How can you create an advertising campaign that appeals to both new and existing customers?

Proactively connect with your audience on social media, via email, and through various communication channels. Take the time to reply to comments, resolve inquiries, and cultivate a sense of community. This active engagement cultivates trust and loyalty among your current clientele and leaves a favorable impression on prospective customers.

Advertising is about telling a story that resonates on core values for its audience. The place where both existing and new customers react to that story is when it is well crafted around those values. In my experience, the best building block for achieving this is the creation of rich, deep, verified and tested personas and use them actively in the preparation of every campaign.

With a really good, fun, intelligent creative idea. The rest is nonsense. Only an emotional, human, and original idea will break through.

We all buy the same thing for different reasons… your brand of cereal for example can be the same as mine but you bought them cos the store closest to you had the brand available, i bought it becuse i like the flavor, someone else might choose it for its health benefit, someone for the packaging, someone for the price and someone for the brand’s rich heritage and trust. Eventually we are all holding the same brand’s same box of cereal… good advertising must know how to sell to each of us. Relatable, relevant and right messaging will always hit home.

Nur wer seine Zielgruppe kennt und auch ehrlich zu sich und seinem Umfeld ist, wird die Bedürfnisse des Marktes kennen und erfüllen. Viele Unternehmen Zeichen ein Idealbild ihrer Kunden und übersehen dabei m?gliche Ecken und Kanten. Wer die Zielgruppe kennt, kennt die Painpoints und die entscheidenden Unterschiede.

Die Ziele einer Kampagne sollten klar und deutlich sein um Verwirrungen zu vermeiden. Zudem sollten sie messbar, erreichbar und relevant sein. Zum Schluss sollte noch ein klarer Zeitrahmen festgelegt werden. Man sagt auch: die Ziele einer Kampagen sollten SMART sein: - Specific - Measurable - Achievable - Time-Bound

Setting clear goals and objectives for your advertising campaign is like charting a course for success. It's not enough to have a vague idea of what you want to achieve—you need precise, measurable targets. The SMART framework provides a roadmap, ensuring your goals are Specific, Measurable, Achievable, Relevant, and Time-bound. When you have a well-defined objective, it becomes a guiding star, steering your campaign in the right direction. It helps you stay focused, allocate resources wisely, and measure your progress accurately. With defined goals, your campaign isn't just a shot in the dark; it's a strategic endeavor with a purpose, driving your business forward and making a meaningful impact on both new and existing customers.

Your channel strategy can impact your campaign and users differently. For example, whenever I am running an internal customer campaign, I usually go for more direct channels such as emails, newsletters, organic social media, text and personalized website communications. This is because they are already familiar with our brand, and we want to communicate with them directly. I sometimes mix it up with offline events such as breakfast sessions, site visits and mixers. When we want to appeal to a wider mix of audiences, we use paid social media, search & display ads as well a broader events & tactics such as webinars and report launches. This allows us to tap into a wider reach and convert new users with some of these channels.

Selecting the right channels and platforms is like choosing the perfect stage to showcase your performance. Each platform offers a unique audience and interaction style, and understanding where your customers are and how they engage is key. In today's digital age, the options are vast—from social media and email to websites, videos, and traditional media like radio and TV. The key is to align your message with the medium. A multichannel or omnichannel approach ensures your brand's presence across various touchpoints, providing a seamless and immersive experience for your customers.

Absolut wichtiger Schritt, der ganz eng mit der Definition der eigenen Zielgruppe und Personas zusammenh?ngt. Und genau daran scheitert es oft. Wichtig ist hier, die richtigen Fragen zu stellen bzw. gestellt bekommen. Denn genau dort, wo man nur schwamig antworten kann, liegt sollte man genau hinsehen. Ist mein passender Kanal wirklich Video? Sollte ich vielleicht doch eher auf Podcast gehen? Alles hinterfragen und im Zweifel auch einfach mal testen, schadet nicht.

There should be a balance between highlighting what's familiar and valuable to your existing customer base and introducing what's enticing and relevant to potential new customers. Tailoring your messaging and approach to suit both groups will definitely lead to more successful advertising campaigns.

