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advertisement.
Simply put: what do you want your advertising plan to accomplish? Are you trying
to attract new customers or are you trying to encourage previous customers to come
visit? The best goals are specific: what kind of increase in customer traffic are you
Know how to build an advertising plan to fit your budget. How much are you
willing to spend on promoting your business? If you have some ideas already, how
When you're focused on increasing sales, it helps to figure out who's most likely to
buy your product or service. What is your target demographic? Are you catering to
affluent seniors or teenagers who are finding money beneath couch cushions?
The more specific you can be, the better. That's why fast food chains will advertise
particular products instead of a general advertisement that says "come eat here." Are
you launching a new product you want to feature or are you offering a discount on
SWOT stands for your company's strengths, weaknesses, opportunities, and threats.
What is your business's core competency? What do you do well that provides you
with an advantage? If you sell clothing, and winter is around the corner, that's an
opportunity to launch new winter gear. Likewise, what are your competitors doing
When you're promoting your business, you want to focus on what makes you
different from your competition. Look at your competitors and use your SWOT
analysis to find the mismatches – do you offer lower prices? Better products? You'll
You need to answer three questions: what, when, and where. What type of
advertisements are you going to run? When are you going to run them? And where
are they going to appear? Are you putting up a billboard in a mall for all of
display ads on the web? It all comes down to a great advertising strategy!
word of mouth like a well-run social media campaign. What kind of social media
campaign can your business run? Could you sponsor a local event or run a contest of
some kind? Make a list of low-cost actions your business can take that naturally
through. Now it's time to take all of your ideas and put them in action. Create the
social media campaign, produce the television spot, and broadcast the radio
commercial.
It's one thing to use the same logo and colors. But the messaging itself should be
consistent as well. Billboard copy should mirror social messaging copy, which
should be the same as any radio or television ads, which should mimic what's on
The last step in developing an advertising strategy is arguably the most important:
This is likely the first of many advertising campaigns for your business – so pay
close attention to the results. Did you reach the goals defined in step one? If so, what
worked best? If not, why not? For your next advertising plan, go back to step one
If this was your first ad campaign, it was probably a lot of work going through each
step in detail. But guess what? Now that you've done it once, the second, third, and
hundredth times will be easier and easier. Since you've taken note of what worked
and what didn't, every subsequent campaign will be that much more successful.