Extra! Extra!

The Spring 2008 edition of Who, Identity's quarterly newsletter, is out.

If you're interested in joining the mailing list, please drop us a line.

Sneak preview: Some quick thoughts on advertising:

"Advertising Essentials"

When done right, advertising can be a great way to boost your bottom-line. In order to create an effective ad campaign, you should:

• Identify your audience. Learn who your customer is and understand their habits—know what they read, watch and listen to.
• Establish your message. Make it clear and succinct. Speak the language of your potential customers and grab their attention.
• Determine the best outlets to reach your target audience; Is it print, radio, TV or Internet? Diversify your plan and spread your dollars according to your audience.
• Assign a budget. Advertising may cost more than expected, but a campaign won’t be as effective if you cut corners.
• Track it. Keep tabs on what’s working and what’s not to optimize your next campaign.

Most importantly: Be committed. Results aren’t instant. Give your message and budget time to penetrate your target audience before you determine if the campaign is a success.