Advertisements are everywhere – in the form of printed ads such as banners and posters, newspaper and magazine advertisements, television ads and promotions, and even social network advertisements that seek to engage social media users’ attention for a brand, product, or service. With all these advertisements, it’s easy for any one ad to get lost in the fray.
As a company, if you have a particular product to launch or are simply looking for a way to get your firm noticed, a well-planned and well-organised advertising campaign is one of your best options. But this brings us back to our initial problem: how to make sure your advertisements stand out from the crowd. For this, following are a few tested and proven strategies for a brilliant ad campaign:
1. Do not fall into the generic, one-size-fits-all solution
Generic advertisements are a dime a dozen, as they say in America. So if you would like to give your advertising campaign an edge, begin with identifying your target market or audience and create a campaign geared towards grabbing their attention. Do not just fall for a generic advertising campaign that fails to reach the core needs and values of your audience. What you can do is ask yourself the following questions: what type of customers do you have, and what type of customers would you like to have? Answering these questions will surely give you a better idea of what type of ad works best for your target group.
This brings to mind one brilliant and memorable ad created by Nike in conjunction with video production specialists www.rawproductions.tv, where the focus was Wembley Stadium at night accompanied by an illuminated pitch. This ad showed the epitome of the brand (adventure; an exciting lifestyle) and caught the attention of thousands of sports fans – all potential Nike customers.
2. Emphasise your advantage over your competitors
The world of business is a cutthroat world – and it pays to be aware of this. Be assertive – nay, aggressive – in pointing out your brand’s edge over its competition. Accentuate all the things you have to offer, and create ads that focus on selling your brand’s particular benefits. Remember: if you do not highlight the benefits you have to offer, nobody else will do it for you, and you will not be able to reach out to your audience on a core, personal level.
3. Be prepared to spend
Granted, all of us have budgets. Some more than most, but we all still have to follow a budget that is limited. But when developing a good advertising campaign for your products or services, be prepared to spend as much as you can. Simply think of it this way: in order to make money, you have to spend money as well. Even if your advertising campaign cuts significantly into your financial resources, keep in mind that a successful ad campaign will cost money but will definitely bring in the profits.
4. Choose the right platforms for your ads
There is such a thing as too much exposure in an advertising campaign as well. So in this regard, choose your advertising platforms wisely. Be careful in selecting the magazine, television programme, radio station, or other platform where you will have your ads shown and make sure that your target audience will watch these shows, read that newspaper or magazine, or listen to that radio station. This is where we go back to knowing your audience – if you know your target market, then it will be easier to determine how best to reach them.