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6 steps - the perfect campaign
Marketing Cornwall Knowledge Base
Article level - Introduction
Time to read - 5 minutes
I recommend following theses steps to create the perfect campaign. When working with clients I always grab these steps from my toolbox. They provide an ideal structure to follow.
Step 1 - Select your segment of buyers to target
Have you read our article on segmentation yet? Start there and then revisit these steps. Remember segmentation means we can be more specific with our message. Creating a message that better connects with our segment will lead to a quicker sale.
Step 2 - Set your objectives
It’s good practice for your business to set objectives for your campaigns. So that afterwards you can measure the results. This will enable you to see what worked well and what didn’t.
For a new business, your goal could be to create awareness of your products and services. You could track awareness through click-throughs to a web page from an email… or downloads of a free report.
If your targeted segment are ready to buy, then you could set objectives related to the number of orders.
For more advanced campaigns, you might want to change perceptions or educate. Though, these objectives are harder to measure without the use of research.
Be specific with your objectives so that they are easier to measure against.
Step 3 - Design the communication
This is when you need to think about what you are going to say to a potential customer to encourage them to buy. Think about their needs and any pain your segment might be experiencing. Then think how your product can solve the most important need and/or pain.
It’s best for you to write down exactly what you want to say without editing it. This is your copy and not for your customers’ eyes yet. Once you know what you want to say, then you can think about how to say it. What mixture of text and imagery will best appeal to your targeted segment? The output will be your headlines and imagery that you will use in your communication.
During this step you might also want to define who you want to deliver your message (if at all). This might be a character that your targeted segment can relate to. This doesn’t have to be someone well known! For example, you might be targeting young people in Cornwall. The best person to appeal to them might be another young person.
Once you have completed the above, then you’re ready to start writing your main body text and any calls to action.
I’ll write about designing the communication more in another article.
Step 4 - Set your campaign budget
‘How much should I spend?’ is the question I often have to answer.
You can calculate this in many ways. But, you should see marketing spend as an investment and not an expense. This sometimes requires a significant shift in attitude.
Here are the four most popular methods for calculating your budget. My personal favourite is the ‘objective and task’ approach - it makes more sense to me.
Percentage of sales - you set your budget for the year with what your anticipated sales will be. Then divide this by the number of campaigns you expect to run during the year.
Share of voice - you set your budget so that your voice is as loud as your competitors. E.g. equal clout with your advertising.
Objective and task - you work out what you need to achieve, i.e. orders of x,xxx. Make assumptions about your markets response rates. Then work out how many people, businesses, households (.etc) you need to target. And how many campaigns you need to hit the objective.
Affordable - you spend what you can!
Step 5 - Choose your marketing communications mix and launch your campaign
Step five is to decide which mix of communications you’re going to use. You’re going to choose the most effective that will reach your targeted segment at the right time and place. The best time and place where they’ll be most likely to complete your call to action.
All your communication elements are now ready from step 3. You can insert them into the different elements of your mix. For example, an HTML email, a sales letter, a web landing page.
Here are some of the most popular choices for you to choose from. I’ll write more about these in another article with a more complete list.
TIP: Choose three activities that will reach your targeted segment, e.g. email, mailer and a sales call. A typical combination for businesses that are targeting other businesses.
TIP: Add a trigger to your communication device so that you can measure the response rate. For example, you might link your segment to a web landing page or give them a unique response email.
Digital
- HTML email, text email, e-newsletter
- Web landing page
- Blog article
- Online advert
- Downloadable PDF file (brochure / report)
- Social media posts
- Podcast
- Video
Printed Media
- Brochure / catalogue
- Direct mailer
- Newsletter
- Vouchers
- Flyer / leaflet
- Advert
- Billboard
- Signage
Sales Activities
- Sales call (face to face / telemarketing)
- Sales letter
- Sales presentation
Press and Media Activities
- Press release and advertorials
- Press day
- Radio advertising
Events
- Exhibitions and trade fairs
- Conferences
- Festivals
- Sports sponsorship
Once you have embedded your message, then you’re ready to run some final tests. Don’t forget to proof read your finished marketing pieces. And finally, don’t forget to tell colleagues when the campaign will start.
TIP: Planning with your colleagues is essential. They must know how to respond to any enquiries. If colleagues are participating then they must make enough time. Many campaigns have fallen flat because the team weren’t focused on the campaign. For example, your sales team could be making all the follow-up calls.
Step 6 - Measure your results
Now it’s time to reflect on your objectives and what you have achieved with the campaign. Remember to log all activity, so you can reflect on what has and hasn’t worked well. I am often saying that marketing is a continual process. We’re testing for the best communication options that give the best return.
Summarize what went well and what didn’t. And then feed this into the next campaign… which you’ll be already planning and implementing ; )
If you need support for your campaign then give us a call, we’d love to see how we could help fortify it. We’re based in Cornwall but happy to work with you wherever you are.
By: Tim Bowerbank
Role: Marketing Consultant