The 5 W’s of Marketing: A Comprehensive Guide to Client Interactions
Introduce the new client and their current marketing situation
In this paragraph, introduce the company and their current marketing situation. Include what materials they are currently using to market themselves. Be sure to include their target market (ex. age, gender, marital status, income, number of children or pets, hobbies or sports interests) as well as the geographic area in which they sell their product or services.
For example:
Company [your proud client & a proud company] is a well-established manufacturer of craft items like garden statues, birdhouses, and doorknobs. The retail chain in which they sell their product is primarily composed of gift shops in the rural areas of Colorado. The majority of the sales are made to private households, and approximately 50% of those customers are women over the age of 55. They currently use direct mail as their primary medium through which they market their product.
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“you’re reviewing the campaigns” : “Introduce a new way of marketing”
In this paragraph, explain the new way in which you think your client should use to market themselves. Usually this involves changes to the marketing material they are currently using, or introducing a new product or service. One possible example: “Introduce a new product line, or create an entirely new marketing tool.” A good introduction is helpful for selling your client’s campaign at a later meeting. [placeholder name for line] .
For example:
Outline the goals of the new campaign
In this paragraph, outline the goals of the new campaign. State what the brand is trying to accomplish and the specific objectives of each campaign that they are running. For example, they might say, “We are currently running a ‘Help us get our image back’ campaign to increase overall market awareness of our brand.” Include the specific audience that they are marketing to with the campaign (ex. middle-aged white women) and the frequency that they run this campaign.
# Title:Describe the objectives of the campaign
# Title:State what brand you’re reviewing[/ARTICLE END]
##The part of the article in which I state that I am not supposed to copy and paste the information verbatim. Since the client is asking me to give feedback on their campaign and they’ve already given all this information, it seems like a waste of time for me to copy and paste everything from their website and newspaper articles. It is my job to give them feedback on their campaign, based on what I know about marketing and what I see from the research that they’ve provided me. That’s why my project goal is to analyze their campaign based on what I’ve learned in class and not just copy and paste everything from their website.
Discuss your strategy for achieving those goals
In this paragraph, discuss your strategy for achieving their goals. This part of the analysis will be supported by evidence from your analysis of the current campaign or advertising materials. Be sure to include recommendations on what specific creative changes need to be made as well as any media specifications that might need to be changed on the new campaign. Use evidence from your analysis to support your recommendations.
The remainder of the paragraph should focus on the budget that needs to be allocated for reaching these goals. First, discuss what amount of money will be needed for your recommended changes. Then, identify how much money is currently allocated for the current campaign and how much will be needed to reach those goals. Finally, discuss how you plan on achieving those goals with a limited budget.
include references (i.e., direct quotes) with footnotes:
Present your preliminary findings and recommendations
In this paragraph, present your preliminary findings and recommendations. Include any creative or media changes that you would like to make and any supporting rationale for making these recommendations. Use the evidence that you provided in your other paragraphs. Be sure to analyze how effective the current campaign is, what it is doing well, and how you can improve on it to achieve better results. Explain why these recommendations are necessary and include your recommendations on how to implement them.
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“You’re reviewing the campaigns of a new client” : “Present your preliminary findings and recommendations”
I’ve been asked to evaluate an online campaign for a new client, who is in the second year of their advertising program. They have done very well for their first year, and I was asked to review the current level of performance, identify what has gone well, and make recommendations for continuous improvement.
Our strategy for the online campaign is to target households that have a specific interest in an active process of purchasing a new dwelling. The person who occupies the household’s wage earner is considered to be at high risk for purchasing a house. The people in these households are most likely to be receptive to new house advertisements and see our client as an excellent option.
Explain how you’ll measure the success of the campaign
In this paragraph, discuss how you will measure the success of the campaign. Include recommendations on how you will track the return on investment (ROI) of each advertisement used. Be sure to include a rationale for these recommendations and include any recommendations based on your previous campaigns. For example, say, “Because our current campaign is only running online and on Facebook, I would like to recommend one month of additional print and billboard advertising in select markets.”
It is a common misunderstanding that “if you can’t measure, you can’t measure” is a formula for success. In fact, it’s an invitation to a complete waste of time and money. The ideal scenario is always a comprehensively measured campaign. So even if your political ad agency has no experience with political messaging, this paragraph should be designed by the ad agency to provide you with detailed recommendations on how they will measure the success of your advertising campaign. If you can’t provide them with detailed instructions on how to pass on to the political ad agency, consider looking for a more experienced agency.
This should also be addressed in your media plan before you begin picking the ad agencies to work with:
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