An advertising campaign - what is it? Plan effective marketing activities

The concept of an advertising campaign is well known, but not necessarily what lies behind it. However, gaining an understanding of the subject is important because it makes it easier to plan effective activities in this area. What can you achieve with it? We would like to tell you about this, as well as about the preparation and worthwhile, original ways of promotion.

What is an advertising campaign?

An advertising campaign is defined as a series of coordinated activities that lead to a marketing objective. Importantly, this is not always profit. Just as often, companies create campaigns to build awareness of their brand, to present it or to remind consumers of it.

An advertising campaign can be carried out both in a selected type of medium, such as the internet, and in many others at the same time. The choice of strategy partly depends on the definition of the target group of customers and to a large extent also on the amount of the marketing budget. If you run a company, you will certainly know that its advertisement is not a choice, but a necessity.

Types of advertising campaigns

Knowing what an advertising campaign is only explains in general terms what this kind of activity consists of. For its proper preparation, it is still necessary to decide on the objective. For this reason, a distinction is made between campaign types such as:

• informative;
• supporting;
• recalling;
• stabilising;
• Social.

Information campaigns

The aim of such advertising campaigns is to present a new product or service. Promotional activities, on the other hand, start long before the new offer is launched on the market.

Information campaigns are characterised by high intensity, i.e. going out with messages to the audience as often as possible. This is very important, as an as-yet-unknown item does not become firmly established in the minds of consumers until after they have been exposed to an advertisement several times.

Support campaigns

Sometimes it happens that a product launched on the market does not arouse the interest of consumers or that the interest has strongly declined due to, for example, numerous competitors offering similar things. At such times, an advertising campaign for the product is needed to help attract consumers. Examples of support measures are discounts offered by taxi app owners for rides in their vehicles.

Reminder campaigns

Even a successful marketing campaign for a product does not guarantee that the customer will buy it again or choose another good from the range. One way to maintain consumer interest is by using e-mail. As an example, all online shops send messages to their customers. Often, in addition to simply reminding them of their existence, they encourage repeat purchases by offering, for example, discount codes.

Stabilisation campaigns

Running an advertising campaign for a product does not necessarily mean that customers do not buy it or have forgotten about the seller. Stabilising marketing activities are applicable, among other things, to goods with high market competition.

Social campaigns

A unique example of an advertising campaign is the promotion of positive attitudes in the broadest sense. Usually such activities are carried out by state administration bodies and non-governmental organisations. However, nothing prevents a private company from creating a social campaign.

How do you create an advertising campaign?

Planning an advertising campaign should start with an analysis of the target customer group. Finding out what they want is crucial, because even the most imaginative promotional activities will not help if the product or service is not needed.

Moreover, by identifying who the consumer is, you can choose the right channels to communicate with them. For example, if the target audience is young people, it is best to promote on social media. If the target audience is seniors, traditional media - television, radio and newspapers - provide an excellent platform for presenting the offer.

Another element in the design of an advertising campaign is the analysis of the competition. The market share of individual rivals and their wealth must be taken into account. On the basis of the data collected, you can find out who you will be competing with for customers at the initial stage of the campaign. In other words, a small company should take similarly sized businesses as its target, rather than the largest players on the market with huge marketing budgets.

The final step needed to prepare an advertising campaign is to determine the duration of the campaign and the amount of money that will be used for promotion. This will allow you to maintain cash flow while achieving your sales target. Once all the stages of creating a campaign have been passed, it remains to launch the sale and monitor the effectiveness of the chosen strategy.

Measuring campaign effectiveness

Part of the action is to check whether the objectives of the advertising campaign have been met. To verify this, entrepreneurs commission market research. Specialised agencies ask consumers whether they are familiar with the brand and, if so, what associations they have with it.

In addition to this, sellers of all types of products and services also monitor the measures taken on their own. In addition to the most important indicator, i.e. the profit achieved, it is checked, among other things, whether the conversion rate has been increased. What is the conversion rate? It is a measure showing the number of visits to a website in relation to the percentage of users who have completed a transaction.

Performance measurements carried out during the course of an advertising campaign also help to achieve its objective. In this way, if unsatisfactory results are observed, the strategy can be adjusted quickly. What is more, even if the advertiser's activities have been profitable, the monitoring of its actions can help further. In other words, correcting the action plan gives the opportunity to increase the financial result or brand recognition beyond the original intentions.

Advertising campaign with InPost - use our marketing possibilities

The description of an advertising campaign indicates where you can show your offer to customers. One such place is the internet. The power of online promotion is enormous, and it is further increased when marketing is conducted on popular sites. At InPost, we offer the rental of advertising space on digital sites visited by thousands of people: within the inpost.pl website, the InPost Mobile application and the newsletter. Check it out at inpost.pl/advertising!

However, it is not worth limiting yourself to a media presence, but also going beyond it. A way to do this is to take advantage of our further proposals. At the request of a business customer, we can cover a Parcel Machine® or a larger number of them with promotional materials.

In addition, two more services are available as part of our offer. The first is the display of advertising on the screens of Paczkomat machines. The second is sampling, i.e. the possibility of using our machines to send catalogues, product samples and other goods via Paczkomat machines.

Would you like to know more? Apply via the form below and our specialists will select a method for your company's advertising campaign.