Effective advertising campaigns

What is the purpose of an advertising campaign or publicity campaign

There are several reasons why you can use an advertising campaign or audience campaign for your business or brand. Whether you want to promote your current product portfolio or services, showcase a new packaging, enter a new market, or simply get your brand seen more by your target audience; an advertising campaign or audience campaign can help you do it.

So the exact purpose of a campaign can vary widely, but the common denominator is that you usually want to activate your target audience. Through creative, effective and measurable campaigns, you can achieve your goals (and your target audience).

What else is a campaign besides just an advertising ad

Deploying a campaign with one or a series of advertising ads can be effective if you know exactly where the target audience is active. For example, if the entire target audience reads the same trade magazine or visits the same website, you could fully capitalize on that with one ad.

But an advertising ad combined with an article or advertorial often works even more effectively. Keep in mind, an ad is often only one of many moments (touchpoints) that your brand comes into view before your customer buys your product or requests a quote. Often he has already completed a customer journey through all kinds of communication, for example through social media, print advertising, reviews, ads and other information about you or your competitors. Therefore, it is wise to connect multiple communications, in both online and offline channels, so that they will reinforce each other.

Only a small percentage buy on impulse, that is, quickly after seeing a product once. So it makes sense to roll out a complete campaign, rather than one ad.

What does a successful campaign yield?

Exposure, sales, leads, quote requests, brand awareness, top of mind and more. Of course, what makes for a successful campaign depends primarily on your goals. Fortunately, the difference between success and no success is often easy to measure. For example, we can see exactly how many clicks or sales you achieved for the amount you spent. With offline campaigns (for example, in magazines) we can see that by comparing the difference of sales in that period with the benchmark. So what it ultimately delivers is determined by your goal; whether that goal is achieved, we look at using the measured results.

How do you devise and roll out a creative campaign?

Setting up and rolling out a good, creative campaign involves a number of important steps. Those steps look as follows:

Step 1) Setting your goals.
Before you get started, it is important to determine exactly what you want to achieve with your campaign. In doing so, the more concrete and measurable your goals, the easier it will be to achieve them.

Step 2) Determining your target audience.
Based on your objectives, we will map out your target audience. When you know who your campaign is aimed at, it becomes easier to determine the message.

Step 3) Defining the communication message.
Now that we know what we want to achieve and to whom we want to do it, it's time to determine how to go about it. How do you attract the attention of your target audience? How do you convince them? In short, what do you communicate to your target audience to achieve your goals? For the target group, we will draft a concise communication message that will serve as the concept for the final campaign. So there will be one communication message for the entire project.

Step 4) Developing a creative concept.
The creative concept is the creative translation of the communication message. This is where all the knowledge gained in the previous steps comes together.

Once you have chosen the communication message and creative concept from the campaign proposals, we will elaborate the campaign. Choosing a budget and allocating this budget are an important part of this. We look at which resources we can use, which channels, how big, how often and how long the duration of the advertising campaign.

What are the benefits of working with an agency with campaign specialists?

There are a number of reasons why it makes sense to outsource the conception and rollout of an advertising campaign to an agency with specialists. First of all: it is an expertise. For example, it is important that the steps you find above are well executed to create the right foundation. From start to finish, an agency can help you with that. In short, consult with Tundra what kind of campaign best suits your brand or company and we will take care of the rollout of a successful campaign.

One agency for an advertising campaign from start to finish

The added benefit when you do the rollout of an advertising campaign with an agency like Tundra is that you have all the expertise under one roof. For example, we employ strategists who can set up the basics of the campaign, but we also have designers who can develop an ad page, for example. All of that is always supervised by a single point of contact in the form of our experienced project managers. As a result, you keep everything under one roof and communication runs smoothly.

How can Tundra help you do this?

Tundra is a professional marketing agency based in Waalwijk and specialist in devising and rolling out successful advertising campaigns. With our more than 20 years of experience in online and offline advertising, we have already successfully rolled out many advertising campaigns for companies in various industries. These include sectors such as business services, fashion & lifestyle, government & education, healthcare sport & welfare, arts & culture, IT & software, metal & manufacturing, transport & logistics, real estate & construction, funeral industry, food, B2B marketing and B2C marketing.