Whenever an advertising campaign in the launch, it would have gone through many levels of planning and execution so that they created the biggest impact within the budget and cost. This is done so that the campaign reaches the target market that it has been set out to do.
The only way to ensure that this succeeds is to ensure that careful research and study are carried out on the market segments and the people who will be viewing the ads involved.
Not only about strategies
Despite this, many advertisers fail to understand certain elements in their campaign. They assume that if they have all the strategies right and in place, then their campaign would be a success. In most cases, they are gravely wrong!!
This is because they do not know or failed to identify what is in their ads that the customers were looking for in the first place. So, what would be the best method to go around this? We list out some possible must-have tactics.
Get your customer buy-in first
One of the most important factors in any ad or its campaign is the INTEREST. The customer or target market must show interest in what you are trying to convey, otherwise, they will change the channel or just ‘switch off’ while watching your ad on television.
Here are some common ways you can achieve this.
Benefit for your target audience To do this, you should provide some sort of benefit to the consumer. This could be an answer to a known problem or a product that can provide the answer. On top of that, the solution must be something that the consumer wants.
Successful ads are those that can create the want in the consumer. When your customer knows that he will benefit in some way by watching your ad or clicking through, then they will stay on.
The solution to a problem Secondly, you should ensure that your product or service is directly involved in offering the solution to the problems that the consumer is facing.
If they are facing problems with mosquitoes, then your insecticide must be able to eliminate ‘all’ mosquitoes, both seen and unseen.
If you leave any space for ambiguity, then you have already lost your target market. The whole idea is not to leave any room for doubts or qualms
Creativity and clarity must be presented
Once you have all that, then you must present the following:
- Creativity
- Clarity
In creativity and clarity, both the issues must be addressed separately or integrated carefully. These are the 2 main elements that might be lost if you over-integrate them. Some very common mistakes that advertisers do include:
- A lot of advertisers think that a unique ad that is funny, creative and different will draw interest among its consumers. While it is always good to have a very creative ad on any media, one which draws the attention, the message must be clear and concise.
- Some advertisers think that having sexy images will work. While it might create the attraction factor, it might turn off some market segments
- Not all controversial ads have a positive impact expected. In advertising, not all bad publicity is good publicity. Be careful how you tread when it comes to controversial messages.
Brand Recall Crucial
Ultimately, marketing is always about being at the top-of-mind of your consumers. If you can get them to remember you as and when they should, then you have succeeded in your marketing campaign.
Many brands often overlook this. Repeated reminders can only go this far. It is when the consumer or target audience pro-actively remembers your brand that the campaign reaches the impact that you will desire.
If it is a new product, it must be mentioned and reinstated several times. If it is a promotion, state clearly that it is a promotion, there is no 2-ways about it, don’t try too much to be different.
Be different from your competitors but you might not want to be too different from the norm.
Relate and Personalize
There is a strong reason why influencers are so popular these days. It is all about connecting with the target audience. If your product is endorsed by someone your customers can associate with, then half your battle is won.
It is in these types of targeting that you can get more mileage for your brand and in return create better brand recall and impact.
