10 Things Every Marketing Plan Should Have

The first step in developing any marketing strategy is to start with a plan. Developing a plan for your marketing strategy may seem overwhelming. Plans can range from super simple to extremely advanced and complex. However, all marketing plans, big or small, have a few things in common. We will go over ten necessary elements that all marketing plans must contain in order to be successful.

1. The Product

Possibly the most important aspect of your marketing plan is the product. What makes your product superior to others in your industry? Why would someone choose you over someone else? Find what makes your product unique and go with it. Emphasize what you can offer that others can’t.

2. The Research

Okay, so now you know why your product is the best, but whose going to buy it? You need to conduct market research to analyze buying trends in your industry. Collect, organize, and analyze data regarding the demographics of customers, your competition, current sales in your industry, suppliers, and market patterns. This valuable knowledge can help you successfully market to the right people in the right ways.

3. Define

Once you understand the market, you need to define the target audience. Instead of trying to please everybody, zone in on a specific group of people who will be more likely to purchase your product. Describe you ideal customer in detail. Be sure to get more specific than women in their 30s-60s. Really dig deep to decide who your ideal customer will be.

4. Goals

Don’t just keep your goals in your head. Writing them down can help you more clearly define them and set realistic, but ambitious goals. Write full sentences that state what you want to accomplish in your business overall and through your marketing strategy specifically. You can break up your goals into specific mission statements, and it may be helpful to make them quantifiable. For example, a mission statement could be to gain two new clients a month.

5. The Medium

Where is you marketing strategy going to take place? Will your company benefit most from social media or a more traditional approach? Think about which mediums appeal to your target audience and how your product will best be displayed.

6. The Promotion

Putting your product on social media or on television is not enough; you must also promote it. Promotion could be consistent branding on social media, events, giveaways, etc. There is no right or wrong way to promote your product. You just need to make sure you are consistent with your brand and reaching the right audience.

7. The Positioning

Where your product will be positioned in the market? You must decide if you are going to be top-of-the-line or if you want to seem more casual and appeal to the masses. Decide a position for your product and make all of your advertisements surround it.

8. The Schedule

Once you have all of your ideas mapped out, you need to place them on a schedule. Keep the schedule brief and organized, as it will likely need to be changed frequently. Having a schedule can help you keep yourself on track and better monitor how your strategies are doing.

9. The Budget

Of course, in running any business budget is important. See what strategies you can afford and which may be better saved for a later date.

10. The Analytics

How are you going to monitor your results? You need to ensure you can test and analyze to identify the strategies that are working. You can use tools such as surveys, database management tools, and number of engagements to measure your success.

Now you are ready to begin your marketing plan! Be sure to consistently compare your actual marketing strategy to your plan and make sure you are reaching your goals.

Getting Started with Adwords

Have you been considering working on an Adwords campaign, but you don’t know where to start? It is actually a lot easier than it looks to get a basic campaign up and running. There are just four main things you need to consider.


The first is location. Everyone says location is important, and they are right. When you start a campaign, you will need to decide what area you want your ad to be seen in. If you go too far, you will be wasting money, and if you don’t go far enough, you will be missing out on potential clients.

To avoid this problem, be realistic. Where are your current clients coming from? Where is there room to grow and add more clients? You may also want to consider socioeconomic factors of the areas. You would not want to market a luxury product in a low socioeconomic area and vice versa.


People will find your ad based on a criteria of keywords that you set. You can think of keywords as short words or sayings one might type into Google to find a good or service. Adwords may suggest some key words that it thinks is best for you, but you should also put some thought into what people type into Google to find you.


Next, there is the all important budget. In Adwords, it is easiest to set a daily budget, but if you prefer to do monthly, it can be easily calculated. The actual amount you spend each day will very, but you will never spend more than you total daily budget at the end of the month each day once it is averaged out.

There is no exact science on how much you spend. It depends on the competition in your area. The best idea is to start in a middle range and be prepared to increase or decrease what you are willing to spend based on your results after the first week.


Finally, you need to decide what your advertisement will say. This is pretty easy as you are only allowed a certain amount of characters on Adwords. Your ad should be just enough to get people to want to click to go to your website to find out more. HINT: Try googling your keywords and see what other advertisements people have up. Try to be unique and different.

If you have any questions about how to get started with your Adwords campaign, contact Adventure Ad Agency today!

LinkedIn: Overrated or Underrated?

Among the multitude of social networking sites, there is LinkedIn. If you are advertising already on Facebook, Twitter, and other sites like Instagram, you’ve probably been asking if LinkedIn is worth posting on when it means more work for you. Well, it all depends on what your business could get out of it.

