Advertising Strategies

Ellen Treanor

Personal Branding Pros

Professional in Residence SUU

ellentreanor@gmail.com

818-731-4880

Personalbrandingpros.com

Overview

• Definition

• 7 steps

• Objectives Strategies Tactics

• Problem for consumer

• Creative Process

Overview

• Brainstorming

• Big Idea

• Integrated Marketing Campaigns– Print - PR/Events– Radio - Social Media– Video - Guerilla– Web/AdWords - CSR

Defined

Six basic attributes of advertising 1.Paid communication

2.Sponsor is identified

3.Can be one-way, two-way, multiple-way

4.Reaches a broad audience

5.Conveyed through mass media, interactive media, word of mouth

6.Seeks to inform or persuade

Defined

Defined

• Make customers aware of your product or service;• Convince customers that your company's product or

service is right for their needs;• Create a desire for your product or service;• Enhance the image of your company;• Announce new products or services;• Reinforce salespeople's messages;• Call to action• Draw customers to your business.

Defined

• Creative

• Unexpected but Relevant Message

• Inspired by insights– About the brand– Consumers– Interaction

Defined

• Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.

Defined

• A

• I

• D

• A

Seven Steps

Seven Steps

1. Research the consumer market.

2. Set objectives for the marketing effort.

3. Segment the market and target specific markets.

4. Differentiate and position the product.

5. Develop the marketing mix strategy.

6. Execute the strategies.

7. Evaluate the effectiveness of the strategy.

Research

• Primary

• Secondary

• Types of research– Qualitative– quantitative

ObjectivesStrategies

Tactics

Objective/Strategy/Tactic

• Define your market

• Ideal customer– Name, develop personality

• Otaku

Objective

A specific effect that can be measured

A time frame

A baseline (where we are or where we begin)

The goal (a realistic estimate of change to be created)

Percentage change (subtract the baseline from the goal; divide the difference by the baseline)

Strategy

1. Who is our target?

2. Where are we now in the mind of the consumer?

3. Where is our competition in the mind of this person?

4. Where would we like to be in the mind of this person?

5. What is the consumer promise, the “big idea”?

6. What is the supporting evidence?

7. What is the tone of voice for the advertising

Objective/Strategy/Tactic

• Set an objective (ROI)

• -

• Develop a strategy

• -

• Write a tactic

• -

What problem are you solving?

Problem?

• Affective

• Cognitive

Creative process

Creative Process

Alex Osborn of the BBDO agency suggests these steps:

1. Immersion: read, research, learn about problem.

2. Ideation: look at the problem from every angle; generate as many ideas as possible.

3. Brainfog: don’t give up when you hit a blank wall.

4. Incubation: let your subconscious work on it.

5. Illumination: the idea often comes when you’re relaxed and doing something else.

6. Evaluation: does it work? Is it “on strategy?”

Brainstorm/Big Idea

• Brainstorm session

IMC

Objective/Strategy/Tactic

• Integrated Marketing Campaign

– Print - PR/Events– Radio - Social Media– Video - Guerilla– Web/AdWords - CSR

Social Media

• Must Have- Blog+

Social Media

• Content- CREATION & CURATION

• Add value

• Conversation

• Engagement

• Involvement

Social Media

• Platform Choices

• Instagram• Tumblr• Pinterest• Orkut• Bebo• Netlog

• MySpace

• Quora

• CafeMom

• MeetUp

• 43 Things

Social Media

• Syndication sites

StumbleUponDiggRedditDeliciousIFTTTBlogCatalog

NetworkedBlogsAlltomSyndic8OutbrainBuzzFeed

Social Media

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