A Strategic Approach To Advertising

PROTECT

What’s Advertising Without Strategy?

Advertising That Makes An Impact

Driving Revenue With Advertising

Measuring Advertising Success

Maintain Your Advertising Advantage

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What’s Advertising Without Strategy?

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If your brand really wants to get some attention, it should create an ad full of cute kittens AND crazy kids who say funny things while

their parent falls over. The problem is, it probably wouldn’t accomplish much of anything in the long run. On the flip side, if you take the time to pair creativity with a solid strategy, you can do quite

a bit for your brand.

What business goals can I meet with an advertising strategy?

Who is my target audience(s)?Who can effectively create, curate, and manage my advertising?

How much can I invest in my brand’s storytelling? 1

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Advertising that spotlights strategic design helps brands stand

apart by carving out a visual niche for their business.

Mai-Li Le, Senior Digital Design Strategist

Advertising That Makes An Impact

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Advertising uses paid media placement to connect your brand with target audiences—what’s done with that real estate is up to you.

If you create something that just gets lost in the noise, your advertising efforts will struggle to yield results.

Strive to produce advertisements that really stand out and resonate with your target audience. That doesn’t mean the same thing for everyone. Each brand has their own target, their own strategy, and their own differentiator. Use your unique selling points to craft a message that sticks. The result is increased brand recognition and top-of-mind awareness—two things you can never have enough of.

Once you’ve established your strategy and creative direction, stick with it. We’ve all heard the old saying, “Rome wasn’t built in a day;” neither was Nike. Brands that have developed a cult-like following understand the importance of consistent communications. They continually create advertising that their customers can instantly identify. Those companies are rewarded with consistently impressive numbers to match their consistent messaging.

Create a compelling omnichannel campaign that utilizes multiple complimentary platforms to tell one cohesive story. Advertising your brand over and over through a single outlet can get old quickly; instead, advertise to your customers with multiple touch points. Using layered mes-saging builds brand recognition, ups the chances of cus-tomer interaction, and prevents your message from becoming an annoying broken record.

MAKE SOMETHING MEMORABLE

BE CONSISTENT

PUSH YOUR STORYTELLING LIMITS

Driving Revenue With Advertising

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Effective advertising does more than put a witty spin on a pretty design—it garners results. Strategic advertising can boost brand awareness, build brand loyalty, and even become a driving force behind your business’s revenue. However, none of this happens

by accident; it requires planning and foresight.

HAVE A PURPOSE Create advertising that both tells a story and serves a function. Whether you’re attempting to entertain, inform, or persuade, make sure it aligns with your strategy.

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INSPIRE ACTION It’s hard to use advertising to drive sales if you don’t tell people what to do next. Use clear calls to action to increase sales, foot traffic, or promote other behavior.

INTEGRATE COMMUNICATIONS Don’t silo your audience. Make them aware of all of the places your brandexists and direct them to places that you think will foster wanted actions.

KNOW YOUR TONE Advertising usually requires audiences to take another step after seeing the message. Refer to a brand strategy to maintain aconsistent tone throughout alladvertisements and follow-ups.

Measuring Advertising Success

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For some, the thought of measuring the effectiveness of their advertising can be scarier than the thought of walking through a

haunted house. By setting up a system that enables you to efficiently track your advertising efforts, you’ll be able to

analyze responses and measure your success.

Measure what matters to you. Create monthly, quarterly, and annual goals for your advertising that aligns with the big picture and aids you in accomplishing relevant business goals. Verify that what you’re looking to accomplish is possible with your allocated advertising budget.

After you’ve determined essential items like your strate-gy, target audiences, and creative direction, define a few key metrics that will help you tweak your work through-out the life of the campaign. If used correctly, it will help you increase the potency of your advertising and im-prove your ROI.

Ignoring your advertising efforts cannot only diminish your returns; it can cause some serious problems. For instance, some pieces may work much better than others. If possible, execute A/B testing to decide which route is the best way to go before making a large advertising investment.

Research the right method for every medium you’re using to paint a comprehensive picture that gives you the feedback you’ll need to make informed decisions.

SET GOALS THAT ALIGN WITH YOUR BUSINESS STRATEGY

DEFINE KEY METRICS

CHECK IN ON A REGULAR BASIS

USE THE APPROPRIATE TOOLS

Connect With MM Brand Agency to strategically approach your advertising.

MMBRANDAGENCY.COM HELLO@MMBRANDAGENCY.COM TEL 917 626 8270

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