How Should You Plan Your Banner Advertising Campaign?

Before you start any new advertising campaigns you need to decide what you’re trying to achieve.  So many people know they need to advertise but don’t actually stop to think about their campaign, they just take whatever shiny advertising opportunity is presented to them by whatever sales person happens to knock on their door first.  Don’t be that person, be smart about your advertising and the rewards will be plentiful.

What’s your goal?

What are you trying to achieve?  This I can’t help you with, only you know what your marketing goals are.  Are you looking for more customers?  Do you want your old customers back?  Are you trying to get your existing customers to stay with you and maybe spend a little bit more?  Do you have a new product or service that you want the world to know about?  Are you currently overstocked in wacky waving inflatable arm flailing tube men and want to shift them quick?

Who, what, where, when and why.

Now that we’ve identified the why; let’s look at the rest.  The following questions should help you to build your campaign:

  •  What geographical areas can I service? – There’s no point advertising in Scotland if you’re a plumber in Dorset.
  •  Who am I trying to target? – Focus your budget on the right demographics and on people who have shown an interest in your product/service.
  •  When should I advertise? – Perhaps running big bursts of advertising would be more productive than running consistently throughout the year, perhaps your product or service is seasonal.
  •  Where should I advertise? – What websites support the message you are trying to convey?

Once you’ve answered those questions you’re ready to start building your banner campaign.  Of course, that’s just the start!