The Luxury Letter Blog

Looking Ahead: Planning Your 2009 Campaigns
October 7, 2008, 1:41 pm
Filed under: Uncategorized

By Hibben Silvo, Editor

Our parents and teachers told us time and time again not to procrastinate, and now that 2009 is around the corner the same advice applies.   With the economy in bad shape, and no clear improvement in sight, planning ahead is even more important than ever.  Many companies are quick to cut their marketing and advertising budgets when times get tough, but this can be the most costly move of all. MarketingSherpa Publisher Todd Lebo says that, “If marketers want to flourish regardless of the economy, they need to justify each and every marketing tactic.  There is a surprising amount of change in how companies plan to spend their marketing dollars in 2009.”  These changes are positive but it is also increasingly necessary to plan advertising campaigns with efficiency in mind; every dollar has to count.

At Adcision, the publishers of this newsletter, we pride ourselves on offering our advertisers transparency, targeting and optimization.  It’s ‘Advertising 101’ that a targeted campaign will yield better results than one in which an ad appears on just any website.  This is especially the case in the luxury market, you must ensure that your ad is being seen by consumers who can afford premium products and services.  Transparency and optimization takes a targeted campaign to the next level.  The ability to control which sites your ads appear on, how many impressions are dedicated to each site, and to edit and optimize throughout the campaign will ensure that your budget is being spent efficiently.

Creativity is key and the Internet is filled with a never-ending source of possibilities.  It’s a relatively untapped resource, especially by advertisers who often think their only options lie within traditional display advertising.  Adcision encourages our advertisers to think outside the box when planning their campaigns.  There is unlimited potential; from new ad formats (ad widgets, video, etc.) to page and event sponsorships.  There are even dedicated email blasts and sponsored posts and e-newsletters available.  These are just a few ways to promote your brand on the Internet and we welcome and challenge you to come up with your own.

Don’t just think outside the box, but think outside the United States.  There are growing luxury Markets in India and China.  Global chief executives of Mediaedge:cia Worldwide Ltd (MEC) and MPG have recognized the value of these markets and recently spent time in India planning their business strategies for the coming year. I hope that many others can identify the benefits of investing in these markets and follow suit.

If all these reasons haven’t inspired you to start planning ahead then here’s another: some publishers will allow you to book 2008 rates for 2009 if you reserve space before January 1st.  Just because you are a premium advertiser does not mean you can’t bargain hunt.  By booking now you not only save money but you secure premium ad space so that you are guaranteed to run on the sites and pages of the greatest value to you.  So, plan now, book now, and you will have a little extra room in your budget for an extra e-newsletter sponsorship or a few dedicated email blasts.

Here is a summary of our advice for planning your 2009 campaigns:
–    The economy is bad, but that doesn’t mean your advertising campaign has to reflect that – targeting,       transparency, and optimization are key.
–    Creativity will get you noticed – don’t feel locked in to traditional display advertising.
–    New Markets mean new business – the United States isn’t the only affluent audience on the web.
–    The early bird special looks better every day – plan and book ahead of time to secure 2008 rates.
–    Consider Adcision Luxury Media as a new channel for reaching affluent consumers.  Call us at 703-837-0870.


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