which of the following models does an advertising campaign often follow? This is a topic that many people are looking for. khurak.net is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, khurak.net would like to introduce to you advertising campaigns step-by-step . Following along are instructions in the video below:
“Have been a lot of useful and nwell known marketing models over the years like like the four piece of product nplace price and promotion these helped with the positioning your company and nmessage and while they re great its strategically positioning your ngo to market strategy. They don t usually talk to the specific steps of how to get nyour message to the right people at the right time for the lowest possible cost nand for the highest possible return. I want to share with you the basic steps nthat. A company needs to follow to get their advertising message to market nfirst.
The word advertising means different things to different people ni m using it in the context of any communication. You have with prospective ncustomers and current customers. The simplest way to think about the process nis a series of decisions that you need to make the most basic are who are you ntalking to what are you saying where are you saying it and how are you nmeasuring. It first define who s your audience who are you talking to for the npurpose of creating advertising.
You need both quantitative data for example how nmany people and where are they and qualitative data. For example. What do nthey like to watch or to read the more specific the profile of your audience nthe better you can craft your advertising. Next.
What do you want to do nthis stage. Is about setting objectives again specific is better nthe two biggest objectives are sales objectives and brand objectives. The nfirst is about selling your product or service and the second is about making npeople. More aware of who you are and what you stand for ngreat communication can have both.
But more often than not one objective will noverride the other your objectives need to follow the smart philosophy specific nmeasurable achievable realistic and timely another important thing to nconsider is how can you connect with them this next step of creating your nstrategy is often a step that s missed especially by small businesses. An nadvertising strategy is one that you can express simply it encapsulates both the ncustomer experience. The placement and the messaging strategy producing a ncustomer experience map. At this stage can be helpful.
Now you need to decide nwhat. You want to say crafting your message is not something. That s left to nthe creative. People of the world having clarity about what you need to say comes nfrom your objectives.
If you need to sell a hundred thousand widgets before the nend of q2. You re gonna have to have a highly targeted heavily promotional nsales message. If you have a competitor that s stealing customers from you you nmay need to reinforce your brand or differentiate the benefits of your nproduct in your advertising. So how do you bring the message to life with the nrise of digital media advertising.
Can be produced faster and cheaper than ever nbefore. But remember the adage you can never have fast cheap and good you have nto choose two of those one thing to consider the cost of media will almost nalways outweigh the cost of production and if you cut corners to put something nin the marketplace that looks bad it doesn t matter what you re saying. What nyour customers see is something bad finally you need to think about how you ngo to market. The placement of your ad.
Can be the most expensive piece of going nto market. The cost of media is one element to consider. But right alongside nthe cost you must consider the potential effectiveness. Putting a tiny or short ad ninto.
A popular publication or site may actually be more effective than a nlarge format ad in a less popular medium now it s important to note that this is nnot a linear process. But a circular one if you re not measuring what you re ndoing you ll never know if what you re doing is working on on an important idea nto bring into the process is the addition of tests. Learn optimize if you nbegin an advertising campaign with the idea of tests. Learn optimize top of mine nyou.
re more likely to succeed. Especially. Because every single stage of the nprocess can be tested measured and optimized. All of these nelements should be covered in a brief.
A short document that reflects both the ncycle of creation and actionable steps for the partners you need to bring a ncampaign to life in this video. I m gonna share ways to ndefine your audience in a way that will make your customer and your marketing ncome to life the more specific your description of your customer. The better nfirst define a range of people that you think your product and service will nresonate with best and be specific let s say you re selling a new technology for npeople to listen to music in their cars. It s a physical product that you keep in nyour car that enables the music on your smartphone to play through your radio nnow.
A non savvy marketer may define their audience as all adults who drive nor. Who are passengers in cars. But that s too broad first you need to nrealistically size your audience with quantitative data. So get to work with nresearch you ll be amazed at where you can find out for free online.
Which leads nto. The next thing you need to define you have to find who your customers are but nnow. We need to find where they are so start with looking into population ndensity data and geographic data to map exactly where they are and also consider nthis can you sell your product or service anywhere and to anyone good for nyou. If you can most companies can be specific about how someone s going to naccess your product or service.
