Tips for a successful advertising campaign
You’ve seen advertisements before that try to sell you the “best stuff” of whichever type of product, whether it’s a cleaning supply, dog food, or your favorite running shoe. Those types of advertisements may work for some, but most of the time you will discover that they only end up in customer complaints followed by a lack of sales. There are honestly a few simple steps that you need to follow in order to have a successful advertising campaign.
First thing is first you have to do your research. This is of the utmost importance if you want to be able to understand your target and what they like to see and read. Without research, campaigns will fizzle away and be a waste of your time, energy and your money. It’s a shame to watch a really great campaign not make it, because they didn’t quite have their focus set right. They might’ve missed something in those initial stages, like what their audience responds best to or a different type of messaging that could’ve been used. Be sure to know your audience.
The next big factor in this is your key message. What are you even talking about? And also important, why does it matter? If your campaign has no heart and soul to it no one will care to look. And why would they? Would you take ten minutes out of your day to think about something that literally meant absolutely nothing? Probably not. And if you did, well then maybe you just have a lot of free time on your hands. Commonly said is “Win the heart and the mind will follow”, and that is something to stick to. Whether this is an awareness only campaign, or a plan to push a product or service/event, it must have context and authenticity, which leads me to my next point – honesty.
Be honest in your campaign. If your company’s new line of shampoo won’t cure cancer, don’t tell people it will! That’s just rude, and in the long run leaves you with more grief, backfire, and trust issues than an unfaithful partner; and in a sense you almost have to treat your audience and your campaign like a relationship. Always be upfront and honest, and put some heart into it. Context and authenticity will provide you with success, trust, and buzz.
If you’re reading this and still are not sure, look to some advertisements like Dove’s #realbeauty, #likeagirl, or any Nike commercial. Making an emotional connection with the view, capitalising on that attention and using it to the best of you ability will make for a successful campaign. You will be able to do this after good and thorough research, having a specialised message that really gets the viewers attention, and by being honest which will help you connect with your audience on a personal level – captivating and exciting them. And bam, you’ve got yourself one heck of a campaign, and a brand they will come to know and love!