The real question is: Is LinkedIn overrated and not worth your time or is LinkedIn actually ignored and underrated as a great advertising opportunity?

First, let’s make sure we understand the purpose of LinkedIn. Like Facebook, LinkedIn seeks to connect people with one another. However, Facebook does this in a more informal social space, whereas LinkedIn is set up as a professional network.

Therefore, the content posted and shared on LinkedIn in some way directly links to this purpose. Some examples of this content could be journal articles, industry news, and hiring opportunities. It is professional business content.

While some professional content can make its way into Facebook and the more social cultural sites, the social content of Facebook and Instagram would stick out like a sore thumb on LinkedIn. Image seeing a gift card give away or a pop-culture video ad on LinkedIn, it would be weird.

Essentially, the take away is that LinkedIn is a professional site where sharing knowledge, resources, and experiences is appreciated and can enhance your brand and reputation, but the direct promotion and marketing of your products and services belongs more on Facebook.

Now to answer the question, is LinkedIn overrated and not worth your time or is LinkedIn actually ignored and underrated as a great advertising opportunity? It depends.

We know that seems like the easy answer, but it is the truth. In most cases, LinkedIn is an underutilized tool by business. Sometimes business lose site of the big picture and focus more on sales and promotions then building brand and reputation.

However, maintaining a LinkedIn can just be overrated for small companies that do not need or want to be spending precious time and resources on something that will unlikely affect their business. Would having a LinkedIn make a big difference on a small boutique store? Probably not.

Take this with a grain of salt though, whether or not you should use LinkedIn also depends on your industry and personal business. If you have questions about your social media strategy, feel free to contact us today with any questions or concerns.

Why Business Should Businesses Use Advertising Agencies?

You may be wondering why business really go to the extra trouble of having an advertising agency or marketing firm do all of their advertising work. The secret is because it is actually the opposite of extra trouble – it’s easier.

While there are many different reasons businesses choose to go to an agency for help, it all ends up being about the business decision. It is the simple business questions of do I have the time, resources, and energy to devote to this or would it be both better and less expensive to outsource this. The business that find the answer to this question to be yes are the ones who benefit the most from going with an agency.

However, choosing an advertising agency is not just about reducing costs or saving some time. It is just as much about enhancing the quality of your advertising. Just because you may be able to do it and check the box does not mean you can do it well and effectively on your own.

For advertising agencies, advertising is their full time job. For you, it’s not. Naturally, agencies have more knowledge and expertise to bring to the table so that your advertising strategy and plan is better thought out and more effective.

Plus, using an agency can be a very efficient decision. It gives you one person to field all the calls from TV, radio, billboard, etc. advertisers who want you to pick them for your ads. They can shift through the nonsense and bring you the best options.

It also puts all your advertising in one place so that your TV ads coordinate with radio and social media, and it puts all of your advertising billing together so it is one bill. You can clearly work with and keep track of your budget.

If you have any questions about why to consider and advertising agency for you business, contact Adventure Ad Agency today. We would be happy to explain the many benefits and even the few drawbacks that choosing an agency can provide.

7 Content Ideas for Social Media

Are you tired of posting the same old thing on Facebook and across your social media pages? It may seem hard to come up with new ideas, but there are all sorts of things that can be relevant to you and your audience.

What you need to remember is that what you post should primarily help your audience, not you or your business. Here are some fresh ideas on what to post on social media:

  1. FAQs – Answer a question that is on your audience’s mind. This can be with a simple question and answer post. Give them a solution to a problem. You could even have a live sessions where the audience can ask questions to you in person.
  2. Customer Survey – Make your customers feel important – because they are. Posting a customer survey will not only make your customers feel heard, but it will let you know what you need to do better.
  3. Challenges – Posting special challenges for your audience is a great way to engage them on social media. It can be as simple as sending in a selfie of themselves with food from your store or products you sell.
  4. Inspirational Quotes – We all need a little inspiration some time, and so do your social media followers. While you cannot do this often, it is okay to throw in an interesting and relevant quote sometimes.
  5. Social-only Promo – One way to make your followers happy and interested is to occasionally offer promotions only to people following you on social media.
  6. Behind the Scenes – People love to know that behind the business there are real people. It make your customers more loyal and more engaged, so go ahead and snap a behind the scenes picture and post about an employee’s 10 year work anniversary.
  7. Hacks, Tools, and Cheat Sheets – People love to think you have a trick up your sleeve, and they love it even more when you share it with them. While things you do at your job every day may seem boring to you, they could be interesting to your audience. For example, if you own a roofing business, make a cheat sheet on how to do a simple inspection.

