Great marketing campaigns are the soul of successful businesses. From Nike’s “Just Do It” to Old Spice’s “The Man Your Man Could Smell Like” campaigns, it is clear that smart and creative campaigns could boost your business revenue higher than your expectations.
The execution of your marketing campaigns determines how your brand is recognized and regarded. Also, the purpose of marketing campaigns is to make your brand appealing to consumers. However, a good campaign takes effective planning, advertising, and strategic brand promotion.
Why Is Marketing Campaign Important?
In 1993, The California Milk Processor Board (CMPB) created an all-time favorite campaign called “Got Milk?”. In the 1990s, due to the introduction of soda into the market, people gradually stopped drinking milk. Of course, the milk ads at the time were not helping, as consumers didn’t need ads to tell them milk was good for the bones.
The milk industry revenue was dwindling, and this propelled the birth of the Got Milk campaign. One of the most popular campaign ads was the “Who Shot Alexander Hamilton?” which showed a man consuming peanut butter and jelly sandwich. This man was also listening to a history trivia contest on the radio. The on-air trivia host asks a $10,000 question, “Who Shot Alexander Hamilton in the duel?”
The history fanatic hurriedly answered the question that he knew so much about, but he had a mouthful of sandwich, making his words sound inaudible. If only he had milk to wash it down, he could have answered the question and got the $10,000 rewards.
This campaign showed that CMPB could provide solutions to customers’ frustrations. In 1994, the California milk market sold 755 million gallons, a remarkable increase compared to the 740 million gallons sold in 1993.
5 Important Steps To Creating A Successful Marketing Campaign
Marketing campaigns show consumers and potential customers that your brand is reliable and remarkable. It gives an identity to your brand and persuades consumers to buy from you.
Some of the guidelines for a good marketing campaign are:
1. Know Your Target Audience
Every business has a preferred audience. Whether you are marketing a product or service, some people will likely buy it more, and those are your target audience. To have a successful campaign, you need to define your audience and base your campaign on them. You can try to solve their problems or explain the benefits of a product to their daily lives.
For example, you can sell technical products to IT specialists but not to a skincare beautician. Marketing your brand to audiences who will most likely purchase from you is crucial for a successful campaign. You can achieve this by understanding your audience’s general challenges and demonstrating how your product can solve those problems.
2. What Do You Offer?
A great campaign can make an unexciting offer look special. However, your brand must represent substantiality. You can also sell your brand with enticing offers. Offers give potential customers a reason to buy from you.
One of the best ways to attract customers to your brand is to propose a free offer. You can do this by hosting an event and giving prizes. You can also offer gifts, such as a free book or gadgets, when they purchase. Also, you can offer complimentary upgrades for existing clients. Many consumers like to take advantage of freebies, and they might patronize your brand to get those free offers.
3. Choosing Your Marketing Channels
Choosing platforms to get through to your audiences is as important as knowing them. You can decide whether you’ll advertise through emails or social media to get to your audiences.
The purpose of your preferred platforms is also important to a successful brand marketing campaign. For example, you cannot pitch Medicare insurance to Upwork users. The audiences are wrong, and the platform’s purpose does not match your brand, which may make the campaign unsuccessful.
4. Track Your Budget
The Got Milk ad campaign cost a total of $23 million. Milk processors financed CMBP with three cents on every gallon of milk processed. The milk industry gained $255 million from that campaign. It is crucial to have a detailed budget for your campaign.
Track your expenditure to know when to adjust your budget. Knowing what you put into your campaign helps track the profit you make from marketing your brand, ensuring the success of your campaign as campaigns might be popular but not profitable.
5. Have a Goal
You can only measure your success when you have a predetermined goal. Goals will help you evaluate the outcome of your marketing campaign.
Since campaigns can be for different reasons, knowing your business goals helps you know if your brand awareness campaign brought more potential customers to your business or if your YouTube channel has more viewers. Goals are the foundations of successful marketing campaigns, so you should set yourself some.
Final Thoughts
Although they are not easily orchestrated, marketing campaigns are essential for a brand’s growth. A successful campaign can increase your consumer base and customer referral rate. It also improves your brand’s financial plan and statements.
Creating a popular and profitable marketing campaign requires strategic planning. You can implement the guides provided above to create a successful campaign and drive the growth of your business.