Advertising campaigns for beginners
Recently I have been receiving phone calls and emails related to advertising campaigns.
The key questions asked: how do I launch an effective campaign and how do I get media attention? The truth is that every campaign can have some kind of effectiveness and get media attention, but first you need to determine what the goals of your advertising campaign are.
You can start by answering the following questions:
What is my immediate advertising need?
Do I need advertising for a project or a long-term advertising campaign?
How will advertising benefit my business? In addition to the obvious: gaining exposure, determine how advertising can serve a long-term goal, such as enhancing a media kit or EPK.
After years of going through the trial and error phase of running ad campaigns for my own business, I’ve found that a few things are effective; you can check them out in the tips below. And, aside from my own experiences, these two things are equally important: one, making sure your company or product is “advertisement ready,” and two, providing news outlets that they can get a story from.
Getting publicity is now easier than it was five years ago – you can thank social media and online marketing in your own time. Results are unlikely to happen overnight, but they will happen, with your hard work and patience.
Here are three tips on how to get started:
1. Make sure your project, event or service is ready to go. It doesn’t make sense to start asking media personnel to cover your story when things are being tried and are still in the planning stages. Things should be defined now, you can make changes later.
2. Compile a list of media outlets that are likely to feature your product. This doesn’t necessarily mean that since you’re a music artist, you should start blasting BillBoard magazine to review your debut album, although it would be great if they did. Face it, you have to crawl before you walk. Possible media targets for new artists without a lot of prior publicity or braces would be the media that features upcoming artists.
3. Create an online newsroom for your company or product that features the latest press releases, media kit, events, or past media. This, of course, gives potential media targets a place to check out your company’s history.
All of the above will help you create a suitable advertising plan for your project. You’ll also want to keep in mind that advertising campaigns are a process and take time. You may not see immediate results, but starting with something as simple as a press release is a step in the right direction.