4) Plan your advertising calendar and campaign- several months in advance. Failure to plan advertising in advance will waste a lot of your money. Rush charges, poor design, rate increases, poor creative and poor copy are common results of failing to plan in advance. “I didn’t have enough time”, “I was under the gun to get this placed”, are common phrases heard under rushed circumstances. 

Take a blank calendar and fill in the days, months, or quarters to advertise to your target markets. Figure out the number of ad insertions that will make sense and negotiate a contract with the various media suppliers (e.g. local newspapers). Book banner web space on the important website early in advance. Prepare your website with a special landing page for the expected visitors.

5) Test your banners and your ads- Only by trial and error will you be able to set a baseline as to the best response rates for your ads and banners. It is very important to maximize response for the amount of dollars spent. Sometimes re-phrasing text or adjusting the ad layout can make the difference between a low or just average response and a great success and high ROI (Return on Investment). 
You will need to find out what works best for your business. After you find this out, you’ll want to stay on course and base future advertising campaigns on the success of the old one.

6) Avoid misleading or dishonest advertising- in hopes of converting duped readers/website visitors into using your products or services. Honesty and integrity are the primary key to repeat sales and repeat business. If you have to trick your audience to get their attention, you will have a very hard time keeping their attention and their business if they sign up at all.

7) Running On-(Web) Site Events- Running events on your website is an excellent way to encourage repeat traffic and repeat visitors. You'll want to begin running events once traffic from your site launch begins to fade. Examples include contests, games, on-line interviews, chat sessions and maybe even audio broadcasts. Do the things your competitors don't do.

by: Christoph Puetz

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