4 Ways to Extend the Reach of Your New Ad Campaign

Whether a print, TV, web or radio ad campaign, you dedicated your blood, sweat and tears to develop a creative and compelling campaign.  But beyond the ad buy, there are ways to extend the reach of your ad campaign and deliver your message to more people in a more engaging way.

1. Social Media.  Consider using social media platforms to engage your audience in a contest related to the ad campaign.  This is a great way to draw those who viewed the ad to your social media sites as well as encourage social media fans and followers to seek out your advertisements where they appear.

2. Website & Email Marketing.  When developing an ad campaign (no matter the medium) a website landing page is a great way to continue to keep the audiences engaged and provide additional information that you didn’t have room to include in the ad. If you have a quality email database, create an email marketing campaign that coincides with the advertising campaign (and drives visitors to the landing page).

3. Publicity. Is there a timely or edgy aspect to your new ad campaign? Develop a pitch or media invite positioning your campaign as part of a larger, compelling story.  If you can secure media coverage for your new campaign, you have extended its reach beyond the actual ad buy.

4. Events.  Does your campaign celebrate a company landmark? Is it in support of a new product launch? If there is a reason to celebrate and a bigger story to tell, consider hosting a live or web-based event.  Invite customers, prospects, vendors and media to share in the celebration.  And if the event itself is unique or unexpected, this may serve as another opportunity for some publicity.

Jim Sweeney


Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.