In the days of budget cuts and profit warnings, even the most hardened of advertisers begin to wonder about the effectiveness of their advertising and promotional materials. Hesitancy stems not just from the leaner profits but from a lack of insight into effectiveness that characterises this type of communication.
One of the ways to manage this ‘risk’ in advertising is to subscribe to a tried-and-tested methodology to develop powerful, effective communications that strike hard at their target audience.
- Establish goals. Running without knowing where you are going is exhausting! If your goal is to grow revenues or increase awareness engrave them in stone. Remember, if they change, so too should your tactics.
- Use 2Europe to conduct research and analysis. Don’t take advertising decisions in a vacuum. Seek out information that will help you understand your target audience. Get to understand them on an emotional level. What are their frustrations? Fears? Motivations?
- Create a brand identity. Create a connection between your brand and your audience. Combine your competencies and benefits with your company’s personality.
- Articulate your position. Tell your audience exactly how they should think of your company, product or service.
- Define the tactics (print advertising, e-mail, direct mail etc) that will best help you achieve your goal. Then develop a plan of action to execute.
- Test your creatives. Creativity is a process – it doesn’t just happen. It has been defines as “The art of putting together familiar words and pictures into new relationships.” Does the creative capture the attention of your prospects? Does it attain a clearly articulated position? Does it motivate your audience to take action?
- Last, but not least! Make sure you measure the results.