We hope these ideas will refresh your social media calendar and restart your creative juices. If you have any questions, Adventure Ad Agency is here to help.

4 Ws to Event Advertising

Planning and organizing an event can be a fun and exciting challenge. You will be busy calling vendors, organizing lists, and scrutinizing all the little details that bring an event together. You will be so busy with decision after decision though that researching what advertising you need to use will just seem like a pain.

However, if you want to have a successful event, you need advertising and a creative campaign to get people to your event. You will need to know where to advertise, when to advertise, and what to say. Here is everything you need to know to get started:

WHEN? – You want to have your marketing plan and everything ready when you announce the event. This way after the announcement you can continue to build buzz and excitement. You also want to make sure that people can go ahead and buy tickets or write down a date while you have their attention. There is an exception with annual events. It is never to early to start announcing those and advertising for them. Just increase you advertising as the event draws near!

WHERE? – The where depends on the size of your event and type. It also depends on what audience you want to have. However, social media and online advertising is a must for these types of events. Most often, people will buy tickets or RSVP online, so you want to use these online opportunities to make it easy for people to buy tickets.

However, in any event, it is all about your audience. If this is an exclusive event with a specific guest list, you are going to want to spend your time on direct advertising to those specific client. Email may be one of the best ways to reach them. However, a personal print invitation in the mail will be the most personal and the most effective. If this is a big event meant to bring in anyone, hit social media, broadcast it on local radio stations, and put up a few billboards in key areas. Finally, make sure you are on social media and utilizing digital. This will be the key to bringing up attendance.

WHAT? – Okay, so you know when and where, but what do you say? It is as simple as this blog post. You need to communicate the 4 Ws of the event. The When, Where, and What need to be clear and visible easily. You do not want to make the audience work for it. Finally, the most important thing you need to do is tell the audience WHY they want to attend. It can be quick and simple, but people need a reason to go whether for fun, for charity, or for another reason entirely.

WHY? – For this same reason, I am going to tell you why you need to advertise for events. Why do you need to advertise? Because people can’t go to an event they do not know about. Simple as that.
If you have an event you want help advertising, contact Adventure Ad Agency today, and we can help get you started!

Three Keys to Planning a TV Commercial

Television is a great channel for advertising. It allows you to reach a broad audience and establish contact with your potential customers. Because of the nature of commercials, it also allows you the opportunity to provide information about your product and service.

However, before you go at it, it is important to know that planning and executing a TV commercial can be hard work and can involve a lot of people. Not to mention, it can be more expensive to film and prepare the commercial than actually paying to air it on television. Here are out three key things to keep in mind while planning a TV Commercial.

1. Decide on a reasonable, simple message.

The first thing you need for a commercial is a good simple idea. Remember you should keep it short from 15 to 30 seconds. Despite this short time frame, you still need a message to communicate to your audience. Whether it is who you are or what you do, the message is the major point of the commercial. Before you spend all the time and money, you need to make sure at the end your commercial will achieve your end goal of bringing in more clients.

2. Set a budget.

As with anything, money is a big factor. In your plan, you need to get down to the dollar signs. The biggest mistake people make is not realizing all the things that go into making a commercial and all of the expenses. You should start by making a list of everything you think you will need and look further and see what you really need. Depending on how complex your commercial is you may need more or less.

3. Research

Finally, you need to do your research. Look at what other competitors are doing with their commercials. See what has worked well for other business owners in your industry. Talk to your director or an advertising agency that frequently works on these to give you guidance.

Remember, your first commercial will be hard. It is a learning process, and every time you will improve. However, if you keep these three simple things in mind, you are off to a great start.

Developing an Online Presence

When people want to find your business, they open up their favorite search engine and they type in what they need. If your lucky, they already know your name, and they will search for your business. If you’re not as lucky, people will simply be searching for the service that they need. Developing a web presence that is accurate, findable, and easy to navigate is key to winning both of these sales.

Let’s start by taking a look at these two cases. In the first, the person already know your name, but they are searching either because they want to learn more and possibly find your phone number, address, or other contact information. However, if they cannot easily in at least less than a minute get to that contact information with a simply search, you have a big problem.

In the second case, the person is looking for someone to hire to serve a need in their life. You want their search to turn you up as quickly as possible. Most often, people do not go past the first three search results they get. Here it is critical to work on search engine optimization to ensure you are reaching those potential customers.

To solve both these problems, you should start by trying to achieve three things: be accurate, be findable, and be easy to navigate.

