I bet you didn’t know that there are multiple levels of advertising and promotion that correspond to intent and stage of business. Understanding these levels helps small businesses tailor their promotions and ads to the proper purpose thus making more money. Let’s look a little closer…
Stage 1 – Awareness
Hey mom look at me! Cries the little child who wants attention. One of the biggest threats to small business is the fact that there may be thousands of people out there who need what they offer – but don’t know they exist.
This stage works on the “if you build it they will come” principle. It’s good if you don’t have much competition, or if you are an established brand opening a new location.
This is the most basic form of advertising and it has its uses. Unfortunately most small businesses never move past this level.
Stage 2 – Gain Market Share
This is a very important stage of promotion an advertising. This is where you put your unique selling proposition out there so that people will choose you over a competitor. You have to be compelling in a way your competitors...
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