Advertising Effectiveness and the Wave
Catch the wave else you will lose out…
Did you know there is a wave for every business opportunity? We will only know this when we actually tried it out or if you happen to do much research you will be able to know this from season entrepreneurs.
Abang Abu and I was discussing stuff about the recent advertising effectiveness on BH.. It seems that there have been lesser response to our advertisement including my own Blogging Workshops. So the return of investments was not worth it. Its actually quite bad 3-5 calls only and 3 of them were closed the last time I advertise.
So you see..Closing the deal was not a problem because those who called up were already interested. All we needed was to tell them what exactly they are going to learn and what needed to be done.
What we needed were more calls.
Then about copyrighting…hmmm… OK i guess that needs to be improved on…
Size of ads…its kind of expensive to have bigger ones..but that’s not the point…the bigger the ads may not be effective at all..
Then it triggered me that do people actually want this at this time period? The wave is different and we may be fishing at the wrong time and place where the fishes are not there. The wave may not bring the fish at this time either.
So what are the waves I’m talking about? If you look at the calendar right now, these are the waves that you must catch.
Ramadhan and Syawal !! What are the opportunities available..
Ramadhan opportunities - are as such..Ramadhan Bazaars at the different locations, mosques and so on..So a lot of things can be sold, food, accessories, baju kurung, kuih muih and so on..
While Syawal brings in different opportunities because this is where wedding days thrive. According to Bro Luqman (who is getting married in October), he says that one the Ustadz during his Marriage Preparation Courses mention that the couples will receive much blessings / barakah from Allah s.w.t if they have their wedding during this period. So yeah now you know why they are so many weddings during the Syawal period.
So I was telling Abang Abu…maybe we need to pitch differently..Such as Abang Abu Financial Courses..Maybe we need to have courses to teach people to budget and use their money wisely for the ramadhan period.
While my blog will pitch..Use your blogs to promote your products this ramadhan!!
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It’s called an IMC plan, stands for Integrated Marketing Communications.
To tackle the wave, use an IMC flowchart. So for specific months you use specific channels such as BH, other months such as near Ramadhan you use events or maybe masjid posters since more congregate at masjid and so on… (for e.g.). The IMC flowchart should be mapped based on financial year basis.
The idea is to map out your promotions events in advance based on one financial year of your company and not on a “look see basis”, and to be targeted, using specific vehicles for specific times. Some mediums you can do all round, others should be targeted esp if costly. Hey, it’s not rocket science ya this one. Just simple pen paper or excel also can. Good thing about planning a map of promotions in advance also is to see if they are integrated and synergize with each other.
It’s “copywriting” btw, not “copyrighting”.
Another point to note is that your course is new for the community. You’re targeting the 2.5% of the malay population first, called innovators who are receptive to these things. The next portion percentile are waiting to see what this 2.5% percent said…before joining in. This can be communicated in your ads… give more testimonials or via word of mouth from your 2.5%. This 2.5% is standard for new products. With that said…
Another area to look into is not timing, nor ads… but the course itself. Best feedback from the people who actually attended your course. Look to the feedback forms you’ve given them (I hope) and see if there are any major blindspots.
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Hafihz
http://www.hafihz.com