HOW TO CREATE A GREAT CAMPAIGN AROUND ADVERTISING
An advertising campaign is a sequence of advertisements having the same theme or message. Advertising campaigns are frequently implemented across a variety of media platforms. They can be for the purpose of advertising a product or a brand itself. Typically, advertising efforts are directed towards a certain target population. A campaign enables you to market your products or services across a wide range of platforms, including search results, websites, videos, mobile applications, maps, shopping listings, and more. You can select a campaign type depending on your marketing objectives, brand strategy, and time constraints. If you don’t have an in-house advertising team or a lot of free time, it could be a smart idea to hire an advertising agency to assist you with the campaign’s creation and tracking. We have explained the process and some tips for you to create a great advertising campaign below:
● Decide the outcome you wish to achieve
Each advertising campaign has a different objective and it is essential to direct your efforts based on what outcome you seek. For example, if you want to find new customers, you must decide how many and in how much time according to your budget. Brand awareness may be a desirable objective if you want your brand to be top of mind when prospects are ready to buy in the future. In such a situation you can measure the effectiveness of your campaign b y a rise in recommendations, a boost in search engine visibility, more mentions on social media, more visitors to your website, etc. It can also be to launch a new product or reinforce lesser-known benefits. Advertising campaigns are also common during the seasonal time in order to gain a much-needed push.
● Fix a feasible budget
Research and execution of an advertising campaign can result in a lot of expenditure. Therefore, early in the campaign planning phase, determining how much money you have can help you establish your goals, strategy, and even how much material you can generate.
● Content Creation
Many brands outsource their writing to freelance writers or agencies so that they may focus on strategy. If you’re confident with it, you can perform part or all of the writing yourself while outsourcing some of the design. This is the most important step of the process of creating an advertising campaign.
● Execution and Promotion
After you are done with all the research, planning and content creation, it is time to promote and execute your content. Many of the methods can be used, including social media, email, pay-per-click advertisements, public relations, telemarketing, and more. Even if they don’t buy your products or services right away, everyone who enters your sales funnel through any channel might be useful. Analyze the strengths and weaknesses of all available channels before deciding which to go ahead with.
● Train Internally
Your entire team must be prepared for the campaign. Internal communications can assist anybody at your company who interacts with consumers, whether indirectly or directly, understand what resources they have and how to best use them. To find out how well your training and internal communications are working, conduct a survey of your employees.
● Timing of your campaign
Many small brands are looking for immediate results. However, not all forms of campaigns are instantaneous. If you’re conducting a limited-time promotion, you’ll need results before the offer expires. Accordingly, pay-per-click advertisements will be a good choice because they start providing clicks within hours. A new product introduction, on the other hand, is usually planned far in advance. So a campaign that includes direct mail, TV advertising, and Internet display advertisements, as well as a public relations effort, may be synchronised so that everything goes live at the same time.
● Frequency
A campaign involves a series of advertisements and determining the frequency of these advertisements is important for your budget as well as for your outcomes. Campaigns can be scheduled in different ways such as:
Continuity: This approach, often known as “straight-through” advertising, is regularly scheduling commercials in a campaign throughout the year.
Flighting: This approach alternates between a regular advertising schedule and a total halt of all advertising. The term “flighting” refers to the portion of the technique in which the advertisement is broadcast, while a “hiatus” refers to the time when the advertisement is not broadcast.
Pulsing: This approach is focused on market trends. Pulsing is arranging advertising at a low level throughout the year and increasing the amount during the product or service’s peak selling times. For these campaigns, consider seasonal items or services.
● Campaign theme or message:
The advertising campaign’s message is the most vital. Regardless of the brand or plan, the content should always seem natural, be well-organized, clear, flowing, and cohesive. It may appear simple, but when you consider that the message should also be brief, so as not to bore your audience, the pressure to get it perfect may quickly mount. It is the campaign message that has been found to attract viewers more than the design or visuals.
● Be bold, contemporary, and genuine
Brands that go above and beyond to say something that no one else dares to say are very effective at attracting attention and are a solid indicator of a viral marketing campaign. Make sure your message is relatable to your target audience, no matter what media your campaign is delivered through. You’ll lose your audience if the message isn’t personally significant to them. It makes no difference how big your brand is. False advertising will not bring positive attention to your company. However, genuine advertising will. Transparency is perhaps the most important quality of a trustworthy brand. Breaking through the wall of perfection in your advertising campaign is exciting and fresh.
