What types of products are advertised the most and why. What is the most effective advertising for small businesses? Effective advertising for different areas

In business, without advertising, it is impossible to declare yourself, your services and products. There are more than a dozen varieties of successful self-presentation, and a sufficient range of prices allows business representatives to choose suitable options for successful companies. But the question arises: where and how to advertise your business?

How to choose the best type of advertising

With a small audience, small victims are quite enough. But without taking into account the features and secrets, it is impossible to achieve success in conducting a company.

Choosing a carrier is not a matter of one minute. The first step is to study all indicators. Each type of advertising has both disadvantages and advantages. And when choosing a variety, the cost, the place, the time of placement, as well as the number of contacts with the clientele are important.

You should start by choosing the appropriate placement method. These are outdoor advertising, the Internet, the press, radio and television. If it is possible to contact the agency, you can not worry about the selection: managers will independently complete this task, although the outcome of the company will depend on their professionalism and the size of the budget.

Outdoor located on the streets. Such accommodation is considered the most budgetary. For example, a cafe is open in the south of the metropolis. In this area, place a billboard with outdoor advertising - and every resident is aware of where to go to get together with friends on the weekend.

The cost increases as you get closer to the center. So no one will demand huge sums for outdoor advertising on the outskirts. But in the city center, impressive funds will be required.

• Advertising billboards are placed along the roads. This option is effective, but it is difficult to remember contacts. Large print, catchy words are required. It is desirable to install several information boards. It is worth remembering that placement on the non-working side is cheaper, but ineffective.
• Stretching- advertising placed above the roadway on a poster with text. Both pedestrians and motorists see the message longer. Therefore, the indication of contacts and addresses is quite justified here.
• Pointer– an arrow pointing towards the advertiser's office.
• Signboard- a small shield in front of the entrance to the office. The advantages of this type are simplicity and budget. The brightness of the design and large font size will attract attention from afar, so this is an effective business advertisement.
• pillar- a design indicating the name, phone number and list of company services. Such a carrier is installed near her building.
• sandwich man- A person dressed in an original costume is guaranteed to attract the attention of passers-by.
• Pneumofigure is an inflatable three-dimensional figure. Quite an original way, and effective advertising for business.
• Adhesive applications- posters and stickers. Such advertising is pasted on the walls, placed in the subway and entrances.
• A message about the company and the services it provides can be placed on a bus that runs around a certain area.
• elevator advertising- the method is simple and effective. A person rising home has nothing to do, and he involuntarily reads an ad and even writes down phone numbers and addresses.

Distinguish between dynamic and static outdoor advertising. Past dynamic people move. There is little time to read it, and therefore the text needs to be clear, concise, written in large print.

The use of backlighting, various combinations of types and sizes of fonts, the brightness of colors increases the effectiveness of advertising. The more people pass by the announcement, the more attention is paid to it. Hence, the efficiency is increased.

Placement price is affected by location, dimensions, material, manufacturing complexity. For some options, the costs are minimal, and choosing the right one will not make you regret the money spent.

What is the most effective advertising for small businesses? Internet advertising is constantly evolving. Although it is still inferior to traditional methods, it has many advantages. The first and very significant is the relatively low cost.

And the second is reaching the target audience of any size. Typically, sites specialize in certain topics. If the clientele uses the Internet, then why not turn to network advertising. It remains to choose the appropriate sites that are interesting to consumers and you can act.

On the Internet, it is possible to combine all types of media advertising. So you can hear, see and read advertisements posted on the Internet.

• Banner, the most popular tool on the web. Any information or image can be placed on it. A link to the company's website is available. There is no limit to the size of the banner. But the larger it is, the more expensive the price. For publication, the topic of the resource must be similar to the target audience of the advertiser.

To increase efficiency, it is worth finding out the direction of the site. Prerequisites - interesting text, suitable colors and placement in the top corner of the page. The banner should not irritate site visitors.

Just do not forget that a tenth of Russian users do not use graphics, turning it off. It's also true that small businesses can't afford banners because of the high cost of placing ads on the main pages of popular sites.

• A few lines near the main text- text ads. It can also represent an entire article about the company.
• Video- the way of accommodation is expensive. These videos are similar to television. Such advertising is actively used by large businesses. Hidden advertising is sent or placed on the network for a fee. This is the main principle of viral advertising.

The first is texts and banners on pages similar in content to advertising. For site visitors, this method is less annoying, it is more useful for the advertiser.

