5 Steps to Planning Your Spring Advertising Campaign

With spring on its way, this often will have a positive effect on the buying habits of consumers. Some businesses will see an upsurge in leads and sales during the months of April, May and June; particularity those that have established a loyal customer base already. For those businesses that want to be at the forefront when buying decisions are being made, an advertising campaign is a great way to be seen.

Executing your own advertising campaign will take thorough planning and dedicated time for execution. Before planning the campaign, it’s good to know your business’s unique selling points and target audience, as well as be aware of your brand and any taglines or headlines your company may use in regular advertising and marketing materials.

When in doubt, asking a professional for some advice cannot hurt. Here are 5 important steps to creating your advertising campaign this spring:

  1. Establish your budget and timeline for the advertising campaign: If you already have an annual plan in place with a budget and timeline for advertising throughout the year, it’s easy to refer back to this document. If you’re a fly by the seat of your plants type advertiser, figure out what your limit is for the campaign and do your best to stay within in. As for timeline, typically a spring campaign will last through the months of April, May and June.
  2. Define your target Audience: Knowing the demographic and psychographic attributes of the type of person your campaign aims to attract is one of the single most important first steps to deciding on the medium and the message. Think of age, gender, location, household income, interests, and habits. Many business owners make the mistake of thinking their customers are just like them, when often they’re not.
  3. Goals and objectives: What is it you want to achieve through your advertising campaign? Knowing this is the first step in creating the message for the advertising campaign. Perhaps you have a new product that you want to create awareness for. Or maybe you’re looking to stand out from your competition when the buying frenzies begin. Establish what it is your looking to accomplish with your advertising.
  4. Research and decide which media to use: Print, Radio, TV, Billboards, Internet, Social Media are examples of media avenues that can serve your purpose. Knowing your audience is the first step to choosing a medium: However, the message, budget, and objectives all go into this decision. Researching each option thoroughly and calculating your ROI (Return on Investment) will take time and communication with many different industry sales professionals.
  5. Create an effective message: Ensuring your advertising message is to the point, interesting, and helps meet your objectives, while also being entertaining and attractive to view, is not easy to do! Often the media you choose will offer creative services at no extra charge when you book a campaign with them. These services can be of great value. Hiring a professional in this area is also suggested to ensure the effectiveness of your advertising campaign.

If you’re willing to invest the time into learning not only about the needs of your business, but also the needs of your customers, then planning an effective advertising campaign should be within your grasp. When in doubt, seek advice; advertising should be an investment, with a clear return. For more information on launching an advertising campaign, talk to Jacqueline Tavakoli today.

Do Advertising Sales Reps have your Best Interests in Mind?

Welcome to my first post!  I am beginning a new venture and I finally feel like I’m on the right side of the advertising coin.  I no longer sell one particular media to my clients.  Rather, I help them determine which are the right vehicles to reach their marketing and sales goals and then I make sure they get the best rates and schedules.

Do Advertising Sales Reps really have a client’s (and their business) best interests in mind?  Having worked as a Sales Representative in Print, Broadcast and Digital for the past 11 years, I have a pretty good idea!  The answer is; Advertising Sales Reps want to have their client’s best interests in mind, however their limitations within the one media stream they offer doesn’t allow them to.

As a business owner, the number of people approaching you to try and sell you advertising is exhausting, time consuming, and down right irritating.  Even more frustrating, is the fact that they are really just trying to take a piece of the pie from the other guy.  Meanwhile,  that other guy might have offered you the perfect spot on the morning show at a great rate, that just happens to hit your exact target market with a very effective message.   If you’re not media/marketing savvy, you might just buy what this new guy is selling and move your budget into the wrong advertising venues.  This is an all too common occurrence with busy owners who just don’t have the time research each and every media avenue available and assess if it’s really a good investment for them.

This all goes back to each and every one of those Sales Representatives calling, emailing, knocking down your door, only being able to offer you their one media steam (or it’s digital counterpart); which is not in your best interests in terms of media buying.

In walks the Media Planner…someone who can take an unbiased look at your objectives and budget and has insider knowledge of all the Media Buying options available.  Not only can the Media Planner save their clients a tremendous amount of time researching all the effective options, they can also negotiate the best rates.

All I can say as I close this entry is: AT LAST!  I can finally take all my client’s BEST interests into account and book the MOST effective advertising at the LOWEST rate, without limitations. Win/win!