Need help building your ad & marketing campaign? This video will share several tips to help you get better results.
Prefer to read? Just scroll past the video.
How to create super successful ad campaign
Not a day goes by without some advertiser asking me what’s it gonna take to make their campaign more successful. At risk of over simplifying this – it really comes down to 2 choices.
Choice 1 – this is gonna be hard work, but will cost you a lot less money.
Choice 2 is kinda easy – but ready to dig deep.
Let’s start with Choice # 1: this is where you take the time to create a truly meaningful, compelling and relevant message. That message will need to be unique to your market and should offer the consumer a big, bold promise.. And here’s the really hard part – you then go to work delivering your message to your most prized customer while forgetting about everyone else.
Choice 2 – easy but potentially very expensive. this is where you attempt to out shout & out spend every other competitor in your market. And unfortunatley, this is the neighborhood that most advertisers seem to reside in… They create a basic message with claims & offers that pretty much everyone else is saying. They then expect instant results and usually get mad at the media company when the campaign fails.. Sound familiar?
My advice – since you can always spend more money, why not at least try to come up with a meaningful message that resonates with your targeted customer.. Now. I’ll admit – Finding that unique message and position is hard work. You need to be honest with yourself when assessing how good you really are at whatever it is you think you’re good at. Let’s remember what the goal is – we want to create a super successful ad campaign. So isn’t some work worth it?
Not sure where to start? Here are 3 baby steps that will get you on your way of creating a unique message and campaign: Baby Step # (1): Decide which niche or service you are capable of fulfilling. Ask yourself these questions… What are you really good at? What can you provide and be the very best at? Is there a segment in the market that isn’t being served that you can fill?
Please don’t skip over this – spend some time figuring out what consumers really want & what you’re really good at. Marry the 2, and then build your message around this core position… Just a Word of caution here – before you call your friendly media sales rep, You’ll need to analyze if this market is even important to consumers. You may be the best widget maker on the planet, but if no one wants your widgets, you’re wasting your time and money.
Baby step # (2): Create a marketing plan that will demonstrate your superior position. I work with a lot of car dealers so here’s an example: Let’s Pretend you want to be the truck-king in your market. You’ll need to offer, stock and display more trucks than anyone else. You’ll also have to provide faster delivery than anyone else. Being the guy with almost instant credit approval and delivery to your home or office can only help.
Baby step # (3): Put together a quick-response team that will build an on-going assault. Empower your team with the ability to make decisions. If you’re a smaller company, take full advantage of being able to act quickly. Your competitors might be bigger and slower to respond. Make your quick response time your competitive advantage. Remember this – just sometimes – the spoils of marketing warfare go to the most agile..
Whichever route you choose to take – know that consumers don’t care how many ads you run, they only care about themselves and how you can benefit them.
But…. if you choose to implement option 2: I’ll leave you with one of the oldest marketing adages of all time: he who says it loudest & longest usually wins…
I hope you enjoyed this video and found it helpful. If you have any questions or comments – don’t hesitate to reach out. Obviously I’d be thrilled to have a conversation with you….
