Campaigning is a key part of your marketing mix. But before your start developing a campaign you need to build a strategy to help you identify who, what, where, and when?
Below are 8 questions to ask, before jumping in:

1. Who is your target market/the people you want to reach? 

Are they male, female, young, older… where are they located? All of these demographics need to be considered before you start spending any money on advertising.

2. What is your goal? 

Are you promoting a cause or selling something? Is it a specific product, a service, or are you simply trying to raise your brand profile? You need to be clear on this objective as this part determines how you want to build your campaign.

3. What outcome are you expecting? 

Increase in sales leads, increase in exposure?

4. Who are the main players? 

It’s important to identify who your competitors are in the market you are looking to target. How big are they, how long have they been around, what services do they provide, are there any gaps in their marketing mix? Conduct your research, learn, benchmark, and strategise – this will help you create a competitive advantage when it’s time to take things to market.

5. What’s your budget?

What is your overall budget for this campaign? Do you expect an immediate ROI (return on investment), or are you prepared to allocate this as an investment towards building your brand? Your overall budget will determine how big your campaign will be, and your potential reach.

6. How long do you want the campaign to last? 

Setting a time frame on your campaign also affects your budget. Some campaigns can be as short as 3 days, others go for months. Which is right for you, and what time frame will allow you to see results?

7. What channels will you use to deliver your campaign?

Digital or Direct? Social Media or Billboards? Remarketing adverts or local newspapers? Where is the best place to reach your potential target market?

8. How do you know if your campaign was successful? 

It’s important to monitor and evaluate your campaign. Ensure all channels can be tracked and use this data to determine the effectiveness of your campaign. Was it a success? What can you do differently next time? Analyse, re-adjust, and implement.

As you can see, building a successful campaign isn’t something you should plan and execute overnight. It requires research, strategy, execution, and evaluation. If you need help building your next campaign, get in touch with us. We would love to help!

1 Comments

  • Robert Edwards
    Posted February 22, 2019 1:32 pm 0Likes

    Great article. Thank you for all your help with our designs!

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