It s important to do both the geographic ndistribution of your customers. Alongside your sales and marketing channels. It is nimportant that they both match on the outputs that you should be looking to ncreate under the scope of target audience definitions are total. Available.
Nmarket also known as tam customer segments and personas. Now you can start nwith personas and build your audience profile from there or you can start with nyour total market and drill down into the audience. What is critical is that nyou do both now that you know how many potential customers you have and have nsome specificity around what they look like it s important to remember two nthings you can never know too much about your customers. And you need to ncontinually study.
Them and update your information as things can change quickly nand. Knowing. What s going on with your car. Ncustomers is the first step in understanding how to adapt what you re ndoing.
So you can continue to succeed. If there s one critical piece in getting nyour advertising right it s about setting the right objectives in this nvideo. I want to help you understand how you can set evaluate and measure your nobjectives. So here s a basic funnel of the different things that advertising ncan help you do starting at the top is awareness also known as branding.
This is ncasting a wide net into the world about who you are and what you do the next is ninterest sometimes known as engagement. This is where someone has registered an ninterest in you by checking out your site or following you in social media. Nnext and some would say most important is the conversion. The point.
When your nprospect becomes a customer. So you can generate revenue last or objectives that ntarget your existing customers to ensure loyalty and encourage referrals like ngenerate 5000. New sales through current customer referrals when you are ndeveloping objectives for work you must be selective. It s extremely difficult to nbe successful.
If you try to create objectives for all levels of this funnel nchoose whether you want to have top of the funnel. Such as awareness or bottom nof the funnel like activation and that will dictate your strategy on your nmessaging next a great framework for objectives is the smart criteria. There s na. Few different versions of this but i like this one ask yourself these nquestions are your objectives specific as in are they clear are they measurable ncan.
You track progress against your objectives are they attainable do you nhave the resources to achieve these objectives are they relevant so are they nrelevant to what your business needs and what your customers can do and are they ntimely is there a start and an end point to this activity otherwise how do you nmeasure. It finally how are you going to measure against these objectives go back nto the funnel and consider where your best data comes from under awareness. How nmany people did your message reach. And how often that s reach and frequency.
Nunder interest. Google analytics has great measures for your site. Performance. Nsocial media sites.
Followers an engagement and for retail nthese. Even infrared technology that can count store visitors. And predict your nstaffing needs under activation. How many people requested information nhow.
Many visited your store or tried your product. And under conversion your nsales data should track how many customers bought how much and how often nand. How many were new customers versus returning customers under loyalty for nexisting customers you can track their usage. You can track retention rates and nreferral numbers net promoter scores are particularly ngood for tracking the likelihood of referrals setting objectives and nmeasuring against them is step one of a successful campaign and remember ninvesting against everything in the funnel is expensive.
So choose your focus npoints in accordance. With your biggest business needs. The first is customer experience nplanning. It s a relatively new practice and given how complex the media nlandscape became with the advent of digital media.
It s a great exercise to nmap out how your customers will find you how will they learn more about you how nare they going to engage with you and how are they going to buy and refer you nwhat this step does is make it clear that your customer doesn t just nmagically hear of you and then buy your product next is a creative strategy. This ncan be one of the hardest things to craft. And there s a legion of brand nstrategist out there earning a good living because it is so hard at its core nyour creative strategy is based on the insight that will differentiate you from nyour competitors. What is unique about you that people care about your creative nstrategy could be a hundred page powerpoint deck with research results nand conceptual frameworks or it could be a simple paragraph that tells your norigin story.
Why you exist with your customer benefit how you help boil down ninto a single line that represents what you stand for your media strategy. Takes nyour customer experience map and creates the detail on how you re going to nconnect with your customer. A useful framework for this is the bought and nowned construct media can be the most expensive part of your campaign. So make nsure you ve maximized your owned and earned media channels before you start nbuy up expensive search terms or ads on your local bus shelter your media nstrategy can also be expressed as a complicated long document or a simple nparagraph that helps drive what goes into your media flow chart business nowners and marketers think strategically about their businesses.
All day long nputting these thoughts into well defined strategies isn t easy. But it s well nworth the time in this video. I want to share the nbuilding blocks of a great piece of communication regardless of media and ngive tips on how to guide a creative process and judge the work first the nbasic building blocks of any piece of communication. Our concept.
