Content Marketing Marketing Campaigns
Distinct from day-to-day marketing activities, a marketing campaign is a targeted activity with a specific objective – usually the promotion of a product or service. It can be achieved using a single channel but is most effective when a range of channels and media are used.
Iconic marketing campaigns include John Lewis’s annual Christmas campaign, Greggs’ Vegan Sausage Roll social media campaign, the PG Tips ‘Monkey & Johnny Vegas’ advert series and Cadbury’s Drumming Gorilla. See our favourite campaigns of 2021 here.
But you don’t need to be a big brand with big pockets to experience the benefits of a cleverly crafted marketing campaign. The most important elements of a stand-out B2B marketing campaign are: messaging, positioning and tone of voice.
FIG’s multi-disciplined team is experienced in creating eye-catching concepts that put the right designs with the right words in the right places to deliver targeted, cost effective B2B and B2C marketing campaigns. And we’ll manage the process of communicating your campaign across a diverse range of channels including advertising, email marketing, direct mail and PR through to fully integrated campaigns.
What are marketing campaigns are used for?
In addition to promoting a specific product or service, marketing campaigns can be used to:
- launch a new product or service
- advertise your entry into a new market or sector
- promote attendance a trade exhibition
- promote hosted events
- improve your reputation following negative publicity
- support seasonal activities
Elements of a marketing plan
- Define your objective: what do you want to achieve? Set a SMART objective for every campaign you embark on.
- Define your audience: be specific about who you’re trying to reach. Is it existing customers? New customers? A specific demographic or sector? Being clear about your target audience means you’ll be more focussed about the channels you use and the content you create to reach them.
- Agree KPIs: how will you measure success? This depends on your objective but might include for example ticket sales, leads generated, product sales or repeat purchases.
- Budget: know how much you want to spend and where that will be utilised most effectively. Know what return you expect from your investment so you can measure how well you did.
- Define content requirements: this could range from posters and adverts, to blogs, videos, and social media content. Each piece forms part of a greater whole and it is the quality, combination and well-timed delivery of it that will drive your campaign’s success.
- Channels: these can include radio, TV, print, social media and other online channels.
- Measure your progress: If you’ve set KPIs effectively it should be easy to track how effective the different strands of a campaign are – both periodically and once the campaign is over. For web-heavy campaigns, analytics are both highly sensitive and extremely informative while for multichannel campaigns, using promotional codes is a simple but effective way to identify which work best with which customers.
Timing is everything
The time of day, day of the week, month of the year and sometimes the specific date your campaign ‘goes live’ can be vital to its success. We’ll help you research when your audience is most likely to be receptive and, as importantly, when they will not. Marketing to a teenage demographic before 9am is not going to be as effective as waiting until the evening. Similarly, targeting finance directors in the days towards the end of the tax year is unlikely to get their attention compared to say the middle of the 2nd quarter.
FIG’s marketing experts understand the nuanced nature of a successful marketing campaign and can help you squeeze every last drop of potential out of yours for a strong return on your investment in it.
An integrated approach to marketing
A marketing campaign however bold, brilliant, or even disruptive, should always be conceived and delivered as part of your business’s overall marketing strategy. It should reflect your values, be consistent with your brand and align with your strategic commercial objectives.
Over 25 years FIG has built a reputation for designing, delivering and measuring the impact of commercially successful marketing campaigns in both the B2B and B2C space.