Using Integrated Advertising Campaigns to Increase Sales
So you’ve invested in establishing your brand presence, you’ve got a lot of inventory to move and sales, well sales could be better. Could investing in an integrated advertising campaign be the answer?
Yes, yes it could! From experience I have seen the right mix of advertising mediums used with the right message and with an appropriate budget, deliver a significant return on investment time and time again.
Why an Integrated Campaign?
Integrated advertising campaigns that combine various mediums and deliver campaign messages consistently across those mediums, tend to have more impact, higher response rates and generate more leads than a single ad through one medium. Repetition of your campaign message through a range of media provides a more holistic approach and raises stronger awareness of the campaign overall. It also gives potential customers their choice of which medium to respond to you through, whether it be via the phone number shown on a traditional ad, a click through to your website from a banner ad or via social media to find out more about you.
Where to Start With Your Integrated Advertising Campaign
Beginning with a clear objective of what your sales target is to inform the scale of your campaign is a good place to start. Some integrated campaigns just focus on raising brand awareness to generate sales, while others combine a brand message with a strong retail offer. If you go with a retail offer be aware that too much discount can obviously eat into your profit, but if you give too little the response from your potential customers just won’t be there. And if you make an offer too complicated or convoluted then it is likely to be difficult to elicit a response at all. Of course, the creative execution needs to be aligned to your brand, but also enticing and eye-catching enough to get a response.
The types of advertising mediums to choose from today is vast, from traditional (TV, Out of home, radio, print) to digital (email, search engine marketing, digital display ads, videos, remarketing) and of course social media (Facebook ads, Instagram) etc. But how do you choose which ones? Well there are proprietary research tools out there that can help based on who your target market is. They can tell you which type of media your customers consume the most and this can help take some of the guess work out. From there, combined with what you know about your own business, from your marketing analytics and your customers’ journey for example, can help to narrow down what is likely to work well.
When you are developing your campaign it’s important to think about which metrics you will need to measure the results of the campaign and ensure that they are set up before it goes live. Monitoring these metrics as the campaign is rolled out, means that you can tweak things as you go, reducing spending in one place and giving it a boost in another that may be performing better. A final analysis of how the campaign has performed through each medium is important to conduct as it will help with your overall marketing efforts and also to guide your next campaign.
Find out more about our integrated advertising services here: Integrated Advertising Services