Table of Contents
Methods of External Communications
Introduction
Writing effective ads is crucial for successful advertising and promotion. It’s important to consider factors such as wording, graphics, arrangement, coloring, and audience interpretation. Before writing ads, understanding the reading and listening habits of current and potential customers through market research is essential. Identifying the unique selling position and conveying the benefits to customers is also important.
What Should You Write in Your Ads?
The content of your ads should be tailored to the interests and needs of your target audience. Understanding your customers’ preferences can be achieved through basic market research methods. Consider your unique features and benefits, and communicate them clearly in terms that customers will appreciate. Answer the question “What’s in it for me?” and provide a clear call to action.
Major Methods of Advertising (Repeatedly Getting Message Out)
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Brochures or flyers: Create attractive tri-fold brochures using desktop publishing or word-processing software. Brochures can contain a lot of information if well-designed.
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Direct mail: Customize mail sent directly to customers based on their nature and needs. Build a mailing list of current and desired customers and keep it up-to-date. Be mindful of the cost and frequency of mailings to avoid overwhelming stakeholders.
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E-mail messages: Utilize e-mail software with a signature line to promote your business. Make sure the signature line is automatically attached to your e-mails if desired.
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Magazines: Consider advertising or writing short articles for magazines that focus on your industry. This can be an effective way to target your specific market and potential customers.
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Newsletters: Use newsletters to convey information about your organization and its services. Desktop publishing tools can help create interesting and inexpensive newsletters.
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Newspapers (major): Place ads, write letters to the editor, or work with reporters to get a story written about your business. Advertising in major newspapers can be expensive but can reach a wide audience.
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Newspapers (neighborhood): Don’t overlook neighborhood newspapers, as they may be more relevant to your stakeholders. Consider placing ads or submitting articles to these publications.
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Online discussion groups and chat groups: Participate in online discussion groups and chat groups to gain exposure for your business. Be mindful of group rules against blatant advertising and always check with the moderator for guidelines.
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Posters and bulletin boards: Place posters in locations frequented by your customers. Refresh posters regularly with new and colorful designs to catch attention.
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Radio announcements: Radio ads are usually cheaper than television ads and can reach a wide audience. Consider airing ads at times when your target customers are likely to be listening.
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Telemarketing: Utilize telemarketing to reach potential customers directly. Be mindful of regulations and always respect customers’ preferences.
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Television ads: While more expensive than other forms of advertising, television ads can reach a large audience. Look for deals on commercial placements and consider the viewing habits of your target customers.
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Web pages: Utilize the internet for advertising and promotions by creating a website. This requires equipment, expertise, and promotion to ensure visibility and accessibility.
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Yellow Pages: Place ads in the Yellow Pages directory under relevant categories. Ensure your business name is descriptive and stands out to attract attention.
Promotional Activities Through the Media (Reporters, Newspapers, etc.)
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Articles that you write: Write articles for local newspapers or magazines to address industry or market issues and showcase your business’s solutions.
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Editorials and letters to the editor: Offer articles to newspapers about industry needs and solutions. Develop relationships with editors to increase the likelihood of publication.
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Press kits: Develop press kits with information, pictures, and product details to provide to the media and train employees on working with the media.
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Press releases or news alerts: Write press releases to announce major events or accomplishments. Provide all necessary information and visuals to make it easy for reporters to develop stories.
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Public service announcements (PSA’s): Take advantage of free PSA opportunities on radio and television stations for nonprofit efforts.
Other Promotional Activities and Events
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Annual reports: Disseminate annual reports to key stakeholders to provide information about your organization’s activities, accomplishments, challenges, and financial status.
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Collaboration or strategic restructuring: Celebrate collaborations or strategic restructuring publicly to showcase your organization’s efforts.
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Networking: Spread the word about your business through networking with peers, professional organizations, and individuals outside your organization’s sphere.
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Novelties: Use promotional items like pens, pencils, coffee cups, and T-shirts to advertise your business. Consider the cost of mailing novelties and printing customized items.
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Presentations: Offer presentations at local seminars, Chamber of Commerce meetings, trade shows, or other events to showcase your expertise and attract potential customers.
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Relationships with key stakeholders: Cultivate relationships with representatives from major stakeholder groups by taking them to lunch annually. These informal exchanges can build strong relationships.
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Special events: Organize special events such as open houses, award ceremonies, or program announcements to attract attention and engage stakeholders.
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Special offers: Use coupons, discounts, sweepstakes, sales, or other promotions to incentivize customers and attract new business.
Recent Movement in Marketing, Advertising, and Public Relations — Social Networking (Online)
Social networking through platforms like Facebook, Twitter, MySpace, and YouTube has become essential for individuals and organizations looking to share information with others. These tools offer a cost-effective way to quickly disseminate information and engage with a broader audience. Incorporating social networking into marketing strategies is crucial for staying relevant and connected.
