Management of advertising campaigns
For many small and large companies, marketing campaigns are the main way to engage with existing customers and acquire new customers. Advertising campaigns generally seek to convey a specific message within a specific time frame. If you see an increase in sales and profitability of a business. Or you know a lot about the products or services of a company. Also, if a business has a clear image of its brand and has created new customers. All of the benefits of that business are from a proper and properly managed advertising campaign.
We help you to set appropriate goals for your advertising campaign and guide them towards your products and services by identifying your audience. Also, our team will help you identify the tools that can be used in the marketing campaign and respond to the audience’s reaction to your advertising campaign by identifying the necessary resources. With the help of our experts, you can achieve very good results in determining the budget according to the needs and strategies of the campaign. Our colleagues monitor all the necessary steps by setting up the work flow and preparing a timetable, and we will not leave you alone until the test stage, evaluating the marketing campaign and drawing the customer journey map.
If your general and main goal is to attract the attention and opinion of the customer, pay special attention to the management of advertising campaigns in this field. By using the mentioned instructions, you can take advantage of this space and at the same time manage your advertising campaigns effectively and efficiently.
Managing advertising campaigns: solving 10 exhausting challenges!
Advertising campaigns have surrounded us! Every day when we leave home, we face many advertisements on banners and even buses. Do you know the power of advertising in the growth of a business? Let us clarify the issue with an example:
Show more In its latest advertising campaign, the famous Volvo car company used this simple sentence: “Let me introduce you to Volvo, my savior.” The main goal of this advertising campaign is to direct the audience to the website and ultimately increase sales. In this campaign, Volvo invited car accident survivors to explain to others how they survived because of Volvo’s safety technology. As a result of this campaign, visits to the car showrooms of this company increased by 60% and 30% of them bought these cars.
Now that you understand the power of advertising campaigns with this example, let me introduce you to the meaning of managing advertising campaigns and its goals.
What is an advertising campaign?
These days, we hear the term advertising campaign a lot. Imagine a few people sitting around a big fire on a cold winter night in a forest. They are talking about an important topic and each time one person speaks for the others. Campaign means gathering, so they have formed a campaign around the fire! Imagine that the members sitting around this fire are different advertising methods, so it is called an advertising campaign! In advertising campaigns, the members who are away from the fire are email marketing, telephone marketing, environmental advertising (banner printing), SEO and Google advertising, video advertising, etc.
All the members of Dor Atash are thinking about how to convince customers to use our services?! So advertising campaigns are a set of advertising activities aimed at delivering a specific message to the audience. In these campaigns, the execution time, audience, advertising messages and suitable budget have been determined in advance.
In most cases, there are no exact criteria to measure the effectiveness of advertising campaigns. Companies and organizations that run massive advertising campaigns on a regular basis often find a large amount of effectiveness of various techniques and tools. But those who do not have previous experience and only trust the organizations organizing advertising campaigns, are at risk of failure.
Do you know why the word “campaign” is used in advertising campaigns and what does this word mean?
What does the campaign mean?
The word campaign means a military or political operation with a specific purpose that is carried out on a group in a specific area. When we mention advertising campaign, we mean the same thing. If you have the necessary knowledge of the market, advertising campaigns will cost you little. But the less you know about yourself and your environment, the higher the campaign costs. Like a military operation, which if carried out with little knowledge of the enemy and operational area, has the most casualties and the least results! Do you know how many categories advertising campaigns are divided into?Types of advertising campaigns
Advertising campaigns include two categories:1. Explosive advertising campaigns:
In such campaigns, extensive and explosive advertising is carried out in a short period of time, for example, 3 to 4 weeks.2. Drip advertising campaigns:
This campaign needs more time. The volume of their ads is small at first and slowly increases over time. These campaigns have a long-term impact for the organization.What are the goals of advertising campaigns?
Different advertising campaigns have different goals. Maybe the purpose of the campaign is to increase sales, build a brand, ask for support, etc. For example, when you constantly come across Pepsi ads while listening to the radio, watching TV, browsing the web, and scrolling through Instagram, this issue has nothing to do with the law of attraction! This means you are facing a huge advertising campaign. The goals of the campaigns include the following:1. Interaction with the audience:
Research says that engaging with your audience on social media improves business recommendations. You have to make a difference between interacting with your active and inactive audience. For example, some of your audience have used content on social networks and your website, but they don’t interact with you. Here you need to use effective advertising methods to encourage them to engage more. Let me explain more fully with an example: Some companies tell the audience that by liking (like) and leaving a comment on a certain post, they can participate in an exciting contest with great prizes! In this way, they get the interaction of inactive users and get closer to their campaign goals.2. Knowing the users
Knowing your audience will help you grow your business. By knowing your users, you can take steps to develop your marketing strategy and improve your product. So you don’t miss any opportunity for innovation in advertising.3. Request customer support
One of the goals of advertising campaigns is to ask the audience to support you! Honestly ask them to support you. This goal is more to place your brand name in the customer’s mind. Advertisements with these goals usually promote a product, a special service, and a future sales event, or offer a new offer to customers.
