How a brand attracts its targeted audience can play a major part in the outcome and success of the brand. The strategies can differ depending on the product or service that is being campaigned. You could take the commercial approach like Macy and Target placing their products on TV and in magazines, or you could do the same thing and incorporate celebrity endorsements like Mountain Dew. You could also use the theatrical approach like Bud Lite and place you products in a movie like Ted. It depends on the product and the P-R team working along with the advertisers to determine what the campaign will be launched. My plan is to use a website as my medium to launch an ad campaign for a made-up department store with made-up clothing lines. I want to keep my budget as low as possible so I will probably be the only actor and model in the campaign. I will be including short 15-25 second ads with the still photos. I am taking Macys’ strategy of having a web base campaign and targeting the average consumer and the high shoppers. Macys had a 4.6 boost in comps with a 40 percent increase in online sales because of their web base campaign as well as the broadcasted commercials aired weekly. (Scott Thaler, EVP and chief interaction officer at Zimmerman Advertising: Forbes website)
Since I am the creator of the website and the director, photographer, and the model/actor I will have to collaborate with another director or camera man to achieve the necessary outcome. Photoshop will be my main source of editing as far as imagery is concerned. I will also use iMovie to edit and illustrate any video ads. I am going to be original to an extend but I am still going to use the old techniques of taking still images from the video files. I do not want to get to intense on the website by trying to incorporate too much because it will be more time consuming than I actual realize.
There are certain structures that you abide by when you are operating a campaign.
(http://www.smartinsights.com/traffic-building-strategy/campaign-planning/campaign-planning-template/)
There are questions you will have to
ask yourself. Questions like, what are we trying to achieve through our
campaign and how will we know when we achieve it? Who are the target audience,
and customers insight, who are we trying to reach and influence? These are
questions that give you an aim and object. Having the proper aim and object
will increase the success rate of the campaign. All campaign needs at least two
key messages to work from. Other questions to think about are how are we trying
to position our products and services, and which campaign or product offers
will engage and convert our audience. There are millions of consumers out there
are the question is how will you reach and engage your target audience. Most
campaigns have a goal of trying to reach as many people as possible, and
depending on how many people and potential customers the medium of the campaign
will reach determines whether or not a particular medium will be used or not. I
took good ideas from brands like Target and Macy’s. Macy’s has always been out
of the “big box” when it comes to how they use digital media. Unique social
campaigns have broken through QR codes, and the harnessing of star power have
been a few ways they have lead the industry via technology. However, Macy’s
also uses no name actor who look alike with big names. Macy tries to target the
average consumer as well as the high end shoppers. With their newest digital
solutions they continue to harness some of the key strengths that Amazon used
to exclusively hold. By continuing to think outside the big box, Macy’s is
inspiring advertisers like me to be more unique in our advertising.
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