As 2019 is winding down to an end, this could be the perfect time to look back at what worked and what didn’t in the realm of advertising. To most entrepreneurs (layman in particular), marketing and advertising are the same things. To them the two could be brothers and sisters or even twins, but they are not. This is because marketing is more like a parent to advertising.Marketing, mothers a lot of offsprings, of which advertising is another. On the other hand, advertising is like a child whose purpose is to remind. It calls for attention on new products and attract new customers. But you’d need a memorable campaign to do so.
Now, a winning advertising campaign requires that you put in some effort in your planning. Think of Nike’s ad “Just do it: Caster Semenya” that won a bronze Glass Lion at the Cannes Festival of Creativity; a Nando’s campaign or any other memorable campaign that has made people to stop and think. What do they all have in common? Two things:
- they engage first, and sell later;
- Planning. No, scratch that. Effective planning.
Now, an agile strategy is a word that is thrown around a lot mostly by marketers who want to sound clever. If you ask them to explain, they might just say they mean efficient use of resources without compromising quality. Oh, effective planning! That’s what they mean right? So, if that’s the case…how can planning and preparing for an advertising campaign help me? You may ask.
It will keep your costs low and ensure you reach the right audience. But you’d need to have a clearly defined strategy that is based on research, analysis and deep understanding of your target audience and the competitive landscape.
A more agile strategy allows you to deliver the right message, at the right time, to the right people – but because it’s not always easy to achieve here’s a helping hand:
1.Identify and Profile Your Target Audience
You need to start by creating a persona or profile of your ideal customer. Be as specific as possible since this will be the focus of your advertising and media choices. Go beyond age and gender to gain a deep understanding of what makes your most valuable customers stand out.
It is possible to have more than one persona, depending on your product or service offering.This will help you shape the theme for your adverts which reflect not only your messaging but also your brand identity.
- Know and Understand Your Competitors
It’s imperative to know and understand what your competitors are offering so that you can up your game. The first thing you should know about your competitors is the kinds of competitors they are. Are they direct or indirect competitors?
Then you need to know where your company or service stands out from competition and who your competition is. What are your competitor’s strengths? What can you offer that your competitors don’t? This will help drive your message to your target audience.
It’s important to know what your competition is up to online. Google Alerts and BuzzSumo are two great tools you can use to start spying on your competitors.
3.Design the Campaign Plan
For a sound campaign strategy, you need to understand why your target audience should buy your product or service and why they should buy now. You need to set precise goals which you aim to achieve in the short-term, intermediate and long-term. Whether you want to increase brand awareness, grow email subscribers, increase online traffic, increase leads or conversions; your goals should express your brand’s commitment to fulfilling them.
4.Select Appropriate Media Choice
Knowing your audience will help you choose the right media that will deliver your advertising message more effectively. For example, if your target audience are teens, definitely newspapers will not be the most suitable place to place your ads. If advertising for property, for instance, you can run an advert in any flyers or mailers that the property management company distributes.
5. Segment and Retarget
A good advertising strategy is one that creates general interest in a specific geographic area. Targeting should be based on parameters that segment targeted audience into specific groups. These parameters may include gender, age and location. This increases the chances for engagement and conversions of your campaign. You can also retarget by orienting on conversions while focusing on branding.