The cost of advertising on the network is affected by the duration of placement and the number of impressions. If you pay for a week, then this is the first way, payment by the number of views is the second. That is, for how many views the placement is designed for, you will have to pay for so many.

Guerrilla Marketing

Guerrilla marketing is gaining incredible popularity. For small businesses, this is a very good option. Costs are only temporary, and money will not have to be spent. Social networks, blogs and forums have become real advertising platforms.

Here they exchange opinions. On the forums, such statements are perceived as recommendations from independent experts, which are worth listening to. The promotion is hidden.

media

It is profitable to place such advertising in printed publications purchased by readers, since an educated audience is valued for its ability to pay. The traditional method remains in demand.

• Modular advertising- a brightly decorated part of the strip. She is immediately noticeable. Important information is indicated. Since reading is possible at any time of the day, the relevance remains throughout the week. The proposal interested - enough to open a newspaper. It is desirable to place advertising three times on the first, second, penultimate and last pages, making it bright. Moreover, the larger the size of the banner, the better.
• Classified Ads cheap due to grouping by headings. Usually, only the necessary characteristics are indicated in the line. But this ad is lost among other ads. But it is cheap, and a small business can afford such a company.
• Text advertising touts a product or service to increase credibility. The price is higher for other species, and not all consumers read such articles.
• Before placing the media, it is important to study to determine the geography, audience and circulation. A positive reputation is also important: there is zero trust in publications in the yellow press.
• A television- the most popular and accessible type of media. But this method is very expensive, time is especially valued. Therefore, small businesses are advised to use local or regional TV networks. Placing a video there is cheaper, but the geography of the channel and the distribution of products must match.

The videos are shown in blocks, and the best option is the first one, until the channel switching has begun, or the last one, when everyone has already switched back. Purchase - forward, as sales are distributed over the year.

The radio audience is youth. In an audio message, the listener will remember neither the address nor the phone number. In a music saver, information remains in memory for a long time. It is important to take into account the time when advertising on the radio: evening or morning are the best options. It is better to place on non-local waves and pick up several frequencies to increase the chance of hitting an ad when switching.

There are many advertising options, and the main thing is to choose the right one. High-quality and unbanal in any case will not go unnoticed. It is recommended to use budget methods, combining several types to increase performance. Do not forget about monitoring the effectiveness and measuring the number of visitors a few days after the release of the company. Only by such measures it is possible to determine the best carrier that brings maximum benefits.

Today I propose to consider one of the most important aspects of running any business - advertising and talk about how which ad is the most effective. For an entrepreneur, especially a beginner, advertising is often a kind of "dark horse": he does not know whether it will work, whether it will give the desired effect, or, conversely, will only result in extra costs.

In this article, I will consider the issue from the point of view of a representative of small and medium-sized businesses, since large businesses advertise according to slightly different criteria, setting other tasks for the advertising company.

3 rules for selecting the most effective advertising.

Rule 1. Your main goal is not to “promote”, but to increase customer flow and sales. If a large business can advertise only in order to increase brand awareness, become more popular, create a certain image for itself, then this approach will not work for a small business - advertising will be unprofitable, which is unacceptable. The most effective advertising for small businesses is the one that actually increases the number of customer requests (visits, calls, visits to the site, etc.) and, as a result, the number of sales.

Rule 2. You must treat advertising as an investment. Namely, to invest in an advertising company, immediately calculating when they will return to you and what income they will bring. If, according to forecasts, your income from advertising does not cover its cost, then such an investment is simply pointless. And vice versa, the more you plan to earn thanks to a particular advertising company, the more effective it will be for you.

Rule 3. Consider 3 components of effective advertising in a complex. The most effective advertising should correctly combine 3 key components:

3. Target audience.

If at least one of these components is chosen incorrectly, advertising will not bring the desired effect.

And finally, one more general rule:

Which ad is the most effective?

Surely every entrepreneur immediately wants to get an answer to the question “What kind of advertising is the most effective?” and invest in it. But, alas, there is no unique answer here. The choice of an advertising company depends on a number of factors:

- The target audience;

However, no matter what type of advertising, you can always highlight its key features that determine its effectiveness. It is no longer a secret to anyone that the main function of advertising is to influence the subconscious of potential customers, encouraging and motivating them to take advantage of the promotional offer. Based on this, it is possible to identify those components of the advertising proposal that have the best psychological impact on people. These components have been determined through numerous studies and analysis of the effectiveness of advertising, so they can serve as a starting point for developing an advertising proposal in any form, whether it be graphic, text or media advertising.

