We have complied 6 questions to ask yourself before spending your hard earned money so that your campaign is a targeted and powerful as possible!
- Appeal to the Right People
You cannot get your message across to everybody, and in any case you don’t want to. You want to spend your budget interacting with prospective customers, people who are looking for the solution you offer and are willing to follow through.
A great exercise which will set you up for the remaining questions is to visualize your ideal customer. In your mind’s eye imaging that they are, how old they are and where they live, what is their lifestyle like, do they have interests of hobbies?
- Unique Selling Proposition
Now that you know who your ideal customer is, what do they do, what do they need?
What is their daily/ weekly/ monthly schedule, what will catch his/her eye, when do they come across a problem that your business could solve?
A unique selling proposition is the core reason why a customer would choose you over your competitors. This one liner is often expressed in a company’s slogan and needs to resonate with customers on a deep level. If you have the answers to the questions customers are asking, your brand will shine through the clutter and be noticed.
- Define your Budget
Far from the most exciting of the 6 steps, but never the less important, is setting aside some money to get acquainted with new customers. This step will help you make decisions in the next two steps.
- Choose a Medium
All mediums are effective but in certain circumstances some can be more of a return on investment than others. Choosing a medium is about finding the sweet spot between your budget and your ideal customer. Here are some of the most commonly used mediums and when they are the most effective:
TV: Television adverts can be incredibly expensive to produce and air but they reach millions of people over a very broad area. It is also one of the most engaging mediums as it combines visual, movement and sound. When to air your advert should be chosen with care as the program you choose to interrupt should be watched by your ideal customers and pad both sides of your communication with an air of quality.
Radio: Radio adverts are very similar to those of TV. Where radio lacks visuals, it makes up for it in its sense of immediacy, which is great for advertising sales or events.
Outdoor Posters: These are also commonly used to advertise events and can be very powerful if the message is bold and simple. Outdoor posters are great because they are up 24/7 and reach a large number of people in an area.
Magazines: Depending on the magazine, you can place your advert to target interests. Classy magazines will also give your brand a classy feel.
Newspapers: Newspapers have a shorter shelf life than magazines and so they are also an immediate medium. Unlike a magazine that targets through interest, your choice of newspaper will target a certain demographic. Newspapers are great for setting your brand in a space of credibility.
Online: Today it is absolutely critical for a business to have an online presence. This can be through pop-ups, banners, social media, apps or blogs and the list keeps growing. Although constant maintenance and keeping up with the latest trends sounds exhausting, online also offers a host of benefits for businesses. Firstly, online material is inexpensive to produce and to air. Secondly targeting online is becoming more and more refined which means you spend less money talking to people who are uninterested and have more to get to those who are. Targeting through keywords, likes, interests and previous purchases is now standard on any online platform. Thirdly, online means real-time interaction with your customers. Even if you are not saying what they want to hear, customers enjoy immediate responses. These allow you to grow your brand personality as trustworthy and approachable.
The key to online success is through interesting users. Make sure content is eye-catching, exciting and valuable. The worst thing you can do online is push sales.
Mediums in summary: if you are targeting a large number of people over a large area, TV and radio will work best. For a smaller area, rather go with a local newspaper, directory or an outdoor poster. B2B is best advertised in trade magazines and on websites and niche target markets are best reached through magazines or TV.
- Time line
With your ideal customer, message and medium in mind plot out what you plan to do and for how long.
- Double Check and Monitor
Before spending any big money, double-check that your assumptions this far have been on track. One of the best ways to do this is to hold a focus group with a couple of people who match your description of ideal customers and ask them what they think about how you have described them, your message and your chosen medium.
Observe the responses you get to your campaign so that you know what to keep and what to change next time. Online here will be your biggest aid as it is a trackers dream with tools like Google Analytics, click rates, comments and likes.
Don’t waste money by focusing on the wrong people, saying the wrong things, or speaking in the wrong places. Find what works for your business and your budget and make sure to watch and learn along the way.
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