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Develop  a  TV  Campaign       This  exercise  will  help  you  define  a  strategy  and  plan  for  your  television  advertising  campaign.    

DEVELOP YOUR  STRATEGY  

What’s  your  primary  objective  for  the  campaign?          Generate  new  leads    Direct  sales    Branding/keep  in  front  of  the  market     Comments:               Who  is  the  target  audience  for  this  campaign?      Be  specific.          When  you  focus  on  a  very  specific  audience,  you’ll  do  a  far  better  job  of  designing  an  ad  that  speaks  directly  to  their   needs.    

        Do  your  audience  members  fall  within  any  of  these  groups?         AUDIENCE  TYPE   IMPLICATIONS     (check  all  that  apply)    C-­‐levels   Make  sure  the  ad  is  eye-­‐catching  and  benefit-­‐oriented;  the  offer  needs  to  be   compelling  for  a  C-­‐level  to  take  advantage  of  it        Technical       Make  sure  you  provide  detail  in  the  ad  and  offer  more  detail  in  the  call-­‐to-­‐ action      Creative   Make  sure  it’s  engaging  and  inspiring    

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“Newbies”

If the  topic  is  new  to  your  audience,  beware  of  jargon  they  may  not   understand.    Focus  on  benefits  and  offer  additional  information  via  a  phone   call  and  a  special  landing  page  on  your  website.      

After  seeing  the  campaign,  what  action  do  you  want  these  audience  members  to  take?               What’s  your  offer?                            

“The offer”  refers  to  what  your  prospects  get  by  responding  to  your  ad;  for  example,  receiving  your  value-­‐ packed  email  newsletter,  a  special  sale  price,  free  use  of  a  piece  of  software  for  a  month,  a  white  paper,  or  a   spot  in  an  important  seminar.        

Be careful  about  bribing  your  prospects,  especially  if  you  know  nothing  about  them.    You  also  don’t  want  to   artificially  create  a  lot  of  sales  appointments  that  will  inundate  the  sales  force  and  waste  time.    It’s  not  just  the   response  rate  that  matters,  it’s  also  the  revenue  produced  by  the  campaign.  

How  valuable  is  the  offer  for  these  audience  members?    Can  you  make  it  more  valuable?               What  information  do  you  need  to  deliver  in  order  for  this  audience  to  take  you  up  on  your  offer?               RESOURCES  &  TIMING     What  resources  will  you  need  during  the  planning  and  execution  stages?      

Traditional Media    Develop  a  TV  Campaign

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ACTIVITY Research  and  place  media  buys  

HANDLED BY    

Copywriting /  scriptwriting  /  production  

Graphic design  /  production  

Fulfillment (describe)      

What  are  the  deadlines  for  your  campaign?       STEP   DATE  

NOTES Exercise  551  can  help  you  evaluate   whether  you  should  handle  it  in-­‐ house  or  with  a  buyer/agency   Copywriting  &  Graphic  Design    can   help  you  create  a  “Creative  Brief”   Copywriting  &  Graphic  Design      can   help  you  with  design  and   production   Marketing  Campaigns  can  help  you   plan  your  fulfillment  

PERSON RESPONSIBLE    

NOTES

Campaign strategy  &  plan    

Media plan  complete  (media  to   use,  dates  to  run,  ad  length,  etc.)   Creative  brief  (requirements)  for   the  ad   Create  concept  and  script     Ad  production-­‐  taping  

       

     

Ad –  ready  for  placement         Fulfillment  processes  ready  to  go       Ad  runs       Campaign  success  measured      

Ad production-­‐editing  due  

Notes:              

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CONTENT &  CREATIVE     List  the  general  content  you’ll  need  to  include  in  the  ad  and  the  amount  of  time  you’ll  need  –  for  example,  a   small  monologue,  short  phrases,  or  a  story?         CONTENT  TO  INCLUDE  IN  THE  AD   APPROXIMATE  LENGTH                                           If  you  have  any  initial  creative  concepts  for  the  campaign,  list  them  here.              

