Most advertising campaigns that fail, fail because they don’t have a strategy. Instead they are based on the notion that if people are told about the product, they’ll buy it.

Although that approach can work sometimes, most of the time it doesn’t.

Your strategy doesn’t have to be complex, but it needs to be clear. For example, if you have never advertised a particular product before you need to know if there is a demand, if the price is right, what type of advert will work...

If you have advertised the product a lot then you might take it that the people who have not bought your product thus far have decided they don’t need it. So you will need a strategy that explains to them why they do - even if they have got some other product which aims to meet the same need.

Likewise it is handy to know what your competitors are up to and how you can advertise your product against theirs.

All of these strategic views help you decide how to conduct your advertising.

The team at Schools.co.uk is always very happy to talk about such issues - please just email This email address is being protected from spambots. You need JavaScript enabled to view it. with a copy of a recent advert you have sent out, a link to your website, and a short note about how you advertise at present (eg, “once each half term to the head of music with the copy attached”).

We will give you a full report on what you can do to increase your sales, without getting involved in a large amount of expenditure.