Here are the steps to follow to create your advertising strategy:
DEFINE THE PRODUCT OR SERVICE YOU ARE GOING TO OFFER.
Keep in mind that this definition goes far beyond giving your offer a name. It is about knowing what need it satisfies, what raw materials you use to make it, where and how you can get this raw material, what your competitors are doing similar to you, what advantages or differences you have compared to your competitors’ offers.
The full knowledge of offer helps you understand your limits and learn how to overcome them.
STUDY THE TARGET MARKET.
When you are clear about the needs that your proposal responds to, you should make a more detailed study of the person behind said need, in other words: your target audience.
Determine what type of person you plan to approach and think about their characteristics. Use geographic criteria (region), demographic criteria (age, gender, income…), psychographic criteria (cultural schemes, lifestyle…) and all those that are necessary. To the extent that we know our clients, we will have the ability to communicate better with them and develop a successful advertising strategy.
Once you have a good vision of who your target market is, think about how to reach them. What inspires you that can inspire them? What means are you going to use to reach them? What message do you want to convey?
CREATE A VALUE PROPOSITION
At this point you already know the two pillars to make a good advertising strategy. What follows is to go to the bottom and fully understand what your proposal consists of. It is creating a value offer for your customers.
Every advertising strategy is based on a promise that a buyer can and expects to benefit from. And a value proposition is nothing more than a promise that talks about what the benefits of your offer are. Therefore, a good value proposition must make the following aspects clear:
- How you propose to solve the problem or need of your client.
- What benefits should people expect from you?
- Why should they choose you over your competition?
FOCUS ON BRANDING , NOT SELLING.
We know that sales are important, but there is a better way to get them than by monologuing your offer door to door. And if you want to develop a good advertising campaign you must brand your marketing .
The latter, we can say that it is the process of building a brand, where the priority is to show its qualities, values and vision to make it easily recognizable through them.
This is how your advertising strategy should focus on telling the story instead of selling the product directly. In the long run, this will make your customers understand your brand better. And how do you achieve this? You see, these are some essential guidelines to include in your advertising strategy based on Brand marketing:
- Create a corporate identity. In addition to making you recognizable, building a distinctive personality achieves an almost immediate emotional response from consumers, especially if the message you want to convey or the functionalities of your offer are designed to move people’s senses.
- Establish a connection with consumers. For this, it is essential to treat customers as people who live and experience sensations when interacting with our brand from the first moment. A tool to make a good and memorable impression on them is storytelling: the art of telling a story that conveys a message that your clients can identify with and gives them a sense of belonging that they can associate with your proposal.
- Create a complete experience. For people to really prefer you and keep your proposal in their memory, you must captivate them with an unforgettable experience. Appeal to people’s emotions and sensations, make it something new that allows them to differentiate you, involve them in your idea and make them the center of your proposal. If you can leave a mark on your consumers, you are guaranteed success.
APPLY THE MARKETING MIX VARIABLES:
Originally we talked about the 4Ps of marketing (Product, Price, Place or distribution and Promotion), but nowadays, trying to give more prominence to the client than to the company when creating a successful advertising strategy , we talk about the 4Cs: Consumer, Cost, Communication and Convenience.
- Consumer: think of the customer to create a product and/or service based on their real needs, thus guaranteeing their acceptance in the market. By knowing what the public wants, it is easier to create and make offers.
- Cost: Compete for lower cost, not lower price. Stipulate the time and effort that your customers will have to invest in acquiring your product or service and contrast it with its economic value. Are you really being competent?
- Convenience: See where and how your customers buy and make their work easy: save time and/or money, enjoy the environment, have easy access, choose from several options… all of them have to do with the comfort that your customers feel when making a purchase. purchase
- Communication: make sure your strategy is aimed at communicating a value and not just selling a product. Think about what means you can use to reach your potential customers more easily and try to make interactive campaigns that guarantee communication with each person, that inform something and invite them to learn more about your proposal.