6 questions to ask yourself before launching a marketing campaign
A good marketing strategy is an integral part of any successful business. It is one of the best ways to build brand recognition, promote your products and increase sales. However, your campaign requires a lot of thought and planning in order to achieve the desired results.
A successful ad requires more than a good photo and a catchy headline; it requires a plan. Unfortunately, marketing is not magic; you can’t throw money at your business and expect it to grow.
So before you spend a penny on your next marketing campaign, make sure you know how to get the most out of your advertising by asking yourself these eight questions.
1. What is your brand message?
Before you create or place an ad, ask yourself, “What am I trying to tell my customers?” This is the beginning of your key message. Your brand will be the focal point of all your marketing and advertising materials. You must therefore fully understand what it is, what it represents and how to use it.
This means understanding how to use your logos, colors, tones, and values across all mediums so everyone in and out of your marketing department can be aligned here.
2. Who is your target audience?
This is probably the most important question you will ask yourself when planning your advertising campaign. Understanding your target audience is one of the key success factors for your advertising. Not knowing your audience and placing ads haphazardly is the cause of many failed ad campaigns.
Who are you trying to communicate with? You won’t get very far if your target audience is “everyone”. If you’re unsure of your target demographics or need to know more about your audience before proceeding, you’ll need to do some research. Use surveys to gather more qualitative data from your own samples.
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3. What is your competition?
Look at your main competitors and get an idea of the type of marketing strategies they use. Do these tactics seem effective? What works and what doesn’t? Think of your competitors as scientists performing experiments; use their data to improve your own approach.
4. What is your budget?
How much are you willing to spend on a campaign? For the most part, you’ll be paying for the quality here; the more you spend, the greater your reach and the better your eventual work will appear.
You don’t need a billion dollar budget like Coca-Cola or McDonald’s to create great ads, but you do need something. In the world of advertising, a budget of $20 is not enough. To truly reap the full benefits of an ad campaign, you need to plan to set aside a good deal of change.
5. How can a platform contribute to my goals?
To reduce advertising costs and increase ROI, you need to research which platforms are most popular among your target audience and when your consumers are most likely to use them.
When it comes to timings, consider this example: daytime advertising on TV versus prime time. If your business primarily targets the working class, i.e. 9 to 5, then obviously you should aim for slots.
6. What resources do I have?
This is a loaded question that, depending on your answers, could cause you to adjust your goals and lower your expectations.
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This is a good thing! By doing so, you’ll be less likely to waste time or money trying to rush unrealistic milestones. You will also avoid disappointments and develop sustainably rather than expecting miracles.
Remember that expenses will take many forms, such as staff, tools, and advertising budgets, but also unplanned downtime and other ongoing projects.
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