Jun 22, 2022
In Welcome to the Food Forum
Chances are you don't have the budget to do Banner Design everything you want. This is the reality with small accounts, there is not enough money for everyone. The last thing you want is to end up with an underperforming holiday campaign because the budget was cut too low. There are three things to keep in mind when scaling back your campaigns: budget, capacity, and creativity. First, score Banner Design your ideal campaigns based on their priority. For us, high priority campaigns are those that played the most significant role in affecting the overall result – a combination of direct and assisted revenue. Banner Design Look at the costs for last year's season, consider the increase in cost per click (CPC) and the typical length of the season for the business. Some of our clients only run holiday ads from November 11 to December 10, and some from mid-October to December. You also want to factor in any extra Banner Design budget you might need for Black Friday or Cyber Monday, assuming you're participating. Second, look at the overall capability of the business. We have clients who are two-person businesses, and while the demand is there, we know that once Banner Design they reach capacity, they can no longer physically create or sell stock. Consider this when assigning what you want and don't want to perform. Is there a time when this will happen for you during the season? Finally, some of your most successful and ideal campaigns may require a new creative for this year, or even in the middle Banner Design of the season. Some creatives can be reused year after year, but you usually want something new Banner Design to avoid ad burnout because small businesses can have small audiences. If a high-scoring campaign that you really want to run requires a re-creation, chances are something else has to go, especially if creating that item costs extra budget. Trace it Once you have a flattened plan, create yourself and your team a GANNT chart with execution details. We have clients who add our digital marketing component into their larger GANNT charts and while it's great to see where Banner Design digital fits into the overall picture, we find it extremely helpful to maintain our own copy. This is also important because with smaller clients they will usually have one point of contact, a team member who will help with Banner Design their entire holiday campaign. I will participate in strategy discussions, but the implementation and running of the campaign depends on one person. This can leave a lot of room for error, and Banner Design an individualized GANNT chart combined with Asana tasks detailing starts/stops/finishes helps us run smoothly throughout the season.