How to save money on an advertising campaign
Posted: Wed Jan 29, 2025 7:05 am
Stimulating consumer demand is the goal of any promotional campaign, and its success depends on the conditions of the event and costs. Therefore, you should find out in advance how much the event will cost. It is good if you have the opportunity to choose from several options that differ in price.
If you make a list of expenses in advance and monitor how funds are spent, you can save up to 15%. That is, all expenses should be optimized as much as possible. Remember this when insurance leads for seniors choosing a contractor.
There is no point in overpaying for the materials used if a cheaper option will not affect the result in any way. However, be vigilant so as not to ruin the entire project in an effort to save money. Free advertising campaigns are a utopia.
A simple negative example is sad, "indistinct" Father Frost and Snow Maiden as hosts at your event. But if you print leaflets on regular colored paper (instead of glossy, which is several times more expensive), this will be a completely reasonable move. However, it is important to find a happy medium and try not to harm your own image in the pursuit of cheapness.
How to save money on an advertising campaign
Source: Shakirov Albert / shutterstock.com
Both parties, the customer and the contractor, must make every effort to ensure that the advertising campaign is successful. It is in the interests of the client to control everything, check how the promoters act, what leaflets are printed, not to miss other important points. The mark "done" in the plan does not mean that it is done well and will bring profit. As for the payment for the services of the contractors, the prices in small cities are not as high as in megalopolises. Remember this when estimating the costs of holding advertising campaigns in the regions.
Mistakes in conducting advertising campaigns
Mistake #1 – Addressing the wrong audience
The managers working with the company are the first to learn about the upcoming promotional campaign. The TARP agency shares the following information: it is the sales people who receive the mailing, printed booklets, and they also receive calls. But it is not these employees who manage the purchases, but the decision-makers, who, unfortunately, ultimately do not receive valuable information.
Imagine that a promotional event is planned, and the managers who have always dealt with orders receive all sorts of notifications (to their email and regular mailboxes). However, they do not pass this information on to management and in 85% of cases refuse the invitation to participate in the promotions. The sellers do not even try to convey information about the possible benefits to the management, and the promotional campaign ultimately does not bring any profit to the organizers.
Therefore, it is very important to deal with the decision-makers on purchases, to go through managers to supply directors or managers. First, call them, then come and at a personal meeting tell them about all the "delights" of the upcoming event.
Mistake #2 – Too strict rules
The goal of any promotional campaign is to sell more and make a profit from it. You can offer gifts or discounts to those who buy two products at once instead of one. But not many customers will agree to pay for a second (unnecessary) product, even if there is a bonus for it.
An example of an unsuccessful promotion: a consumer is offered to buy twice as much product as usual, and in exchange is given 500 units of something else. As a result, 76% of customers refuse to participate. A survey showed the following: customers wanted a gift, but did not plan to initially double their average bill to receive it.
How to fix the situation:
Allow any customer who has made a purchase (for any amount) to participate.
Reduce the volume of goods given out as gifts by five times.
The duration of the advertising campaign will be limited to two weeks (instead of the originally planned two months).
These measures increase the effectiveness of the event by 17%, and the number of people willing to participate – up to 89%.
If you make a list of expenses in advance and monitor how funds are spent, you can save up to 15%. That is, all expenses should be optimized as much as possible. Remember this when insurance leads for seniors choosing a contractor.
There is no point in overpaying for the materials used if a cheaper option will not affect the result in any way. However, be vigilant so as not to ruin the entire project in an effort to save money. Free advertising campaigns are a utopia.
A simple negative example is sad, "indistinct" Father Frost and Snow Maiden as hosts at your event. But if you print leaflets on regular colored paper (instead of glossy, which is several times more expensive), this will be a completely reasonable move. However, it is important to find a happy medium and try not to harm your own image in the pursuit of cheapness.
How to save money on an advertising campaign
Source: Shakirov Albert / shutterstock.com
Both parties, the customer and the contractor, must make every effort to ensure that the advertising campaign is successful. It is in the interests of the client to control everything, check how the promoters act, what leaflets are printed, not to miss other important points. The mark "done" in the plan does not mean that it is done well and will bring profit. As for the payment for the services of the contractors, the prices in small cities are not as high as in megalopolises. Remember this when estimating the costs of holding advertising campaigns in the regions.
Mistakes in conducting advertising campaigns
Mistake #1 – Addressing the wrong audience
The managers working with the company are the first to learn about the upcoming promotional campaign. The TARP agency shares the following information: it is the sales people who receive the mailing, printed booklets, and they also receive calls. But it is not these employees who manage the purchases, but the decision-makers, who, unfortunately, ultimately do not receive valuable information.
Imagine that a promotional event is planned, and the managers who have always dealt with orders receive all sorts of notifications (to their email and regular mailboxes). However, they do not pass this information on to management and in 85% of cases refuse the invitation to participate in the promotions. The sellers do not even try to convey information about the possible benefits to the management, and the promotional campaign ultimately does not bring any profit to the organizers.
Therefore, it is very important to deal with the decision-makers on purchases, to go through managers to supply directors or managers. First, call them, then come and at a personal meeting tell them about all the "delights" of the upcoming event.
Mistake #2 – Too strict rules
The goal of any promotional campaign is to sell more and make a profit from it. You can offer gifts or discounts to those who buy two products at once instead of one. But not many customers will agree to pay for a second (unnecessary) product, even if there is a bonus for it.
An example of an unsuccessful promotion: a consumer is offered to buy twice as much product as usual, and in exchange is given 500 units of something else. As a result, 76% of customers refuse to participate. A survey showed the following: customers wanted a gift, but did not plan to initially double their average bill to receive it.
How to fix the situation:
Allow any customer who has made a purchase (for any amount) to participate.
Reduce the volume of goods given out as gifts by five times.
The duration of the advertising campaign will be limited to two weeks (instead of the originally planned two months).
These measures increase the effectiveness of the event by 17%, and the number of people willing to participate – up to 89%.