Back-to-school is coming up quick – have you started planning how you will promote your products or services?
Planning an advertising campaign is no simple task. Advertising requires creativity, strategic thinking and the ability to analyze and act on data. Depending on your advertising goals, some campaigns may be quicker to implement than others.
That said, when planning for a seasonal campaign it typically will require more work and thought. This is because these campaigns are conversion driven and only run for a short period of time.
So, what are some tips for planning a back-to-school campaign this fall?
1. Look at your historical data to uncover trends
If you have advertised or promoted your business during this time before, it is beneficial to look at past trends in your data.
The data to look at can range from advertising data to your website data. The information that would be most useful to look at is which products or services were most popular during this time period, and what type of messaging made an impact.
This information will inform you on which products or services you should promote, as well as the type of messaging and content that will pull customers in.
2. Understand who your target audience is
Before building out your campaign, it is important to understand who your target audience is. This will help clarify which channels to advertise on, and how you want to convey your message.
The questions you will want to ask yourself are: Who is my audience? And where is my audience?
To start, your audience will typically be quite large, but from there you will want to narrow down so that you are bringing in only the most qualified leads.
3. Consider using a multi-channel strategy
If you are looking to target a larger audience, then a multi-channel strategy is for you.
Why?
A larger audience can be broken down into smaller audience segments, and this can be done by grouping your audiences by age, interests, job title etc. When you do this, you will then select the channels in which you can best reach these audiences.
4. Use different targeting methods to reach your audience
There are many different ways of targeting your audience, and this mostly depends on the DSP or advertising platform you are working with.
A few targeting options include:
Geotargeting – reach customers based on their location.
Contextual targeting – reach customers based on the pages or content you believe they interact with most.
Retargeting – remind past website visitors about product offerings or services that they have browsed before.
These are just a few tips to help you get started in thinking about your back-to-school campaign.
