Wrong. And the same goes for generating revenue. Done in a vacuum, none of these tactics will get you what you want. For professional services – where your relationship with your target audience develops based on them trusting you – it’s all about layering your “market touches” in a way that incrementally builds trust over time. Too much, too close, too soon, and you scare people off.
Instead, you have to know what strategy to use and when, based on clear objectives. Each strategy has a different purpose. Here’s a quick look at how to make the right choice.
Advertisement is getting the word out about your firm through paid- for ads or commercials in the media, including print, radio, television and internet. You advertise to…
* establish awareness
* build interest in the market
* educate
* interrupt
* change attitudes about your brand or another’s brand
* influence perceptions
* meet a longer-term objective (like raising awareness)
Advertisement tends to be very expensive. Done well -with good messaging, good design, and a big enough budget to be consistent over...
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