Creating Your Advertising Marketing Plans



Developing an advertising marketing plan does not have to be a terribly complicated affair. Just as I did with marketing plans, I want to give you the pieces of putting together a successful advertising campaign and take you through the thought process of how to develop one yourself. A big part of successful advertising is, of course, coming up with creative ideas and ways to engage in impactful advertising without spending tons of money. I am a big believer in using creative instead of expensive sales and marketing and that there is no magic formula for you to experience explosive growth in your business overnight.

Advertising Marketing Plan


There are instances where the right ad at the right time can create astounding results that really can turn your business around. However, what is more tried and tested is developing an advertising marketing plan and doing the work in order to figure out what works. Here I am going to show you the basic components that go into your advertising plan which are Customer Analysis, Message, Creative Strategy, Media Strategy, Cost and Measurement. You can also download my advertising plan template for quick reminders of the questions you should be asking in each part of your planning process.


Ask about your Advertising Marketing Plan or create your own page on this subject!

GO TO:
What is Advertising?Advertising IdeasAdvertising Marketing StrategyA History of AdvertisingAdvertising StrategyCreative Advertising IdeasAnatomy of an AdExamples of Advertising TechniquesBadvertising! 1 | 2 | 3Famous Advertising SlogansOnline Advertising TrendsUsing Google AdWordsMarketing Communication PlanMarketing Plan ExampleAdvertising Marketing Plan Consultant




Advertising Marketing Plan:
Customer Analysis



Advertising Marketing Plan



Just like everything else in sales and marketing, your advertising marketing plan should begin and end with your customer. You need to figure out who they are and how you can effectively market and sell to them.

Understanding your customer includes being able to identify with their values and lifestyle aspirations. Get inside the head of your ideal customer and figure out what makes them tick!

Ideally, customer analysis even precedes developing your product or service because you want to know what people want in order to be able to offer them just that.

In any case, for the purposes of putting together a successful advertising campaign, your goal in customer analysis is to gather as much information about your ideal customer as possible. You need to a get to a point where you know how they think and predict what they will do in a given situation.

You need to know your customer likes and dislikes in general, above and beyond what you are offering them. You need to be on a first name basis with your picture of your ideal customer!



Advertising Marketing Plan:
Message



Advertising Marketing Plan


Traditional sales and marketing focused on product or service features and how great your company is. It was about making bold pronouncements that customers did in fact respond to back in the day when they believed commercial messages. A step beyond that is talking about benefits where you focus on what your customers get from doing business with you. This is the starting point for what I call ”You” Messaging where you start and finish with your customer - “you” - and talk exclusively about what is in it for them.

Bad sales and marketing is like a general announcement focused on no one in particular. “For a limited time we are offering...” and “Nobody beats our quality craftsmanship!” So what? Who cares?? Make sure your customer cares and that what you are talking about is what they want. Your message needs to speak to your customers just like you do. What this means is talking only about their needs and how you solve them, making your message personable and speaking directly to them in your advertising copy. This is why I put the emphasis on the word ”you” - make sure you use it in your message and that you are engaging your customer just as you would your best friend.


Advertising Marketing Plan:
Creative Strategy



Advertising Marketing Plan


The magic of advertising is in your creativity in coming up with the right idea that will attract attention, convey your message with impact and make a relatively lasting impression on your customer. You not only want to come up with a great ad but also want to make sure that what you customer takes away from it is the benefit they are going to receive from you and the reason they should buy from you. Once you know who your customer is and what you want to say, creativity is part of how you say it.

What can you do in order to make your message stand out? Your message, once again, should position you as being ideally suited to solve your customer's problem and should differentiate you from your competitors. After this, think of how you can be funny, outrageous, engaging and unexpected so that your message is set apart from the thousands of other sales and marketing messages that your customer is bombarded with. Being creative includes using the right message as well as the right medium.


Advertising Marketing Plan:
Media Strategy



Advertising Marketing Plan


Choosing the right media is part of your creative strategy and you should also choose a communication channel that suits your customers and message as well. If you are marketing to seniors then you are probably not going to invest heavily in an online campaign. Similarly, in choosing whether you are going to use TV, radio, print, direct or outdoor advertising, ask yourself, how can I get maximum exposure to my target audience and use the medium itself as a selling tool?

You may have experience using certain media and you should certainly stick with what works. That being said, part of the sales and marketing process in general is keeping an open mind in order to experiment with new ways of communicating with your customers. As you grow in experience you will find newer ways of reaching out to more diverse groups of people. In using multiple channels your goal is to provide an integrated and consistent message across all media that reinforces your brand.


Advertising Marketing Plan:
Cost



Advertising Marketing Plan


How much money do you have to spend on your advertising campaign? In developing your advertising marketing plan, the cost of your advertising efforts will undoubtedly play a big part in what you do and how much you do. This in turn will affect the results you get (makes sense, right?). In order to maximize your return, it is always a good idea to approach your advertising marketing plan with moderation and not spend a whole bunch of money on a single advertising channel or campaign. Try, instead, to build up a portfolio of successful advertising methods over time to which you continually add and through which you become an expert at using different advertising methods for different situations.

You should always be concerned with your break even point in developing any sales and marketing program and this includes your advertising spend. How much is each new customer worth to you? In looking at the lifetime value of a customer, you might use an approximation such as figuring out that each customer stays with you for 2-5 years. Once you know this, and know the number and frequency of sales you derive from your average customer, you can then use your profit margin in order to calculate how much each customer is worth to you and how many customers you will need to acquire through a specific advertising campaign in order to consider it a success.


Advertising Marketing Plan:
Measurement



Advertising Marketing Plan


There is no point in spending money on advertising without being able to figure out your return on investment and so you must build into your advertising marketing plan ways of measuring the success of your efforts. It is not enough to say, “sales are up and so the ad must be working!” How much are sales up by? How does that different from the results you would get from another campaign? The more information you can gather through tracking and customer feedback, the better off you will be in terms of positioning yourself to build on successes and learn from failures. Your goal is to develop a longterm advertising strategy which becomes an integral part of your business process.

Get in the habit of asking customers how they heard about you. One way of tracking the result of an ad is to ask customers to mention the ad for a specific discount. You have probably heard and seen many such ads yourself and the reason they are so popular is that they provide advertisers with invaluable information that allows them to gauge the success of different advertising campaigns. You can use this method in everything from radio ads to coupons to newspaper flyers and if you are advertising online then you must record clicks to track who visits your website from a specific campaign. The ratio of how many responses you get to how many actual sales is your conversion ratio which you can then work to improve on throughout the sales process.


Ask about your Advertising Marketing Plan or create your own page on this subject!

GO TO:
What is Advertising?Advertising IdeasAdvertising Marketing StrategyA History of AdvertisingAdvertising StrategyCreative Advertising IdeasAnatomy of an AdExamples of Advertising TechniquesBadvertising! 1 | 2 | 3Famous Advertising SlogansOnline Advertising TrendsUsing Google AdWordsMarketing Communication PlanMarketing Plan ExampleAdvertising Marketing Plan Consultant


Create your own Advertising page!

Do you have insights, strategies or a story about advertising to share with other readers? Perhaps you have implemented a new ad campaign that is working really well or have insights into how traditional advertising is being supplanted by newer methods. Send in your thoughts in as much detail as you like to create a page in this section.

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