marketing campaign

The Secret to Marketing Campaign Success: Plan, Plan & Plan Some More

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Failing to plan is planning to fail.

-Alan Lakein

Successful marketing campaigns don’t just happen; they take careful planning and a lot of time and effort. They’re focused, tactical initiatives designed to achieve specific marketing objectives. Successful marketing campaigns are thoroughly researched, focused on the details and executed perfectly. And, they must answer these seven questions:

  1. What are your goals and objectives?

The first thing you need to do is to clearly define your goals and objectives. Do you want to build or enhance your brand? Launch a new product? Introduce a new service? All of these goals and objectives are attainable with the right marketing campaign, and would vary depending on the needs of your business.

  1. Who is your target audience?

A marketing campaign is all about reaching customers, but who are they? Do market research to define your target audience, understand your customers, their preferences and why they come to you. Learn how your customers define your brand and how they compare you with your competition. Speak to your customers, use focus groups, surveys… You’ll understand what people will buy, why they’ll buy it and how to incite them to buy.

  1. Who is your competition?

Identifying your competition helps you understand more about your own business and how best to market yourself. Competitive analysis is your secret weapon. Who is your competition? How is your competition different than you? What are they doing that you’re not? How are they perceived in the marketplace? These are a few questions you should be asking yourself when analyzing your competitors.

  1. What differentiates you from your competition?

Now that you know who your competition is and have a better understanding of them, you can clearly define what differentiates you from your competition. What is your value proposition? Is your product offering more aligned with your customers’ preferences? Are your prices more competitive? The more information you know, the better you’ll be able to differentiate yourself from them.

  1. What’s your budget?

Before you begin planning how to reach your target audience, you must first establish your budget. On the basis of how much you have to spend, decisions can be made on which channels will deliver the best bang for your buck.

  1. How will you reach your audience?

There are many ways to reach an audience, many types of messaging and many avenues with which to deliver the message – social media, email, SEO/SEM, sponsored links, banners, newsletters, radio, television, newspapers, magazines, billboards, signage, sponsorships… The channel(s) ultimately chosen will be dictated by the goals and objectives of the marketing campaign, your target audience and your budget.

  1. Was your marketing campaign successful?

The key to measuring the success of your marketing campaign is monitoring and measuring. What were the sales numbers? Increases in revenue? Downloads? Subscriptions? Calls? Increased traffic to your website? Click throughs? Conversions?

Launching a marketing campaign is a long and complicated process that requires a professional touch. Each step along the way has to be carefully planned, executed and measured. CreativeWorks Marketing has over 20 years of experience designing, executing and measuring successful marketing campaigns. Take advantage of our knowledge and expertise. Give us a call and let’s discuss your next marketing campaign.

 

 

Lately, We Just Don’t Communicate

Imagine your business is about to launch a new campaign. You are sending out an e-blast to give your customers 20% off their next purchase. You’re confident this will be one of your company’s most successful ventures to date. On the day of the launch, your office is flooded with emails and phone calls regarding your new offering, and while you’re ecstatic, your team is frantic. But why?

While your campaign was crafted to a tee, the internal communications to your staff informing them of the upcoming campaign and its details were non-existent.

There are two sides to any marketing campaign. External marketing allows you to get your message across to your intended audience, and internal marketing allows you to effectively market your campaign within your organization. In order for any marketing campaign to be successful, you need to create a plan for both.

We all know that running a new campaign can be time-consuming and we get wrapped up in the details and often don’t take the time to keep our staff up to date. In order to ensure a successful campaign however, you’ll need to bring your staff up to speed so they know how they are impacted and what, if anything, they need to do.

Here are a few key tips on how to effectively prepare your staff for an upcoming marketing campaign:

Give Advanced Notice

After working with your marketing team to develop a new idea for a campaign, share it with your staff. If a new campaign is being implemented without staff members knowing all the details, it’s easy to get the message confused. Sharing your ideas for the new campaign will allow staff to prepare, and will also encourage them to contribute their own thoughts and ideas towards the new campaign.

Provide Supporting Materials

After giving your team the heads up about the new campaign, it’s time to get ready to launch. Depending on what kind of campaign it is, you will need to provide your team with supporting materials that will allow them to carry it out as you had intended. For example, if you are promoting a new service for your clients and they are encouraged to call in and inquire about it, prepare a script for your front line staff. If calls should be directed to your sales department, then the person answering the phone needs to know where to direct the call. The more informed they are, the increase in likelihood of a successful campaign.

Measurement Matters

It’s one thing to let your staff know about a new campaign; you also need to follow through with them about it. Ask them how the campaign is going; are they getting a lot of calls/emails/website requests? If your team is dealing with customers directly, you need to communicate with them effectively so you can measure the success of your new campaign.

Share Success

Your campaign has just ended and of course, it was a hit! Share this success with your team. Not only will sharing the success encourage your employees, it will also give you a chance to evaluate what went well, and discuss how you can create an even stronger campaign the next time around.

In order to effectively market any campaign to your customers, you need to be prepared to market it internally as well. Keep your staff in the loop when launching your next campaign; you’ll be surprised at the difference it makes.

The Best Ideas Aren’t Always In The Box

When thinking about branding, we all know that large brands tend to have the financial resources to produce innovative and creative advertising while smaller brands and budgets often have difficulties getting noticed.

With this in mind, I wanted to showcase how with some creative, out of the box thinking, a small brand (Queensland Board of Tourism) made a real impact with a low cost approach!

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This extraordinary campaign relied on the “Jobs” section of newspapers to get noticed. The result: the Board received over 7 million visitors, 34,000 applicants from 200 countries, and 500,000 votes for this once-in-a-lifetime job.

My take away for all SMBs is that you can make a difference and leave an impact with great results if you risk a little, and work with non-traditional marketing channels.

Has your SMB ever had success with an out of the box campaign? Or has a radically different campaign backfired for you? Have you wanted to try a risky campaign, but been held back by fear? I look forward to hearing your stories in the comments below.