In the following, I will list and briefly describe 5 key points that the most effective advertising should include, and give examples of each of them, in which you will surely recognize the advertising offers that you encounter on a daily basis.

5 components of effective advertising.

1. Having a problem. First of all, in order to draw attention to advertising in principle, it is necessary to identify the problem. It can even be quite negative, because people subconsciously perceive the negative more than the positive. You can even “embellish” the problem in a certain way, imperceptibly increase its significance. At the beginning of advertising, you need to show that there is some kind of problem that needs to be solved, and this will immediately attract the attention of those people who are close to it - that is, just your target audience.

- Do you have bad breath?

Tired of constant stress?

- To you ? Tired of collectors?

A well-formulated problem already means that your target audience will definitely look at / listen to your advertising, that is, at least pay attention to it. It's already good! Move on…

2. Solution to the problem. So, the target audience is attracted, now it is necessary to competently “process” it. She should get what, in fact, drew attention to your advertising, namely, the solution to her problem. This should be a continuation of your promotional offer.

One of the main methods of promoting and developing a business is advertising. Every year, domestic entrepreneurs invest hundreds of billions of rubles in advertising their companies. To date, there are dozens of different methods of advertising. Each of the methods has unique performance indicators and other features. In this article, we propose to discuss the question of which advertising is the most effective (sales performance statistics) and other nuances associated with successful business promotion.

In the real world, there is no alternative to advertising for real business

Varieties of modern advertising

In today's market conditions, each entrepreneur has access to various methods of presenting information about his company and manufactured products. Before you start developing an advertising strategy, you need to carefully study all the available options and learn about their features. These actions allow you to learn about the effectiveness of the selected tool in a particular area of ​​​​entrepreneurship. Most of the advertising is commercial in nature. This type of promotional material is aimed at attracting consumer attention to a particular product or service. In addition, there are promotional materials that have a political and social orientation.

All types of advertisements can be divided into three separate groups, which differ in the method of presenting information. The first category is outdoor advertising. This tool includes signs near stores, signs, billboards and signs on public transport. The second group includes the media. Advertising through print media, radio stations and television channels has a unique and inimitable specificity. The last category includes the tools used to place ads. It can be hyperlinks, banners and other popular methods.

The role of promotional products in business promotion

Many beginners in the field of commerce often underestimate the impact of advertising on sales. Using this tool allows not only to disseminate key information about the established company, but also to create the right image. A competent marketing strategy allows you to create an image of a reliable and responsible organization with high solvency. Carrying out a deep marketing analysis, taking into account the specifics of the chosen field of activity, allows you to determine the effectiveness of specific tools that are used in business promotion. Such research allows you to find out how the company looks in the eyes of consumers.

Many small businesses mistakenly believe that advertising only increases the cost. According to many beginners, you can attract new customers with the help of word of mouth. It is important to understand that the refusal to use advertising slows down all business processes in many ways.. Businessmen who have abandoned this tool face the difficulty of entering the market. Beginners in the commercial field are advised to choose those advertising methods that will not have a strong impact on the budget. The main task of the selected tools is to increase the level of recognition of a particular brand.

What kind of advertising is considered the most effective

The primary task of an entrepreneur is to study all available advertising tools. During the marketing analysis, it is necessary to pay increased attention to the effectiveness of specific methods of promoting the company. For this, various statistics are used. Below, we propose to consider the effectiveness of the most popular advertising methods.

Competent advertising delivers results

Printed products

Ads placed in newspapers and magazines are a prime example of classic advertising. Among the key features of this tool, the possibility of interaction with a solvent audience should be highlighted. The main advantage of this option is the good perception and memorability of the text of advertising blocks. According to marketers, the level of effectiveness of such ads is about three and a half percent. When calculating the effectiveness, it is necessary to take into account the popularity of the selected publication and market coverage.

Advertising in the media (radio, television)

Distribution of ads through television allows you to interact with the widest possible range of consumer audiences. However, many experts often doubt the effectiveness of this tool for certain types of businesses. According to sociological surveys, more than eighty percent of viewers change the channel after the start of the commercial. According to the interviewed people, this behavior is explained by a kind of reflex. Based on the foregoing, we can make a logical assumption that those materials that are placed at the beginning and end of the block have higher efficiency.

The effectiveness of this method depends on the number of demonstrations of the recorded video and the level of advertising noise. In addition, one should take into account the popularity of the TV channel with which the contract is signed and the level of the audience. Properly designed advertising materials can increase sales by up to seventy percent. This indicator is achieved due to the bright and colorful content of advertising.