What s the nidea behind the ad visual design. What does it look like is there photography nillustration headline logo s copy what do the words say whether it s scripted nfor audio visual media or written for digital and printed media and ncall to action what do you want the viewer or raider to do. Many small nbusinesses get caught up with number three in number four and worry less nabout number one or number two. But they re all equally important noutsourcing.
The creation of a piece of communication to creative professionals ncan be stressful. And it can be expensive and doing it yourself or with the team nmember can create a subpar communication piece regardless of which route you nchoose from giant and expensive agency to a small creative team in your area. Nit s important to understand that you are guiding a creative process rather nthan trying to solve for all four elements at once. Sometimes.
It s good to njust start. With number. One. What s the idea.
Nyou can have dummy copy and hand drawn visuals. Indeed. Sometimes the best ideas. Nstart with just those.
Even. If you re doing a very promotional ad. Where you nneed to show the product and talk about the promotion. It s still a good practice nto ground it in an idea great visual design.
Also known traditionally as art ndirection will draw your attention to the ad. Just as most interpersonal ncommunication is nonverbal. So can an ad project. A ton of meaning without nnecessarily using words.
The style should fit the product in the message. Consider nthe difference in mood and message while using black and white photography. That s nvery elegant. Versus.
A high energy. Craf et. Style. Graphic.
Design. A designer. Nusually. Works.
Hand in hand. With a writer. It s unusual to find people equally ntalented in both the writers job is to create as strong an impact as possible nin as few words as possible a great format to get your message right nas in print or with larger format digital ads for these you need a strong nheadline plus. Perhaps some body copy a tagline and call to action copy.
The nnumber one rule with all copy is that simplicity is key and simple ironically ncan. Be one of the hardest things to do when it comes to judging. Whether your ad nis good use a simplicity rule as your starting point will your potential ncustomer get it will they understand the adar s from you will they understand nwhat you re selling and most of all will they understand what you want them to do nthe second thing to do is to consider this piece of communication. A piece of nthe overall picture that is your brand or company and product does it fit with nwho you are in other media.
Think about the customer journey and where they will nencounter you does this piece of communication. Make sense nyou can test creative and i recommend that if you re in doubt that you do nalthough be careful with the advice that you get back after a lifetime of being nmarketed to most people feel that they re uniquely qualified to give nadvice on how to make your ad better but remember people are not just dumb nconsumers. But they re discerning about how they spend their hard earned dollars nmake sure the messages that you put in front of them reflect that if there is one thing that the digital nrevolution has helped its bringing down the cost of producing beautiful nadvertising in a fraction of the time that it used to take i want to share nwith. You a few different ways for small businesses to create high quality nadvertising.
Without the high priced agencies that usually come with it not nthat. There s anything wrong with high priced agencies for the right ncompanies at the right time they can truly accelerate your business. But if nyou re being judicious with your budgets. You re better off investing in the ideas nof.
What you re going to show the creative and where you re going to show nit. The media and investing less in high priced production. If you re nstarting from scratch and need foundational design elements like a logo nand overall brand identity. There s companies like 99 designs.
Where you can ncrowdsource your design at very low cost or visually. That have a huge library of ndesign inspiration and access to talent all over the world now assuming you have nthe pieces that you need to be produced. How do you bring all of these to life nconsider. The five main buckets.
There s digital with things like websites search nengine optimization. Paid search banner ads and buttons nthere s print. Meaning magazines. Newspaper ads outdoor and brochures nthere s video consisting of tv ads online videos.
Animated graphics and nexplainer videos for your site. And then there s retail. This is really npoint of sale material packaging and promotional flyers and events. Things.
Nlike standees and displays. It s conceivable that even the smallest nbusiness has to check off some if not all of the elements in these five nbuckets at some time so building up a small stable of go to producers. Who know nyou and your work is definitely the way to go i m gonna start with digital nbecause. Frankly.
It s the most fraud your website is your face to the world nit should not be produced by the kid next door who knows programming work nwith. The developer. A team or a company who can demonstrate previous successful nwork and who are committed to ongoing maintenance and updates. Especially if nsomething goes wrong.
What s their security protocols. What s nthe standard practice. If your site goes down at midnight on a saturday. And what nif it crashes on your launch day.
