The basics of an Advertising Campaign |
selecting media and timingOnce you have decided on your campaign objectives, metrics and who will be responsible for what, you now have to pick the advertising media. Your choice of media will be influenced by the target audience that you have chosen and the kind of media that is appropriate in reaching them. For example it is pointless to target an audience in a rural area of a developing country will internet or web-based advertising campaigns. You will probably better off using radio and news papers. It is important to answer the following questions before launching an ad campaign: Who will buy the products or services we are advertising? If it is an event, who are hoping to attract? How much of the traffic we are attracting are potential buyers? Is there any research data backing our assumptions of their spending/buying habits? These are just some of the few questions you need to address, but then there is more to it than just knowing the audience. Timing of the campaign is another issue. Depending on the product or service being advertised, timing of the campaign is critical, it would be unwise to start advertising product geared toward Christmas in September. The risk is that unless you have a lot of money, your campaign might loose steam end up with a loss. You want your campaign to be fresh and provide new information about a given product and/or service. Once you have the audience and timing figured out, develop a mechanism for soliciting response from your audience. This could be a questionnaire, entry into a draw where people leave contact information for future correspondence, surveys or whatever mechanisms that enables you to keep the communication lines open for future campaigns or business dealings. Not getting those contacts is business suicide. You might never be able to get that chance again if you have no means to communicate with those who show up on your doorstep or website. |
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