Creating A Successful Marketing Campaign
Here’s a handy checklist to help you to unleash the full potential of your campaign. Good luck!
- Always start with the big picture – What’s the business problem and what’s the measurable objective of the campaign?
- Design a strategy to solve the business problem and deliver the measurable objectives.
- What audience segments are the best fit for the campaign? Explore the communication channels that could be used to engage them e.g. print media, digital media, partner databases, social, internal database, events, face to face, referrals, influencers etc.
- Put together a campaign forecast model that details the hypotheses around the estimate reach, response rates, financial information (sales, margin, budget) and cost per acquisition or contribution per order by audience segment and by channel. This is also the place to document assumptions around any test activity. Check that the proposed activity reflects your overall objective in point 1.
- Explore the likely motivations for each audience segment that you have identified – what is the value proposition based on what we know about them to date?
- Consider a relevant sweetener (offer) that is likely to encourage them to engage with the offer and ideally shorten the consideration time between awareness and moment of purchase.
- Create personal and motivational communications (copy and design) tailored for every audience segment across every channel.
- Check that every communication has a strong ‘Call to Action’ so your audience knows what you want them to do after seeing the campaign.
- Be clear about any limitations or restrictions on the offer so your audience doesn’t feel misled or disappointed if they are not eligible or they miss out for some reason. Consult a lawyer and get promotional terms and conditions as relevant.
- Brief all stakeholders and staff on the campaign details. Arm them with a written brief that they can refer back to for easy reference. This is particularly important for anyone who has a customer-facing role.
- Ensure that any support aspects for the campaign provide a positive experience for the customer e.g. links work, websites are live, telephone numbers go to the right people, offer codes work etc.
- Where possible create tracking links and campaign reports for all aspects of the campaign to help you to understand the reach, engagement and ROI by audience segment and by channel.
- Analyse the campaign result, discuss the results with stakeholders and document insights and recommendations for future activities.