What Makes a Successful Marketing Campaign?
A marketing campaign exists to solve a problem and to realise opportunities
Successful campaigns all have these things in common:
The right person,
The right message,
The right time
The starting point for any campaign should be an understanding of what are you looking to achieve, whether it be sales, brand awareness or customer insights, you need a concrete goal in mind. This will give you a yardstick by which to measure your success.
Right Person
Then learn how to construct and deliver your message right person: In order to get the best results, you need to use your available data to ensure you're contacting the right people. This could be your transactional data or from previous customer insights. Understanding your segmentations means you can more accurately target your customers.
Right Message
The best campaigns have a strong theme which works towards your goal. Tailor the message to fit their requirements. Are they a new customer? Then they need to learn what you have to offer. Whereas a returning or repeat customer is in the middle of their journey with you and the preliminaries can be skipped.
Right Time
This is simply down to when you want to achieve your goals and can be considered around external factors such as bank holidays or key spend periods. Are there external factors such as Christmas which could affect how the campaign runs?
It is important to design every aspect of your campaign, know your channels and choose the one which works best for you, whether that be email, SMS or a direct mail campaign. Be clear on your USPs and call to action, you want to be sure your customer knows why they should interact with you and what to do with the information you’ve given them.
Effective, informed planning takes you through every step of the campaign and gives you the basis from which to review. This allows you to establish whether you’ve solved your problem, improved sales, increased brand awareness or gained further customer insights.
Knowing what has worked and what hasn’t gives you the opportunity to refine and repeat the campaign as well as ensure that future campaigns are as smart and on point as they can be.
