Articles: ad campaign

A campaign starts with one decision: what should stay in the reader's head when it is over. One sentence, one image, one benefit. Only then do you pick the materials, because each of them repeats that same idea in a different way. The articles here show how to arrange it so print, giveaways and your website pull together.

One idea in several forms

Instead of a single overloaded leaflet, a short series with clearly divided roles works better.

• A piece that stops people - short, one message, handed out or posted widely.
• A piece that explains - a folded leaflet or a brochure for those who want the detail.
• An object that stays - a pen, a notebook or a memory stick keeps the brand around for weeks.
• A bridge to the web - a QR code or a short address leads to the rest of the story.

Holding it together

The materials should look like a family: the same colours, the same lettering, the same photograph or illustration. People should recognise them before they read the company name. Decide the order too - what reaches people first and what waits for the next contact. With giveaways there is one more question: who gets them. Handing them to everyone costs a lot, while a considered choice of recipients usually returns more. Finally, plan how you will judge the result - a separate web address or a code on the piece is enough to count something.

Start with the text on a series of leaflets if your campaign runs over several weeks, or with the article on combining print and giveaways if you are preparing for a fair or an event.