By Ron Wolfe

During a meeting last week with a prospective client, the subject of advertising was discussed. This SouthShore merchant made the statement, "Ron, I've been in business for 30 years and everybody knows about me. I don't need to advertise."

When I resumed writing this column on Aug. 8, 2002, I mentioned: "It has been often stated that the business of America is business. If this is true, it follows that the business of SouthShore is business. This column will deal with topics and issues considered to be important to the business communities of SouthShore."

The comment made by this prospective client prompts me to write this column on the role of advertising in a successful business. Does a new or existing business need it? Does one size or one media fit all? How does one go about developing an advertising campaign? What role does advertising play in a sound business plan?

The Small Business Association (SBA) can be a valuable source of information on advertising for small businesses. Much of that information is now available on line, including this on the fundamentals of planning an advertising campaign:

Ask yourself the following four key questions when planning your ad campaign:

1. What do I want my advertising to accomplish?

2. Who should my advertising speak to?

3. What should my advertising say?

4. What advertising medium should I use?

Each question can have a number of answers, depending upon the specific business situation. Explore the full range of possibilities ­ you may need several advertising strategies for your particular business.

You want advertising to increase awareness of your business, develop loyalty of your current customers or generate sales or leads. You may want to do all of these things. What's important is to prioritize your goals.

Advertising works best when it's developed to meet one goal at a time.

Once you determine your goals, you can target the right audience to receive your advertising messages. According to SBA, mass-market advertising is rarely successful. Have a specific customer type or group in mind when developing your ads.

Ads should be written to communicate a message that your target audience considers important. Stress the benefits of your product or service and keep AIDA in mind:

· attract Attention,

· hold Interest

· arouse Desire and

· motivate Action

In addition to the traditional print and broadcast media, there are dozens of other options for placing your ads ­ from kiosks to Web pages to billboards. The important thing to remember about placement is to go where your targets will have the greatest likelihood of seeing or hearing your ad.

Your choice of media should fit your advertising goals, effectively reach your target customers and be cost-effective. Advertising plays an important role in the success of every business enterprise and should be an integral part of every business plan.

If you are not satisfied with your present advertising results, it may be time to consider having a professional, either an independent contractor or advertising agency, help you plan and execute your ad campaign. While you will pay for their services, they can help you refine your advertising goals and strategies, plan your media placements and write highly effective ad copy designed to achieve your objectives.

Send letters to: THE VOICE of SouthShore, P.O. Box 476, Ruskin, FL 33575-0476. Or, e-mail: arjaywolfe@earthlink.net. Or, phone: 813-273-8976.