In the previous column, we finished preparing the ad for publication. What should be in it and also what should not be in it. We also briefly reviewed the different types of media, in order to adapt them to our types of customers.
Are we done? That's it, no.
Just before you upload the ad to the desired media - stop.
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Prepare yourself a precise and orderly list called an "advertising procedure" (or campaign procedure). Be sure to check every detail, and if any of the following parameters are not addressed, do not proceed with the advertisement. Period.
• Are the products you advertised in your ad in stock? Ignore the legal issue for now in this case. The disappointment and anger of customers who arrive as a result of the advertisement and discover that the specific product is not available will hurt more than any government fine. Even if they are not in stock right now, but are expected to arrive, verify the arrival date and take a margin of safety.
• Can you meet the price you stated? Don't rely on previous and/or old quotes. Talk to your suppliers. Reserve prices. Don't be surprised a moment after you've already uploaded the campaign.
• Can you financially support the campaign? Do you have enough money for supplies and inventory? Do you have enough money to pay employees overtime? For advertising? If not, this is the time to inform your bank and share with them your need to launch the campaign and raise the requested credit.
• Are the dates of the publication appropriate for the ad? It would be a shame to publish a summer ice cream sale on... the 17th of Tammuz! Or an ad about quality beef during the Nine Days... End-of-season ads or extended hours of operation should also arrive on time.
• Is the store or business 'prepared' to receive customers? Are there boxes in the aisles? Does the entrance look like it was just after a tornado? Are the shelves properly labeled? Remember! The purpose of advertising is to bring in customers. It's a shame to invest so much money and effort to bring them in, only to have them discover your ugly side.
• Is the team prepared and aware of the sale? Dozens of times I've encountered salespeople who had no idea that the boss had decided to go on sale... Embarrassing? Yes. Increases trust? Absolutely not. Shows professionalism? Think for yourself.
Unfortunately, quite a few business owners "skip" this question and do not find it appropriate to update all employees on a marketing and/or advertising campaign. Just before going public, send out a neat email, with an attached file. Explain to all employees (especially the sales department, but also to other employees, in the warehouse and logistics, etc.) what they are moving towards, the goal of the advertising, changes in prices, conditions (if any), restrictions and highlights.
This way, the employee will feel a partner in the process, the customer will feel satisfied, and everyone will benefit. This also applies if there is no change in prices, but the homeowner has a desire to reach the end of stock or liquidation of inventory - it is important to emphasize this to the employees.
Example: One of the businesses I support wanted to liquidate stock that was 'stuck with it'. I recommended that he perform a 1+1 sale. An existing product + a product from the stock designated for liquidation. The sale was limited to purchases over a certain amount. In the order of the sale, the owner gave employees "free rein" to woo customers (regulars, etc.) and give them the product as a gift, even if they did not purchase at the stated price. The product as a gift cost the owner almost no money, so if the employee knew in advance that he could woo a loyal customer, the customers would be satisfied.
On the other hand, when updates are lacking, a situation may arise where, for example, a product is given as a gift, and the manufacturer is required to provide proof that the customer received the gift. It would then be very painful to launch such a promotion and discover two days later that the cashier does not sign for customers to accept the gift...
In short: Just as you inform your customers of all the relevant details, make sure to inform your employees about it.
Hope I helped. Anyway, I'm available for questions and requests!
So guys, you are welcome to send questions, requests for comments, and clarifications to my email. Interesting and insightful questions will be published and answered in the next column.
• The writer is the CEO of the consulting firm M&S, which specializes in business consulting, raising credit for businesses, building and improving sales departments, valuations and recovery plans. And he is the founder of the 'School of Business Management - Startup'.
