Are you ready to successfully launch your next advertising campaign?

Advertisers should accomplish three tasks at the start of their planning process to effectively prepare an advertising campaign. By completing these tasks, they will ensure an understanding of the project’s scope and be prepared to build a program that will effectively meet their objectives.

A new advertiser should consider the following:

What is the goal?

A clear, concise goal is essential. It will define the next steps on the road to effective marketing communication.

Below are a few sample goals to consider for an advertising campaign:

• Build name recognition in the community
• Directly sell goods or services
• Drive traffic to a website
• Hire new staff
• Promote an upcoming event
• Share important and/or new information

Other goals can be chosen, but whatever goal is decided upon should have a clear objective and a way to measure the program’s effectiveness. For example, if driving website traffic is the goal, compare traffic year-over-year to determine if the campaign was a good use of the money and time spent.

Who is the audience?

With a goal in mind, the next step is determining who should receive the campaign message reach. Consider the demographics, behaviors, and location of the ideal audience.

Demographics:

• Age
• Credit Score
• Gender
• Homeowner or Renter
• Household Income
• Ethnicity
• Education

Behaviors:

• An enthusiast for a particular activity or brand
• Has used a product or service in the past
• Hobbyist or Pastime participant
• Actively in the market for a product or service
• Political leaning

Location:

• Zip Code(s)
• City
• County
• State
• National

More accurate decisions can be made throughout the planning process by developing a complete picture of whom the campaign will target. Also, as a bonus, the demographics, behaviors, and locations highlighted in this step can be used for targeting through digital advertising platforms.

What is the budget?

Consider the size of the market, the estimated conversion rate of the campaign, and the value of each contact who completes the goal. A conversion rate is the percentage of contacts who become customers.

(Size of the market X estimated conversion rate) X percentage of lifetime value = budget

For example, in Pittsburgh, PA, a local credit union wants to promote its credit card program. Pittsburgh has 420,000 credit union users (Nielsen Scarborough 2022), a sample conversation rate is .05%, and the estimated lifetime value of a credit card user is $4,000 (FinanceTrainingCourse.com).

(420,000 x .005%) x ($4,000 x 25%) = $21,000

This calculation will reveal the estimated size of the budget for the campaign.

Alternatively, budgets can be determined by looking at the baseline provided by referencing examples from others in the industry.

• Alternative Energy Providers: 1.3% of total sales
• Credit Unions: .1% of managed assets
• Financial Advisers: 1.9% of total sales
• Funeral Homes: 11.1% of retail sales
• Heating and Air Conditioning Installers: 3% of total sales
• Physical Therapy: 5% of total sales
• Restaurants: 5% of total sales
• Substance Abuse Centers: 4.3% of total sales

With the goal, target audience, and budget decided, the last steps in building the campaign can be completed.

Which advertising outlets should be used?

The advertising marketplace provides numerous outlets for brands to connect with a target audience. When deciding which outlet to use, consider how it aligns with the target audience.

Media Outlets:

• Broadcast Television
• Cable Television
• Direct Mail
• Email
• Magazines
• Newspapers
• OTT / Connected TV
• Outdoor (billboards and transit)
• Programmatic Digital
• Radio
• Streaming Audio

For example, in Pennsylvania, newspapers offer a wider reach than drivetime radio, with 6.8 million readers compared to 5.7 million listeners, but drivetime radio listeners have a higher average household income, $77,000 for radio listeners compared to $59,000 for newspaper readers. Which of these options aligns better with your target audience?

What creative should be used?

The advertising outlets chosen for the campaign will determine the creative to be built. For example, a television ad will need a video to launch, while a print ad will need a PDF to go to press.

• Animated Digital Banners
• Audio
• HTML Email
• Website Landing Page(s)
• Print
• Static Digital Banners
• Video

At the start of the process, build a master creative to ensure that the brand imagery stays in line and consistent no matter what outlet the message appears on.

When should the campaign go live?

Not all timelines are created equally. As the date is set to launch the campaign, consider the following questions:

• How long will it take to build the creative?
• When is the best time to connect with the intended audience?
• When will the organization be staffed and prepared to respond?

With the answers to each of these questions consulted, a start date can be set for the campaign.

For the overall length of the campaign, return to the overall goal. For example, when promoting attendance to an event, the campaign should end before registration closes, or, for hiring, the campaign should end when the candidate pipeline has been filled.

By checking off these steps, your organization can prepare to launch a successful advertising campaign. If you are feeling overwhelmed, then call in the experts from Martin Communications. Our team can provide the partner you need to complete your communication goals.

Download the flyer to help you organize your next campaign.