Our Process

Situation Analysis

  • Where are we?
  • Why are we there?
  • Situation analysis done at beginning of strategic development.
  • Involves all available data, knowledge and opinion about your products, services and market.
  • All subsequent advertising decisions based on this important task.
  • Only when you completely analyze your situation, are you ready to define your strategy.

Define Strategy

  • What are objectives?
  • What are alternative directions for getting there?
  • Where do you want to be? How do we get there?
  • Answer is heart of your creative strategy.
  • Evaluate products and services.
  • What is key problem or issue your advertising must solve? Develop a promise with single-minded benefit.
  • Establish summary statements.

Customer Reach

  • Define your customer.
  • Age: Women 35-64; Adults 35-64
  • Income: $100,000 + HH
  • Home Owners
  • Geographic: Work or Live in X Mile Radius
  • Define Interests, Hobbies, Marital / family status, Education Level, Employment Status.

Spending Strategy

  • How do we get there?
  • Prospect priorities
  • Geographic guidelines
  • Zip code analysis
  • Seasonal or other timing goals
  • Plan ahead for year
  • Plan week by week

Advertising Promotion Timing / Evaluation

  • Holidays
  • Weather
  • News Events
  • Local Events
  • Competition

Awareness Campaigns vs. Limited Time Promotions

  • Best advertising establishes consumer awareness of your store as the place to buy.








Evaluate Each Promotion’s Message

  • Does your message offer a benefit to the target consumer?
    “Create your own spectacular outdoor living experience with Rich's stunning...”
  • Is there a message of value and an incentive to buy now?

Everything Counts

  • What is the event?
  • What is the offer / why buy now?
  • What is the selection?
  • Co-op?
  • Financing?
  • Guaranteed Installation / Delivery?
  • When does offer end?