Getting Advertising Results - The Methodology

As any experienced business owner and entrepreneur knows, managing risk is imperative to success. This is no different when it comes to advertising and marketing. It assists those who work on the creative and strategic sides to work very closely together, quickly dismiss ideas and options that will utterly fail, and then outline and develop effective communications that strike hard at the target.

One of ways of managing risks in advertising and marketing is to subscribe to a tried-and-true "methodology." This type of process, which successful advertising agencies have, allow you to learn from both the successes and mistakes of companies before you. What is outlined below is one such successful methodology.

1. Developing Goals

Businesses adverttise because they want more business, but that is what every business wants. When you run a marathon, there are specific goals that need to be accomplished in order to complete the race. It is a given that you run to finish just as you advertise to get business, but as with a marathon, perhaps you want to complete the race in a specific amount of time and in order to do that you must meet certain objectives. Make sure you maintain a specific pace, make sure you are hydrated with plenty of food and water, etc. Effective advertising is accomplished the same way. It is not just important, it's critical.

Advertising should always be an investment, and should always be measured. Goals can be different. For some it may be increase in sales, for others it may be heightened brand awareness. For goals to work, they must be measurable. If you can't measure it, then you don't know if your goals are being met. Runners often wear a wrist watch that keeps track of times and successful advertisers have tools to measure the success of their ads.

2. Research and Analysis

This area is often over looked. Successful investors analyse and research the company long before they invest in it. They ask questions, they look at data, they look at the competition and then they act. Their goal is to make money, but they take a look at the research to help give them a road map for success. Research will take the risk out of your marketing.

One of the best ways to gather research is to talk to your customers. They know what they like and don't like. They probably have done business with your competition, and if you ask they will often tell you how you can improve your business, what you can do better.

A friend of mine runs a Private Investigation firm in Arizona. Most of his competition, like many small businesses, follow each other when it comes to marketing. The Yellow Pages advertising is the norm, only because the others are doing that. One method he is doing is simply asking those who often use private investigators to assist them, attorneys.

To get an invaluable road map to chart his course in advertising, he can simply ask these attorneys, talking to 10 - 20 of them will give him a huge competitive advantage. What benefits and features of the private industry are most important to them? What is their perception on his services?

It is very important that you understand your customers on an emotional level. What are their frustrations, their fears, what excites them, their needs and desires? Also, considering hiring an advertising firm to assist with this; they are more likely to get unbiased answers on a one-on-one level. Customers can be like pseudo friend, they don't want to hurt you by telling you something you might not want to hear, but they can talk behind your back.

Interviewing clients and prospects does not have to be formal. Within a few hours you can get the data you need to chart the course. Here are a few examples of questions that can be asked. Most questions should be open-ended, therefore it's best to limit the total number to 10 - 15.

• What is the most important factor you consider when buying similar products or services?
• What is your perception of ACME company?
• When you think of "X" product or service, which companies come to mind?

To achieve the kinds of positive results that are required, you must uncover those benefits that motivate and persuade your target. You should look for the three most important benefits.

3. Brand Identity

What is "brand identity"? First, brand identity is not a logo. Brand identity is how you want the consumer to perceive your product or service. You can think of brand identity as describing a friend to an acquaintance, a friend they have never met. You have the opportunity to set the stage for the acquaintance's expectations. You may describe your friend as a tall, warm and outgoing, a good listener and an excellent golfer. When they meet, your acquaintance's expectations are set. If the friend does not live up to the expectation, the acquaintance will be confused and disappointed.

A brand is made up of three components:

1. The core competency - the organization's special talent.
2. The variety of benefits and features offered to its consumer.
3. The company's personality.

When combined, these three elements make up the brand identity of the company. In this model, while the benefits and features may change to suit a particular target market, the core competency and the personality remain consistent.

For example, Disney® - the well-known family entertainment company.

1. Core competency: life enhancement.
2. Benefits and features: bringing joy to kids of all ages, escape and getaway, developer of family entertainment in the home, making dreams come true.
   
3. Personality: Innovative, fun, and family-friendly.

Specifically when it comes to the advertising process, it's important to articulate your brand. It helps shape your communications efforts. In fact, every one of your efforts should strengthen your company's brand identity.

4. Strategy

If the Goal (as outlined earlier), is the destination, then the strategy is your map to get there. The stategy is determined by aligning your brand identity, with the research and analysis and developing the road map to get to your destination or your results.

So, when it comes to creating awareness about your brand, it's hard to beat advertising. And choosing the appropriate vehicle to get you to the Goal is determined in the strategy process. Thoughly understanding your target market is critical to meeting the Goal, and a well thought out media plan will assist you in not wasting valuable time and money.

Good advertising agencies often offer media buying and planning services that assist their clients in getting the best deal, best spots when inserting advertisements in print, radio, tv, websites, etc. The advertising agency has usually paved the road ahead and already negotiated rates that can save your company money.

5. Creative

Good creative is essential to the success of the advertisement. The creative process is putting on the shoes and the physical act of running the marathon. The goals have been set, the road map has been created, we've put on the right equipment for the task and now we are ready to run.

If the creative does not match your brand identity (quality company), then just like your introduction of your friend to an acquantenance, the expectations will be off and the potential customer will be disappointed. The creative is when you marry your brand identity, it's benefits and features, to the target needs and emotions. Capture the targets attention and give them the facts that motivate them to act.

6. Measuring Success

So, you've set the goal, researched, planned and acted, and how did it all work out? You don't know? (The fact is most businesses don't know!) Advertising is about convincing more people to do more business with you, more often. Therefore you must measure to see if this is the case.As part of the strategy process, you should have developed triggers to measure the results. This process is not crossing fingers but about quantifing and measuring the results to your goals.

Advertising is a process, that when taken seriously and following steps, reduces the risk and increases your return on investment.

Jive3 Media is a Phoenix AZ ad agency experienced in brand strategy. For a quote on developing a brand strategy for your business, visit Jive3.com