Be Accurate. The first step is making sure that once people find you online, the information is correct. This may seem obvious, but there are a number of different online listing sites and other databases that have your information. You need to step back and go through each of these to make sure all of the information is consistent and accurate. You don’t want three phone numbers and two addresses out there. In fact, search engines will penalize you for this inconsistency in ranking.

Be Findable. SEO seems to be the scary buzzword everyone is using these days, but the idea is simple – be findable. If you’re not showing up in the top three search results of Google, Bing, etc., take action. You already have a head start when you make your online presence accurate.

To help with your organic search results, work on your website, enhance your brand, and encourage customers to leave review. All of this will boost you above competitors. Plus, it is just good business. If this is not enough and you are in a competitive market, you can pay to appear higher using campaigns such as Adwords.

Be Easy to Navigate. Finally, make sure that once your customer reaches your website, they can quickly and easily find what they are looking for whether it is contact information or services. To the extent that you can control it, also make sure that outside websites listing your information are clear and make sense. The first step in doing this is the first thing mentioned in this post – be accurate.

If you have questions about how to optimize and develop and online presence, contact Adventure Ad Agency today. We can help you develop a plan and create consistency in your online presence.

Yelp and Your Business

The days of phone books are almost gone, and online directories have already become a reality. To combat this change, many business are sprucing up their website and finding ways to amp up their online presence. If you are a local or small business, you have probably considered setting up a business page on yelp, but is it really worth it?

First, setting up a yelp page is fairly simple. In just five to ten minutes, you can set up your business page or claim a business page if one already exists. You will simply have to verify your affiliation to the business by entering a verification code sent to the business phone. With something this easy, it is hard to say no to.

After the site is created, you can add your business location, phone, and other information. The site allows you to include pictures. While the actual amount of stuff you have to put up is minimal, the impact can be great. I mean phone book ads never had to be huge and flashy.

Second, Yelp is actually a great resource that is widely used. It is an especially important tool for small business like restaurants or medical offices. Yelp is a great platform for potential clients in business like these to not only find you, but to get access to reviews and feedback. This review function is what draws in consumers.

Finally, Yelp is just another way for people to find you. For many people, the internet is as far as their research will go. It is their world, and the more opportunities you give people to find you the better. Yelp is a simply easy way to make sure you are reaching more people.

Best of all, once it is set up it will require very little maintenance, so yes Yelp is worth it. Phonebooks are a thing of the past. Don’t wait, sign up for Yelp and other similar sites today.

Top Tips for Time Management

Our world is constantly on the go, and the business world is no exception. At work, people are often balancing multiple projects at once, while still needing to find the time to manage their daily tasks and duties. When you have so many things going on, it can be easy to lose track of time and to fall behind. Advertising may seem like the last thing you have to worry about.

Nevertheless, it is actually very important to you business that you stay on top of advertising just as much as production or human resources. It impacts your business and your sales just as much. People won’t buy your product if they don’t know about it. The bustle and stress of work may be holding you back if you are not utilizing time management techniques. In fact, simply implementing some of these ideas can create a huge difference in your professional and even personal life. It will also ensure you don’t leave anything out.

Here are our top tips for time management:

  1. Calendar and Lists. If you are not a list person, become one. Time management starts with being organized. In order to manage your time wisely, you are going to need a clear idea of what you have to do and by when. Keeping and up to date calendar and keeping daily or weekly to do list will help keep you focused and on track. This is also a great opportunity to use technology like your phone that is easy to use and portable.
  2. Prioritize. Next, you should make sure you have a system to prioritize your work. Use one of your lists and maybe color code each activity based on its priority. Priority could be based on due dates or even importance. You want to make sure you handle the important big tasks and don’t forget about them.
  3. Divide and conquer. Another time management technique is to split up your weekly tasks or monthly tasks across a period of time. Instead of trying to get all of your reports done the day they are due, you could schedule out an hour a day to work on long term projects. While sometimes other tasks may take priority, this will hopefully lessen your long term workload and keep you from pulling an all nighter on reports.
  4. Subtract. Take a look at your average week. What do you do that is not really important? Do you have unnecessary meetings with people and never get anything done? Do you waste time trying to get a machine to work? Find a way to subtract the things that steal your time. Maybe you don’t need a daily meeting with your staff, perhaps a weekly meeting is fine. It would give you the ability to have more to talk about and more work to get done at the meeting.
  5. Keep Notes. Often, we waste a lot of time trying to remember or find old information. Create a system and keep detailed notes. This will help you avoid wasting time trying to repeat a similar project. If you keep all the information from your advertising last year for example, it will be easy to evaluate what did and did not work and plan better for next year.