When talking about content and creative, segmentation is vital: new customers and existing customers will require different messaging. New customers will be attracted by introductory offers, educational content about your product and social proof to build trust, while existing customers will feel appreciated and valued through loyalty programs, exclusive offers or features that are only available to them. It is important to craft a core message that includes all of these elements (or the majority) to generate interest across both audiences.

It's about crafting your message to appeal to the medium you are using. Social Media, Email, OTT, YouTube - these are all great at targeting and getting very granular with the WHO you are targeting. So, you craft your messaging to that segment. For broader more overall awareness such as Broadcast Television or Radio, you craft a general branding and awareness message that delivers to a much broader segment. You cannot get granular with the targeting but you can get a vast reach. You target each message to the audience and to the medium in which you are using for the messaging.

Crafting compelling content and creative is the heartbeat of any successful advertising campaign. It's not just about the message; it's about how that message resonates with your audience. Think of it as a conversation—you want to speak in a way that captivates, educates, and entertains. Using a mix of text, images, graphics, animations, and interactive elements adds depth to your message, making it visually appealing and engaging.

Testing and optimization are the secret ingredients that transform a good advertising campaign into a great one. It's not just about launching your campaign and hoping for the best; it's about continuous improvement based on real data and insights. A/B testing, split testing, heat maps, analytics, feedback, and experiments are your toolkit for understanding how your audience reacts to different elements of your campaign. These methods provide valuable feedback, revealing what captures attention, drives engagement, and ultimately leads to conversions. By analyzing the results, you can identify strengths and weaknesses, allowing you to refine your approach.

A/B testing is the way to go here. I love to create multiple campaigns, copy and creatives options with expected outcomes against each. Once I have this, I test meticolously each combination until I hit the sweet spot. Testing is what helps to achieve great performance, pondering and strategising will only get you so far!

Ich finde es ratsam, eine angemessene Testdauer festzulegen, um aussagekr?ftige Ergebnisse zu erzielen, und sich nicht von kurzfristigen Schwankungen ablenken zu lassen. In einigen F?llen kann eine Kampagne, die über einen l?ngeren Zeitraum stabil bleibt, erfolgreicher sein als eine, die st?ndig angepasst wird.

Focus on the value proposition—it matters to both existing and new customers. For existing clients, it affirms their good decision and perhaps reminds them why they love you and if its presented memorably, it creates a powerful why for new customers

First, Understand their differences (new and existing customers). Showcase the unique value your product or service offers. Most importantly, create a story that resonates with both, highlight testimonials to build trust with new customers, and acknowledge the journey and loyalty of existing customers.

Goal/success metric for existing and new customer is different. You want new customers to choose you over others and buy from you as quickly as possible. With existing customer, you want them to strengthen the trust and become loyal with you. After retaining 87% of our clients for at least 3 years now, we realised the your customer sees you as a vendor for the 3 years and after the 3rd year they start to see you as partner and you can then aim for the active relationship for many years to come. How 3 years? 1st Year: You outperform the past vendor/team. 2nd Year: You show consistency. 3rd Year: You outperform yourself.

Distinguishing between customers and fans is crucial. Customers tend to be transient, while fans are dedicated and enduring. Customers may express dissatisfaction, while fans seek understanding. Fans actively propagate your brand message—they perceive your brand as their own and take ownership of it. Essentially, you've uncovered a community eager to stand out, utilizing your brand as their platform to do so. Fans play a pivotal role in advertising by promoting and generating substantial interest in your brand.

El crear una campa?a que atraiga tanto a clientes nuevos como existentes, es importante e implica revisar varios factores para su efectividad, tales como: conocer a tu audiencia, desarrollar un mensaje relevante y atractivo, ofrecer incentivos atractivos, utilizar múltiples canales de comunicación, fomentar la participación y la interacción, y medir y analizar los resultados. Al seguir estos pasos, podrás crear una campa?a efectiva que genere interés y compromiso tanto entre tu audiencia actual como potencial. Lo importante es ir analizando y realizando los ajustes necesarios hacia donde se mueva la aguja.