Planning
and writing a billboard sales campaign can sometimes be tough because you are
trying to deliver a sales message to prospective customers that are on the move
or at freeway speeds. Which is why it’s important you positively and creatively catch
people’s attention with billboard ad message.
You’ve
probably heard the saying “benefits sell, features don’t”, It basically
means that if you want to sell something, your marketing messages should focus
on the benefits of your product, and not on its features. That
is why it is advisable to keep it short, simple and memorable. At a high road
speeds, no one has time to puzzle out or read your product features, or unravel
layers of meaning. You need to hit them right between the eyes but you have to
do so in a way that amuses, entertains, or delivers a big benefit.
The main reason why features
don’t sell is because potential customers don’t care about them when they are
on the move trying to get to their various destinations. Sure, they
might later use a list of features to decide between two similar products, but
putting it on a billboard won’t catch customer’s attention but rather leave
them confused.
How can you work out your
product's key benefits?
First, identify the customers' needs. "Look at your product
as a solution and understand what issues it addresses. Successful selling
requires you showing your customers how your product meets their needs. To
understand how to exploit these benefits as a sales tool, put yourself into
your customers' shoes. "Ask 'so what?' to each benefit and then make sure
that the answer illustrates how your product's benefits can help solve a
problem.
Another important factor is to quantify the benefits you are
offering. Make it look like a big deal. For Instance you have a cosmetics
product that helps reduce stretch marks, rather than writing all the
features, just simply go with “Get rid of stretch marks in 7 days”. Highlighting
your product's benefits in quantifiable terms is more likely to result in a
sale than simply describing its features.
Also it is important to differentiate yourself from your
competitors. Be different and have a unique approach.
If you are thinking of advertising in Nigeria, please contact
PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can
help you identify your market and reach them. We apply both BTL and ATL
strategies to project our clients’ brands to the right audience. We can do same
for you at very affordable price.
Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd
