Today there are more and more new entrepreneurs who start their journey in the market, so we invite you to know ¿How to make an advertising campaign? 6 big steps! through our next article to make your product known to the indicated target, obtaining more income.
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What is and how to make an advertising campaign?
Each product or service created must have a strategy or plan designed to make them known through good organization and advertisements, seeking notoriety within the market.
But despite the fact that many people think that advertising campaigns are only based on the preparation of advertisements, we must bear in mind that to carry out these campaigns there must be a previous study of the product and the target to whom it is directed, since without these, no he will be successful.
Characteristics of advertising campaigns
- Advertising campaigns are made to inform the user.
- Persuade the buyer.
- It must be original, creative and innovative.
- It must be directed to a specific target.
- It has a value for the trader.
- He has a lot of creative resources.
- For users to remember the brand, it is ideal to repeat it throughout the campaign.
- Personalized content according to the objectives and goals.
- Above all, advertising campaigns must be neutral, that is, they must not affect any side, belief, thought, organization or entity.
How to make an advertising campaign correctly?
Taking into account the previous keys, we want to share with you the six steps that will lead you to develop a successful advertising campaign in any medium, but first we recommend that you find an advertising agency that will help you in the process.
1- What are the objectives and requirements?
The secret of a good advertising campaign is communication with the user from the first minute working in search of the correct objective and goals for the development of said campaign. To correctly determine the objectives of our advertising campaign, the agencies use the “SMART”:
- S for specific: Keep in mind that very general objectives do not serve, but must be directed at something specific.
- M for measurable: In everything that is marketing, specific metrics must be managed to see if the objectives sought are being achieved.
- A for assignable: There should always be a person in charge and responsible for meeting the objectives.
- R for realistic: Before setting the objectives to be achieved, the limitations and resources available must be taken into account.
- T is time-bound: Each objective must have a date set for its fulfillment, in this way it will help to achieve each goal and grow as a team.
The best-known advertising campaigns come together with the art of great characters.
2.- Prepare a report:
Once you determine the above aspects with the advertising agency, it must prepare a briefing (report) with all the important data about the campaign, in which it must contain:
– What is your target?
For us, the main aspect that you must take into account and why you must start is to indicate or establish who your public or user is, carrying out a field study in which social variants (sex, lifestyle, marital status, etc.) profession, languages spoken, what media are the most observed or used).
On the other hand, the socioeconomic aspects in which the sector to which the campaign is directed (luxuries, mass consumption or if it is of first necessity) will be studied.
The geographical-historical variants in which the areas that may have the highest consumption or places of residence will be investigated, as well as the unique geographical conditions.
-Product characteristics
Each detail of the product or service, characteristics, strengths and weaknesses, must be described to determine the objective of the campaign.
-What is your market?
First of all, we must know that the market study is an initiative carried out by companies to define an idea about the commercial acceptance of a product or service, so the sector to which it is directed and the competition it has must be indicated.
A widely used way to find these data is the study of public data on the area up to surveys or interviews that are carried out on a specific population.
-Select the date
Perhaps it is one of the points that makes people most anxious, since on this date the product is launched on the market through the advertising campaign.
-What budget do you have?
Before starting any marketing process, you must have a basic budget that includes the amount that we intend to use for the development of our advertising campaign. This amount will be discussed by the agency and the contracting party, being able to reach a favorable figure for both parties.
3.- The proposal:
This point basically belongs to the agency in charge, but without detaching itself from the client since they must take into account the aspects that they want for their campaign.
It should start with a conceptual proposal in which the key communication benefits of the service or product are visualized, leading to a creative idea. Then the texts, graphic elements or final arts will have to be done.
Once the process is finished, it should be shown to the client to see if they feel comfortable with the idea or want to modify any aspect.
4.- Media plan:
It is a document that is prepared with the organization of the advertising campaign and in which the analysis of the target, sector, and media must appear, in order to conclude with the selection of the media.
One of the most used modalities to spread advertising campaigns today are social networks due to high demand by users, but they are not the only ones, there are endless options that each advertiser can select depending on the marketing objectives, CRM, communication and sales you want to get.
One of the most important aspects that we must take into account when using social networks for advertising campaigns is the correct handling of creative messages that adapt to all types of target that make up our social networks.
