Smartype are often asked for suggestions on how to make the most of any advertising / promotional spend. This is a massive question to try and answer in a generic fashion (it would take a textbook) as so much depends on your position and objectives. However, just to get you thinking about some simple points you may not have considered, I offer the following:

Have a direct response component. Although direct response may not be your ultimate objective, including a toll free number or fax back prompt on your advertising communications gives you the chance of some immediate sales and enables more accurate measurement of the effectiveness of each media spend.

Know your position. Do your homework on where to place your message, how to present it and who to direct it toward.

Plan the offer. Make your statement simple and worthwhile. Know the characteristics of your category that are important for customer consideration and then present your product / business features accordingly. This may require some form of research.

Don't waste the opportunity. Have the systems in place to take advantage of any interest that's created. Estimate the response you're likely to get and ensure adequate customer service people and stock are on hand.

Remember: if you're creating demand and are not able to meet it, you're effectively advertising for your competitors.

Support any promotional effort with complimentary communications. For example, you may follow up your direct mail piece with an email campaign and telemarketing program. One-off messages rarely work- you need to support each communication (and remember to keep the core message consistent across all media).

Keep the entire team informed. Ensure the message spread by all team members is consistent and supportive.

I hope this information has added to your understanding of this potentially lucrative topic. If you have any questions about a specific issue you're facing you can contact me david@smartype.com.au for a fresh perspective.

Next month... How to maximise your return on any advertising or promotion.