No business is completely immune to economic turmoil or downward trends in the market. Once the company feels the market is improving, they’ll often jump back into the advertising game.Before you begin crafting your campaign, your message needs to be developed. Developing a sound message is the most important component of your campaign. (Continued)
Pick Your Lane
When it comes to crafting your ad campaign, you must differentiate yourself from your competitors. You must pick a lane, preferably one that is not occupied by someone else. (Continued)
Creating A Successful Media Plan
Within the ad community, it’s common knowledge that William Wrigley Jr. attributed the success of his chewing gum empire to constant advertising.Once, he was traveling to California on the famous Super Chief with a young accountant from his firm. While reviewing the figures for a quarterly statement, the young accountant said, “Sir, Wrigley’s gum is known and sold all over the world. We have a larger share of the market than all of our competitors combined. Why don’t you save the millions of dollars you are spending on advertising and shift those dollars into the profit column for the next quarter?” (Continued)
Make Your Ads Memorable
What makes a memorable commercial, product design, or marketing campaign? Why do you listen to certain politicians or business leaders, and glaze over at the very mention of others?It’s all about the message. (Continued)
Why Ad Campaigns Fail
Advertisers always ask the question “what will make my ad campaign successful”?According to Webster, the definition of advertising is “to tell about or praise (a product, service, etc.) publicly, as through newspapers, handbills, radio, etc., so as to make people want to buy it”.Most advertisers focus on the first part…telling people about their product or service. The more you tell, the more you sell might have worked for the old Sears Catalog, but it fails today. Telling your story alone doesn’t make people want to buy. (Continued)
Put Your Money Where Your Market Is
Crafting and implementing a winning media strategy is part business savvy, a fair amount of math, and a lot of research. If planned and executed properly, any medium will work. Skip a step in your planning and research and those customers might just pass you by.Business Savvy: Most business owners and media buyers alike find this the most enjoyable component when developing the media plan. This is the negotiation stage where everyone wants to win.Math: This is rather simple…you can’t spend more than you have. If you spend it, they will come…provided you remain consistent and present a compelling reason to buy.Research: Often underrated and usually overlooked, this is the most important step when crafting your media plan. The difference between a successful or disastrous media campaign boils down to putting your message in front of those who would be your most likely customer. And to know where this person spends their media time, you have to do some research. (Continued)
Lessons from the Internet
Putting on-line strategies to work for you“Science fiction does not remain fiction for long…and certainly not on the Internet.”- Vinton Cerf (Grandfather of the www and co-architect of the ISP protocol)No other form of media has matured as quickly as the web has. At no time in history have we seen changes, modifications and new avenues of communication appear so fast.In the midst of this rapid development, the web continues to offer advertisers unique marketing opportunities. (Continued)
It’s A New Year…Is It Time To Change Your Advertising?
The 21st Century consumer is far savvier than your previous customer. Not only have they become tired and weary of the same old clichés and tactics, they just don’t buy them anymore.Creating a successful advertising strategy is the ultimate game of understanding human behavior and what consumers find meaningful. What’s important to your customer today won’t be on their radar screen tomorrow. For your campaign to be effective, you must know your customer and adjust your strategy accordingly.Advertisers must be proactive as maintaining momentum is crucial to the sales cycle. Before something “breaks”, develop an alternative plan that can take over at a moments notice.Consumers won’t wait for you to develop your new plan. They’ll just take their checkbook to your competitor. Before your current plan goes south, have your alternative fully developed and ready to implement. (Continued)
