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Strategy First: The Importance of Mining Insights in Advertising

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Google adwordsEvery memorable advertising campaign starts with a strong insight. For starters, insight is a universal truth about why a particular consumer behavior exists—from why people like pink clothes to why kid like colorful toys. The job of an advertising agency, on the other hand, is to respond to this insight with a big idea.

Below are some of the important things you need to know about strategic planning, as enumerated by a reliable advertising agency in Bristol, TN.

It helps you identify the right audience

If your marketing communications attempt to talk to everyone, you’ll just end up talking to no one. This is where the importance of strategic planning becomes evident. Planning allows you to pinpoint the target audience for your campaign. Additionally, it will help you develop the right voice you need to use so that they can easily relate to you.

It helps you craft the right messaging

With a strong insight, you’ll find it easy to come up with the right messaging for your campaign. This messaging, in turn, will help craft the big idea, which will be the heart of your campaign. Some examples of big ideas are Nike’s “Just Do It” and Skittles’ “Taste the Rainbow.” To get insights, you can conduct surveys, in-depth interviews, and focus group discussions with your target market.

It helps promote brand consistency

Strategic planning ensures that every advertising campaign you’ll implement will always be within the bounds of your branding guidelines. This is especially true when it comes to messaging and voice—the copy and visual elements of your campaign should be consistent with the characteristics and personality of your brand.

These are only some of the things that make strategic planning an important aspect of your advertising campaign. To reinforce your existing planning components, you can work with a reliable research agency.

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