Advertising campaign objectives - why set them?

The objective of an advertising campaign is one of the most important factors when planning marketing activities. It largely determines the success of the entire campaign. Find out why it is so important, as well as examples of advertising objectives!

Primary objectives of the advertising campaign

What is an advertising campaign? When considering its objectives, it is worth starting with an explanation of what it actually is. It refers to all marketing activities undertaken in order to promote a given brand or product and increase awareness of the company among recipients. Properly prepared advertisement will help your business succeed.

An advertising campaign consists of pre-planned activities, which may have an outdoor or online dimension. The aim of the campaign is to reach a specific target group and persuade them to take a certain action, e.g. to buy a certain product. What are the basic, exemplary objectives of an advertising campaign?

• Building recognition - this is largely what new brands in the market opt for. It allows them to get into the consciousness of consumers and encourage them to get acquainted with the product or service offer. The more familiar a customer is with a particular company, the more willing they are to reach for its goods.
• Increasing sales - promoting specific products is expected to result in better conversions and higher profits. This is a natural process in the development of any shop, both stationary and online.
• Growing the customer base - reaching new audiences through marketing activities contributes to better sales and greater brand awareness among target groups.
• Strengthening consumer relationships - campaigns strengthen loyalty between customers and businesses, which often translates into increased audience engagement with the brand.

Setting objectives for ongoing activities makes the results measurable. This helps not only to determine the action steps, but also to check whether these are really having the desired effect. If necessary, this makes it possible to increase effectiveness by adjusting the direction of the campaign or selecting other tools.

How do you set objectives for an advertising campaign?

The objectives a company wishes to achieve are established at the planning stage of an advertising campaign. First of all, you should carry out an analysis of the market in which you operate. This helps you to recognise your strengths and weaknesses, as well as finding out what your competitors are doing.

You need to think about what you want to achieve. If the brand is at the beginning of its development, it is best to focus on activities that build recognition. The aim may also be to change the image of a long-established company. If this is the case, promotion will include providing advertising with a new logo or slogans.

When a company launches a new product, the focus should be on promoting that particular commodity. Determining the objective therefore depends on where the brand stands and what it wants to achieve with its activities in the near future. It may be about increasing sales, changing customer perceptions or building trust.

Planning an advertising campaign and its objectives

Advertising objectives have a huge impact on how a campaign is planned. They determine the content of the messages, as well as the choice of channels in which they are broadcast. To a large extent, they also determine the size of the necessary budget. What does this look like in practice?

If a brand decides that it wants to build its image and increase the engagement of its audience, it should choose activities that enable interaction with customers. Social media campaigns, for example, will work, as they are the easiest way to encourage consumers to have their say on certain topics.

When the aim is to sell a new product, the marketing team must focus on presenting it in an attractive way. Consideration must be given to how to highlight its benefits in such a way that consumers will want to buy it. Channels of communication with consumers also depend on this.

Google Ads will help considerably in increasing conversions, but social media or elements of the advertising message in urban spaces will perform better in building brand awareness. If the budget allows and there are several objectives, it is worth combining different channels to reach consumers.

InPost advertising - innovative solutions to meet the objectives of your advertising campaign

At InPost, we organise various types of advertising campaigns and have decided to offer them to other businesses as well. Whatever your goals are (acquiring new customers, convincing your audience to read your offer or informing them about a new product), we will help you turn them into success.

We will create advertising for you both online and in the outdoor space. What forms of implementation can you count on as an entrepreneur?

• Wrapping your Parcel Machine® - it's the perfect way to attract the attention of both parcel collectors and loads of passers-by. Your company's advertisement will be placed on several columns or the entire machine. We will prepare a special veneer that can withstand even the most demanding weather conditions.
• Content on machine screens - we are also happy to display material on machine screens on one of three screens: welcome, authorisation or farewell.
• Product sampling - we have more than 22,000 Paczkomat machines and almost 4.5 million boxes throughout Poland in which you can place samples of your goods. By advertising in this way, you will reach many new consumers who will collect their parcels from the machines.
• Newsletter - We have several million users in our database. We would be happy to send them information about your brand in regular informative e-mails.
• PUSH notifications - you can also achieve an increase in interest in your business through a campaign involving mobile push notifications in the InPost Mobile app or web push notifications on your website.
• Online campaigns - we will place banners informing you about your services on the InPost homepage, the parcel tracking tab or the Parcel Manager, the choice is yours.

Building an advertising message in line with the objectives you want to achieve is a task that requires commitment. Write to us via the contact form to launch an effective campaign and increase your product sales and strengthen your image in the industry!