Join Jane Barratt for an in-depth discussion in this video Creating your strategy, part of Advertising Fundamentals.
- View Offline
- 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 relatively new practice, and given how complex…the media landscape became with the advent of digital media,…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 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 the creative strategy.…This 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.…
Lynda.com is a PMI Registered Education Provider. This course qualifies for professional development units (PDUs). To view the activity and PDU details for this course, click here.
The PMI Registered Education Provider logo is a registered mark of the Project Management Institute, Inc.
- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency