How do you make your advertising works harder for your small business without pushing so hard that you get accused of making claims that can’t be substantiated?
A report in a local newspaper asserted that the Advertising Standards Authority of South Africa received more than 1,700 complaints from consumers and competitors in the past year. Something like 42% of advertisers had contravened the Code of Advertising Practice by communicating misleading claims. A further 21% of advertisers could not substantiate their claims. In one of the cases cellular networks challenged advertising claims. One claimed that it was the “fastest network for smart phones” and won the case. But this same cellular network was unable to prove that it has the “best and widest 3G/3G network in the country”. Continue reading “Are you making your advertising work harder for your small business?”
A small business owner was battling in a shopping centre where the demographics had gradually change. Instead of running a full men and women’s wear retail store, he came up with the idea to reconvert it into a smaller, focused store that caters for school clothing. He has also narrowed the range of clothing to six or seven schools. Within a year the business is doing well and the business owner has put it on a new, surer footing.