My father is an avid history book reader. I used to love digging through his war books and reading the accounts of hundreds of historic military maneuvers. The strategy employed determined the triumph or defeat of nearly every battle we read about today. When it comes to advertising, applying tactics to the battle of persuasion can determine the success or failure of your message.
Moving a client from awareness to the point of purchase requires a clear and definite strategy. For some industries, only a brief engagement is required. Take, for example, food. Hunger is an immediate need, and a billboard shouting an attractive price point or the promise of food only minutes away is an easy message. Tactic: Feature driven ad, promising good food at a good price.
Conversely, when dealing with a larger item that requires deeper commitment, a different strategy must be employed. Take, for example, a pool company. Purchasing a pool is a major decision; it’s a bigger price point, bigger commitment, bigger upkeep. A long term strategy appealing to the emotions of the buyer is in the best interest of the advertiser (the price, at this point, can be a prohibitive message). A smart advertiser knows that “digging in” over time, keeping their name out there, builds recognition. Recognition builds trust, and when the client is ready to surrender, the strategy has paid off. Tactic: Longer advertising rotation, emotionally appealing message.
How about you? Are you intelligently engaging potential customers? I don’t need to tell you what poor planning does; history has a long tally of losses that don’t need repeated. Developing tactical strategy might not be easy, and it will take time…but seeing your effort translate to a win makes it all worth it.