Whether you’re facing funding cuts, austerity or financial ups and downs related to political upheaval, it always makes sense to use your money wisely. Today we’re sharing eight tips to help you make the most of every penny and pound you spend on marketing.


ONE: Focus on the purpose of your brand or campaign before you think about design.

Don’t just design something to look nice. Looking nice is important, but if you’re all style and no substance your marketing won’t go far when it comes to results. Unless you’re doing it for fun or for therapeutic purposes (both absolutely valid reasons), there’s not a lot of point in being creative for creativity’s sake.


If you’re creating a product, you want to make sure there’s a market for it. If you’re creating the concept for an advertising campaign, you need to make sure it appeals to your market, stands out from the crowd and gets your message across. That’s why we always start with taking a detailed brief from our clients, and why we put their brand needs (and not our fancy creative ideas) at the centre of everything we do.


TWO: Know and understand your audience.

This isn’t rocket science and if you’re reading this, we’re pretty sure you already know you have to keep your audience in mind. But how deeply do you really get to know their world? You need to understand their motivations, their consumer habits, their lifestyles and aspirations. Try to think as they think. Look at how competitors and other brands who are targeting the same audience approach them.


How can you appeal to that same audience but in a different way? A way that makes you stand out? Planning is everything. If you jump into a campaign without truly understanding your audience, you run the risk of ending up with a lovely campaign which doesn’t do its job.


THREE: Use data to segment your audience and target your marketing.

Once you know and understand your audience, you can use data to segment them into different groups, and to target your campaign in the most effective way. Segmenting will allow you to send the right message to the different groups within your audience (they won’t all be the same!). And targeted advertising can make sure you place your ads in exactly the right spot, on the right medium, to get maximum exposure to that audience.


Now feels like a good moment to mention that we’re experts in market segmentation, targeted advertising, and using data to get the best from your budget.


FOUR: Pick the right advertising medium.

You might like the idea of TV advertising, but we might know that radio will work better for your audience or your budget. Or we might have options you hadn’t thought of. There’s no point in picking your advertising medium before you understand your market or your budget. They all have to be considered together, to work out what works best for you. And if you can look at your creative at the same time and tailor that to each of those target groups and media, that’s an even smarter way to spend your money.


FIVE: Use an agency which has bulk media buying power.

Hello. We’re an agency which has bulk media buying power. It’s very likely that we can buy advertising space from the same people you buy advertising space from, but we can get it a lot cheaper. That’s because we buy a lot of ad space, so we get access to excellent prices and fantastic deals.


SIX: Make your money work harder by getting your creative and your media placement from the same place.

We’ve touched on this already, but it really does make sense, so we’re saying it again. If you can tie your media placement and buying in with the creative side of your campaign planning, your money will go much further, and everything will work a lot more smoothly. Talk to us about how we can help with both the creative and media sides of your campaign.


SEVEN: If you use an agency, pick one based outside London.

This isn’t complicated. Running a business outside London is cheaper than running a business inside London. Overheads are cheaper, staff costs are cheaper. Quality is just as good. We’re based in Hertford, so we’re easily accessible from London, but we’re not in London.


EIGHT: Learn as you go.

Looking at the results of your campaigns as they run is the best possible way to learn from them for next time. Look at the data. Talk to customers. Reflect within your own team on how things have gone. Everyone is always busy, but taking a bit of time to focus on this at the time of your campaign will pay off when you come to run your next one.


If you want to talk to us about making your money go further, get in touch.

We’re genuinely committed to helping our clients get the most from their marketing spend, and it won’t cost you anything to have a chat with us about how we can help. Let’s talk.