The best-known advertising campaigns come together with the art of great characters.
5.- Launch of the campaign:
By meeting all the time frames that were scheduled, we can have all the necessary elements for the launch of our campaign.
All advertising campaigns have a period to be active in the different digital or printed media, sometimes being able to observe the acceptance of the product in the market. Therefore, it is always advisable to have a contingency plan in case you do not have the desired results.
6.- Monitoring of the campaign:
An advertising agency not only launches the campaign but must monitor the results to establish whether the objectives are being met through the KPI (key performance indicators), this information must be shared with the client.
If the results produced by the KPI are not what was sought, the client must be informed and the aspects of the campaign modified jointly.
When the entire campaign is finished, the agency will have to share with the client a final report with the aspects that have been achieved and the points that must be taken into account for a future campaign.
What are the eight best advertising campaigns in history?
Throughout our lives we have seen endless advertising campaigns that have managed to remain in our minds, here are five:
1.- Whopper Sacrifice from Burger King
Burger King jointly launched with Crispin Porter & Bogusky in 2.009, an advertising strategy in which Facebook followers should do without ten users for a free Whopper, lasting 10 days on this web platform and being withdrawn due to a violation of the deprivation.
Despite being on the platform for so little time, this advertising gave Burger King great notoriety in the market, as well as the distribution of more than 20.000 free Whoppers.
2.- The Pepsi Refresh Project
Once again, Pepsi, being a pioneer in advertising campaigns, managed to leave many of its users with their mouths open. After 23 years being one of the advertisements that made up the Super Bowls, in 2.010 he made the decision not to be part of the event and focus his budget on the "The Refresh Project" campaign.
In this they united social networks with philanthropy, but despite these only 10 months after its launch, Pepsi achieved the publicity they wanted.
3.- Let's MINI Cooper Engine
The best advertising campaigns are those that go beyond the traditional and play with your product, something that the MINI Cooper automobile brand managed to achieve in the United States, when it took advantage of the exposure of its vehicle in different shopping centers, billboards, street corners , shopping centers, among others, avoiding at all costs the use of traditional media.
Advertising campaign for the MINI Cooper brand.
4.- Elf Yourself by Office Max
One of the most viral advertising campaigns of the last decade launched in 2.006, when it broke all molds and became one of the most shared Christmas traditions in the world.
5.- Strats of Red Bull
Red Bull since its creation has been one of the icons of new advertising, breaking the mold in 2.013 with its Red Bull Stratos campaign. This project dealt with the documentation of a six-year scientific mission with the company's team.
This managed to acquire 5.3 million views in a year of its launch, generating endless sales. But most importantly, with this advertising campaign, they achieved the company's worldwide reputation and classified it as the brand that has changed the way of sponsoring.
6.- Campaign for the real beauty of Dove
Despite not concentrating on the prototype of the common model of 2.007, Dove managed to break all kinds of barriers with a simple and honest advertising campaign, which has managed to last and evolve over the years.
As well as offering the company worldwide recognition, which has managed to increase its profits, just by showing users to feel comfortable with their physique and not believe in everything that the advertisements transmit.
7.- The Man Your Man Can Smell Like by Old Spice
Among the aspects that advertising agencies take into account, we must remember a study that they carry out with their users about the needs and wishes of each one.
When preparing this study, Old Spice had the brilliant idea of launching a campaign with a touch of humor in 2.010, focused on the need that women have for their men to smell good and look sexy.
Starring the athlete Isaiah Mustafa, it managed to be a phenomenon in all the world's visual media, including social networks.
8.- The great food of Cola-Cola
This advertising campaign launched by Coca-Cola in 2.020 and inspired by the search for the positive side after Covid-19, has made it possible for many people who are depressed due to the situation to look for a "light at the end of the road". » and identify the brand as a drink that brings families together in the worst of times.
If we look at the Film we can see how Kim Gehrig, director of the advertisement, filmed 13 families remotely who were around the world in countries such as: Lisbon, Mumbai, Orlando, Mexico City, kyiv, Shanghai and London.
These are just eight of the advertising campaigns that have managed to mark the evolution of the company to which the product belongs, but taking the customer as inspiration.
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