I bet MONEY was at least in your top 3 guesses! Well, of course we all need money to advertise. Besides Money, what’s the one thing every ad campaign needs to develop a successful ad campaign? A Marketing Objective. A marketing objective is a statement that answers the question, “What do we want to make happen with our marketing efforts?”
All marketing objectives fall under one of two categories:
To get a target consumer to DO something with a product or service. Example: “To reward mom for buying the new Fruit Roll-ups.”
To get a target consumer to BELIEVE something about a product or service. Example: “To get dads to believe that Weber Grills cook meat more flavorful than others.”
Marketing Objectives have TOPPS!
As Einstein once said, “A problem well stated is half solved.” It may seem like stating the obvious, but a marketing objective goes further. Here’s a helpful acronym to help you make sure that your marketing objective contains all the right stuff.
T TARGET- The TARGET Consumer. A person, not an age group. Be specific about gender, ethnicity, and lifestyle. If including an age, it should be as narrow as possible. (To get Young Moms who have small children…).
O OUTCOME- What do you want the Target Consumer to DO or BELIEVE? (To get Young Moms with small children to purchase…).
P PRODUCT- What is the Product or Service? (To get Young Moms with small children to purchase The New Berry Blast Fruit Roll-Ups…)
P PLACE- Where do you want this to happen? A place can be as specific as a grocery store or as broad as a city or region. (To get Young Moms with small children to purchase the New Berry Blast Fruit Roll-Ups from Woodman’s Supermarket in Rockford, Illinois…)
S SEASON- When do you want this to happen? A summer idea may be completely different than a winter or fall idea, and a weekend might be better than a weekday, etc. (To get Young Moms with small children to purchase the New Berry Blast Fruit Roll-Ups from Woodman’s Supermarket in Rockford, Illinois next summer.)