Can we be unforgettable, or what does the success of an advertising campaign depend on?
In order to unravel the secret of what makes an advertising campaign work well, first of all, we need to see clearly what it is made of and how. Basically, the aim of advertising, regardless of the surface or channel, is to reach, encourage and influence the right target group with the right message, so as to create a need, and this influence the subsequent customer decision. The advertising campaign builds on these advertisements, adapting each element to the appropriate interface.
Advertising, and thus an entire advertising campaign, aims to inform, encourage, and then maintain trust and commitment to a product or service. With the development of technology, the genre of advertising has also been constantly evolving, and nowadays social media offers the most rapidly changing opportunities. When we talk about advertising, we mostly mean the following platforms: TV, radio, press, PR, CSR activity, internet (eg social media, banners), billboard, citylight, newspaper. Different tools and interfaces provide different opportunities with different potential target groups. In the case of an advertising campaign, we combine these interfaces and tools to achieve the widest and most varied reach possible.
There is an eternal truth about advertisements, namely that a single advertisement is not an advertisement. Repetition is the mother of consumption, i.e., there is a certain number on each surface and device, the number of times the consumer must encounter a given content in order to remember it, or at least function subconsciously in a subsequent choice.
The above mechanism works the same for an advertising campaign: one type of advertising is not an advertising campaign. In general, a complete, well-designed advertising campaign is needed because there is a lot of advertising noise in today's average person's life, ie countless brands try to attract attention, but the more advertising they see, the stronger the defense mechanism in the consumer forgotten or rarely, pop-up advertising doesn’t break through this wall.
Perhaps it goes without saying that every product or service requires a different way of advertising and a different way of addressing the consumer. There are exceptions, of course, but in general it can be said that the message must be simple and concise, we cannot give ourselves too much time, as we have to speak to the consumer from the advertising noise mentioned earlier. We can do this with an eloquent, short message, eloquent, strong visual representation, so we have a chance to stay memorable among the many. Nor is it a negligible circumstance that people rarely look for advertisements, on the contrary: advertisements look for them. They interrupt their YouTube videos or TV shows, pop up while reading a website, even show up while using free downloaded apps, so we can say: they are most disturbed. We need to make ourselves memorable from this not-so-advantageous position, as opposed to hundreds or thousands of competitors.
Of course, social media and the internet are well targeted at the moment, we can confidently target narrow target groups for online advertising, and this is an essential part of a successful advertising campaign, but even advertising that actually cuts the profile of a particular consumer can be confusing, either because it draws attention to an existing problem (e.g., medical or work-related devices), or because of its financial implications, or simply because it is not seen at the right time or too often. It is an integral part of the design to work on this latter problem, so that the consumer feels he has found the best possible advertisement at the best possible time.
The main steps in planning a successful advertising campaign are:
1. Define the goal and the amount to be spent on it. Product introduction, information, increasing brand loyalty, creating an image, etc. The cornerstone will be the goal, on which we will build the whole campaign later, the financial implications of which need to be clarified in the first steps.
2. Decide what the central motive will be, where to go during the campaign. This should be determined mainly by the purpose of the campaign, so the direction will be different if the goal is to increase the turnover of a product and different if the goal is to bring the product to market.
3. If we already know what our goal and direction are, let us also define the message to be conveyed. At this stage, we need to decide whether the tone of our campaign carries rational, emotional, or moral values, i.e., persuade the consumer with reason, emotion, or moral influence.
4. Select a channel and interface. PR, social media, billboard? Maybe all three or more? This will also be determined by the purpose and target audience of the campaign. Once we know to whom, what and how we want to advertise, we need to choose the right surfaces according to the conditions and needs they impose.
5. We measure efficiency. Click, buy, participate - depending on what the product is, this will be the most important feedback on how successful our campaign was and whether it achieved its initial goal.
An advertising campaign is made up of a multi-stage planning process and a multitude of coordinated advertisements, but perhaps one of the most important components to success is self-identity. If we expect brand loyalty from our consumers, they rightly expect us to be loyal to ourselves as well.
Whatever the large-scale campaign, with its myriad platforms and, at best, huge budgets, the style and message that has defined the brand until then should dominate these as well (unless the campaign is all about rebranding).
At Brander, we work with the same values when designing our advertising campaigns, as we do with our other, less large-scale works: keeping in mind what the message is, with a short, concise but very understandable and effective text and eloquent visuals. we make it whole with world, graphics and photos. Consistent style and intelligibility are the two essential points in our work.
There is no sure recipe, as much in marketing, the success of an advertising campaign will depend on a well-chosen message, a well-targeted target group, and platforms that align with them.
