Marketing campaigns have a number of attributes, they introduce your businesses to the world, attract customers to your brand, take those customers on a journey that leads them to buy products and services and reinforcing a business’s position in its marketplace.
How to Getting Brand Traction
Good campaigns always follow a theme. There is usually a series of touches with the market. This is because there is a lot of noise in every marketplace, and messages sent via only one form of marketing you are unlikely to make a difference. There is no ONE magic number that guarantees the required impact. But it’s an old adage in the marketing sphere that seven pitches should get marketing traction.
Many marketing campaigns contain an overarching theme, which can be leveraged over extended periods of time with multiple variations, or different elements, to tell an entire story.
The Importance of Urgency for change
Marketing theme infuses all the campaign’s messages, this can then be leveraged over time. Many different variations of the same message can be used, with a variety of media that can be employed.
One example that has been cited, is the Duck campaign that was run by the American Family Life Assurance Company. The company started a business back in 1955, and in 45 years it only managed to achieve a brand recognition of 12 per cent. Using a marketing company to help with its campaign which was aimed at improving the name recognition for American Family Life Assurance Company. To help people remember their company’s name Aflac’s Duck appeared quacked the insurance company’s acronym before invariably finding himself in an unfortunate predicament.
The campaign ran for a while eventually the effort they put into driving their message paid off, from 12% recognition it jumped to an astonishing 90%. Then Aflac was catapulted into the lead position in the market for supplemental insurance.
It is common for big clients like Alfac to use advertising agencies who operate in both traditional and digital media environments. These agencies such as (SOMS WEB) create the campaign’s content, administer the media buying strategies, and to keep track of the results. Who can forget Nike’s “Just Do It” or “Where’s the Beef?” from Wendy’s, we can help you in achieving brand awareness and online marketing strategies. To make the difference to your business, call our team of online marketing strategists today!
Having a piece of content go viral is every marketer’s dream
The examples of viral marketing campaigns are endless. But the question is: Why do some pieces of content go viral while others don’t?
While there is no guarantee your video, article or meme will go viral, we’ve found that the brands that have succeeded follow a basic framework.
Below, we’ve outlined eight steps your brand can take to improve your chances of going viral on Instagram, Facebook, Twitter and other social channels.
Step 1: Get to Know Your Audience
Step 2: Make an Emotional Connection
Step 3: Build Sharing Into Your Campaign
Step 4: Make Your Content Useful Enough to Share
Step 5: Get Your Audience to Create User Generated Content
Step 6: Share Your Content at The Right Time
Step 7: Use Powerful Visuals
Step 8: Share Your Content With Powerful Influencers
Some campaigns go viral internationally like Avis’s “We Try Harder” and FedEx’s “Absolutely, Positively Overnight”.
What Mediums are used for Campaigns
- Outdoor media
- PR and publicity
- Trade shows and other events
- Direct mail
- Interactive ads
- website banner ‘s and other online media
- Search engines
- Social media
A true marketing campaign is much more than just a run of advertisements. The most complicated campaigns utilize many of the above media, and employ sequences of messages over long periods as well as support positioning, defining the brand experience, and handling the campaign’s fulfillment and selling.
However, campaigns do not have to be complex to be successful. They can also be simple, use a single medium, with one message and a call-to-action.
When planning a campaign it is a good idea, to begin with, the business’s annual goals. From this starting point, you will need to work back to build activity that is likely to meet the goal numbers. For instance, once you are aware of how many new customers are required, it is possible to calculate how many leads will be needed. Then the campaign can be designed to generate the necessary number of leads during the year.
With this kind of solid planning coupled, an injection of creativity, and concentration on measurement will build a strong platform for success.
Sometimes though campaigns are planned and executed but they don’t hit the specified goals. This is when it’s important to test different elements and make improvements so that the Return On Investment for the overall budget comes out above the goal.
To do this concentrate on the offer and appropriate call-to-action. Then contact the prospects many times and make sure to follow up when it is called for. By recognizing challenges when measuring results and doing what is possible will help everything improve the next time.
Planning Marketing Campaigns to Align with Brand Strategy
Marketing campaigns are vehicles for reaching a marketplace, generating leads and consequent sales and positioning a business as having that certain “je ne sait quoi“.
Brand strategy and the message should always be supported by a campaign’s content and accompanying creativity, even when it’s aim is a tactical lead generation. Content is among the most effective tactics for customer acquisition available to marketers.
What are the Key Concepts and the Steps to Implement Them
- Planning campaigns to hit annual revenue and volume targets. Work out, for example, how many leads it will take to generate 100 new customers and by what time they are needed.
- Considering different media and how they may be used. Say you’re a B2B and the sales team is capable of generating 30 per cent of the required leads through their prospecting prowess; the rest email, telemarketing, direct mail, social media, webinars, search marketing, and trade shows may be able to generate the remaining 70 per cent.
Generating campaign strategies and ideas
- Identifying those goals of the business that will require marketing support. Campaigns may be called on to generate prospects and then nurture them. They may also be needed for direct selling or through channels, as well as for marketing to existing customers.
- Evaluating the options presented by the various media available to decide which are going to be the best for meeting particular goals.
Targeting an audience
- Specific targeting makes it possible to speak in a more direct manner to prospects and to raise response rates simultaneously
Delivering key messages and calls-to-action
- By including all the details contained in an offer makes it easy for a prospect to be overwhelmed. Walk a prospect on the journey at one step at a time.
- Being creative is necessary because markets are busy, noisy places and cut-through is required to grab attention and engage prospects.
Creating a budget and estimating ROI
Being able to project ROI forces you to think through a campaign’s important metrics including:
- exposure to the campaign’s creative
- who is likely to take action from any impressions
- what steps are needed to turn a conversion into a customer
- how many units are likely to be sold, and what will each unit generate in profit
- what makes up the campaign budget
- what is the estimate for the campaign’s
- Fulfillment processes have an effect on effectiveness. When a campaign is being run, for example, and prospects ask for software demos, but these don’t arrive for a week, there is a high likelihood the interest of those prospects will win.
Planning to measure
- If and when a campaign is measured, it provides the evidence that makes it much easier to win budget approval when the next campaign comes around. It also shows what campaigns and what elements of a campaign generate the highest returns.
- Work out how each campaign will be measured. Work out how to account for any variables that can’t be measured.
- Establish the method for capturing responses
Continual testing and improvement
- Even the elements of small campaigns can be evaluated before the entire budget is spent.
- Test subsets of your list and versions of a particular advert to choose the best ones to use or develop.
- Keep testing and track the results