Marketing Campaign Strategy
Everyone knows you need a business plan, yet many business owners don’t realise that a marketing plan is just as important. Unlike your business plan, a marketing plan will focus on keeping you top of mind to the consumer, as well as retaining your existing client base; it is tactical and includes many variables when it comes to your business and your objectives. What you need and where we come in is, to develop a good marketing plan using through the line and 360º campaign solutions to achieve your sales goals. Your marketing plan is your plan of action – what are you selling? Who are you selling to? What strategies are you using to create leads that will result in sales?
What is it that you want your marketing campaign to achieve? That’s your objective. You have to be as specific as possible. This is not just about sales but about branding, positioning, publicity, education, how many people you would like to reach, how much you would like to grow your digital platforms and what products or services you would like to focus on? You can think of specifications as the details of the marketing objective. Time is the most typical specification that needs to be included as marketing campaigns lose their effectiveness over time – the consumer gets bored. You’re not only forced to describe what your product or service is, but you must also have a clear understanding of what your competitors are offering and show the consumer how your product or service provides better value or solutions. So a typical marketing campaign objective formula is: what needs to be achieved, how long does the campaign need to run and how much it will cost in order to achieve this.
You also need to determine how you are measuring the success of the campaign. What metrics will you be using? How will you indicate if the marketing campaign has succeeded or not? The number of sales may not be a suitable metric if the marketing objective is to increase the awareness of your brand or to improve your business’ search engine page ranking. So remember to establish the starting point for whichever metric you’ve chosen; you’ll need it to measure your progress. We know that everyone is focused on ROI, we all want that magical “dollar, dollar yo”. Having said this, without proper education as to your brand, products or services no one will know that buying your product is, in fact, the best choice for them. The other side of this is understanding that we need to mix entertainment, humour and interesting thought leadership insights and articles in the mix as this gives a brand a personality, makes it relatable, and trustworthy. We know that hard selling and spamming the general public is, for lack of a better word, rude and intrusive.
The Brand Cartels approach to marketing campaign strategies is to find the WHY. What is the “WHY” of your brand? Why do you do, sell, fix, make, supply and believe in your company and brand? What are your values; if you will? We then go into your brand with in-depth insight understanding who you are and who you want to talk to, rooting out why they need the solution that you are presenting, which then allows us to put together effective strategies that build lasting relationships with your intended audience. So once we have your brief, we do our research, identify key beneficial marketing gaps, and build a marketing solution specific to you, your brand and your needs.
Another thing to take into consideration is how much money you have to spend on your marketing or individual campaigns, this will affect the marketing strategies you’ll use. You need to think about the best, most effective way to reach the consumer. The term, “you need to spend money to make money,” is a reality. If Coca-Cola had to stop advertising, branding and marketing themselves, do you really think that people would carry on buying their products? Even though Coca-Cola is the number one soft drink in the world, the reason for this is how they make themselves visible to the general public on multiple levels. Our natural instinct is to think that, as they are number one in their competitor pool they should not have to spend so much on their marketing budget as it should just happen naturally? We know for a fact, that working towards being number one and hanging on to that position means you need to be working harder, longer, dig deeper, be more imaginative and not be afraid of spending big on your marketing budget.
What communication platforms are you using? Think about your target market, what are their habits and their burdens? Where do they spend most of their time? Where will they most likely see or hear information about your products or services? On social media? A magazine or newspaper? A street pole or billboard? In mall paraphernalia or activations? Radio? TV? These days we are inundated with advertising in our faces, everywhere we go, choosing one platform and hoping for the best is no longer a viable option, you need to stand out from the rest, over and over and over again, which means multiple platforms, repetitively and imaginatively.
Once the campaign has ended, you need to measure how successful the campaign was. Return to the marketing objective, measure what you’ve chosen as the metric to measure the success of the campaign. You can also use this to see what you can repeat in future campaigns or do differently in your next campaign.
If you’re looking for forward-thinking strategies and out the box thinking when it comes to your campaigns, you now know which glass doors to step into. At Brand Cartel we make sure to cut out all the bull.