GOALS  

Now  develop  specific  quantitative  goals  for  your  campaign  –  the  number  of  new  customers,  leads,  website   visits,  etc.,  that  you’re  trying  to  generate.     If  your  ad  is  part  of  a  broader  campaign  that  includes  other  media,  it’s  more  difficult  to  measure  the   performance  of  an  ad  by  itself.    For  example,  if  a  prospect  sees  your  television  ad  3  times  and  then  responds   to  your  online  ad,  it’s  not  accurate  to  say  the  television  ads  were  useless  and  that  the  online  ad  was   responsible  for  the  response.     When  creating  a  broader  campaign,  you  should  measure  your  overall  goals  and  ROI  at  the  CAMPAIGN  level.     You  can  work  to  tweak  the  individual  media  within  the  campaign,  but  remember  that  each  media  plays  a   role.    It’s  an  art  and  a  science  to  measure  and  improve  results.     If  you  are  running  a  multi-­‐media  campaign,  you  can  skip  this  section  –  do  it  only  if  you’re  using  television  by   itself  to  reach  a  specific  goal.    

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What are  your  specific  numeric  (quantitative)  goals  for  the  campaign?    537-­‐A  can  help  you  develop  the   goal(s)  and  the  numbers.      GOALS                 Notes:              

PROJECTED RESPONSE  RATES  

It’s  difficult  to  project  a  response  rate  because  there  are  so  many  variables  that  can  significantly  impact  your   results:          The  station’s  target  audience    The  market’s  need  for  your  product    Placement  within  the  programming    The  timing  of  the  ad    The  quality  of  the  offer    What  your  competition  is  doing  at  the  time    The  creative  –  how  well  it  speaks  to  the    How  well  the  audience  knows  your  company     audience     Instead  of  making  a  wild  guess,  use  these  general  guidelines  to  help  you  make  a  more  educated  one:     METHOD  FOR  ESTIMATING  RESPONSE  RATES     NOTES     If  it’s  a  large  campaign,  you  can  run  a  test  ad  and     use  that  rate  as  your  guide  or  revise  the   campaign  to  shoot  for  a  higher  response   Your  company’s  past  history  on  similar     campaigns   Industry  averages       Educated  guess          

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Remember, however,  that  if  your  market  has  never  heard  of  you  and/or  you  don’t  connect  with  them   frequently,  you’re  unlikely  to  get  a  flood  of  responses  from  your  campaign.    You  may  want  to  consult  the   sales  rep  from  the  station  to  find  out  what  other  advertisers  have  generated  in  your  market.       Enter  the  response  rate  you’ll  use  in  your   projections:     Plug  this  figure  into  537-­‐A,  and  the  worksheet  will  tell  you  how  many  impressions  you’ll  need  in  order  to  hit   your  goals.     For  future  reference,  you  can  use  537-­‐G  to  track  your  campaigns  and  response  rates  over  time.  

REACH  &  FREQUENCY  GOALS    

A  majority  of  the  time,  media  sales  reps  will  quote  you  a  flat  rate  for  a  particular  time  slot  and  ad  length.    It   may  help  you  to  become  familiar  with  CPM  (cost  per  thousand)  calculations  so  you  can  compare  mediums   and  the  number  of  market  impressions  each  one  offers.      If  you’re  not  used  to  CPM,  here  are  a  few  handy   calculations:         Goal:    Total  number  of  people  to  reach            It's  a  complex  process  to  develop  a  media  plan  to  achieve  a  specific  combination  of  reach  &  frequency.    If  you’re  not  an   experienced  media  buyer,  it’s  easier  to  just  focus  on  "total  targeted  impressions,”  which  is  reach*frequency  (gross  rating   points)  or  the  total  number  of  people  you  reach  *  the  number  of  times  you  reach  each  person.  

How  many  times  do  you  want  to  reach  each  person  with  your  ad?       Goal:    Frequency          A  good  rule  of  thumb  is  3  times,  but  remember  a  marketing  campaign  is  a  series  of  touches  with  your  market  to   communicate  a  key  message.    The  key  word  is  "series"  since  it  usually  takes  multiple  touches  for  your  audience  to   recognize  your  message  and  then  respond.  

