A template to capture competitor strategies, advertising tactics, and performance data.
SayPro Competitive Analysis Template
The Competitive Analysis Template is designed to capture key details about competitors’ advertising strategies, tactics, and performance data. This template helps structure the competitive intelligence gathering process and provides a clear framework for identifying areas of opportunity, strengths, and weaknesses.
1. Competitor Overview
- Competitor Name:
(Insert competitor name here) - Industry/Category:
(Insert industry or product category) - Target Audience:
(Describe the competitor’s target demographic, including age, location, interests, etc.) - Key Products/Services:
(List the main products or services the competitor is advertising) - Advertising Platforms Used:
- (List the platforms they use, e.g., Google Ads, Facebook, Instagram, YouTube, TikTok, TV, Print)
2. Advertising Strategies
- Campaign Objectives:
- What are the main goals of the competitor’s advertising campaigns? (e.g., brand awareness, lead generation, product sales, app downloads)
- Key Messaging/Tone:
- What messages and value propositions are being emphasized? (e.g., product quality, customer service, price competitiveness, sustainability)
- Creative Strategy:
- What types of creatives are being used? (e.g., static images, videos, carousel ads, user-generated content, influencer partnerships)
- Are there any unique or innovative elements in the creative?
- Call-to-Action (CTA):
- What types of CTAs are being used? (e.g., “Shop Now”, “Learn More”, “Sign Up”, “Download”)
3. Advertising Tactics
- Targeting and Segmentation:
- What audience segments are being targeted? (e.g., age, gender, location, interests, behaviors, device type)
- Are there any specific psychographics or behavioral traits being targeted?
- Media Buying/Ad Spend Strategy:
- How does the competitor allocate their ad spend across channels? (e.g., Facebook vs. Google, organic vs. paid)
- Are they focusing more on certain periods (e.g., seasonal campaigns, holiday promotions)?
- Ad Frequency and Duration:
- How often are ads being shown? (e.g., daily, weekly, on a campaign basis)
- What is the duration of their campaigns? (e.g., ongoing, short-term promotions, seasonal)
4. Performance Metrics
- Engagement Rates:
- Track the engagement on social media ads (likes, shares, comments, etc.).
- Include engagement rates for video content, if applicable.
- Click-Through Rates (CTR):
- What are the click-through rates for their ads? Is it above or below industry average?
- Conversion Rates:
- Track how well their ads convert to the desired outcome (e.g., purchases, form submissions, app downloads).
- Cost Per Acquisition (CPA) or Cost Per Click (CPC):
- What is the estimated cost for acquiring a new customer or lead? How does this compare to industry benchmarks?
- Return on Ad Spend (ROAS):
- Track the return they get from their ad spend (e.g., revenue per dollar spent).
- Audience Feedback/Reviews:
- Are there any notable trends in customer feedback, reviews, or sentiment on their ads and products?
- Growth and Market Impact:
- Have they gained a significant market share recently or experienced growth in a particular area? (e.g., expanding into new markets, gaining new customers)
5. Campaign Performance vs. SayPro’s Campaigns
- SayPro Campaign Comparison:
- Compare SayPro’s advertising performance to the competitor’s performance based on the metrics above.
- Highlight areas where SayPro’s campaigns are stronger or need improvement.
- Example: “Competitor X has higher engagement rates on Instagram due to influencer-driven content, while SayPro’s Instagram ads have lower engagement. We can improve engagement by leveraging similar influencer partnerships.”
- Opportunity Areas:
- Identify opportunities for SayPro to enhance its strategy based on competitor analysis (e.g., using a specific platform, focusing on a target demographic).
- Competitive Threats:
- Identify areas where competitors are excelling and where they could potentially outpace SayPro if trends continue (e.g., more innovative ad formats, better targeting).
6. Strategic Recommendations for SayPro
- Creative Adjustments:
- Based on competitor analysis, recommend changes to creative assets. What type of creatives or ad formats could SayPro adopt or refine?
- Platform and Channel Adjustments:
- Should SayPro shift ad spend to different platforms? Should they consider new or emerging channels (e.g., TikTok, Reddit, podcast advertising)?
- Targeting and Segmentation:
- Recommend changes in audience targeting based on insights from competitor performance (e.g., narrowing or expanding audience segments, using more specific demographics or interests).
- Budget Reallocation:
- Based on performance, recommend adjusting the media budget allocation. Should SayPro invest more in certain platforms or ad formats that have shown success for competitors?
7. Visuals and Data
- Competitor Ad Samples:
- Include screenshots or links to competitor ads to visually represent their ad creatives.
- Performance Data Comparisons:
- Include graphs, charts, and tables comparing key metrics such as engagement rates, CTR, conversion rates, and ROAS between SayPro and competitors.
Template Example:
| Competitor Name | Target Audience | Key Products | Advertising Channels | Main Campaign Objectives | Engagement Rate | Conversion Rate | CTA Used |
|---|---|---|---|---|---|---|---|
| Competitor A | Millennials, 18-34 | Eco-Friendly Products | Facebook, Instagram, Google Ads | Brand Awareness, Product Launch | 4.2% | 2.5% | “Shop Now” |
| Competitor B | Families, 35-50 | Household Goods | TV, Instagram, Pinterest | Lead Generation, Seasonal Promotion | 3.8% | 3.0% | “Learn More” |
| SayPro | Tech-Savvy Users, 20-40 | Smart Devices | Facebook, Google Ads, YouTube | Product Sales, Brand Loyalty | 3.0% | 2.0% | “Buy Now” |
This Competitive Analysis Template is designed to give a clear and structured overview of competitors’ strategies, tactics, and performance. By using this template, SayPro can identify key opportunities and threats, refine its advertising strategies, and make data-driven decisions to stay competitive in the marketplace.
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