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Five Questions to Ask Yourself Before Beginning Your Next Advertising Campaign

24 Jan , 2013  

It’s January again. And chances are great that you have either already survived the annual marathon of budget-planning sessions or you are currently learning the grim reality of how you are yet again going to achieve “more with less.” Since your “Higher-Ups” are extremely pennywise these days, you won’t be surprised when they ask how your marketing ‘mumbo-jumbo’ impacts their bottom line. After all, you can count on the fact, every campaign you are about to undertake must clearly demonstrate an actual return-on-investment – albeit through a database of newly acquired leads, or a method for cross-selling or up-selling to existing customers. So even if you already have a seemingly bulletproof program in place, how can you increase the likelihood that your program will not fall short? Ask yourself these five questions:

  1. Is the desired objective clear to my primary target? Once the target user arrives at my website, receives my brochure in the mail, or sees my TV ad, will they know what to do next? Are my directives clear? How do I reasonably anticipate them converting? What can I do to enhance or simplify this process?
  2. Are the tactics that I am recommending, measureable? Will you be able to prove that your programs have generated tangible results based on what you set out to achieve? For example, if your program is focused on awareness, how can simple ‘spikes’ in website or in-store traffic be attributed to your campaign?
  3. Will my proposed tactics directly achieve my objective? Chances are great that the more “hurdles” you place in front of someone to achieve an objective the less likelihood you will have success. For example, if your campaign is focused on loyalty, what are the steps that your customer needs to take to realize the benefit? Is it related to incremental spend, duration of time, frequency of an action? (After all, your boss wants quick results, so do your customers!)
  4. Once you have achieved your objective with the target, how do you re-engage with them? All right, you have achieved your goal. Now what? Can you get them to purchase again in the future so you don’t have to work as hard to get the individual to convert in the future? Can you nurture them to re-engage? How long will the duration be before they re-engage?
  5. Do previous customer behaviors support the likelihood that your proposed program will succeed? This is the one that stings the most. Your campaign is bulletproof, your message is spot-on. But are your customers already performing (or apt to perform) an objective? If not, why not? What will it first take to ensure that they do – education? Monetary commitment?…

By focusing on these questions, you can achieve quicker and more effective marketing success. Besides this, you may even be able to justify the increased budgetary spend to bolster these campaigns next time! For help in realizing your campaign’s true effectiveness, please reach out to us today!  

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