“The sales rep said this was the right schedule. “
“This worked the last time we did it.”
“I’m probably not spending enough money.”
“I’m probably using the wrong media.”
We’ve all been caught at the end of an anemic ad campaign wondering what happened, thinking the best we can hope for is to have learned one more thing not to do.
Then paralysis sets in. We can’t pull the trigger on the next ad campaign. We over-analyze every option but can’t seem to make a decision. How can we be confident that our ad dollars are not wasted?
While there is no guarantee that any advertising campaign will deliver the exact results you dream of, there are ways to tip the scales in your favor. Here’s a checklist to get you started:
The media you choose should be appropriate for delivering your message most effectively to your most profitable audience. Ask reps for numbers to support their claims. Compare each medium by using a standard measure, such as “cost per thousand” impressions. If you need help, let me know.
Your target market is your best customer, or the one who costs you the least and makes you the most. Define your best customer. Profile them. Look for customers that meet that profile. Ask your media reps if they can deliver that kind of customer. Is it their sweet spot?
You can make any medium work if your message is powerful enough. Pick any medium. How about a sandwich board on the slowest corner of town? Sounds pretty drab, right? Now write this on the board: “Free $100 bills. No questions asked.” How many responses would you get?
The key is to work from a budget. Stop making advertising decisions based on how you feel, and work from a plan with a pre-determined budget. Don’t buy advertising based on what you like. You are not your customer! Decide on what success means to you and measure everything against it.
Still have questions? That’s why I’m here. I can help you build your ad campaign with 26 years of experience and a track record of success.
David Day is a marketing coach, brand architect, consultant, and ad agency owner. He helps clients make good decisions about marketing, advertising, and company culture. Connect with David at firstname.lastname@example.org