Advertising campaign help business owners and their teams outline the best strategies and tactics for promoting the company’s products and services. Whether you offer a product or service, or plan to promote your product offline or online, an advertising campaign can guide you through the process. Before you develop your advertising campaign, take note of your company’s position in the market and determine where you’d like to be. Design your advertising campaign keeping the values, features and benefits of your product or service at the forefront of the campaign.
2. Look at what your competitors are doing, as well as past, current and future trends. Determine if there are any changes in the marketing environment that may affect how you advertise your products or services, such as political, economic, technological or sociocultural factors. You can find this information by paying attention to national and local news, reading industry reports and reviewing trade magazines.
3. Identify the purpose of your advertising campaign, before you begin planning it. You may develop a campaign to make customers aware of a new product or service you’re introducing to the market, you may want to introduce customers to a new use for an existing product or service or you may have a special sales promotion, such as buy-one get-one free. Use this information to create specific, measurable, attainable, realistic, timely goals for your advertising campaign.
4. Use your market research to determine how your target market finds out about products and services and where they are most likely to make their purchases. Use this information to help you decide whether to use social media marketing, advertise on blogs and websites, opt for print advertising or do a radio or television commercial. Determine the specific tactics you want to use, based on your goals and budget.
5. Specify how you will evaluate whether the effort is a success. If you run a print advertisement, for example, you can put a unique website address on it and track the number of visits and sales you receive through it. If you place a banner advertisement on a national blog, you can track your success based on the number of clicks your advertisement receives, and how many sales or inquiries you receive, as a result.
6. Time the launch of your advertising campaign for maximum effect. While some companies advertise heavily during their peak sales months, others save their advertising dollars for the months when consumer spending decreases. If you’re marketing toys, you might opt for advertising during the holiday season, while if you offer tanning solutions, you may advertise during the end of winter through the early spring.
7. Take inventory of the resources your company can use to assist with your advertising campaign. This includes reviewing the talents, knowledge and skills of your staff, to see if you need to bring in consultants, determining what technology you have available on-site and your budget.
8. Hire individuals to help your company create your advertise pieces. If you plan to run a print ad, you may need a copywriter and graphic designer, while if you plan to shoot a commercial, you may need a film crew, director, actors and a voice over artist.
9. Test your advertisement on a focus group composed of your target market, before you launch it. The focus group will help you obtain the feedback you need to make adjustments to the advertisement. Once you’ve made changes, launch your advertising campaign and wait to calculate the results.