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!

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.

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.

Three Most Common Advertising Mistakes

No one likes to make mistakes, but we are human and we all do it. All too often we fall into a routine and slip into these silly advertising mistakes that hold our businesses back. Are you making these common advertising mistakes?

Number 1: Repeat offenders.

If something is working, keep doing it. However, as humans, we have the tendency to want to stay in our comfort zones. This way mean using the same advertising strategy year after year, or it can be as basic as posting the same thing week after week on social media. While it can be hard to always be thinking of fresh new ideas, that is not the most important part. The most important thing is that you stay on top of new ideas and new trends. Don’t settle for repeating the same thing over and over again.

Number 2: Too trendy.

At the same time, don’t get too ahead of yourself. You might be itching to try a Facebook live video, but don’t try it right away. Do you research. Check out other Facebook live video strategies. See how other businesses are doing it, and try shooting a video that is not live and see how it turns out. While new trends can be exciting, it is important you do your research and practice before you jump on the bandwagon. Also, just because something is trending does not mean it is the right thing for you are your business.

Number 3: Deadly assumptions.

We make a lot more assumptions that we realize. We assume that something won’t work for us. We assume that our target audience is mostly male. These assumptions however can be very wrong. Don’t assume, get the data. Look at Google Analytics and look at research, find out who your audience is through surveys and polls. If you put the time into getting to know your clients and their needs, your advertising will improve. Also, don’t be afraid to try something new. Don’t assume it won’t work just because you have never done it.

How did you do? Are you making these common advertising mistakes? For help escaping these mistakes, contact Adventure AD Agency for helping sprucing up your strategy.

Ted Talks You Need To See

One of the best things about working in the advertising and marketing industry is that the industry is constantly evolving and changing. There is always more to learn and new concepts to try out, and one of the best ways we learn and grow and become better advertisers is by listening to other people.

This week, we have compiled a list of some great TedX talks that we think are great to either expand your knowledge of marketing and advertising or to simply entertain you and expand your mind.

What if there was no advertising? | George Nimeh

We’re All in Marketing: What Evolution Tells Us About Advertising | Ethan Decker

Sex sells! And other mythologies of advertising | Greg Ippolito

The Stockholm syndrome of advertising | Jacob Östberg

Can advertising save the world? | Jeff Rosenblum

When advertising works | Siu Hung Ng

Are TV Commercials still relevant?

In the media obsessed culture we live in today, it seems like more and more people are turning to the internet and social media, and more and more advertisers are drifting away from traditional television advertising to digital marketing and SEO.

Even when people are watching TV, they seemingly always are also on some other device, whether it be their phone, tablet, or computer. The question remains on advertisers’ and business owners’ minds, are TV commercials still worth my advertising money?

Good news – TV still is an extremely effective way to advertise to audience. Don’t believe me? Well, in 2015, the results from a study conducted over a five year period from 2010 to 2014 by the Marketing Analytics company MarketShare showed TV “remains the most efficient vehicle through which to drive consumer purchases, out-delivering digital media (display and social), print and radio.” This study was highlighted in depth in an article by AdAge and featured by CNBC and AdWeek.

In fact, the study found that when comparing performance across similar spending levels, TV averaged four times the sales lift of digital advertising. Other interesting information from the study showed that TV advertising was particularly effective for automotive brands, especially luxury brands. This may seem a bit unbelievable, but this is not saying that online and digital advertising is ineffective. This is simply saying that TV advertising is still the best ROI and most efficient way to market your brand and your product.

Nevertheless, MarketShare goes on to stress in their study that this does not mean you should simply throw all your ad dollars into TV advertising and forget about radio, print, and digital. A well-balanced strategy incorporating all of these channels is the strongest way to build your brand and sell your product. The point simply is don’t move those advertising dollars away from TV just yet!

Is Billboard Advertising still relevant?

As consumers, we are flooded with thousands of advertisements every day. Even sitting on traffic on the way to work, we are bombarded with radio ads and billboards. The questions is – do people ever really stop to look up and notice billboard advertisement or do they blend into the background and chaos.

The truth is billboard advertising is popular for many reasons. It gets advertisers’ quick and clear messages visible to large amounts of people in simple, eye-catching ways when done effectively. The messages are able to reach a relatively diverse group of people and have proven to effectively increases brand awareness and recognition, as well as lead to increases in sales. The audience is guaranteed, and hopefully, the consumer will have a better chance of finding your store or product.

However, in this 21st century we live in, more and more people are on talking on bluetooth while driving or playing with a tablet while in the passenger seat. The question remains – Are consumers really engaged? And don’t billboards have downsides? Well, yes and yes.

People do only get a small and quick window in which to view your ad, so the ad does need to be short and sweet. Plus, visibility relies on the weather and people paying attention. You cannot specifically target an audience segment well, unless your characteristic is geographic.

However, in 2009, the Arbitron National In-Car Study was published by Senior Media Research Analyst Diane William and cited in an recent article by Forbes. In this study, it was found that “71% percent of travelers often look at the messages on roadside billboards” and “37% report looking at an outdoor ad each or most of the time they pass one.” While this study was done quite a few years ago, this information is quite interesting and is still relevant today.

According to the study, “55% of travelers have noticed a digital roadside billboard in the past month and nearly one-third 32% have noticed one in the past week.” Since digital boards are becoming more and more common this is important to learn.

Finally, the study goes on to discuss many other findings. Not only does it prove that viewers actually learn information from billboards, but it also shows viewers recall seeing a wide range of actionable information or information they actually decided to act upon. Plus, billboard advertising was show to be “one of the last messages a consumer receives before making a buy decision” making it critical in the final decision process.

Therefore, billboards are actually extremely powerful advertising tools. Perhaps yes, people are more distracted and less aware of billboard. Yet, billboards still appear to be powerful and effective forms of advertising when done correctly. For helping with your next billboard or for more information about billboard advertising, contact Adventure Ad Agency!