The majority of us aren’t advertisers with big budgets who want to come up with new campaigns every year. Small businesses just do not have the kind of marketing dollars that mega giants like Pepsi, Coke and McDonalds have to throw at mass media campaigns.
Smart businesses can come up with good ideas that are meaningful and appropriate in their target market. We know that it is vital to execute an idea well, given that 10-20 impressions are usually needed to be remembered. In many cases, we advise clients to improve on the wheel rather than re-inventing it.
Maybe it is a matter of creating a really thorough Facebook campaign that can be shared on Twitter, Linkedin In and Google+. Often tying in a blog with the program also helps boost search engine optimization with the key terms and phrases you are trying to promote in your campaign. Then it is a matter of making a commitment to how often, who will manage it and how will we deem the campaign successful.
Or maybe it’s one really good generic ad that is placed strategically in a variety of media over a period of say 6 months to a year. Set the budget and track the effectiveness.
It could also be a simple monthly enews (includes articles, coupons, information) or eblast (is a graphically designed stand alone ad). Again what is the goal of the blast or what benefit will your receive for taking time to write a newsletter and what will return be to your company? We tie our newsletter in with blogs that we are already doing to save time and continue our consistent message.
Even if it is only one campaign you execute this year, make sure it gets the weekly, monthly, or daily attention it needs to be on task, in front of your market and effective for your bottom line.