Sending your promotional message

To promote your products and services to your target audience, you first select the message you want to communicate. That message is your value proposition, as well as the reasons to believe that support the claim. Now the media channel you select depends on the target audience, how many of them you want to reach, the complexity of the message you’re sending, and how frequently they need to hear the message. Marketers have a wide choice of traditional media, including television, radio, print advertising, outdoor billboards, and of course, digital media, which include social media, websites, and mobile channels. Now each type of media has advantages and disadvantages. TV commercials, for example, can reach millions of people, but hey, it’s expensive. Billboards, on the other hand, are not that expensive, but they are limited in what objectives you can achieve. It’d be hard to explain how to use a complicated product, for example, on a billboard. Now you have to weigh the cost versus the reach, meaning how many customers get the message, and you have to consider how much information you can send. My advice is to match the medium to the message, then decide on how many people you have to reach, based on your available budget. Now you’re ready to actually create the marketing material to put into the market. That might be a new website, a print ad, or a commercial. Most companies use the services of a creative advertising agency for this. Now if you hire an outside firm to create your promotional material, they’ll need your complete marketing plan to make sure the message exactly matches the strategy you’ve created.