Many aspects have to be considered when making an marketing and advertising plan. Like the means of message to be delivered, the readers to be targeted, how they ought to be targeted, budget, and more all of which relies on the nature of the advert.
Regarding the type of content to be delivered, try reasoning from the point of the customer. What will impress him and catch his or her fancy. Note down points what the customer expects from the organization and what benefit will he have when dealing with the organization. Energy and effort should be made to keep viewer or reader’s interest in the ad until the end. This process is known as message selection.
After making the outline of the picture, pick lines that will in fact attract the client. The message shouldn’t be long enough to bore the client. Some marketers are under the illusion that more the material written, the better the message provided. Usually the customer fear that they don’t miss out any information. This does nothing but decreases the efficiency of the ad and customer is left unsatisfied.
Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won’t switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting customer that is new. If the focus is on brand recognition, the advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If quick result is desired, then a time limit should be levied. The customer hurries to get advantage before the offer is over like in case of seasonal sales. So results that are quick expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn’t creates a deep effect on the minds of the customer.
Competing against rival company’s ad also adds to a successful advertising plan. The power of the content should be compared to that of the competitors’. It doesn’t mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor’s advertisement.
The explanation of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers instantly, if it is attractive. But if the advertisement is for a computer, it won’t yield instant results, as it’s not every day that someone purchases a laptop. This is known as analysis of the purchase cycle.
If targeting for a greater impact, newsletter is the best bet. But if the newsletters are delivered to the real potential customers, then this approach should be implemented for message delivery. It should only be opted be after thorough analysis, no matter what the spending budget is. Another important point is to always hire a professional marketer or an ad writer because not hiring one will occasionally be more costly and results in more losses. Learn more about digital marketing in Boca Raton on our website
