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‘Tis the season for marketing! With all the shopping and thoughts of family and friends, it is the perfect time to do some marketing.
It is a well-known fact that, for most general retailers (outside of the death care industry), plans for holiday advertising are finalized in May. Of course, this type of panning-ahead may not be the case in the niche monument industry. But the good news is, as a small business, you can launch a successful advertising campaign quickly.
Components of an Ad Campaign
Anyone can slap some ads together and put them out for the world to see. But a successful advertising campaign requires a little forethought.
Clear Objectives
Your campaign should begin with well-defined goals. Whether it’s increasing brand awareness, generating leads, or driving sales, having specific and measurable objectives helps guide all campaign efforts.
Target Market
Identifying and understanding your target market is crucial. Much to the surprise of many monument retailers, your target market is NOT everyone! In fact, those retailers who do not understand their target market and associated target market share, needlessly spend more on advertising dollars per sale.
By narrowing down who your target market is, you will spend less in advertising per sale. This minimizes your spend and maximizes your return.
To read more on target market share, click the icon below. Additionally, I will be leading a webinar on this very topic through WIN MBNA on January 14, 2025. This not to miss presentation will prove to be incredibly helpful.
Compelling Message
Your messaging should resonate with your target audience. Visuals, text, and other creative elements need to align with your goals and speak to your target market.
Channels
How does your target market communicate? Do they prefer social media, email, SMS, or other communication mediums?
By using the medium most specific to your target market, you will maximize your opportunity to be seen by the people who need to see you.
Nurturing
Reaching your target audience is only half the battle. Nurturing that relationship and prompting them to buy is the other half.
Having a specific nurturing strategy in place is paramount to the overall success of your ad campaign.
Creating Your Ad
While creating your holiday ads, consider making the ad relevant to your target market’s current feelings.
Holidays are tough for those who are grieving the loss of a loved one. Speak to them in regards to their grief- empathize with them.
One tool we have found useful is a handout on coping with grief during the holidays. The handout is available for download online, as well as in print in our store. We also have corresponding social media posts encouraging potential clients to check it out.
Crafting your message in this way speaks to clients, provides them something helpful, and encourages them to come see you. It’s a win-win!
Have trouble creating ads? You are not alone! Marketing is an area that most monument builders struggle with. However, I have a solution for that. My pdf that we use in store and online is now available for purchase.
This beautiful advertisement is designed to allow for your own branding. Add your company logo to the front, as well as contact information on the back.
No matter how you choose to advertise this holiday season, I hope that it is successful!
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