Advertising Procedures
Advertising is a complicated field. Most major stores have advertising departments to produce flyers and other advertising. Advertising staff are specialists in their field and will determine effective advertising procedures for the organization.
If you are planning your own advertising campaign and intend to invest a large amount of money, you would be well advised to work with an advertising agency which will help you determine the best investment of your advertising dollars.
Whether you are working with your organization’s advertising department, an advertising agency, or going it on your own, here are some tips to keep in mind:
- Advertising should support your competitive positioning strategy – best prices, best service, or best selection.
- Ensure your ads will be produced and distributed on time for any special features.
- Ensure any products being featured will be available for sale in adequate quantities to meet demand.
- Staff participation is important – ensure employees know what’s on sale or being featured. Include cashiers and stock clerks as well as meat department employees.
- Be ready for the first day of the sale with in-store signage in place before you open the doors.
- Ensure your in-store signage and labeling matches what has been promoted through advertising, including the product name on package labeling.
- Have flyers available at the front of the store and ensure the flyer stand is kept filled throughout the day.
- Make sure each cashier has a flyer on hand.
- Be sure that the advertised price is correctly scanned at check-out.
- The in-store public address system is an inexpensive and effective way to advertise to customers already in the store. Also encourage staff to ask customers if they’ve seen or heard about the advertised promotion.