Top 4 questions for a successful advertising campaign

Advertising is one area that we often get asked about – for example, is it worth the spend, what’s the best strategy and how do I measure results?

What’s more, competition is fierce for new customers and advertising can be a great way to reach them. Ask yourself these four questions and make your next advertising campaign as successful as it can be, as part of your wider marketing strategy for the year.

1. Why are you advertising?

Before undertaking any form of advertising campaign it is vital to understand what you want to achieve. Advertising can be an expensive route, and it’s important to have considered whether it is the best or most effective way to reach your target market and achieve your goals.

Advertising as part of your integrated marketing campaign can help you:

• Raise awareness of products and services
• Improve brand awareness
• Generate enquiries
• Boost website traffic
• Change attitudes and opinions
• Increase market share
• Increase sales

So, be clear what your goals are and research whether your chosen advertising route can help you achieve these goals.

2. Where should you advertise?

Advertising opportunities are everywhere, from the popular TV and radio spots, to newspapers, magazines and online.

Choose carefully by thinking about what your goals are, and where your target market is likely to be looking. Are you an estate agent looking to generate enquiries? Then an advertising campaign in your local newspaper could be perfect, while a series of online advertisements or a sponsorship deal might be ideal for an international company with aims of increasing brand awareness.

Your advert could appear in any of the following, for example:

• TV
• Radio
• Newspapers and magazines
• Social media
• Sponsorship of events
• Trade press and professional journals
• Online
• Billboards and outdoor spots

3. How will you develop your advertising campaign?

An engaging, relevant and professional advertising campaign should be created as part of your integrated marketing campaign that is consistent across all of your external communications. Expert marketing support is vital to ensure your marketing messages are communicated consistently and in an engaging manner that is appropriate for your target market and the fast-paced world of advertising.

Here are our top tips:

• Use a professional and creative marketing agency with appropriate experience for designing your campaign, identifying the relevant publications and outlets, negotiating the best rates and preparing the artwork required
• Approach the campaign with an open mind and avoid any preconceived ideas about what it will look like
• Keep your target market and campaign goals at the forefront of your mind
• Think about how your campaign fits in with the rest of your marketing activity
• Plan how you will measure the effectiveness of your advertising activity

4. How will you measure the success of your campaign?

It is crucial to measure the effectiveness of any advertising campaign so that you know whether your money has been well spent. While it would be impossible to track every element, here are some tips to help you keep tabs on your conversion rate and ROI.

One effective method is to use a unique direct response element within your advertising campaign, for example:

• A bespoke URL, telephone number or email address
• A voucher or offer
• A QR code
• Number of click throughs from online advertising

Or you could just use a good old fashioned route and simply ask your customers where they found you!

Then of course, you need to ask yourself whether your advertising campaign helped you achieve your goals.

Why not drop us an email or give us a ring on 01565 632 112 if you are struggling to get your head around all of this advertising jargon. We are here to help you with the most effective way of marketing your business or product.