Commercials that get the word out to potential buyers also educate them about the goods and services on offer. In an ideal world, advertisements would pique the interest of potential buyers and motivate them to buy the advertised product. All marketing efforts must be crystal clear and always adhere to the company’s positioning statement. To inform, educate, persuade, and remind consumers of your product or service is the goal of advertising. To be effective, advertising must coordinate with other promotional strategies and operational components. Advertisements are only successful if they force you to temporarily abandon whatever you were doing to give your whole attention to them.
Ads that fail to convince or stick in the mind of their target audience are not believable, original, or memorable. Any marketing effort must be based on a well-thought-out positioning plan. Last but not least, any online advertising campaign needs to spend enough to create a media schedule for ad frequency, the most significant factor in ad memorability.
Tips for Creating Effective Ad Campaigns
These suggestions will help you make ads that people will remember and that will bring in the cash:
Maintain “strategic alignment” between your marketing and company positioning.
Your advertising will reach the right people if you take the time to develop a solid positioning plan that includes a list of relevant features and benefits and a thorough analysis of your competition. It can give the product an advertising “personality” and explain what makes it special.
Send just one clear message.
No one can recall even their name, let alone a convoluted advertisement. Remember to “Keep It Simple, Stupid” when crafting your marketing communications. The title of a print advertisement benefits from being as brief and straightforward as possible. Also, the rest of the advertisement should serve to reinforce the message in the headline, whether that message is “cheap,” “selection,” “quality,” or something else entirely.
Maintain an approachable tone.
Promotional materials have their unique flavour and flair. An emblem like the Pillsbury Doughboy succeeds where the “sponge monkeys” of Quiznos nearly doomed the company. Find an approachable tone and persona, and stick with it for at least a year’s worth of commercials. Customers will become confused if you constantly switch up the tone and attitude of your ads. Furthermore, it works against the ability to remember things.
Establish your credibility.
If your product is not of the “best” quality or value, the promotion will just hasten your death. It’s also unwise to single out the opposition and badmouth them. Because of the potential for confusion and distraction, it could have the opposite effect of what you intended and drive customers away from your product and toward that of your competitors.
The sale is yours for the asking.
Inviting potential customers to visit your store, send additional info, or call in for details and orders is a great way to get people interested in what you have to offer. Advertise your business’ location, phone number, business hours, accepted credit cards, etc. where they may easily be seen by potential customers.
See to it that the advertisement can hold its own against the rest of the market. Get your study on. Check out the ads that similar brands are running in the channels where you intend to place your own. Your ad needs to stand out from the crowd. You can utilize your instincts, conduct limited focus groups with potential customers (known as qualitative research), or invest in more rigorous and costly quantitative procedures. Examine the advertisements side by side to see which ones stand out more in terms of originality, memorability, credibility, and what they want to buy.
The advertisement must come out as credible. Computer graphics and desktop publishing software can give professional-looking templates for creating good-looking print ads if you have the time and talent to do so. Think about approaching local agencies or art studios for assistance with writing, artwork, and graphics; they will have skilled specialists on staff as well as access to high-end, innovative computer software. In the end, they could be more cost- and time-efficient. Professionals should be hired to create, produce, and buy electronic commercials (such as TV, radio, and Internet) and outdoor ads for a fee or a portion of media dollars spent (i.e., generally 15 percent of gross media spending).
Give nothing but the straight scoop. Make sure your advertising medium of choice doesn’t matter as long as your message is honest and ethical. Deceptive business tactics and fraudulent online advertising are punishable by law.
The higher-priced advertising options should not be ignored.
Inserts for the mailbox or free-standing flyers are two types of direct mail that are highly efficient in reaching consumers. While effective, this strategy does not come cheap.
If you ever reach a size where you would want to consider online advertising in major newspapers, magazines, radio, or television, you can avoid the standard 15 percent commission by forming your in-house ad agency. Creating a letterhead for an XYZ online Advertising Agency is as simple as printing out some text. If you anticipate doing this frequently, it is advisable to have a dedicated checking account for it. Ad buying is typically handled in-house by medium-sized firms.