Tip 1: How to conduct an advertising campaign
First, clearly define the purpose and concept of your promotions. This may be the first awareness of a new product is its unique properties, the announcement of seasonal sales with extraordinary discounts. The reason for promotion is the opening of an additional store-affiliate trading network with the Parking of cars, or support the favorable image of the company-the advertiser in connection with the victory in the competition, a memorable date etc.
Plan the territorial "coverage" of your promotion: whether it is local ("point") or regional.
Specify for yourself the preferences for the intensity (duration) of the advertising impact on potential consumers, correlating them with financial resources.
Learn the features of your target audience — potential customers. It is useful to always bear in mind the representatives of the so-called "contact audiences" — those intermediaries who are not purchasers of the goods, but indirectly affect its implementation.
Develop texts of advertising messages (messages). Decide on the choice of media: media, "outdoor advertising", small print, direct mail, and more.
Develop an advertising budget.
Of course, "swipe" the advertising campaign depends on the resources allocated for its organization. The advertiser hopes that the "blank shot" will not, and the costs will pay off. Unfortunately, to guarantee that the effect will be adequate to the expenses, nobody can. Rather just rely on common sense and consideration of all the circumstances of the current market situation.
Select the persons responsible for the promotion.
Delegate the employees involved in the event with the necessary authority to solve all of its tasks. Make a decision on attracting experts from outside organizations to the campaign, if necessary.
Make a step-by-step plan for the action with an indication of the timing, schedule for using the funds.
The modern advertising campaign is a complex mechanism, consisting of a large number of details. If you decide to refuse the services of a professional, get ready for a difficult and laborious work. Depending on the allocated funds, the size and methods of the campaign will vary. However, the basic stages unchanged.
Analyze the market of the advertised products. Market analysis will identify what has been done and what still has not taken in your area. View substitute products of competitors, identify the strengths and weaknesses of your product against the competitors. Examine marketing and advertising strategies of competitors and take note of the most successful receptions and events.
Select a target audience. User of your product can be a huge number of people of different sex, age, weight and so on. If the advertising budget does not allow to cover the whole market once, select the most important audience. While building on the existing strengths of the product, start advertising the campaign .
Prepare informational and promotional materials. To start advertising the product with outdoor advertising. She quickly prepared and is ideal to run a small "teaser" — a marketing ploy-a trap involving the buyer in the process of the advertising campaign. It can be a bright poster with an invitation to a website or a symbol of future promotions and sonorous slogan with no extra information.
Use the Internet as one of the main channels of advertising. The Internet ranks second for the effectiveness of advertising after television. The prices for advertising space on the Internet is much less than anywhere else.
Break up the advertisingthe campaign on several stages. If at the same time pour in the media all the collected materials, a good effect will not be. Remember that people tuned aggressively against any kind of promotional activities. So it should be not Intrusive, but informative. Break the campaign on several stages and make small pauses between them.
Get feedback from your target audience during pauses. While preparing the next wave, you have 1-2 weeks to gather information to understand how an action was successful. Find out the number of new customers, how has the attitude towards the product among the audience, and what would the buyers themselves wanted to say about your product or service. To make it easier with the help of social surveys that can be conducted via the Internet. Get corporate company blog or group in social networks. The customer will be pleased that you are interested in his opinion.