Issue link: http://cp.revolio.com/i/142672
develop an advertising strategy For small and big businesses alike, the costs of advertising are substantial. Even so, the proliferation of media is evidence that most businesses find it cost effective to advertise their products and services in at least one medium, be it magazines, newspapers, television, radio, or, increasingly, on the Internet. Yet, because of the costs involved, it pays to carefully develop your advertising strategy and understand your options before making a media buy. The first step in developing an advertising plan is to define potential customers in the geographic area served by your business. Find out what means of advertising will reach potential customers. • What newspapers do they read? • hat radio stations do they W listen to? • Do they respond to direct mail? • o they have access to the Internet? D • hat physicians or group W practices do they visit? Customize Your Plan And Budget To Your Market Are you unique? Of course you are. And now is the time to sit down and list those personal qualities that define your practice. Once you have identified these qualities, describe how that uniqueness will benefit your customer. The theme or image for your business should carry through in all of your advertising. It's what sets you apart from competition and attracts customers. Assess The Competition Obviously you need to identify what other massage therapists already serve your area. Learn how long they have been in practice, what specialties they offer, what they charge, and how they are perceived. Assess honestly how your services will compare. When listing the benefits you offer, bear in mind your competition is not necessarily just other massage therapists. Your most serious competition is likely to be made up of pursuits that have nothing to do with your profession. When you think about your advantages over the competition, be careful not to define "competition" too narrowly. Following are a few of the distractions you must compete against in order to win customers. • ther things people do to relieve O stress (see a therapist, work out, drink or do drugs, eat). • ther things people do to relieve O pain (other forms of traditional or alternative treatment). • ther things people do to O treat themselves (traveling, dining, visiting a salon, etc.). Understanding the total scope of your competition will help you broaden the list of ways your service provides better alternatives. The Media • ewspapers. Reach a large N audience, have a short life span, and are relatively