What is a marketing campaign?
Marketing campaigns are an effective way to promote a brand, attracting new potential customers that, in the end, drive profit into your company. However, before jumping into planning and executing a marketing campaign, it is essential to consider the needs of your target audience, the goals you hope to achieve, the resources you have at your disposal, and the messages you want to communicate. In the following, we will explore in more detail the different aspects before starting a marketing campaign.
1.The Brainstorming Process
Having the right mindset and plans before stepping foot in any actions ensures that the direction that the marketing campaign sails to the correct pathway. However, setting up any regular “plans” is not going to cut it when it comes to standing out among other marketing campaigns.
Being creative and unique is all about finding innovative and unconventional ways to grab consumers’ attention and create a buzz around your brand or product. By incorporating unique and memorable design elements, messaging, and visuals, you can differentiate your brand, and helps with:
- Creating an emotional connection with your target audiences. Appealing to a consumer’s value and interest may create a deeper level of engagement and loyalty, which often leads to an increase in brand awareness and customer loyalty.
- Being memorable and recognizable. If a brand is well-designed and consistently applied across all marketing channels, it can help your brand to be easily recognizable and more likely to be top of mind for your target audience. This plays well to the pattern recognition skill of humans in general.
To conclude the brainstorming process, being able to set your marketing strategy differs from the norms, enables consumers to be engaged and notice something new and fresh.
2. The Measurable and Unmeasurable Impact
The reality of having a marketing campaign is to create positive impacts on consumers and also potential customers that may stumble upon your campaign. Here are some examples of quantifiable and unquantifiable impacts.
2.1 Measurable elements
- Increased website traffic
- Sales
- Social media engagement/ Followers
2.2 Unmeasurable elements
- Brand Loyalty
- Customer’s experience
- Brand Perception
The most crucial part of having a marketing campaign is to create a better relationship with consumers. Elevating customers’ experiences and delivering value to them may increase those matrices. A marketing campaign focuses not solely on going viral; the essence of it is to create a truly engaging experience with the consumers.
3. The Aftermath of a Campaign
After a marketing campaign, it is important to evaluate its success and take steps to build on its momentum or make adjustments for future campaigns.
- What worked and what didn’t
Analyse the campaign elements, such as messaging, targeting, channels, and creativity, and identify what worked and what didn’t. This will help marketers determine which elements to keep, adjust, or remove for future campaigns. Do collect feedback from the target audience and customers about their experience with the campaign. This insight helps marketers understand their perspective and identify opportunities for improvement.
- Converting the New to Loyal
A campaign that might result in countless new customers, does not mean they are automatically loyal consumers. Sure, sales might be very high after the campaign, but it is wiser to think about the fact that in the long run, loyal customers are more likely to spend money on a brand.
Just like how people often choose Coke over Pepsi, building a base of loyal customers can give a business a competitive advantage over others in the industry. Loyal customers are less likely to be swayed by competitors and may be more willing to pay a premium for products and services.
- Maintenance and Customer Service
Providing exceptional customer service ensures that the good quality experience that customers experience during the marketing campaign continues after the campaign ends. Managing customers’ expectations and achieving customers’ needs, improves your brand’s image in general.
What are three things to consider before starting a Marketing Campaign
Creating marketing campaigns isn’t rocket science or complex mathematics. It is a reflection of what your business aims to deliver to consumers.
- Begin by planning with a goal in mind, besides creating a campaign that is unique and stands out from others, defines your KPIs, and estimates your potential ROI.
- Deliver value and positively impact consumers – aim to give the best experience to participants.
- The maintenance and reflection after your campaign. Ensure those who came by, stay for the long term – put the Customer Relations Management system at work.
By keeping these issues and ideas in mind before execution, businesses can increase the likelihood of achieving their objectives and building long-term success.
