Visibility holds
The campaign ends and the visibility ends with it. Continuous advertising keeps the brand in mind between the peaks.
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When you need this
You need this when sales run all year but the advertising runs in seasons. Also when campaigns and continuous advertising are handled separately and show up in different reports. We agree the rhythm of the year: when the peaks come, at what level continuous advertising runs and what each of them is there to do. We plan, build and optimise the mix that fits the objective at hand, and we size it precisely. Once the rhythm is agreed, a campaign no longer has to be built from nothing every time.
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A few lessons
Campaign peaks and continuous advertising have to be timed so that they support each other. Continuous advertising keeps the brand in mind between the peaks, and a peak in turn lifts the results of the continuous work. The second lesson concerns the division of work. Prospecting does not convert, and it is not meant to, because its job is to fill the retargeting audience where the conversions happen. The third lesson concerns measurement. A concrete offer produces a clearly better click rate than a brand message. If a campaign carries both, they should not be averaged into the same report.
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How we work
People do the work: a strategist, a planner, a specialist and an analyst. We build the annual calendar where the peaks and the continuous work fit together, and we follow each with its own metrics. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: the daily checks on continuous advertising and the weekly reports. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
Examples of what we do
- The rhythm of the year: peaks and continuous advertising
- Campaign planning and buying
- The level and budget of continuous advertising
- Division of work between prospecting and retargeting
- Offer and brand messages followed separately
- Weekly follow up and optimisation
- Marketing Engine
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