Before your media buyer can get down to the important task of negotiating contracts with various advertising media, and ensuring that you are adequately represented across as many formats as your budget will allow, you need to have a solid advertising campaign in place. It is possible to develop your own advertising campaign, especially if you run a small business and can’t afford to hire an ad agency. But, by and large, it’s often worth hiring a firm that has enough experience to eliminate a lot of the trial and error that accompanies DIY campaigns.
Apryl Duncan (about.com) says that the most important part of a successful advertising campaign is developing a thorough and well-researched marketing plan. Research is vital element of a marketing plan, especially when it comes to determining your target audience and analysing the strengths and weaknesses of your competition.
First off, you need to know your target audience inside and out. Tom Egelhoff (smalltownmarketing.com) says that you should approach your campaign as if you were directing it at one person. That person should be the image of your ideal customer. You need to consider their age, gender, income, spending power, their awareness of your business and products, their tendency to go to the competition and their needs and desires. Then you need to figure out how to part them from their hard earned money.
What do you do that your competitors do not?
How do you meet your customers‘ needs in a way that they do not?
How can you most effectively reach your customers?
How can you punt your benefits in a tempting way?
You then need to look more closely at your competitors. How are they directing their advertising campaigns? Are they successful? Where are they falling short? Develop your campaign with their weaknesses and your strengths in mind. Learn from their mistakes so that you don’t make the same ones.
The next step is to determine your advertising budget. You can actually work with your media buyer on this. Media buyers know all about advertising costs. They know about the pricing rates used by the different media and, more often than not, they also have intimate knowledge of which media work best for a particular demographic. As a result, your media buyer should be able to advise you on how best to spread your budget and which sections (print) or time slots (TV and radio) will effectively reach your audience Advertising Campaign in Iran.
Set clear objectives. What is it that you want to achieve? Do you want to create brand awareness, attract more customers or advertise a particular product or service? Are you advertising a sale or special promotion? Each objective requires a different approach.
Once you’ve established your objectives you can start planning your campaign step-by-step and get down to the nitty gritty of the matter. You can start hiring copy writers and designers and the like. And your media buyer can start getting you the best advertising deals possible.