Ask for referrals in your network or look for ncontractors who maybe have jobs in the sort of places you can t afford. But nmoonlight on the side when building digital assets make sure that they re nbeing built with standard tools and protocols not old and not so ncutting edge that no one else can come in it pays to have someone you trust nadvise. You on your choice of developers similarly for digital advertising. Where nyour ads can be trafficked and tracked and optimized in a blink of an eye.
But nunless they re managed correctly. They can be expensive failures. Slightly less nfraught. But still complicated is video production.
Like you see here and nphotography. Again software in the internet. Have enabled. Incredible leaps nahead.
As has the abundance of stock footage for purchase through sites like ncorbis and getty. If you re buying images make sure you have the rights to use nthem in the media. You need and if you re producing them yourself make sure you nhave a vision for what you want before you start shooting. It s an expensive nexercise to get wrong digital printing has enabled lead times to go down and nquality products to be sourced in many more places.
Even your local staples or nfedex can produce pretty great quality stuff. But just remember always ask for nsamples assess quality to price trade offs and make sure you check ndetails obsessively. Before you go to print for anything like banners for ntrade shows. Brochures or flyers for print ads in magazines.
Or newspapers nthere s really no need to print anything anymore just send digital files directly nsites like muqaam do an incredible job of producing stationery and basic nmarketing deliverables. They and many other sites like them work from your nfiles and ship to wherever you need keep a running list of all the producers you nwork with and how much you ve paid them over time. If you feel like you re not ngetting. The right attention or you re being charged too much for work you re nnot.
Happy with there s a myriad of options out there again ask your network nask google and are trusted advisors to validate your ndecisions in this video. I want to help you nunderstand what that means considering the current media landscape. Relative ncosts and how to do it yourself. First the current media landscape from the ntime.
I record this video to the time you watch. It will have changed the rate of nchange is so fast that things were unimaginable five years ago. And now nstandard 20 years ago. A fully integrated campaign meant tv and cinema ads print nads in magazine and newspaper plus radio and outdoor of course.
There was also ndirect mail catalog sales promotions and pr. But the core paid advertising nlandscape was pretty straightforward with the rise of digital media. The nlandscape is now significantly more complex for all sorts of businesses ninstead of thinking about the whole landscape. Start thinking about how your nown habits may have changed with every passing year people are spending more ntime on mobile devices for work and play streaming the video content they want nand using if not more devices at a time.
When was the last time that you sat ndown and read. A magazine from cover to cover or watched. A tv show live without na device to distract you the next thing. You need to do is a quick brainstorming nsession.
Where you list out ideas under the three headings of owned media earned nmedia and bought media. The idea of owned media is one that you need to master nfirst every touchpoint you have with the customer is a form of owned media. You nknow why big brands rent those fancy stores. It s not just to sell their stuff ntheir storefronts and their banners are some of the most valuable media.
There is nyour business probably owns small media than you even know even the back of your nbusiness card is a form of media. So what does it say or the footer on your email nor the way you introduce yourself at a conference and remember your website is nyour storefront to the world so make it count list these touch points. And think nabout how you can optimize them earned media is how you get people to spread nthe. Word for you the best example here is social media.
Every time someone nretweets you or engages with you in social. You re earning media. Nthis also applies to public relations map how you can get others to talk about nyou on your behalf and optimize that to last and most expensive is bought media nit s pretty straightforward. It s the media that you pay for everything from nan ad.
In your local newspaper to a google search term to a two minute nextravaganza superbowl. Ad instead of mapping the world of possible nopportunities map where your customers are both geographically and by media ntype depending on where you can sell your product and service directly nimpacts where you should advertise it you may find that regional radio ads and nlocal sponsorships drive the most inbound leads and online ads that nretarget your site visitors get you the most conversion. The important thing is nto plan. Well and measure measure measure a new form of paid media is the idea of ncontent marketing.
This can fall under own paid and earned media given how nexpensive paid media can be having a clear view of the first two buckets can nfundamentally reduce your cost base when launching a campaign and bringing in an nagency or a contractor to help you with planning trafficking measuring and noptimizing your media can be a great investment agencies have the ability to nnegotiate rates. Because they re buying for multiple companies. And if you do nchoose to do it yourself the more diligent you are with planning and noptimizing against your objective. The more cost effective your media can be ” .
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