What is a Marketing Campaign?

Every successful marketing campaign has one thing in common – extensive planning. Just as your marketing strategy and plan require detailed planning and documentation, so does each marketing campaign.

Before we dive into the details of a what is a marketing campaign, let’s take a quick look at how it fits into your overall marketing planning process.

• Your marketing strategy highlights the WHY behind your efforts.
• Your marketing plan details HOW you will market your business.
• Your marketing campaign details the HOW for a specific promotion or event your business is undertaking.

What is Involved in a Marketing Campaign?

Marketing campaigns are focused and tactical marketing initiatives specifically designed to deliver the goals of your business in line with your vision, mission, and brand as defined in your strategy. People remember great marketing campaigns because they reinforce brand identity and personality by igniting an emotion.

When to Use a Marketing Campaign

Marketing campaigns are highly effective tools that draw attention to various events. They are most frequently used to:

• Introduce a new product, brand, or service
• Increase the sales of an existing product
• Enhance your brand’s reputation
• Increase your revenue and ROI
• Improve your relationship with existing customers
• Capitalize on a market opportunity
• Celebrate or commemorate a calendar event
• Reinvigorate a tarnished image
• Maintain excitement for your business in a highly competitive market

How to Get the Most Out of Your Marketing Campaigns

You need to define what the campaign should accomplish and what action you want your target to take. Each campaign will have its own set of trackable goals (key performance indicators) that help evaluate the breadth of digital and traditional marketing tools to realize your campaign’s objectives. Typically, a campaign uses several different mediums to reach its target.

There are many things to consider when developing your campaign.

• Trackable and Measurable Goals (KPIs) – This might include using Google Analytics to measure organic traffic to your website or new followers obtained through social posts. Regardless of the media chosen, always follow the principle of defining SMART goals. Every goal must be specific, measurable, attainable, relevant, and timely.
• Target Audience – It’s essential to understand your target and where they are in the buyer’s journey.
• Message – Visual, written, and spoken content needs to ignite the proper emotion that drives the desired action.
• Mediums and Channels – Think about how your target likes to engage and deliver your message through these channels. This might include videos, blog posts, infographics, and landing pages.
• Budget – Be sure to factor in all of your costs. Don’t forget to include your design, development, and implementation costs.
• Timing – Define precisely when a campaign will begin and end.
• Team Members – Make sure to clearly define the roles of everyone involved in designing, implementing, and monitoring your campaign. Remember to identify the resources needed to handle the influx of customers given the campaign’s success.

This is a lot to digest. But remember, you don’t have to go at it alone.

How Equivity Can Help

Successful marketing campaigns often require several different marketing experts. While the specific elements of each campaign vary, one thing remains constant. Every campaign must closely align with the tone of your business and brand. Equivity has marketing strategists that can develop your strategies and plan your campaigns. The strategist can then draw from Equivity’s extensive group of subject matter experts to execute and monitor the results. Want to find out more? Contact us today!