To breakdown the meaning of the word “campaign” think about the traditional definition, “a series of military operations intended to achieve a particular objective within a certain area.” A marketing campaign goes slightly beyond normal day-to-day but is still interconnected to what your business does.
We are going to look at 9 different elements help make an effective marketing campaign.
3. Popular issue
8. Creativity & Innovation
Of course this list is not concrete, you may have to do some additional research but this is a great guideline for your next campaign.
Think about what is going on around your business’s industry and find a relevant topic to push your product or service. For instance, is your current competitor thinking about dropping the price on their product? Mention this fact in one of your ad messages and then let consumers know that your offering a discount for a limited time. You will definitely see some buzz around this news.
In general people like to help those that are sick or in need. It’s Movember for many men around the country. And for those that don’t know what that means, its a time for men to grow mustaches to raise awareness/fund organizations dedicated to helping people with prostate cancer. What could your company do that centers around a cause or an event? For every $10 generated your company donates $5 to a cause. Whatever the metric is find an event or cause that means something to your company and you will increase sales along with helping someone else.
If we piggyback off of the relevance element, consider building a campaign that is based on something popular that people can identify with. Maybe thats building a campaign that creates your own take on the popular smartphone app “Candy Crush”.
Everyone loves to compete at some level. If there’s an opportunity to win something you will have consumers at your fingertips. The prize can be as simple or as complex as you make it. You are guaranteed to gain attention with whatever you choose.
Everything we have talked about til now make up this element of “content”. What colors you choose, the contrast or balance of the images. Infographics can be a great tool when you are trying to describe or tell a story about your product or service. Remember there’s NO campaign without words and imagery.
When business comes together and collaborate people notice. Take for example, Dodge Durango and Anchorman 2. Have you seen the commercials of Ron Burgundy selling the newest model? I’m sure you have. Dodge boosts a 60% increase in sales since the campaign took off. Think about who you should be partnering with.
Really to say you have an effective campaign you need to narrow your target audience. Many times marketers get caught up in reach and targeting as many consumers as possible rather than honing in on the “real” consumer. There are only so many consumers that will benefit from your product or service, figure out who those people are and you will have a successful campaign.
Creativity and Innovation
No idea is said to be original that it stems from something else. Its how you take that idea and present it in another way that gets you noticed. Recently, a company called Airbnb released a campaign that is said to be the world’s first film made up of entirely Vine videos. Airbnb is a online website that connects people looking for alternatives to hotels when traveling. So when they released a message on Twitter about making a movie and premiering it on the Sundance Channel it caught a lot of attention.
All of the elements mentioned above can be used together or separately when building your campaign, some are interrelated. What’s your next marketing campaign going to be like?
-sources: smashing magazine, merriam-webster, ad age