In the world of consumerism, success of a brand largely depends on the way it is marketed among its end customer. For this purpose, brands invest a huge amount of capital in advertising campaigns. Additionally, marketing managers follow key elements to ensure that the advertising campaign is effective and successful. These include:
Understanding the product DNA: The first element is to recognise the idea behind the product/service. For example, if you are selling ‘bespoke clothing line’ then the idea behind is ‘luxury’. Therefore, the advertising campaign must revolve around luxury.
Knowing your target audience: There is a saying in the advertising world that goes, “If your product is for everybody, it’s for nobody because nothing is for everybody.” Hence, it is important to know your target audience. Age, gender, status, sensitivity, professions are some of the things one needs to consider when drawing up an advertising strategy. It’s important to recognise the target audience in order to make them feel exclusive and special.
Defining your USP: USP is a ‘Unique Selling Proposition’ and a key element in generating sales. For this, narrow down the features of your brand and its benefits. Finally, develop your campaign keeping the USP in a way that it will create awareness about the brand.
Advertise on various platforms: It is important to have a complete media mix in order to promote your campaign. This includes TV, Print and Social Media like Facebook, Twitter, YouTube, etc. The key thing is to engage your customer on as many fronts as possible.
The above points, though essential, are just an indication to the world of advertising. There is a lot more science attached to this ever-evolving field of communication. Whistling Woods International’s School of Media and Communication is a good place to acquire this education and build your creative skills in the field of advertising.