The Dos and Don’ts of Creating a Winning Ad Campaign

This is a guest post by Neeraj Jain, CEO & Co-Founder, Zopper

Any business person worth his or her salt knows how essential an advertising campaign can be to the success of his business. More than just a promotional pitch to drive business, a successful ad campaign works on several levels such as user engagement, information dissemination, highlighting service offerings and building up a brand proposition. The campaign should be hard-hitting and memorable to create the maximum impact while it must also resonate with the target audience in its messaging. Additionally, the ad must create a value-driven proposition that can only be attributed to the brand in question and leaves no scope for ambiguity. The essential messaging of the advertorial, establishing how and why the product or service is essential for the consumers to make their lives or tasks simpler and better, must also be adequately communicated to the target demographic. Whether already established in the market or just starting out, ad campaigns are essential to get your product, service or brand the visibility required to grow and achieve the next level of evolution.

ADBut essential as it is, conceptualising and implementing a successful advertorial campaign can often be quite tricky. Here, then, are a few tips to create a truly effective ad campaign for your business:

Conceptualisation

Conceptualisation is the process of designing the idea for the advertorial campaign. It usually encompasses the germination of the initial concept which is followed by the progressive ideation of other campaign features.

Dos:

Give full rein to the imagination and be open to new ideas irrespective of the origin. Allow for inspiration to spring forth from any particular source.

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Instead of big cumbersome teams comprising many people, allow for smaller, more compact cells of two-three people to seek a fresh approach and create newer ideas. Then bring them together for sharing, critiquing and editing of their ideas in an atmosphere that fosters creativity and innovation.

Scope must be left for challenging the brief itself. By offering freedom to criticise the existing brief, leave scope for additions or amendments to the overall strategy.

Don’ts:

Do not discard any idea out of hand, even if it sounds incomprehensible and unfeasible at the time. Allow ideas the space required to develop and mature fully before putting them on the chopping board.

Do not bring new people onboard midway without bringing them up-to-speed with the latest development.

Do not change objectives midway, as it only leads to confusion and could potentially derail the entire campaign.

Research

A vital part of any ad campaign, Research is the data aggregation and analysis that is done to lay down the groundwork of a successful advertorial. Research includes assessing the consumer behavioural tendencies and current market trends, target audience demographic categorisation based on various parameters such as age, gender, region and income group as well as identification of target group preferences and tastes. This allows to tailor the campaign to suit the particular demographic being targeted and augments the chance of success for the advertorial.

Dos:

Identify the target market you are aiming for and analyse its wants, needs, preferences and requirements.

Pore through data collected in detail and identify potential hurdles as well as the tipping points that could help you develop a more effective campaign.

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Understand your own offerings and brand proposition, and how to best reflect your target audience’s preferences in your own brand positioning.

Don’ts:

Do not hold data as the only sacrosanct; be intuitive in the assessment of the factors playing a key role in your advertising strategy. Amalgamate the black and white data with impulsive creative planning for maximum effect.

Do not rely solely on present and past analysis for creating a marketing campaign. Keep yourself up-to-date with the upcoming trends and developments as well by leveraging the power of big data technologies and advanced data analytics tools.

Implementation

Implementation is the final process of rolling out the ad campaign in the public domain. This phase reflects the veracity and feasibility of your campaign, and allows you to gauge the impact that it is now generating for your brand.

Dos:

Leverage the power of digital media and platforms. With an increasing number of individuals opting for a mobile digital device for their social, professional and personal activities, this provides a large user base to tap into, to maximise the outreach of your campaign.

Time the rollout of each progressive campaign part to strategically keep the campaign in the limelight and amplify the reach of the message.

Don’ts:

While digital media provides a viable and cost-effective platform to create a quick impact to the campaign, do not rely solely on these channels to promote your campaign. Achieve an integration of the traditional as well as novel techniques to optimise advertorial outreach.

All things considered, a successful ad campaign can really boost your venture’s business and establish its brand identity in the market and in the minds of the consumer. Keeping the above tips in mind can help you immensely while creating that perfect ad pitch that encapsulates everything your brand is about, in a nutshell!

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