99 How to Create a Successful Advertising Plan
How to Create a Successful Advertising Plan - Many factors have to be considered when making an advertising plan. Like the type of message to be delivered, the audience to be targeted, how they should be targeted, budget, etc. all of which depends on the nature of the advertisement.
Regarding the type of message to be delivered, try thinking from the point of the customer. What will impress him and catch his fancy. Note down points what the customer expects from the company and what advantage will he have when dealing with the company. Effort should be made to retain viewer or listener's or reader's interest in the advertisement until the end. This procedure is known as message selection.
Regarding the type of message to be delivered, try thinking from the point of the customer. What will impress him and catch his fancy. Note down points what the customer expects from the company and what advantage will he have when dealing with the company. Effort should be made to retain viewer or listener's or reader's interest in the advertisement until the end. This procedure is known as message selection.
How to Create a Successful Advertising Plan
After creating the outline of the picture, pick lines that will actually attract the customer. The message shouldn't be long enough to bore the customer. Some advertisers are under the illusion that more the matter written, the better the message delivered. Usually they fear that they don't miss out any information. This does nothing but decreases the effectiveness of the ad and customer is left unsatisfied.
For example, the heading of the advertisement shouldn't be just "We Sell Clothes", which is too precise. The liking of the people should be studied and the headline should be designed such that the customer feels that his needs are met. It should also take into consideration seasonal changes like If the season at that time is summer and there are lots of beaches around that area, the heading of the ad should be something like "Summer Clothes for Sale" or "Get the heat off – Buy Swimwear". The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.
Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won't switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If quick result is desired, then a time limit should be levied. Like in case of seasonal sales, the customer hurries to get advantage before the offer is over. So quick results are expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn't creates a deep impact on the minds of the customer.
Competing against rival company's ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors'. It doesn't mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor's advertisement.
The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won't yield immediate results, as it's not every day that someone buys a computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are sent to the real potential customers, then this approach should be adopted for message delivery. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses.
For example, the heading of the advertisement shouldn't be just "We Sell Clothes", which is too precise. The liking of the people should be studied and the headline should be designed such that the customer feels that his needs are met. It should also take into consideration seasonal changes like If the season at that time is summer and there are lots of beaches around that area, the heading of the ad should be something like "Summer Clothes for Sale" or "Get the heat off – Buy Swimwear". The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.
Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won't switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If quick result is desired, then a time limit should be levied. Like in case of seasonal sales, the customer hurries to get advantage before the offer is over. So quick results are expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn't creates a deep impact on the minds of the customer.
Competing against rival company's ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors'. It doesn't mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor's advertisement.
The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won't yield immediate results, as it's not every day that someone buys a computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are sent to the real potential customers, then this approach should be adopted for message delivery. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses.
How to Make an Advertising Plan in 10 Easy Steps
Every business needs an advertising plan. Think of it as your guide to promoting your business. Your plan will tell you who your targets are, how to reach them – and most importantly, it will point out what you're failing to do. This allows you to correct your course and improve your business's marketing, which leads to increasing sales.
Once you go through these steps the first time, you'll have the groundwork already laid out for subsequent campaigns. Thus, each new campaign will be easier to plan out.
1. Start with Your Goal
Simply put: what do you want your advertising plan to accomplish? Are you trying to attract new customers or are you trying to encourage previous customers to come visit? The best goals are specific: what kind of increase in customer traffic are you looking for and in what time period?
2. Develop Your Budget
Know how to build an advertising plan to fit your budget. How much are you willing to spend on promoting your business? If you have some ideas already, how much will these ideas cost to implement?
3. Define Your Audience
When you're focused on increasing sales, it helps to figure out who's most likely to buy your product or service. What is your target demographic? Are you catering to affluent seniors or teenagers who are finding money beneath couch cushions?
4. Determine What Products or Services You'll Feature
The more specific you can be, the better. That's why fast food chains will advertise particular products instead of a general advertisement that says "come eat here." Are you launching a new product you want to feature or are you offering a discount on an old one? What are you highlighting?
5. Complete a SWOT Analysis
SWOT stands for your company's strengths, weaknesses, opportunities, and threats. What is your business's core competency? What do you do well that provides you with an advantage? If you sell clothing, and winter is around the corner, that's an opportunity to launch new winter gear. Likewise, what are your competitors doing that might hinder your business?
6. Use the SWOT to Articulate Your Key Differentiators
When you're promoting your business, you want to focus on what makes you different from your competition. Look at your competitors and use your SWOT analysis to find the mismatches – do you offer lower prices? Better products? You'll want to exploit those differentiators in your advertising plan.
7. Build Your Advertising Plan
You need to answer three questions: what, when, and where. What type of advertisements are you going to run? When are you going to run them? And where are they going to appear? Are you putting up a billboard in a mall for all of September or running a radio campaign throughout the holiday season? Running display ads on the web? It all comes down to a great advertising strategy!
8. Consider Other Low-Cost Methods
The best advertising is word of mouth – and few things are capable of generating word of mouth like a well-run social media campaign. What kind of social media campaign can your business run? Could you sponsor a local event or run a contest of some kind? Make a list of low-cost actions your business can take that naturally support your advertising plan.
9. Launch Your Advertising
An advertising plan won't help in promoting your business if no one follows through. Now it's time to take all of your ideas and put them in action. Create the social media campaign, produce the television spot, and broadcast the radio commercial.
Keep everything consistent, no matter the medium or channel. Consistency is crucial when running a multi-faceted campaign. Be consistent in both messaging and brand. It's one thing to use the same logo and colors. But the messaging itself should be consistent as well. Billboard copy should mirror social messaging copy, which should be the same as any radio or television ads, which should mimic what's on your website's homepage.