Advertising on radio stations differs from the television version in its effectiveness.. The low efficiency of this option is explained by the fact that the number of listeners of radio broadcasts is several times less than the number of viewers of television projects. As a rule, people listen to the radio in their own car or while working. Advertising on local radio stations shows high efficiency only for small businesses. Broadcasting of such radio stations is often broadcast in large shopping centers. According to statistics, more than forty percent of broadcast listeners remain on a particular wave during the inclusion of an ad block. The disadvantage of this tool is the low level of information content and the difficulty of assimilation of information.

contextual advertising

Large search resources use the method of contextual advertising. A distinctive feature of this tool is the thematic relationship between the displayed ad and user queries. According to statistics, most domestic entrepreneurs use this tool to promote their business on the Internet. The cost of displaying created ads depends on many different factors, including the number of impressions. The minimum cost of one click on the posted link is about thirty kopecks.

Contextual advertising is shown only on those resources, the content of which is closely related to the subject of the ad. According to the latest data from researchers, the effectiveness of this tool is more than forty-four percent. This means that about half of the people who follow the posted link will perform the target action.

The Internet is the most dynamic segment of the advertising market

Social media

The Internet is one of the most effective platforms for promoting and promoting a business. Some of the benefits of online advertising include:

1. Low cost.
2. The ability to change the content of the ad in a timely manner.
3. Opportunity to expand the project to an international scale.

It should also be noted that advertising on the Internet causes less irritation among users. Thanks to this factor, the chances that the placed advertisement will reach a large number of potential customers increase. The most effective online advertising is social media advertising. According to statistics, this figure is increasing by sixteen percent annually. This is due to the fact that many entrepreneurs actively use these platforms for commercial purposes. In 2018, social media advertising investments reached the $200 billion mark.

To date, there are three popular platforms. The first platform is the social network "Vkontakte". The size of the daily audience of this resource exceeds thirty million Russian-speaking users. One of the key features of this social network is the ability to get acquainted with the company's promotion statistics. It should be noted here that this social network attracts young users whose age ranges from eighteen to twenty-five years. This means that it is more profitable to place advertising materials targeted at a youth audience on this resource.

The second popular platform is Instagram. Typically, this social network is used to promote new products from popular brands. Over the past year, the level of cash turnover on this platform has reached $2.8 billion. It should be noted that this indicator is regularly increasing due to the attraction of new users and the introduction of new tools. When placing ads, advertisers can specify the gender, age, and location of users who will be shown relevant posts. The third popular platform is the social network Facebook. Facebook ads have a 70% success rate. You can increase this figure by simultaneously placing ads on Facebook and Instagram.

Search promotions on the Internet

SEO is one of the best methods for e-business promotion.. According to statistics, the effectiveness of this tool reaches twenty percent. You can achieve such an indicator only by studying the basics of search engine optimization and the secrets of effective contextual advertising. A combination of these tools allows you to achieve a significant increase in sales volumes.

According to many experts in the field of Internet business, the use of this tool is justified in the case when the advertiser makes every effort to get into the top list of search engine rankings. This result can be achieved only if there is high-quality unique content.

Advertising is a part of marketing, within the framework of which distribution of commercial information paid by the company is carried out in order to attract potential buyers to the object of advertising.

Other types of advertising

All advertising materials can be divided into two separate groups. The first group includes classic types of advertising in the form of billboards and billboards. Effective outdoor advertising can attract the attention of about seventy percent of people passing by the sign. Approximately sixty percent of this number of people pay attention to the content of the ad. The classic types of advertising include ads on cars, flyers and signs near shops.

1. Banner links.
2. Viral videos.
3. Custom articles and reviews.

What criteria to evaluate the most suitable advertising for business

To evaluate the effectiveness of advertising, two main indicators are used. The first indicator shows the amount of money received through the chosen tool for promoting products on the market. The second indicator shows the value of the communicative components of the advertising campaign. This indicator is used to display the accuracy of information transfer. The performance level of your ads depends on the following factors:

1. The amount of the budget.
2. promotion strategy.
3. Options.

In addition, there are a number of factors that are beyond our control. Among them, it is necessary to highlight the characteristics of the audience and the norms of legislation established for a particular line of business. In the case of small businesses, the effectiveness of advertising is measured by the level of material returns.

