If you’re looking to advertise your products or services, but not sure how to produce an effective advertisement and get the most from it, here are some questions and tips for you to think about, from preparing your ad to executing it.
Why are you doing the advertisement?
What are your advertising objectives? If you can identify and highlight WHY you want to do the advertisement, it gives you a foundation for the whole advertising campaign.
Some questions to consider: –
- Is there a specific message you want to share?
- Do you want to make people aware of your brand, your product, your services?
- Do you want to generate leads on the back of the advertisement?
- Is it none of the above?
- Is it all of the above
Who needs to know about your product or service?
So, you’ve identified why you’re doing the advertisement, but WHO needs to know about it?
Is your audience internal or external to your organisation? Can you segment the audience by age, gender, interest, spending habits and so on? The answer to these questions will help shape the advertisement when it comes to design and placing the ad.
Also, it would help to learn about your target audience. Maybe carry out some research and find out about their buying behaviour, interests, what media they respond to. This will also help plan your targeted campaign, knowing what is popular and any key trends.
Tailor your message
If you are targeting multiple audiences with your advert, it may be that you need to create multiple ads with tailored messaging on each which is appropriate for these audiences.
When putting together the content, you need to think about how you can differentiate your business from your competitors. Doing some competitor research can help to find out what they are doing and saying, so you can create an ad which gives you a competitive advantage, in other words, learn how to do yours better!
Also, decide if there is a customer offer or brand promise? Think about the message appeal, will your advert attract your target audience, will they engage with you?
By brainstorming and playing around with a few ideas, and using the information after asking yourself the questions above, you should be able to come up with the content for your advertisement. You can then utilise a graphic designer to bring your ad to life through a visual design.
Of course, dependant of the media you decide to use to promote your ad, this will impact on the design(s), so be sure to brief your designer on this first, for example will the ad be placed in a newspaper or magazine, on a banner or sign, or digitally on a website, email or social media. You may not even need a design, maybe a script if the advertisement is to be placed on the radio.
Ways to promote your ad
So, you have an idea of what your advertisement is going to look (or sound) like and know who your target audience is, however, you need to decide on how they are going to see or hear your advert.
- Traditional channels – TV, Radio, Billboards, Signs, Banners, Direct Mail (Flyers/Brochures)
- Digital channels – Social media, email marketing, video, online ads (PPC) or paid for social graphics
Here are a few suggested ways to communicate your advertisement, however, it may be that you choose multiple channels which are relevant to the way in which your target audience engage. Or you may trial several ways for future decision making, so you can identify the best ways to promote your business to customers and prospects in the future.
Try, Report, Review
No matter what you advertise and to who, it’s important to try different content, audiences, communication methods to get a good gauge on what is effective for your business to achieve your advertising objectives. When executing an advertising campaign, report on its activity, did people see it, did they engage with it, did you get any enquiries, did it drive any sales?
Once you have all the statistics from the advertising campaign, you can review its effectiveness and make recommendations for future adverts. Think about what impacted the campaign, get feedback from customers, was the messaging right, was the time of day the best time to communicate the ad? All these questions will help you to make recommendations for your future ads, as well as some of your other marketing decisions.