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So I'm sitting here at the train station, you can probably hear it in the background
andwhat we're doing
is we're thinking about all the campaigns required whether it be promote a train or a cross-country
trip, or to promote,
your success. Whether it be lead generation,
brand awareness, however you want to measure.
Marketing campaigns, in a nutshell, are a series
of touches with your
market, your audience, the segments you want to hit,
to communicate a key message. That's it!
Your mediums are veried, they're plentiful. They can include e-mail, search engine,
banners, social media,
press releases,
Investor relations, blogger relations direct mail,
telemarketing, events
trade shows, the list goes on. Campaign can have many
events. That's the point, it's a series of touches. Too many times I see people do
one thing, and expect results. One email, one direct mail,
one pay-per-click campaign,
one banner, and then they complain, they say marketing is a sinkhole of money,
It's not working.
The fact of the matter is that's not how we work. We know to tune that noise out,
we know when that telemarketer calls we can ignore it and they will stop calling.
Or atleast we hope they stop calling. The fact of the matter is,
We're programmed. But, when we see the same message over and over and over again, the same brand,
the same
conversation speaking to our pain, offering solutions and benefits
eventually, we clue in!
They say it's nine to twelve times before you finally have another impressions that
you react.
you react.
So what does that mean? That means your campaigns have to be multi-touch,
they have to be measurable, what is it you want to do with it?
Be specific, are you trying to generate new leads,
try drive prospects to a trade show, try to upset your current
clients? You can't
determine success if you don't have a goal. So then,
what's the big picture on campaigns?
Well they'r a lot of work, you gotta coordinate them, you gotta plan them.
The timing, the content, the medium, the distribution, how many channels are you gonna hit? Do you know if
those channels are where your prospects live? You don't wanna waste your money if they
don't live there.
You want to monitor it, you have the ability to monitor it.
If you can't monitor it you can't measure it, and you can't determin if you were successful, and if you can't determine
you were successful
then as far as anybody else is concerned, you wasted money. Because and leads
you do get, the sales guys because that they were done.
That they were already talking to them and that was their deal. You've got to bea able to define what your
objective was and
how you achieved it. Remember an objective may not be sales it may just be awareness and that's
an intangible. So you wanna know am I getting a return that objective. So before you
begin,
this is the key things,
right let's repeat: quantify your goals, generate campaign ideas and new strategies
how you're going to do it,
know how you're going to target your audience, figure out what the segments are,
and what are the mediums that those segments
can be consumed. Podcasts, videos, white papers, search engine.
What are the 1-2 key messages you'r going to deliver,
Are all of your campaign pieces going to have a
consistent call to action, against your goals.
Plan how you're going to measure it. Plan how you're gonna fulfill it, you don't want the
phone not to be answered, so to speak, and plan how you're
gonna test it and improve it. Maybe A/b testing, you can have
right channel, and the right medium,
bout you may have the wrong message and the wrong
brand. A/B testing will fix that. So that's it.
Final word of wisdom, never let a constrained budget
or resources, stop you from
doing
your marketing campaigns.
There's lots of ways to be guerilla.
Such that costs are low but the results are high.
So think outside the bo, if you need help managing your campaigns
there's lots of resources out there, you don't have to go this alone,
and sometimes it's more cost effective to do it that way.
That's it!
Good luck with your campaign.