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Learning Series: Advertising Overview

Everyone has a vague idea of what advertising is. After all, we’re exposed to countless ads daily and for that reason, most people think they understand how to advertise, even if this isn’t the case.

Advertising is always evolving due to the media, technology, and consumer demand. As such, it’s important you understand the latest trends in advertising to make it meaningful for your awards program. To do that, you need to understand:

• What advertising is;
• How advertising works with awards; and
• How traditional and social media advertising measure up

What is Advertising?

This may seem like a basic place to begin. However, it’s important you understand the foundations of advertising before applying the concept to awards.

According to Dictionary.com, advertising is “the act or practice of calling public attention to one’s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards.”

Today, companies use advertising in more authentic, meaningful ways to engage with audience members. We’ll explain this in more detail below.

How Advertising Works With Awards

Your awards program is a small representation of your organization at large. It reflects your values and makes it simpler to achieve your goals. However, it will only do so if you generate sufficient hype, increase awareness, and draw a respectable number of submissions.

Advertising helps meet these goals because it increases awareness, therefore increasing submissions. That being said, not every program needs to advertise. However, there are methods any organization can use, whether it be a traditional method or a social media-based outreach effort instead.

Traditional vs. Social Media Advertising

Both traditional and social media advertising can serve an important purpose in your organization. It’s best to discuss each separately so you know which is best – or if both work – for your organization.

Traditional Advertising

Traditional advertising is what most people think of when they hear the word. This is when you use banners, commercials, or other traditional avenues companies have used for years to get the word out. Some of the most popular traditional advertising methods for organizations include:

• Mail
• Industry publications; and
• Radio/TV (for mass marketed awards)

However, most programs don’t use traditional advertising and turn to social media instead.

Social Media Advertising

Social media advertising is just now beginning to stabilise, though growth continues at a rapid pace. Typical social media advertising centers on promoting a single piece of content. This can be useful for an awards program looking to promote one post or article that is sure to generate results, whether it be more submissions or otherwise, in their program.

How Will You Advertise Your Awards Program?

Regardless of how you choose to advertise or which platform you use to do so, it’s important you consider placement and cost each step of the way. By putting your ads in only the most relevant places where you know your audience will be and considering the ROI of each ad to ensure it’s worth the spend, you can do your part to protect your program’s bottom line.

Get more information on advertising and everything else you should know about your awards program in Awards 101: The Missing Manual for Awards Professionals here.

Ashley Surinak

Ashley Surinak is the resident OpenWater expert on all things content. From the blog to guides and beyond, you'll find her at every turn in your OpenWater journey.

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