Disclosure is the final step in a process that derives from a study, the definition of Marketing Objective and Communication Objective, the delimitation of the Basic Business Promise, the Promise Reason, and the target audience. Only after all these steps is the Creative Line executed and it is possible to start creating the advertising pieces.
Here's a breakdown of all these steps so you can better understand how to advertise your business:
1. Marketing Objective
It is essential that you stick to the marketing objective of your business. This way you make clear the direction you want to take, such as:
- Launch a product on the market;
- Reposition your brand;
- Add services to portfolio.
Other examples of Marketing Objectives are:
- Increase the average ticket of the company;
- Increase company revenue in the next 12 months.
You will set clear goals with short deadlines (from 6 months to 1 year) and long (from 3 to 10 years). This will allow you to map out the best strategies to achieve them.
One of the essential strategies is to communication. You need to know how to communicate with your customer. That's why Marketing Goal is so important, it takes you to the next step.
Ok but now how to advertise my company? Calm down we are still at the beginning of the process.
2. Communication Objective
In this step, you go beyond the question: how to advertise my companybut yes you will determine how you want to be perceived by your customer: the way you want him to see you and how you will stand before him.
Setting the Communication Objective is very important because everything you produce - a business card, a folder, a website - needs to show the way you want to communicate.
There needs to be consistency. For example, if you create a folder using formal language and a website with informal metaphor-based language, both with colors and layout different, the customer is very likely to think that the folder and the website do not belong to the same company. That is why, pay attention to your brand consolidation techniques.
3. Target Audience
It is essential to recognize your target audience. For a message to be effective, you need to know who to talk to. A company must figure out how to reach who is interested in its product or service.
To profile your audience, there is a wealth of information that can have different levels of relevance, depending on each business. Your consumers may belong to a specific age group. Or perhaps they predominantly belong to a social class. In some cases, they are primarily residents of an area or region.
There are numerous specifics that make up the target audience of each company. You need to learn to identify them. The deeper this analysis goes, the more targeted your message will be. With these tools, you will be able to reach, for example, young people between 18 and 30 years, from classes B and C, who moved from city to work or study and live alone.
Great, I've already defined everything, now I can know how to advertise my company? Not yet, now comes the hard work.
4. Basic Promise
Defining your Business Basic Promise clearly and objectively helps you better understand what you are promising your customer and how you need to convey the promise clearly in your advertising.
In addition, you need to specify the Promise Reason. That is, you must formulate an explanation proving that you really have what you promise.
5. Campaign Theme
It is the concept that guides the creation phase. It must be present in all forms of disclosure. Its function is to ensure the cohesion of the campaign, ensuring that advertising respects the visual identity of the brand.
The steps presented so far help you:
- Understand your business better
- Set goals for your company
- Understand how you want to be perceived by the customer
- Set the theme you will use in the campaign
This is the time to convey the message to the consumer. For this, you must learn copywriting techniques.
6. Creative Line / Slogan
Once the theme is defined, a creative line needs to be established. You should produce a slogan using figures of language such as:
- Among others
To determine how to produce the various advertising items - such as website, flyer, Facebook page, envelope and presentation, among others - it is important to create a Campaign Concept.
7. Campaign Concept
It is an item overlooked by many companies. However, this is what makes it possible to place your business among the best in the business due primarily to well-executed communication.
It is important that all your communication is aligned with your slogan and brand positioning. Therefore, it is essential to create messages that have a direct connection to the Campaign Theme. Graphic pieces should translate this concept.
All processes need to be guided by the same theme. It is essential that the phrases used dialogue with each other. They are not required to look alike, but messages are expected to point in the same direction. Thus, communication will be coherent and more effective.
Um marketing planning Well structured helps you better understand your business and your target audience. This gives you the confidence you need, a firm foundation for any new advertising action for your business. Make no mistake: the visual part is crucial, but the planning and the writing is even more important.
I believe this article has helped you clarify how important planning is and what points to keep in mind when it comes to getting started. You want to know a company that does all this for you. Meet the Sollide Logo.