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A campaign is a coordinated strategy, which is developed to achieve a goal. In marketing, the driving factor is generally to increase revenue through customer acquisition; however, that is not necessarily the direct goal of a marketing campaign. Marketing campaigns may be designed to create greater brand awareness, to dispel negative publicity, or to appeal to a new audience. A marketing campaign is a means to tailor a message to a specific audience, to achieve specific goals. Strategizing a campaign involves research, planning, and creativity.
There are a few key things to consider when planning a campaign:
What specifically should the campaign achieve? When creating a marketing campaign it is necessary to start with a goal, determined by the company’s market position, sales numbers, and image. It is important to know your objectives.
What are you willing to spend, and what will the costs be?
How much of an increase in sales do you want to see?
Who is your audience? The audience segment for a marketing campaign may be a particular age group, people with specific interests or motivations, or dissatisfied customers reacting to negative publicity.
What is your timeline, and how often do you want your message repeated? The optimal length of a campaign must be determined. The repetition of your message/theme can last weeks or years.
What type or combination of media do you choose to use? The various types of media available and their particular interest to your targeted audience can include print ads in publications, ads and banners on websites, social media, mail, email, radio and podcasts, television spots, telemarketing, events, conferences and trade shows, search engines, or personal on the street contact with potential customers.
Once you have implemented a campaign, other considerations come into play. Metrics to evaluate success/failure should be in place. Google analytics can help measure the success of an online campaign. There must be a certain flexibility to make changes, in order to re-evaluate and adjust a campaign to maximize positive factors, to scrap it due to bad results, or continue based on positive feedback. You also may want to designate people to the task of handling the interest generated, specific to which form of media you choose.
There are many elements to consider when creating a marketing campaign: cost, time, message, goals, audience, and medium to name a few. A structured, researched, well thought out and executed campaign can give you the results you need.
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