How To Make Your Advertising a More
Profitable Investment
Ron Jenkin and Sharon BaiJenkin Advertising & Marketing
“Doing business without advertising is like wetting yourself in dark trousers. It gives you a warm feeling, but no-one else knows what you are doing.”
Our Message is Directed to People Wanting Better
Results
Time to Re-examine Where
You’re At
~ More from current customers? (Nurturing)
~ Incentivise customers to bring new customers (customer get customer)
~ More by improving staff training/incentives?
Inevitably you’ll need to think ‘New Business’, so
start with a plan, document it
~ Set Objectives (What do you want to achieve?)
~ Do Homework1 Marketplace. Your Industry. Your Share
2 Future of marketplace
3 Competitors. Their positions/ads/market share
4 Strengths, Weaknesses, Opportunities, Threats
5 Target MarketRoy Morgan Lifestyle StudyPinpointer GeographicsBuyer Purchase Categories
6 Consumer BehaviourPositive/NegativePerceptual MappingBrand Positioning
7 What is your USP?
8 Media Rates/Target Audience Information
Objectives
~ Your goal
~ Be specificIncrease sales by X%What products/services to achieve
increase?Whom to promote - who are they?
~ Other objectivesSales team to reach weekly targetOvercome outdated image and present
asinnovative.
HomeworkAssess the Landscape
1. Marketplace. Your Industry. Your Share
Who is in your marketplace?Market share?
2. Future of MarketplaceInvestigate societal
changes/trends
HomeworkAssess the Landscape
3. Competitors. Their positions/ads/market share
What are competitors doing?What are their
strengths/weaknesses?What is their market share?How much are they spending?Target market?
HomeworkAssess the Landscape
4. SWOT Analysis - helps to define issues for strategy
Strengths (Internal)Special K is a low-fat cereal
Weaknesses (Internal)Is only budgeting 5% - competitors 10%
Opportunities (Macro)Joint promotion - pedometer
Threat (Macro)New similar cereal introduced
HomeworkAssess the Landscape
5. Target MarketDemographics - age, income, sexPsychographics - lifestyleGeographics - locationCustomer behaviour
Roy Morgan Australian Lifestyle Segments
BasicNeeds3.5%
RealConservative
4.5%
SociallyAware11%
YoungOptimist
9.1%
Look atMe
13.3%
FairerDeal5.9%
SomethingBetters9.5%
VisibleAchievers
17%
ConventionalFamily Life
9.1%Trad-itionalFamily Life17.1%
Pinpoint Geographics
~ Prestige - Dalkeith, Peppermint Grove, City Beach
~ High Status Urban - Perth City, East Perth
~ Family Achievers - Duncraig, Winthrop, Bull Creek
~ Mid Status Urban - Subiaco, Leederville, Northbridge
~ Desirable Suburban - Shenton Park, Canning Bridge, Kensington
~ Mid Status Suburban - Woodlands, Ardross, Rossmoyne
~ Rural Fringe - Whiteman, Gidgegannup
~ Young Family - Canning Vale, Yangebup, Alexander Heights
~ University Enclaves - Crawley, Waterford
Buyer Purchase Categories
High ImpulseEg. Chocolate Bar
Low Information
Eg. Flour
Low ImpulseEg. Furniture
High Information
Eg. Car
Price
HomeworkAssess the Landscape
6. Customer Behaviour
Buyer BehaviourWho is the end user?Who is the influencer?Who is the decision maker?Who is the purchaser?
Positive/Negative Purchases
Positive Purchases~Cars
~Food
~Clothing
~Travel
~Furniture/Homewares
~Dining Out
Negative Purchases~Replacement Tyres
~Insurance
~Medication
~Security
~Office Equipment
Perceptual Mapping
High Quality
Low Quality
Least Expensive
Most Expensive
Ferrari
Daewoo
Hyundai
Lancer
Nissan Pulsar
Holden Astra
Statesman
Audi
Mercedes
Convenient Bulk
Leader/Authority Quality
Range Status
Decorator/Designer Socially Aware
Exotic/Expensive/Imported Healthiest
Service Cheapest
High Fashion Innovators
Brand Positioning
HomeworkAssess the Landscape
7. What is your USP?What sets you apart?Your point of differenceMeaningful distinctive consumer
benefitWorks best when can’t be matched
Eg. Gillette Sensor Razor
HomeworkAssess the Landscape
8. Media rates/target audience informationDetermine media
options/rates/circulation/distributionWhat is the media’s target audience based
on? geographics/demographics/psychographics?
Eg. ScoopMust match your target marketDetermine best media spend
Make Decisions - Form Conclusions
~ Which target audience?
~ Which media?
~ Best USP?
~ Which ‘position’? (ladder of the mind)
Develop Advertising Strategy
The Marketing Mix - How the Objective will be Achieved
Local Press Householder Mailings
Industry Press Major Press
Direct Mail Radio
Television Cinema
Point-of-Sale Telephone
Outdoor Publicity/PR
Yellow Pages/’BIG’ Directories E-commerce
Develop Creative Strategy
Based On:
~ Most appropriate USP
~ Best media
~ Budget considerations
~ Creative opportunities
~ Positive/Negative
~ Campaignability, Recognition/Recall = Branding
~ Human Needs
Human Needs
~ Making money
~ Saving effort
~ Impressing Others
~ More leisure
~ Self-improvement
~ The need to belong
~ Security
~ Getting something other’s can’t
Generate Creative Execution
~ Give it ‘cut-through’
~ ‘What’s in it for me?’ (benefit to customer)
~ Give it ‘buildability’ (or campaignability)
Classic Creative ‘Execution’ ListTestimonial Extreme demonstration
Famous presenter Slice of Life
Before and after
Now Your Ads are Ready to Run
Here’s a Checklist:
~ Avoid the ‘Name, Rank and Serial Number’ advertisement
~ Getting your name across is not enough
~ Never assume
~ The most successful baker doesn’t sell bread
~ Expect immediate results or don’t write the promotion
~ Guarantee your way to success
~ Avoid the ‘Sale’ syndrome
Now Your Ads are Ready to Run
Cont...
~ ‘Drip-feeding’ is better than one ‘Big Bang’
~ Don’t change it because YOU are tired of it
~ How to let your customers help you
~ Client Advisory Boards
~ Questionnaires
~ Call to Action? Phone Now. Send Coupon
Form Strategic Alliances
Good Ads, Bad Ads, Power Words and
Headlines~ Use the proven ‘magic’ words … You … Free … New … Money … Now … Discovery … Amazing … Introducing … Suddenly … Health … Easy … Safely … Proven … Guarantee … Save … Love …
~ Inject ‘news’ into your headline. It can achieve up to 22% better recall.
~ Putting your headline in quotes can increase recall by up to 28%.
~ Localise your headline to your city or suburb. People are most interested in what is happening where they live.
Evaluate the Effectiveness and Value of Your
Advertising~ Cash register (sales) or orders or coupons returned
~ Traffic numbers
~ Awareness increase (researched)
~ Attitude shift (politically)
~ TV and radio - cost per thousand effectiveness (based on Target Audience Rating Points)
~ Press and magazine - cost per reader effectiveness
Summary
Set aside the necessary dollars. Create a budget. Budgeting for marketing is no less crucial than budgeting for rent or wages.
Remember, advertising is not a science (nor like a slot machine into which you put money, pull handle and get a result). But if you do your homework and take the right steps, you can take the risk and expense out of it.
It is an investment that will reap rewards - if you do it properly.
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