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دوشنبه, 16 مرداد 1396 ساعت 12:50

طراحی و اجرای کمپین تبلیغاتی

 

ایده های متنوعی در نشریات چاپ و منتشر می شود که گاه در انبوه مطالب به خوبی آشکار نیست.از آنجا که خواننده علاقه مند به دانستن است، گزینش این مطالب نیز در خور توجه است چون می تواند دانش و تجربه ارزشمندی تقدیم خواننده کند. «۱۰ راه برای اداره کمپین تبلیغاتی» از آن دست مطالبی است که مترجم با نگاه خود آن را برگزیده و سپس به ترجمه آن اقدام کرده است.

متن حاضر صاف و سرراست به اصل موضوع پرداخته و دستورالعمل های کاربردی خوبی دارد که می تواند کارگزاران تبلیغاتی را به خوبی راهنمایی کند از آن رو که هزینه های مطلوبی را به کار اندازند و پاسخ مطلوبی بگیرند. این در حالی است که کارگزاران تبلیغاتی بیش از دیگران می دانند چه بسیار هزینه های سنگینی که صرف فعالیت های تبلیغات می شود اما در عمل نتیجه سودمندی عاید نمی شود.از این رو متن حاضر متنی خواندی است با سودمندی های فراوان که در پی می آید.

 

۱) برنامه بازاریابی شما
هیچ چیز بیشتر از برنامه بازاریابی نمی تواند به شما کمک کند تا اهداف خود را بشناسید. شما با خلق و دنبال کردن برنامه بازاریابی خود چیزهای بسیاری راجع به شرکت خود، رقیبان و اهداف بلندمدت خود می آموزید. دانستن اینکه چه نوع تبلیغاتی برای شما بهترین است بسیار ضروری به نظر می رسد.
۲) ایجاد طرح عملیاتی
به محض داشتن طرح بازاریابی خود باید یک طرح عملیاتی اتخاذ کنید. این مدل به شما نشان می دهد چگونه افرادی که مستقل کار می کنند (حتی شرکت های تبلیغاتی) نقشه و طرح عملیاتی خود را اجرا می کنند. نقشه عملیاتی اطلاعات ضروری به شما می دهد که می توانید در اداره استراتژی تبلیغاتی خود از آن استفاده کنید.
۳) بودجه تبلیغاتی خود را تعیین کنید
اینکه شما چگونه تبلیغ می کنید به بودجه تبلیغاتی شما بستگی دارد. شما نیاز دارید هزینه تبلیغاتی خود را درست و با استراتژی به کار برید. اگر شما تنها سهم اندکی از پول خود را به تبلیغات (آگهی) اختصاص دهید به این معنی است که تمام آن را به محصولی اختصاص داده اید که ساعت دو صبح (از رسانه ای مانند تلویزیون) پخش می شود، اول بدانید چه مقدار پول برای تبلیغات خرج خواهید کرد، آن گاه می توانید تصمیم عاقلانه ای بگیرید که چگونه آن را ایجاد کرده و در چه رسانه ای قرار دهید.
۴) فرصت های سازگار با توان مالی خود را آشکار کنید
اداره کمپین تبلیغاتی شما به این معناست که شما باید خودتان مدیر رسانه خود باشید. شما باید بهترین جای تبلیغ خود و بهترین فرصت متناسب با بودجه خود را پیدا کنید. اگر شما به بودجه خیلی اندکی محدود هستید می توانید راه های فرعی بسیاری به جای تبلیغات با هزینه های بالا را پیدا کنید.
۵) مخاطب و جامعه هدف خود را بشناسید
تبلیغات شما وقتی جامعه هدف خود را تحت تاثیر قرار ندهد موثر نخواهد بود. اول مخاطبان خود را بشناسید قبل از اینکه تبلیغ خود را خلق کنید. مثلاً اگر کارخانه شما اسکوتو برای بزرگسالان تولید می کند نیازی به سرمایه گذاری برای تبلیغات در شبکه MTV ندارید.
۶) در رسانه های مناسب تبلیغ کنید
شما باید قادر باشید از تمام رسانه ها و ابزارهای تبلیغاتی که در جهت منافع شماست، استفاده کنید. خرج کردن هزینه های بسیار توسط ای میل های تبلیغاتی در جایی که می توان هزینه تبلیغاتی را صرف تبلیغات چاپی کرد، مشتری های شما را به کمتر از تعدادی که می توانستید داشته باشید محدود می کند. به همه رسانه ها فکر کنید به جامعه هدف خود بیندیشید، به برنامه بازاریابی خود نگاهی بیندازید و نقش عملیاتی خود را ببینید سپس تصمیم بگیرید که چه رسانه ای برای تبلیغ و با توجه به هزینه شما بهترین است.
۷) از کار کردن با افراد مستقل نهراسید
اگر نمی توانید از پس هزینه های آژانس های تبلیغاتی برآیید می توانید با طراحان مستقلی کار کنید. حرفه ای ها می دانند که چه چیزی یک تبلیغ خوب را می سازد. بسیاری از این طراحان مستقل در آژانس های مختلف کار کرده اند در نتیجه شما می توانید از تجربه آنها نیز استفاده کنید. همچنین اینگونه طراحان می تواند به شما کارهای کپی و مواد مرغوب و با قیمت مناسب بدهند.
۸) ثبات مهم است
اگر شما تبلیغات تلویزیونی و رادیویی، تبلیغات چاپی و کمپین های اینترنتی اجرا می کنید در آنها ثبات و یکدستی را حفظ کنید. یک گوینده و موسیقی واحد را برای تبلیغات خود به کار برید. در اقلام چاپی نیز باید از رنگ ها و فونت های مشخصی استفاده کنید. از یک شعار استفاده کنید، با این کار همه چیز را برای مشتری بالقوه خود مثل شعار، رنگ، فونت، گوینده و هر چیزی که به کمپین تبلیغاتی شما مربوط است تثبیت خواهید کرد.
۹) دفعات تبلیغ
خریدن فضایی برای تبلیغ در یک شبکه رادیویی که فقط یک بار ساعت
۳۰: ۴صبح پخش می شود خیلی واکنش مخاطب را برنمی انگیزد. شما به تبلیغاتی نیاز دارید که تعداد دفعات تکرار بیشتری داشته باشد تا شانس اینکه مخاطبان بیشتری را جذب کنید بیشتر شود. اگر شما یک کمپین اینترنتی را اداره می کنید برای تعداد دفعات آن تصمیم گیری کنید. دفعه اولی که تبلیغ خود را می فرستید باید به این فکر کنید که قرار است چند بار آن را بفرستید و بعدی ها چگونه باشند؟
قبل از شروع به عمل به این سوال ها جواب بدهید تا موفقیت شما افزایش یابد.
۱۰) کتاب ها
زمانی که تمام اینها به کمک شما نمی آیند و هنوز شما سوالات زیادی دارید و با مشکلات زیادی مواجه هستید، کتاب های زیادی هستند که می توانند برای پیدا کردن مخاطب از آنها استفاده کنید. همچنین به دنبال عنوان هایی باشید که تازه انتشار یافته تا شما را در قله اطلاعات تبلیغات نگه دارد.
آپریل دانکن - ترجمه: پریسا قادری منبع: انارنامه - شماره ۴

کانون تبلیغاتی شطرنج

طراح، مشاور و مجری کلیه امور تبلیغات، چاپ و بسته بندی

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