Blog Post
Advertising Process
Advertising needs a formal, repeatable process that can be iterated and optimized.
We all know that advertising is a critical component to any sales strategy.
Advertising promotes awareness and consideration in your product, service or brand.
It reaches out and starts to build mental associations in the minds of prospects who will start to remember something about you.
The challenge is that advertising complicated and dynamic.
In order for your sales strategy to benefit from advertising, you need to have a clearly defined and repeatable process.
Someone has to perform the work and report back so that adjustments to the program can be made.
Key work products, or deliverables, in the sales-advertising relationship are:
- Measurement Plan
- Operations Reports
- Insight and Recommendations
The Measurement Plan should read like a financial statement.
The company spends money on advertising media and that should equate to specific acquisition costs.
Operational Reports are the result of consistently applying the measurement plan.
The Operational Reports are the repeatable process that lead to continuous improvement.
Consistency and predictability in the process allows us to gain insight into the interests, affinities demographics and behaviors of the Highly Qualified Leads we seek.