning marketing message:
- speak to your customer and use the actual words they use
- consider a bilingual message, for example, Welsh and English
- tell them the results they get from using your product or service
- create a headline that grabs attention – here’s how:
- ask a question "Worried about taps that always drip?”
- start with How to…” – “How to turn heads with a new hair style"
- issue a command – “Aim high”, “Save money”, “Feel better"
- announce an important deadline – “Jane’s Funky Flowers Opening TODAY!"
- offer something free – “FREE report on healthy eating"
- give them reasons why – “50 Reasons why buying local beats out-of-town shopping"
- make an offer and give your customers a reason to act now
- always tell your customer what to do next and when. For example, Call now, Click here, Book an appointment, etc. Make it easy for them to take that action.
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5. Planning your promotions
Before rushing in and doing the activity, think ahead and plan your campaign.
Use this promotional planner template to help you plan your promotional activity.
If you need a more accessible version of this document please email businesssupport@gov.wales. Please tell us the format you need. If you use assistive technology please tell us what this is.
Use this promotional checklist before you send out any marketing material.
If you need a more accessible version of this document please email businesssupport@gov.wales. Please tell us the format you need. If you use assistive technology please tell us what this is.