Synchronized Promotion: It’s More Than Strategic Ads

Regardless of the nature of your business, finding new clients and sustaining strong relationships with each should be important elements in your strategic planning--and the focus in daily operations.  Attracting business through a single ad or commercial is only part of the equation in successful advertising and promotion.  Providing a positive and memorable experience for newcomers, as well as regular visitors to your office, storefront and website, is also vital to encouraging a desire to interact with you repeatedly.  The following list can help you in reviewing aspects of your operational and promotional planning.

ESTABLISH & STRENGTHEN YOUR CORPORATE BRANDING
~  Consistently use your logo and slogan (limit of one each) to reinforce branding identity.

~  Utilize corporate colors when possible (allowing for differences in print and Internet identification coding).

~  Employ your corporate font where appropriate; coordinate with others that are easily read in both hardcopy and on-line formats.

SCHEDULE MOST ADVERTISING & PROMOTION BY THE YEAR
~  Analyze past advertising to determine successful content and design elements.

~  Seek optimal times and venues to yield measurable results from advertising investments.

~  Choose promotional programs to attract new clients plus reward incentives for established clientele.

~  Add a new promo element yearly that enhances community and/or non-profit interaction.

~  Do allow for unexpected promotional opportunities in your annual budget.

HARMONIZE PROMOTIONAL MATERIAL
~  Consistently use the same version of logos for all signage, communication and promotion.

~  Harmonize tones and shades of colors, throughout signage and all promo materials.

~  Encourage all staff, volunteers and supporters to employ the same language when describing your organization, your operations and special events.

GROOM FACILITIES (PHYSICAL & VIRTUAL) FOR SUCCESS

~  Consider the fact that facilities reflecting your industry will reinforce a client's positive response to your advertising and promotional events.

~  Signage should mirror all other branding elements and should be well maintained.

~  Ensure that on-site and telephone conversations, as well as your outgoing voice mail message, are welcoming, positive and helpful.

~  Establish professional standards for appearance--even if casual in style--and behavior of staff and/or volunteers that reflects and reinforces your desired image.

For further ideas for enhancing self-promotion, visit:  
Branding Strategies, Media Release Samples, and Event Overview Checklist.

What seasonal, special event, or ad-driven accents will
encourage your clients and other visitors to linger awhile?