Many companies find themselves thrashing about in uncharted fiscal waters just to stay afloat. So often, the marketing budget represents the first line item on the chopping block when economic uncertainty looms. Understandably, if a business must choose between making the monthly payroll and printing several thousand beautiful brochures, the first option most always takes priority.

As a result, some companies will scale back on their PR strategy to conserve money. This might be a necessary move and makes the most sense. Others, however, will eliminate marketing altogether, with the intent of restarting efforts once sales “get back to normal.” In times of economic hardship, we often hear owners explain, “I want to continue advertising and promoting my store, but can’t do so until I get more customers.” Think about that saying for a moment. It’s this logic that will wipe out many businesses – and it does not need to happen. Yes, tapping into the marketing coffers to keep the operation running will work for the time being. But ultimately, businesses that rely on this band-aid approach must tear it off and face up to the difficult reality: A company won’t survive without efforts to reach existing and new clients.

Still, how do we get the most out of our marketing dollars in these trying times? Since print ads and radio and television commercials often make up the lion’s share of most businesses marketing attempts, we’ll focus on improving these specific areas. Keep in mind, however, many other unique grass-roots efforts exist. We will touch base on out-side-the-box tactics in future issues of Tilling Time. For now, though, let’s explore the importance of advertising message.

Clearly, as the market changes so does the consumer. What spoke to buyers yesterday does not necessarily grab their attention today. In fact, people are more weary of making purchases. It’s no longer effective to sell on product alone. Most customers want to know why they NEED the service or product – they want a reason or justification.

So, we must give them exactly this in our ad message. This likely will involve revamping current content and look, whether it is for print or broadcast.

Bon’s Eye recommends the following steps:

  -  If applicable, request updated ad demographics from publications, TV and radio stations where your businesses info is currently posted. Who is getting your message today? We want the information to appeal to the readership/viewership. It doesn’t make sense for a teen clothing store to advertise in a magazine trending toward a predominantly senior readership. Request any available readership/viewer buying trends. Publications/broadcast stations routinely conduct surveys to collect this kind of information. The operation’s ad representatives should be more than willing to help.

  -  In terms of a new advertising message, realize that buyer demand and rationale change from week to week. With the economy in a bit of a predicament, people are thinking more before making purchases. They want a reason, a need, to buy. It’s not enough to sell on product alone anymore. Tap into the emotions of the audience: Phrases or justifications like “Treat yourself without breaking the bank – you’ve earned it.” “There’s still affordable ways to have a good time,” etc. You need to speak beyond the product.

  -  Show how your service/product will save the consumer money in the long run. We’re already seeing some restaurants and grocery chains turning to this strategy in commercials – comparing the cost of purchasing their already-prepared meals versus the price of making the meals from scratch.

  -  The most important aspect of revamping/creating an effective ad message is to keep it clear, targeted and easy to understand. In publication terms, don’t bury the lead. Start with a catchy headline – this is your hook. It’s a balance of providing just the right amount of information. Studies show that people who receive little information on a topic have little desire to learn more. On the other hand, people who have a lot of information on a specific topic, but are missing a small portion of data, are much more inclined to do what it takes to fill in the missing pieces. It’s like reading a book. If you skim the first chapter and that’s it, your motivation to finish might not be so high. Now if you’ve read all the chapters except one, you’re likely more eager to find out how it ends. It’s human nature – the more we know, the more we want to learn about the topic.

The key is to do this without information overload. Example: A wall of gray text that reads more like a fine-print agreement than an ad. In publications, open space is good. People’s eyes automatically are drawn to white space when nothing but text and graphics surround it.

  -  For broadcast radio/TV: Information overload comes in the form of too much audio and not enough visual. Most people remember actions and images more than words. Too much audio thrown at the listener becomes overwhelming, and there’s a greater chance that they’ll tune out mentally and physically. Former studies show that roughly 80% of people forget a message in 24 hours time. Keep it targeted to your core demographic, easy to follow and recite. Repetition in message helps.

  -  Creating a few versions of the ad (no more than three or four) to run at various times is not a bad idea. This will allow you to test and measure the most effective style/layout methods for the future.

  -  Finally, include a strong call to action – act by Tuesday for 50% off. Limited time offer, etc.