10. Analyze Results
The last step in developing an advertising strategy is arguably the most important: The results! Did you do what you set out to do?
This is likely the first of many advertising campaigns for your business – so pay close attention to the results. Did you reach the goals defined in step one? If so, what worked best? If not, why not? For your next advertising plan, go back to step one and do it again – but keep these results in mind.
Every business needs an advertising plan. Think of it as your guide to promoting your business. Your plan will tell you who your targets are, how to reach them – and most importantly, it will point out what you're failing to do. This allows you to correct your course and improve your business's marketing, which leads to increasing sales.
Once you go through these steps the first time, you'll have the groundwork already laid out for subsequent campaigns. Thus, each new campaign will be easier to plan out.
1. Start with Your Goal
Simply put: what do you want your advertising plan to accomplish? Are you trying to attract new customers or are you trying to encourage previous customers to come visit? The best goals are specific: what kind of increase in customer traffic are you looking for and in what time period?
2. Develop Your Budget
Know how to build an advertising plan to fit your budget. How much are you willing to spend on promoting your business? If you have some ideas already, how much will these ideas cost to implement?
3. Define Your Audience
When you're focused on increasing sales, it helps to figure out who's most likely to buy your product or service. What is your target demographic? Are you catering to affluent seniors or teenagers who are finding money beneath couch cushions?
4. Determine What Products or Services You'll Feature
The more specific you can be, the better. That's why fast food chains will advertise particular products instead of a general advertisement that says "come eat here." Are you launching a new product you want to feature or are you offering a discount on an old one? What are you highlighting?
5. Complete a SWOT Analysis
SWOT stands for your company's strengths, weaknesses, opportunities, and threats. What is your business's core competency? What do you do well that provides you with an advantage? If you sell clothing, and winter is around the corner, that's an opportunity to launch new winter gear. Likewise, what are your competitors doing that might hinder your business?
6. Use the SWOT to Articulate Your Key Differentiators
When you're promoting your business, you want to focus on what makes you different from your competition. Look at your competitors and use your SWOT analysis to find the mismatches – do you offer lower prices? Better products? You'll want to exploit those differentiators in your advertising plan.
7. Build Your Advertising Plan
You need to answer three questions: what, when, and where. What type of advertisements are you going to run? When are you going to run them? And where are they going to appear? Are you putting up a billboard in a mall for all of September or running a radio campaign throughout the holiday season? Running display ads on the web? It all comes down to a great advertising strategy!
8. Consider Other Low-Cost Methods
The best advertising is word of mouth – and few things are capable of generating word of mouth like a well-run social media campaign. What kind of social media campaign can your business run? Could you sponsor a local event or run a contest of some kind? Make a list of low-cost actions your business can take that naturally support your advertising plan.
9. Launch Your Advertising
An advertising plan won't help in promoting your business if no one follows through. Now it's time to take all of your ideas and put them in action. Create the social media campaign, produce the television spot, and broadcast the radio commercial.
Keep everything consistent, no matter the medium or channel. Consistency is crucial when running a multi-faceted campaign. Be consistent in both messaging and brand. It's one thing to use the same logo and colors. But the messaging itself should be consistent as well. Billboard copy should mirror social messaging copy, which should be the same as any radio or television ads, which should mimic what's on your website's homepage.
10. Analyze Results
The last step in developing an advertising strategy is arguably the most important: The results! Did you do what you set out to do?
This is likely the first of many advertising campaigns for your business – so pay close attention to the results. Did you reach the goals defined in step one? If so, what worked best? If not, why not? For your next advertising plan, go back to step one and do it again – but keep these results in mind.
6 Steps To Launching A Successful Advertising Campaign
Launching your own advertising campaign is a process that requires thorough planning. Coming up with a strategic, and ultimately attractive, marketing plan is necessary to finding good ROI for both your time on the project and the ad spend itself. Identifying your goals and acknowledging your competitors should all be a part of the planning process. It is also wise to consider what methods of advertising are best suitable for your business.
Remember that strong advertising is what reels the customers in, even more so than the product or services. Good advertising answers any questions that interested persons might have. It makes whatever you are selling interesting to anyone whom might already be showing enthusiasm or have a need for what you are advertising.
The right advertising methods have the potential to expand your business and to pull in more profit than originally expected, but what actually goes into these campaigns that makes them more successful than a competitor's?
The Step by Step Process
Define your advertising budget.
Knowing your budget and then working within it rather than constantly readjusting it is wise whenever you are planning an advertisement campaign. Based off of your allowance, decide what advertising method will get your message the farthest for the lowest price possible.
However, there is something to be said for the "you have to spend money to make money" mentality. Lowering your budget in other areas of your business in order to increase your available ad spend will help get your message in front of more people in your target demographic, and ultimately will bring in more revenue for your company.
Consider your target audience.
Once you figure out who makes up a majority of your audience, you can easily decide on an advertising method. For example, if your target audience is mostly made up of stay at home mothers, wildposting campaigns near parks or childrens stores may be your best choice.
Evaluate all of your advertising options with your budget in mind.
Internet, mail, print and video are all popular forms of advertisement. Certain methods of advertisement are much cheaper than others, but that doesn't mean that they will be effective for your business.
If you already have advertisement campaigns out there, try to stick to a level of consistency.
This will only give your audience something to remember you by or to associate your brand with. For instance, you could stick with the same background music or the same narrator if you were working with televised advertisements in the past.
Decide on the frequency in which you would like the ad to run.
For televised advertisements, you will need to think about an appropriate time for the commercial to run. The objective is to reach your target audience so consider the timeframes in which the advertisement would better reach them.
Make sure that your advertisement, regardless of its form- is catchy, to the point, easy to understand, and entertaining.
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