Planning is an essential part to the success of an advertising campaign. You need to decide on a schedule, plan how you’re going to measure the success of the campaign effectively, and almost a million other things. But it’s worth it.
I want to focus on the importance of sticking to your plan.
Recently a friend of mine told me about a client he had done some work for. The client was a disaster clean up company. They mainly focused on helping residents clean and repair their homes after a flood or fire.
My friend’s agency had created a very well thought out and wonderfully executed 30 second TV commercial. The client was pleased, and had already purchased the television spots.
The commercial began to air and two months into the campaign, the client decided to pull the commercial off air because they “weren’t seeing any results”. Big mistake. Essentially they wasted all the money they had put into this commercial.
Here’s what I mean. Take a moment and think about the nature of their business. It’s a disaster repair company. Disasters are not a daily, or even annual occurrence for their target audience. It’s something a person might need once, maybe twice, in their lifetime, hopefully.
Running a television commercial for two months probably isn’t going to create a flood of customers – pun intended. So of course they didn’t see any “results”. They’re in it for the long game.
Their media schedule should have been a continuous or pulsing pattern. You see, the kind of advertising they’re doing is on the peripheral. They want to be the first company to come to mind when disaster strikes, and to get that reaction they need to be giving their target audience consistent and continual little reminders. Their commercial was a great way to do that. They just got scared.
That’s why it’s important to have a plan, a well researched and thought out plan, and then to stick with it. Trust your research! It’s not easy spending money on advertising and marketing as a small business, but it’s worth it, if you are smart about it.