Setting clear quantifiable objectives are critical to the success of any advertising campaign.
Here are a few factors you should carefully weigh during your planning process, which will impact the success of your campaign:
1. Media Mix
Many times an advertiser will try and use the same combination of media for every local media campaign, with no consideration to various factors that can impact the campaign’s ROI.
Broadcast ratings tend to be very cyclical in nature and will have peaks and valleys that can vary greatly over the course of a year, depending on when the campaign is running. It is critical to pay close attention to when those peaks and valleys occur.
For example, Broadcast TV ratings tend to peak during fall and winter months when original programming is running, and decrease during summer months when viewing levels drop significantly.
You can likewise expect other mediums to have a greater impact during certain times of the year, or certain times of the day.
Don’t assume by making all your media campaigns look identical it will assure you the same results each time the flight runs.
2. Reach and Frequency
Another factor to consider is how many people you need to reach and how often you need to reach them. In media terms, setting reach and frequency goals can help predict the success of the campaign.
Research has proven people need to hear or see a message at least 3 times before they will react on it. That means your local media campaign needs to reach a large audience, several times.
While there are no guaranteed results, based on reach and frequency, you can at least know that your potential customers have been exposed to your message a number of times and have the potential to react.
And finally, consistency in the timing of your message can also play a part in reaching your communication goals.
Some well established brands, with particularly high awareness and less competitive pressure, are able to run lower impact levels more consistently throughout the year.
On the other hand, a brand with lower awareness, especially those with limited finances, may need a different strategy. They may need to consider a strategy that makes them very visible during peak advertising periods, but not as visible during other times of the year.
Leslie explains more about campaign flight strategies in her recent article.
By considering these three factors, you will improve your ROI and strengthen your next local media campaign.