Tips to make your clients’ advertising more tactical

When it comes to getting the most out of an advertising budget, we all know that a strong strategy is the best starting point. Tactical ads are ads specifically designed to achieve the goals set out in that strategy.

Even if your approach is already pretty tactical, there are always ways to make tweaks, get better results and maximize your clients’ budgets.


 

Seasonal campaigns

There’s no denying that for many businesses, some parts of the year are more valuable than others. Your client’s budget can go much further if it’s spent maximizing those opportunities.

The festive season is an obvious example for your retail clients– the average household spends almost £800 on extra gifts, travel, food and drink[1]!

Or maybe the product or service is better suited to an Autumn or Spring boost. Whenever your client’s peak period falls, the right ad at the right time can have infinitely more impact than the same creative used in the off-season.

Then comes the data. Know the audience well; which products, days, or even times have proved popular during this period in the past?

Planning ahead will ensure that your tactical, seasonal campaign covers all of these elements and makes an impact.


 

Always-on and joining the conversation

You may have heard the buzzword “always-on” in the last year. It hit a peak of popularity and discussion early in 2016[2], and has continued as a hot topic of conversation ever since.

An always-on approach involves your client engaging in a constant conversation with their audience, responding to current events, and joining into topical discussions.

In response to the rise of real-time marketing on social media, more and more advertisers are adopting this interactive approach for every channel.

One brand, Smirnoff, released a series of 6-sheets during to the UK general election in 2015. The copy reads “Left-wing, right-wing or chicken wings. We’re open.”[3] This places the brand in the moment, giving it relevance in the election season even if the brand itself doesn’t have any natural association in that space.

And people who saw Zoopla’s always-on OOH ads were 65% more likely to search for homes online using the website. 57% of people exposed to the ads recalled the brand unprompted afterwards.[4]

These examples bring the immediacy and constant exposure of social media advertising into a print space, with great results.

An always-on approach also allows your client the flexibility to respond to competitor activity.

If a big name competitor suddenly runs a promotion on your client’s product range, they can be ready to go with a similar promotion or price match of their own.

Your client not only benefits from the increased chatter around their products, thanks to their big name challenger, but from the price match too. It’s proven to be one of the most effective promotion strategies.[5]

It may seem at first glance that the constant tick of always-on and big season-specific campaigns are incompatible, but they actually work best when they’re combined.


 

A combination strategy

An always-on strategy means that your client can improve brand awareness, and increase foot or website traffic even during quieter periods.

Seasonal campaigns take advantage of an increased intent to buy, and give your client their chance to shine in their peak season.

Where budgets allow, it’s a good idea to have your client do both! Adopt an always-on strategy with seasonal bursts. The always-on approach means that brand awareness and recall is at a peak, making seasonal activity all the more effective.


 

 

 

[1] http://www.retailresearch.org/shoppingforxmas.php

[2] https://www.google.com/trends/explore?q=always-on

[3] https://www.marketingweek.com/2015/05/05/smirnoff-kicks-off-reactive-always-on-marketing-strategy-with-general-election-ads/

[4] http://www.exterionmedia.com/uk/be-inspired/client-case-studies/zoopla/

[5] http://www.bizjournals.com/bizjournals/how-to/growth-strategies/2015/04/use-price-matching-to-stand-out-from-competitors.html


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