There comes a time when your business has grown big enough, that you decide it’s time to develop a marketing campaign. Or maybe you have the financial backing for starting your new company or for starting a nonprofit business or need help with a business plan and want to get your marketing strategy going with a bang. Either way, there are a few questions you should find answers for that will make sure you get off on the right foot.
Should you start with an ad or an advertising campaign? A campaign is advertising placed on different media (TV, radio, newspapers, magazines, outdoor billboards, online, etc.) that will be tied together with a common theme. Effective advertising is best described as creating your best sales pitch then putting it in a commercial or up on a billboard.
There are two primary types of advertising. Advertising that creates, changes or enhances the brand personality. These ads are like business development people who identify, educate and nurture prospects and existing customers. Think of the commercials that place the customer in the mountains or by the lake.
The other type is known as direct response ads. These ads are designed and measured by how well they convert prospects into buyers and how much revenue they generate. Picture the commercial that says,” 3 Days only! 50% off storewide!”
Developing an ad campaign takes more work and costs more up front, but it pays back by creating a stronger brand reputation for your product, service or organization. The theme and messages from the ad campaign can be used in other sales and marketing materials to further interlock your marketing. The consistency reassures customers and makes a brand look like a leader.
A marketing strategy is one of the key sections of a business plan. Whether you’re creating a business plan for investors or just revamping your marketing strategy, any small businesses and non-profit organizations can do this.