Complex analysis

When conducting an in-depth analysis, the performance of a particular company is evaluated. According to experts, budget advertising methods have low efficiency. As an example, let's compare advertising on TV and handing out leaflets. The first tool allows you to reach a multi-million audience and attract a large number of customers. When distributing leaflets, the audience coverage will reach several thousand people. However, most people who receive a leaflet will throw it in the nearest trash can.

The most expensive tool in this area is television advertising. However, this tool is gradually losing its relevance. This is because many advertisers are trying to use as many electronic tools as possible to significantly reduce costs. In addition, advertising on the Internet allows you to interact exclusively with the target audience.

A comprehensive analysis conducted by the researchers revealed that advertising on the Internet works best. The effectiveness of virtual ads is increasing by twenty-five percent annually. When conducting a comprehensive analysis, the features of many areas of business and factors that have a direct impact on business performance were taken into account.

The most effective ad is a friendly recommendation

Budget advertising services for small businesses

Small businesses also need quality advertising services for their company. Many marketers say that it is necessary to invest in advertising from the first day of a company's creation. This approach to creating an image allows you to increase the level of recognition of the company and create a positive image of the brand. When choosing specific tools, it is necessary to take into account not only statistical data, but also the features of the chosen field of activity. Many popular types of advertising require the investment of a large amount of money.

Entrepreneurs experiencing financial difficulties can use budget tools. Flyers are one such tool. A high-quality color leaflet containing an intriguing title, interesting text and a bright picture will attract the attention of many people who receive the booklet. It is best to distribute such materials on streets with high traffic. In addition, many marketers recommend using telemarketing. This method of business promotion has many advantages and disadvantages that should be studied before using.

Good afternoon, dear readers of the HeatherBeaver business magazine! The founders of the site Vitaly Tsyganok and Alexander Berezhnov are with you.

We will also talk about the history of online advertising, the rules for placing advertising content on websites, ways to increase the effectiveness of advertising with practical recommendations and illustrative examples from life.

1. Advertising on the Internet is a new trend of the 21st century

Any commercial project needs to be promoted and expanded. Today, almost all companies and organizations have their own representation on the Web in the form of a resource, blog, page in social networks.

However, the creation of a website and even filling it with relevant content does not guarantee an automatic increase in sales and growth in the popularity of a commercial project. About that, we have already talked about in one of the previous articles.

It is necessary not only to be present on the network, but also to place competent advertising on the Internet, as well as spend money or time on promotion, promotion and increase in site conversion.

Advertising on the Internet (the English term " Internet Advertising» ) is a relatively new phenomenon, just like the World Wide Web itself. Even 15-20 years ago, of all types of advertising on the Internet, users and advertisers were familiar with only one option - spam mailing.

Today there are dozens of types of advertising on the World Wide Web. There is free online advertising, paid (professional) advertising on websites, social networks. There are Internet advertising agencies that use the latest technological advances in their activities.

This market began to form in the mid-90s of the last century, but until the early 2000s, the worldwide network was not considered by advertisers as a priority advertising platform, although the most advanced companies already practiced promoting goods and services on the Internet as an auxiliary channel for implementing their marketing campaigns.

The rapid development of the World Wide Web has led to a change in economic policy. Since the mid-2000s, the Internet has become the main channel of influence on consumers .

This fact is associated with the following circumstances:

• the steady growth of Internet users and the increase in their time spent online;
• development of wireless communication technologies;
• advent of mobile Internet;
• the development of the Internet economy and the spread of trade through the World Wide Web;
• the emergence and development of technical platforms for managing online advertising.

In addition, new analytics systems have emerged to quickly and accurately measure the success rate of online advertising.

The basic principles of online advertising are similar to those in traditional media. The fundamental difference is that in the network space, consumers are almost always required to actively participate - advertising starts working when the user performs some action.

Typically, such an action is a “click”, following a link, registering on a specific site, or other types of activity.

The most promising direction of online marketing is targeted advertising: attracting the target (targeted) audience with the help of highly targeted advertisements, banners, videos.

There are a large number of forms of transmission of commercial messages - browser advertising, pop-up windows, aggressive teaser advertising, Google advertising, YAN - Yandex advertising network - contextual advertising hidden inside information arrays, banner advertising.

