Advertising has changed forever, and yet aspects of it remain unchanged. The challenge for clients and Adelaide advertising agencies is to identify the differences.
What has changed?
Well, just about everything. If you are a business owner or a marketing manager and have been working with an advertising budget for a year, five years, or even twenty years, you would have seen a significant amount of change.
The main element of change is of course the internet, and more specifically, how consumers have changed their media consumption habits and consequently, their path to purchase from your business or one of your competitors.
What has remained the same is that you still need creative with cut-through, you still need to make the right media choices, you still need to reinforce your brand with every communication and if you want customers to act on advertising, there needs to be something in it for them.
The Challenges in Developing Effective Advertising
In this age of profound media fragmentation, there are many challenges in developing effective campaigns. These include:
- which channel do you choose for your advertising campaign? There are so many choices!
- Which media channel is the most effective?
- Is there a single media channel that you can use, or do you need to use a number of channels to convey a message?
- Is the newspaper dead?
- With streaming services like Netflix, does anyone watch TV anymore? (Answer: yes!)
- Everyone says that you must ‘go digital’ … But on which platforms? There are so many!
- How do you know if the campaign will work? You don’t want to waste your money.
How to Develop Effective Advertising
We recommend that you consider the following techniques when developing effective advertising campaigns:
- Be clear on what you expect from the campaign. Is the campaign objective awareness? Or is it a direct response campaign? Depending on the nature of the campaign, the advertising will need to be crafted differently.
- Take the time to plan the campaign so that you can consider a range of media options, consider what offers may be appealing to your customers, and have the time to review campaign creative concepts without having the pressure of a looming 5pm deadline.
- Ensure that your advertising has a customer-centric focus. Your advertising is for your customers – not for you. This may seem counter-intuitive initially, but as it is your customers who you want act on the advertising, more effective advertising talks directly to the needs and wants of your customers.
- If you budget allows, consider mass reaching media options to carry your campaign, including TV, radio, print (newspaper or local area flyers), cinema advertising or outdoor advertising. Digital media can be very targeted and doesn’t cost much, but often it doesn’t have the strength to carry a campaign on its own.
- Be clear on who your target audience is and what kinds of media they consume. Baby Boomers in the 55+ category still tend to consume traditional media (TV, AM radio and print) over digital media platforms. If you target audience is 18-24, then naturally your campaign will be mostly on digital platforms.
- If you are working with an advertising agency or a media provider, ask for evidence-based marketing insights which are tried and tested, as compared to the “latest great creative idea”. Go for substance over style.
Key Take-Outs From Marketing Science
Our advice is underpinned by the evidence-based ‘Marketing Science’ insights from the Ehrenberg-Bass Institute. Key findings from Ehrenberg-Bass Institute regarding effective advertising include:
- Media – Aim to reach as many potential buyers in the category as possible. The most effective ways to reach large numbers of buyers is with mass reaching media such as television, radio, print, cinema, outdoor media and of course, mass reaching digital media such as online publications.
The Ehrenberg-Bass Institute advocates the ‘Awareness-Trial-Reinforcement’ Model to:
- Make buyers aware that you have product or service to suit their needs
- Encourage buyers to trial your product and see for themselves how great it is; and
- Remind buyers that you are still here, as buyers have a lot going on in their lives and need your brand to be reinforced in their memory structures so that they recall you at the most important time of all – purchase time!
- Distinctive Assets of Your Brand – Please ensure that the distinctive assets of your brand are used consistently and continuously. These include your brand colours, your logo, tagline, a jingle or musical sting if you have it and/or a particular advertising style which might be synonymous with your brand.
- Memorable Adverts – likeable adverts that trigger an emotional response are much more memorable when it comes to purchase time.
Remember, customers have busy lives – make it easy for them to remember your brand at purchase time.
Example of Effective Advertising
“How do you close a well-known family business in a way that when the owner walks into the local pub, people don’t whisper to themselves . . . “Didn’t they go broke”?”Read More
Types of Advertising We Create
We produce the following advertising services for our clients:
- Advertising strategy
- Search engine optimization (SEO)
- Google Adwords campaigns
- Email marketing
- Online display banners
- Direct mail campaigns
- TV advertising
- Radio advertising
- Social media marketing including paid Facebook and Instagram advertising
- Mobile advertising including display, SMS and MMS
- Media buying services
Book a Free Consultation
If you need a hand in creating your next advertising campaign or you are not quite sure where to start, then why not take advantage of our first free consultation? What have you got to lose? We might just be the Adelaide advertising agency that you are looking for to help you take your business to the next level.Contact Us