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MAINTAINING YOUR ADVERTISING – THOUGHT FOR THE WEEK

Have you been brand building or box shifting over recent weeks? It all depends on what you sell of course, but box shifting is all about getting people to buy now, whereas brand building encourages people to buy your product or service in the future. As industry starts to emerge from lockdown, this distinction will become increasingly important.

Box shifting isn’t always about price – it could be that you have something rare or in demand, and if you have them, you’ll need to let people know. Measuring the effectiveness of such advertising is simple – if sales increase, it’s working and vice versa. Brand building is about adding value to your offering or even showing customers that you share their values. Your advert needs to make your brand the one they remember when considering a purchase. Understanding whether your brand building campaign is working can be tricky, because the response may not be instant, but there are ways to do this. Brand building or box shifting is not necessarily an either/or choice, it’s entirely possible to run both simultaneously. However, before you book any advertising, it’s essential that you are clear about what you want to achieve and therefore which option you should pursue.

When advertising, always think about whether you can have any “unique selling propositions” (USPs).  This refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from its competitors. It must also be something that has meaningful benefits to consumers. Should you feel that there is nothing exceptional about your business, don’t despair. Identifying your USP needn’t be time-consuming or complicated and the full article below provides some simple advice. Whatever you do, there will be a USP. Don’t be bashful, but bear in mind that you should always under-promise and over-deliver, not the other way around!  

Read Dan’s full features here:

https://issuu.com/britishdealernews/docs/british_dealer_news_november_20…

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