Small business and advertising: what, how and why

Advertising is the engine of trade, and a very important component of any business. In our time, when competition is growing every day, when there are more and more new ways to attract customers and develop your enterprise, advertising plays a very important role, sometimes even a key one.
It often happens that small businesses have no other chance to make themselves known than to give good and high-quality advertising. But ignorance of the basic laws of advertising for small businesses entails serious problems. Many entrepreneurs think that by hanging a big board, buying advertising on the Internet, or creating a group on social networks, they will begin to receive orders in tens or even hundreds. But over time, the understanding comes that advertising does not work, and if it does, then it is completely different from what is expected of it. What to do in such cases? To be honest, it’s better to avoid such cases, and before planning an advertising budget, understand the basics a little, understand what a small business needs to do and what should be abandoned.
Today we will talk about the 5 main advertising mistakes that small business owners make, give advice and recommendations on what you need to pay attention to, where to start.
Of course, this is a basic course and a lot will depend on your particular case. But knowing the basics on which everything needs to be based in the future will not hurt.

1. Eliminate branded advertising
You have a small business that does not have huge advertising budgets, so you should not advertise a brand, slogan or trade mark. You are not Coca-Cola, you are not McDonald's, you are not Mercedes, so why copy the advertising methods of these giants of the world market?
Believe me, your target customers are not interested in slogans and half-page brands. They do not sell, and you should not spend money on making your logo recognizable. The name of the company, which flaunts on the floor of the screen, will also not do much plus - remove it.
Small-to-medium business leaders who want to hit the ground and advertise their logos can lose a lot and blow their advertising budget deep into the pipe. You do not have huge sums that are allocated annually for advertising, you do not have the safety margin that world-famous companies own, and most importantly, you do not have the right to make a mistake. Each mistake can be very expensive, and if you fall once, it will be very difficult to get up.
The question arises, if not to copy the market leaders, then what kind of advertising to use, what to rely on, what to strive for?

2. Advertising should be based on the principles of direct response
The response from each of your advertising messages, from each delivery, from each transaction and other operation must be measurable. The basis of successful advertising is statistics and control. You must clearly understand how effective this or that method is, how many customers per month, week, day saw your ad, how many came, and how many made purchases. You need to be able to calculate the conversion rate, and clearly understand the pros and cons of various types of advertising.
Advertising must be profitable. If you invested a dollar and received five, then this advertisement works, it is effective, you can invest even more expenses for its maintenance in the budget. But if you have invested ten dollars, and on the way out you have two, then immediately stop such advertising. Advertising should work and make money, and not "advertise the brand" and the name of the company.
The biggest mistake many entrepreneurs make is that they have no idea which ads really work and which don't. Having hung up a big board and advertised on the Internet, they cannot track what is more effective, what should be developed more, and what should be suspended.

3. One message - one idea.
Very often, entrepreneurs try to save on advertising by accommodating several different ideas in one message, and not always homogeneous and understandable to a potential client. Quite recently I saw a billboard, which was divided into 4 parts, each of which read: “Delivery of cement and sand”, “Removal of construction waste”, “Search for workers”, and some other third message to people. I would not have paid attention to this vinaigrette, if not for my thoughts about this article and finding suitable material for it.
The advice is simple - do not try to cram more than one idea into advertising. This will not save your budget, but on the contrary, it will reduce the effectiveness of advertising to a minimum. You need to be able to form one juicy, bright, high-quality message to your target audience, and try to convey it as efficiently as possible. It is better to let one idea be qualitatively embodied than to be buried somewhat incompetently.

4. If your market is everything, then it is nothing.
Such a paradoxical title, but it has a perfectly logical explanation. There is a very serious misconception that you need to reach as many audiences as possible, take the largest part of the market, and move in all directions.
Don't try to sell to everyone and everything. Form a clear target audience. Let it be a very narrow and specific niche, but then you will work pointwise, with a greater likelihood of return and orders. The narrower the niche, the easier it is for a potential client to understand that you are referring to him. After seeing or reading your advertisement, a person should say: “Oh! Yes, it's about me." Then it will be much easier to sell goods to such a person. Although stop, did I say sell? No not like this. It will be easier for a potential consumer to buy goods from you. People do not like to be forced and sold to them, but they really like to make their own choice and buy consciously.

5. All concentration on the market, not on the media
A very big mistake of many entrepreneurs is the desire to light up everywhere. At some certain moment, the understanding comes that you need to advertise somewhere else so that the company is noticed, recognized, recognized, talked about. But what is the effect of this? As I said before, advertising should sell, not advertise the logo and name.
If there is free money and you want to put it into advertising, then think about it, do you know your market and your potential customers well enough? Can it be better to make certain calculations, study the needs and behavior of consumers, understand the target audience and methods of influencing them? Let free money into the study, and only after that you can talk about media advertising.