Skillo Marketing and Advertising  © All rights reserved.
416 709-1640  skillo@skillo.ca

skillo@skillo.ca    416 709-1640

skillo@skillo.ca       416 709-1640

If you are a typical retail advertiser you are probably making more than one of these mistakes with your ad campaigns.

If you want some different thinking to create your next ad please give us a call 416 709-1640 or email us  skillo@skillo.ca


MISTAKE #5:  REDUNDANT ADS

If you sell big brands like cars, stereos or computers the manufacturer already spends $millions creating consumer demand.  Your goal as a retailer is to convince buyers to shop at your store.  So don't just repeat what the manufacturer has already said.  Tell buyers what makes you the best place to buy.


MISTAKE #4:  INFORMATION, NO MESSAGE

Resist putting useless laundry lists of information in your ads.  Retailers are so "inside" their business they think consumers want to hear about every size, model, menu item and color.  You need to deliver one compelling message about your business that will drive customers through the door.


MISTAKE #3:  SPOTS VS AUDIENCE

Stations all want to sell you spots - how

many commercials you get.  But, you as

a smart advertiser should know that

regardless of how many spots you buy

you may not reach a large enough

audience to make your ad effective.

So always buy to an audience and

not the number of times your ad runs.

One ad run on the right station

at the right time can reach more

audience than 20 spots on

the wrong station.

MISTAKE #2:  Ego versus business 

Lots of retailers let their egos get in the
way of their business results.Their ads are all about them.  They are the stars
of their commercials. But, shouldn't you make your customers the real stars.  Make the ad about them.

Mistake #1:  Fear of Professionals.

A lot of Retailers do their own advertising and voice their own commercials. They believe they know how to talk to consumers.  But to sound sincere and
natural use an experienced voice actor.
Don't be tempted to
use the station announcer either.
They usually sound like they're
announcing the news.

SKILLO MARKETING

AND ADVERTISING


5 BIG MISTAKES RETAILERS MAKE