Setting up any advertising campaign starts with researching the product on offer. Any work is doomed to failure if the manager himself does not know the product well and does not understand to whom it should be offered. In words it seems obvious that you should not sell snow to Eskimos. But in reality, this is not the case…

The employee of the advertising campaign usually asks the customer to fill out a brief to start work, in which the customer himself should describe the product, its target audience. Why is this done? It’s simple – advertisers are often heavily loaded and in such an uncomplicated way simply relieve themselves of responsibility. If something when setting up goes wrong, the customer is to blame – it is he does not know his target audience.

Before starting work, the advertising manager must study in detail, who is the target audience of his product. And on the basis of the study to choose channels of promotion. On the same sting, the budget of the advertising campaign is determined, and KPIs are set, which will be the result of the advertising campaign.

In different countries, Facebook and Instagram are considered social networks in which visitors are looking for entertainment, distracted information, and therefore it is not worth it to offer, say, equipment for production. While Facebook is primarily about reading, then video, Instagram is primarily about visuals. On Facebook you can offer the services of a bookstore, a home repairman, and on Instagram – a furniture shop, an interior design studio or promotion of some heaps of success.

The avatar method has been successfully used in marketing for many years.

Before starting work, any savvy marketer should find out and visualise what his consumer looks like, understand his pains and fears.

First of all, we will make three or four portraits of the consumers of your product, determine their age, fears and concerns, and the needs (pains) that need to be solved. Then we will offer them your product and explain what problems it can solve.