From the course: Advertising Foundations
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Creating an advertising strategy
From the course: Advertising Foundations
Creating an advertising strategy
- For many businesses big and small, once objectives are set, the natural response is let's get to work. But there's one step before messaging that will make the work more successful and that is setting your strategy. In this video, I'll cover three core elements of strategy. The first is customer experience planning. It's a great exercise to map out how your customers will find you, how will they learn more about you, how are they going to engage with you, and how are they are going to buy and refer you. What this step does is make it clear that your customer doesn't just magically hear of you and then buy your product. Next is a creative strategy. This is can be one of the hardest things to craft and there's a legion of brand strategists out there earning a good living because it is so hard. At its core, your creative strategy is based on the insight that will differentiate you from your competitors. What is unique…
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