Now  multiply  the  two  numbers  above  –  this  is  your  goal  number  of  impressions  needed  for  the  campaign.       Goal:    Total  Targeted  Impressions  (reach  *     frequency)     If  you  have  any  comments  about  your  media  plan,  enter  them  here:            

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MEASUREMENT   Television  can  be  used  for  direct  response,  although  consumers  tend  to  view  direct  response  campaigns  as   “infomercials.”    Typically,  advertisers  will  use  television  to  increase  their  branding  &  market  visibility,  both  of   which  are  often  difficult  to  track.    However,  if  you’re  using  a  strong  call-­‐to-­‐action,  you  should  track  the  calls   or  site  visits  that  the  ad  generates.    Think  about  this  issue  now  so  that  if  you  need  to  measure,  you  use  the   right  tracking  system  (i.e.  unique  800  number,  unique  URL.)       How  will  you  track  each  of  your  goals?     QUANTITATIVE  GOAL   HOW  WILL  YOU  MEASURE  THIS  VALUE?                         Will  you  need  any  additional  tracking  systems  to  help  you  accurately  measure  performance?              

PROGRAMMING

In  order  to  reach  your  target  audience,  what  type  of  shows  and  station  programming  will  you  consider  for   your  media  plan?              

ROI &  BUDGET  

What’s  your  Return  on  Investment  (ROI)  goal  for  the  campaign?            You  may  want  to  lower  your  normal  goal  if  the  campaign  is  focused  on  branding,  as  it’s  extremely  difficult  to   measure.    [Return  on  Investment  can  help]      

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ROI GOAL     Use  standard  ROI  threshold     Use  a  modified  ROI  threshold     This  campaign  is  part  of  a  larger  campaign  and  it’s  too  difficult  to  evaluate   the  revenue  that  just  this  part  will  generate.     Instead,  use  a  Cost  per  X  to  measure  success.           What  is  X?    (It  should  be  one  of  your  qualitative  criteria  above  –  for   example,  cost  per  inquiry,  cost  per  order,  cost  per  lead,  etc.)   What’s  your  anticipated  Cost  per  X?  

WHAT IS  THE   VALUE?        

     

Comments:               Use  537-­‐B  and  537-­‐C  to  outline  your  cost  and  profit  projections.    You  can  review  your  projected  ROI  and  also   see  the  maximum  amount  you  can  spend  on  the  campaign  and  meet  your  ROI  goal.       MAXIMUM  BUDGET        Yes        No  –  if  no,  you’ll  need  to  either  lower  your  ROI   expectations,  refocus  the  campaign  to  increase  your  quantitative   IS  THIS  BUDGET  FEASIBLE?   results,  or  find  alternative  ways  to  execute  the  campaign  at  a  lower   budget.     Comments:              

FULFILLMENT PROCESS  

How  does  the  audience  respond  to  your  offer?          

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Do you  need  any  fulfillment  materials  (literature,  demos,  etc.)  for  the  campaign?                 What  else  do  you  need  to  do  to  respond  to  and  process  inquiries?              

TESTING PLAN  

It’s  wise  to  test  any  campaign  before  spending  your  entire  budget.    If  you’re  considering  multiple  stations  or   programs,  run  the  same  ad  in  two  different  ones  to  see  which  generates  the  best  response,  or  test  different   calls  to  action  and  offers.    Your  goal  is  to  find  the  ads  and  stations  that  generate  the  best  response,  then  use   those  for  the  remainder  of  your  campaign.         Use  534  to  help  you  with  your  testing.  Which  elements  will  you  consider  testing?     POTENTIAL  TEST  CRITERIA   NOTES     Different  sites   Test  the  same  ad  on  two  different  stations  (with  comparable  placement)  to   see  which  generates  the  best  response.      

Ad placement:     Dayparts,  show,   etc.   Ad  design    

Test the  same  ad  on  the  same  station  but  in  a  different  daypart  or  show   placement.       Test  two  different  scripts  in  the  same  timeslot.    

Notes:                    

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Develop a TV Campaign  

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