Suze Bragg

Are You Running A Successful Advertising Campaign?
August 30, 2007

Running a successful advertising campaign takes more than knowledge about your products, your budget and your target market.  It also requires creating SMART goals.  These type of goals, used for years in human resources and project management, work well for your marketing goals.

S = Specific
M = Measurable
A = Attainable
R = Relevant
T = Time Bound or Tangible

Here's how:

1. Specific goals in your advertising campaign have a greater chance of succeeding.  A non-specific goal is: obtain more customers.  A specific goal is: obtain an increase of 25% new customers, 10% from referrals and an overall outreach campaign to 50,000 potential customers through print, internet and radio ads.  Ask yourself the 6 W's when determining your specific goal:
   • Who are you targeting?
   • What do you want to accomplish?
   • Where is your advertising location?
   • When is your timeframe?
   • Which are the requirements / constraints?
   • Why are you making this goal?
2. Measurable goals have matching criteria associated with them.  Identify:
   • How much are you willing to spend?
   • How many customers do you want?
   • How will I know it's accomplished?
3. Attainable goals are ones that you want to strive to reach.  Set a goal you'd like to achieve with your advertising campaign and think of new, inventive ways to reach it.  Be creative and have fun with it.
4. Realistic goals are just that - realistic.  I'd like to obtain 5,000 new customers when I send out a Sunday circular to 6,000 people, but I know I have a better shot of winning the lottery.
5. Time-bound goals have a deadline, and goals are known to work better with a date they can be measured against.  Also, tangible goals get the best results.  When you've achieved your goals, you can feel it with your senses.

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Posted by Suze Bragg on August 30, 2007 | Comments (0)