The 3 Elements for a Complete Marketing Campaign
After years of crafting, executing, and then reporting on marketing campaigns, we've realized that there are three elements that make up a well-rounded and complete campaign. We've also found that breaking down what these elements are and why they are included before presenting to our clients or partners is critical. Some aspects of a plan seem obvious while others don't might not seem appealing until you break them down.
Here are the three elements that we use before beginning a new campaign:
Tactics with Immediate Measurable Benefits
This element of a campaign is obvious and yet it can be missing from planning. Some part of your campaign should have concrete, measurable goals like attendance to an event, redemption of a coupon, or sales of a product.
Sometimes us marketers can get caught up with 'experiential marketing' or 'brand building' but these goals give us a finish line and a measure of success.
The Part of Your Campaign That Provides Key Data
It's not enough to conduct a post-mortem on your campaign or look for 'opportunities' on how to execute it better next time. Your marketing plan should include key learnings that you want to learn before you start brainstorming for that social media contest or event.
Target market information is so valuable and isn't always easy to gain, so every campaign should end with more specific and strategic data than when you started. It can be as simple as observing how customers view your product on shelves, what the most common question is about your company, or a survey of your target audience.
The ultimate goal is to plan your next campaign better and more efficiently each time because of the additional information you're gathering.
Campaign Outreach That Could Possibly be Measured Long-Term, but Maybe Not
This is a hard sell, but in our opinion if brands continually create high-value, personal, and engaging outreach experiences for customers, it will provide the best bang for their buck and brand loyalty. These sorts of efforts include 'surprise and delight' events, community partnerships, or providing special perks for your best customers.
The best way to explain it is that these efforts increase awareness, build positive relationships with your customers, and allow you to put your money where your mouth is in terms of the type of brand you say you are. Because this sort of thing needs to be continual and ongoing it's hard for competitors to easily imitate you or sway brand loyality away from your company.
The downside is that you might never know how much of an effect it has on your measurable goals or which one is most effective.
Questions? Want to talk with us about your marketing campaign and efforts? Send us an email at hello (at) piquantmarketing.com!