Advertising StrategiesEllen TreanorPersonal Branding ProsProfessional in Residence SUUellentreanor@gmail.com818-731-4880Personalbrandingpros.com
Overview• Definition• 7 steps• Objectives Strategies Tactics• Problem for consumer• Creative Process
Overview• Brainstorming• Big Idea• Integrated Marketing Campaigns– Print - PR/Events– Radio - Social Media– Video - Guerilla– Web/AdWords - CSR
DefinedSix basic attributes of advertising1.Paid communication2.Sponsor is identified3.Can be one-way,two-way, multiple-way4.Reaches a broad audience5.Conveyed through mass media, interactivemedia, word of mouth6.Seeks to inform or persuade
Defined• Make customers aware of your product or service;• Convince customers that your companys product orservice is right for their needs;• Create a desire for your product or service;• Enhance the image of your company;• Announce new products or services;• Reinforce salespeoples messages;• Call to action• Draw customers to your business.
Defined• Creative• Unexpected but Relevant Message• Inspired by insights– About the brand– Consumers– Interaction
Defined• Creative ads make a relevantconnection between the brand and itstarget audience and present a sellingidea in an unexpected way.
Seven Steps1. Research the consumer market.2. Set objectives for the marketing effort.3. Segment the market and target specific markets.4. Differentiate and position the product.5. Develop the marketing mix strategy.6. Execute the strategies.7. Evaluate the effectiveness of the strategy.
Research• Primary• Secondary• Types of research– Qualitative– quantitative
ObjectiveA specific effect that can be measuredA time frameA baseline (where we are or where we begin)The goal (a realistic estimate of change to becreated)Percentage change (subtract the baseline from thegoal; divide the difference by the baseline)
Strategy1. Who is our target?2. Where are we now in the mind of the consumer?3. Where is our competition in the mind of this person?4. Where would we like to be in the mind of this person?5. What is the consumer promise, the “big idea”?6. What is the supporting evidence?7. What is the tone of voice for the advertising
Objective/Strategy/Tactic• Set an objective (ROI)• -• Develop a strategy• -• Write a tactic• -
Creative ProcessAlex Osborn of the BBDO agency suggests these steps:1. Immersion: read, research, learn about problem.2. Ideation: look at the problem from every angle; generate as many ideas aspossible.3. Brainfog: don’t give up when you hit a blank wall.4. Incubation: let your subconscious work on it.5. Illumination: the idea often comes when you’re relaxed and doingsomething else.6. Evaluation: does it work? Is it “on strategy?”