How to create an effective advertising campaign

To make your advertising campaign effective, consider these following strategies:

Don’t follow the pack
Think about your audience and what advertising would reach them best. Instead of doing direct mail or a website simply because that’s what everyone else does, narrow down your marketing plan, says Sandra Bekhor, president of Bekhor Management in Toronto: “It’s always more cost effective to go after one audience as opposed to 10 audiences because you know where they are, you know where you can find them.”

Focus on what you do
Clearly define your brand and services before diving into an advertising campaign. Identify what sets you apart and makes you different from other advisors, says Bekhor: “How do you work with people? Be really specific about that; be really clear about how you solve problems and how you deliver solutions.”

Once you’ve established a brand, use it consistently from the language in print materials to graphics, says Bekhor.

Make it personal
Create a personal and unique ad campaign by avoiding boilerplate letters and standard replies. If you are sending out letters or cards to prospective clients, include a hand written note with a first-name salutation, says Malcolm. You want to create that “high-touch” campaign — meaning a more personable brand with a story — to set yourself apart and make it easier to approach people, he adds.

Plan it out
Plan out and budget your marketing campaign once a year — and stick to it. Impulse decisions can decimate your budget without getting the desired results, says Bekhor: “Examine the big picture and choose all the marketing activities you’re going to participate in all at once as opposed to when they come in the door.”

Change it up
Don’t be afraid to change up your marketing campaign throughout the year. Although the brand and basics of the plan should remain consistent, you can use themes such as seasons or market trends to keep the campaign relevant, says Bekhor. “You’re bringing in something different and interesting and keeping it fresh without shaking the very foundation of the marketing plan.”

Take action
Connect the advertising campaign to other marketing elements to encourage responses and monitor its effectiveness. Use a “call to action” a line somewhere in the ad to make the reader/viewer respond, says Bekhor. For example, if you are using a direct-mail strategy, include a line saying, “Book our seminar” followed by a phone number. “Any kind of action required from your marketing will help you to gauge whether it’s working.”

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