Do More With Less
I have been working as an advertising account executive for over 17 years, and over that time a lot has changed. Marketing budgets have shrunk, while both the availability of advertising options for marketers and performance expectations for each marketing campaign from upper management have grown.
So what’s a marketer to do? Here are a few tips to consider:
Stick with those advertising options that have worked best for you in the past, and identify those marketing efforts that have not gone as well. The reason that it’s so important to identify those advertising efforts that did not go well is that it should motivate you to do one of two things: either change the design and messaging in the creative and give that media option another try, or use the money that is being spent on the unproductive form of advertising and apply those precious marketing dollars to a new media ad option.
Be clear on your campaign focus. What’s the purpose of your ad? Are you looking to build your brand awareness? Are you looking to educate the marketplace to features and benefits of your product that offer something new? Are you looking for direct response and sales?
Think integrated. With so many different types of advertising vehicles available, marketing campaigns that produce the greatest results tend to have more “points of connection” to the targeted audiences they want to reach: Google ad words, banners, eBlasts, print, mobile, social media, newsletters, etc.
Go slow. It is understandable that marketers get excited about their products and services, but try to temper this enthusiasm with a deliberate marketing campaign that is ever-improving and that builds on finding those areas of success (media outlet, design message, product offer, etc.).
Test and measure. Whenever possible, look to test different versions of your ad, evaluating which type of media works best and then measuring the performance of which design/message does best. But keep in mind that success in some types of advertising, such as print ads, can be hard to quantify. It does not mean these types of ads have no value. They just need to be considered in a different way. Who scores touchdowns on a football team? Most often, it is going to be a wide receiver, or a running back, or occasionally a quarterback. So does that mean that a football team should get rid of the offensive lineman because they don’t directly produce any touchdowns? Of course not, that would be foolish. The offensive lineman provide time for the quarterback and the offensive coach to run their various offensive plays. They contribute in an important, indirect way. Print ads can offer that same kind of indirect marketing campaign foundation to help make your digital direct response ads pay off. Think team (integrated media campaign) when it comes to your marketing plans.
Work with a rep and a media company you trust. Build on long-term relationships where you can walk with trusted partners through the changing advertising landscape
Walter is a veteran sales manager with a knack for finding win-win solutions.