4. Increasing the speed of business growth
As we said, one of the main goals in advertising campaigns is to increase sales. You should use advertising as a means to promote your organization. For example, a famous singer uses advertising to increase the number of participants for his upcoming music tour. There are strategies that encourage consumers to buy immediately and increase their interest in you.5. Showing the power of support
People today are bombarded with various advertisements, but regardless of the hype, they are looking for a company that cares about their needs. So these days, the type of after-sales service and response to customer feedback is the most important part of marketing. You need to show customer support in your ads. Don’t forget that satisfied customers advertise you indirectly to their friends and acquaintances and lead many people to you.6. Increasing website visits
Another goal of advertising campaigns is to attract visitors to the website. Seeing an exciting ad encourages customers to click on it and visit your website. Advertising campaigns are a great way to increase traffic to your website. Therefore, pay attention to this goal when planning your advertising campaigns.7. Inform the audience
Advertising campaigns designed to raise awareness about a specific issue are not trying to sell consumers anything, they are just trying to make them aware of an issue. For example, we can mention the advertisements of non-profit organizations to inform people about issues such as the importance of medical examinations, lack of blood banks, pollution in cities, etc.8. Staying in the customer’s mind
McDonald’s always seeks that whenever people are asked to name 10 good fast food, McDonald’s name is part of this list of ten! He wants his name to always remain in people’s minds. Usually, the strategy of these advertising campaigns is to find a slogan or a sign that is suitable and related to their business, which is easy to remember. Is it possible to see a picture of a hamburger and a milkshake together and not think of McDonald’s???9. Negative advertisements
Advertising is not always for growth! Sometimes it is to destroy competitors! We don’t care if this goal is a suitable goal for advertising or not, unfortunately these campaigns still exist. You must have seen environmental advertisements that question the actions of a person who is running for re-election to the council. In these advertising campaigns, the goal is not to increase product sales or awareness of an issue, but to find a way to create negative publicity against another group. So far, you have familiarized yourself with the general meaning of advertising campaigns and their goals and types, then we will move on to the planning and management of advertising campaigns:Planning and managing advertising campaigns:
Designing and planning advertising campaigns is a very important process. You should clarify your expectations from the customer and design your campaign in such a way that people can perform better and reach your goals and expectations. The management of advertising campaigns is as follows:1. Specify the implementation items
At first, you should write a summary of the implementation items to manage advertising campaigns. Determining the advertising strategy is very important at this stage. You should also make clear to yourself and your team the achievements of the designed advertising campaign.2. Analysis of the market situation
The key to your success in managing advertising campaigns is to check the current market situation. For this, you should consider the following: • Evaluation of main competitors • Examining the position of your business compared to other effective competitors • SWOT analysis • Investigating the status of internal factors (businesses) and external factors (industry) • Sales statistics of your products in the past • The share of your sales in the market • Analysis of previous strategies used in the management of advertising campaigns • Description of the target market: primary and secondary market • Final decision taking into account marketing methods3. Determining the goals of advertising
At this stage, you must specify the purpose of the advertisement. You need to decide whether direct or indirect marketing is more effective for you. The answer to the question “What are your expectations for advertising campaigns?” is very important; You should define your goals according to the following: • According to the buying behavior of contacts and customers • Values that can be extracted from previous reports • The amount of time you need to reach them4. Determining the advertising strategy
You should define your advertising campaign strategy according to the product and its position in the market, its distinctiveness and its life span.5. Adding creativity
Now that you have determined your advertising strategy, it is time to add creativity and determine the following:
• Deciding on the communication media you should use in the advertising campaign
• Determining the main target of advertising campaigns
• Gathering information about potential customers: behavior type, geographical and social location and their way of thinking
• What should we do for the customer to buy our product or service?
• How do our products meet customer needs?
• Where and when to send advertising messages?
6. Investigating the effectiveness of advertising campaigns
To evaluate the effectiveness, you should consider the following: • Prepare test samples to measure the success rate of your advertising campaigns. • Have complete knowledge of managing advertising campaigns so that you can make the right decisions at every stage. If you want the “advertising campaign” to be truly a “campaign” and not turn into a guerilla operation with a bunch of uncoordinated snipers, you need to pay attention to various factors.
David Ogilvy, the father of marketing science, in his book Confessions of an Advertiser, stated 14 golden rules for creating a successful advertising campaign:
14 golden rules for managing advertising campaigns by David Ogilvy
Knowing these eleven vital rules is essential to managing successful advertising campaigns: 1. What you say is more important than how you say it. 2. If your advertising campaign is not based on a good idea, it will fail. 3. Tell your audience the facts. Do not underestimate their high intelligence! If you advertise with a boring advertising slogan and the use of a few simple adjectives, your audience will undoubtedly not be convinced to buy your product.
4. The customer needs a lot of information about that product to buy.
5. You cannot force the customer to buy. You need to design the advertisement in such a way that people want to read it.
6. It is not possible to attract customers without a creative and attractive message.
7. Don’t be too formal, but stick to the customs of the society.
8. Your ads should be up-to-date and modern.
9. Do not pay attention to negative comments.
10. Use ads only as long as there is good feedback.
11. Show advertising messages to your friends and ask their opinion.
12. Your products are sold only by honest advertising. If you don’t think a product is good enough, you shouldn’t advertise it. By using lies in advertising, you are alienating the customer. This will cause customers to have a negative view of your entire organization.
13. Small differences between products are not very important. Because this is the main identity of a brand that determines its position in the market.
14. Please don’t imitate! So far, no one has been able to make a brand last in the mind of the audience by imitating the advertising methods of competitors.
All the things we mentioned above are the duties of an advertising campaign manager. Do you know how challenging it is to manage advertising campaigns?
Challenges of managing advertising campaigns
The most important task of the advertising campaign manager is to ensure that the campaigns reach their goals. In the following, we briefly discuss the challenges of managing advertising campaigns:1. Determining the goal
The first challenge in managing advertising campaigns is determining the campaign’s goal. Defining the goal will greatly help the effectiveness of your campaign.2. Testing advertising methods
Due to the high cost of advertising, one of the best strategies for managing advertising campaigns is to test selected methods on a small group of people. In this way, you avoid possible losses as a result of ineffective methods.3. Determining the necessary resources to respond to customers’ reactions
One of the most important challenges of managing advertising campaigns is making appropriate decisions to respond to customers after the campaign. Is your team ready to prepare orders and ship them on time? Can you control your website traffic? Can you respond to customer requests in a timely manner?4. Adjusting the budget of advertising campaigns
Determining the advertising budget according to the organization’s income is one of the most difficult challenges that advertising campaign management has for you.5. Finding effective communication tools
There are many tools available for advertising today. The fifth challenge of managing advertising campaigns is finding communication methods suitable for your target customers. Do you know advertising tools?Advertising tools and media
In the following, we would like to introduce the most efficient tools used in advertising campaigns:1. Social networks
Because currently social networks like Instagram have a large audience, most advertising campaigns in Iran are held through these networks. You should check all the social networks and choose one according to the purpose of the campaign. You must make sure that your target audience exists in that social network.
Advertisements in social networks are done in two ways: the first method is to present advertisements to influencers and the second method is to advertise with the help of the application’s own advertising systems. Choosing any of these methods depends on the goals of your organization.
2. Advertisements on Google
You can get to the top of the search page results on the keywords you want in exchange for paying a fee to the Google search engine. For example, a website that works in the field of “branding” services, when holding advertising campaigns by paying 300 Tomans per audience click; It goes to the top of the results page in Google. Of course, the rate of these ads is different for different words.Advertising by email
To launch advertising campaigns, you can send an advertising text to users who have already used your services through email.4. Advertisements with banners on the site
In these advertising campaigns, place your banner on the most visited websites and, of course, related to your field of activity, and pay for it in exchange for time, clicks or… In these advertising campaigns, you will hit two targets with one stone, you will be seen on different sites and you will increase the incoming traffic of your site.5. Video ads
In these advertising campaigns, you pay a fee to sites such as YouTube and Aparat, and broadcast your advertising video to the audience at the beginning, end or middle of the video.6. Advertisements in the mobile application
Mobile ads are the same advertising texts that we see in mobile applications. To launch advertising campaigns in this way, you can give your ads to the following applications: Entertainment applications (such as cooking lessons, etc.) • Offline and online game applications • Service programs (vpn and free accounting, etc.)7. SMS ads
SMS is a cheap, efficient and available tool to use in advertising campaigns. Improper use of this method can have a negative impact on the popularity, reputation and name of your brand! So go towards it carefully and calculatedly.8. Advertising in paper media
Advertising in paper media (newspapers, magazines, publications) is a solution that puts your ads in front of the audience. Due to the decrease in the audience of paper media, you should choose the most visited media when conducting advertising campaigns.9. Environmental advertising
Environmental advertising (printing banners, leaflets, etc.) with creativity, has a very good feedback for advertising campaigns. No matter how much the power of virtual advertising increases, the value of a banner placed at a crossroads in the city and seen more than 10,000 times a day will not decrease!10. Media advertising
Advertising in mass media (radio and television) is a fixed option of most advertising campaigns. Don’t forget that advertising in these media has a high cost, so before you go to them, you should calculate the costs and choose the right time for this.
Many advertising campaigns are held every year, below we will introduce two successful advertising campaigns:
The best successful advertising campaigns
To familiarize you more with the power of advertising campaigns, we have given two examples from Nike and Coca-Cola brands:1. Nike: Just do it! (just do it)
Did you know that Nike products were once exclusively made for marathon runners? But when the fitness wave emerged in the community, Nike aimed to knock off its main competitor, Reebok. So, in the late 1980s, she launched the “Just Do It” campaign and grew her $ 800 million sales to $ 9.2 billion!(مؤنث)
Nike slogan “Just do it!” It was a short, sweet and motivating phrase that said: Don’t you want to run 3 kilometers a day? Just do it! Don’t want to climb four floors of stairs? Just do it!