Many marketers often associate campaigns with something incredibly time-consuming and stressful. It is not only the small local businesses that shy away from them, some of the most successful companies only spend 21% of their marketing budget on their marketing campaigns. Consequently, they end up missing out on endless opportunities, including new business interests, increased sales and revenue, and the ability to reach new avenues.
However, creating a successful marketing campaign does not have to be hard. It just takes some planning, understanding, and learning from some mistakes that many people get wrong about campaigns.
Why People Believe It's Hard
Well-designed campaigns can make companies memorable. They can guide customers towards a specific action while giving the brand some emotion, identity, and personality. Yet, no matter how much good they do, many marketers tend to shy away from these marketing campaigns because they feel they are too difficult to pull off. These misconceptions not only cause them to miss out but many times they are just wrong.
Mistake 1: Time-Consuming
Marketing campaigns are not a general thought or idea. Rather they are actionable plans that are specific to your overall goals. They are created around your particular initiative, such as attracting a new demographic or launching a new product. Because these campaigns have specific guidelines and boundaries, they should not take you as long as you may think, especially with these clear goals in mind.
Take IHOP's creative campaign that focused on fake rebranding. The whole concept only lasted a few weeks and was based on them claiming they were changing their name to IHOB and focusing on burgers instead of pancakes. As a result, not only did the campaign generate a lot of controversy and panic, but the demand for the chain's pancakes skyrocketed. And it did not take much time to create this winning campaign.
Mistake 2: Lots of Work
Many marketers often get bogged down by the individual aspects of a marketing campaign – building ads, creating emails, delivering social posts, and perfecting landing pages. In the end, marketers give up before even getting started. Yet, it is essential to understand that campaigns are about quality over quantity. You do not need to do everything to get your point across. Marketing campaigns can be any size, and when you narrow down what content you want to put out there, not only do you minimize the amount of your work, but you can create even a larger impact than trying to do everything at once.
Mistake 3: Don't Have the Full Understanding
Another false belief that many individuals tend to have is they believe that to be successful in a campaign, they need to have a complete understanding of what exactly needs to be done. However, it is not that complicated. Even if you are unsure of precisely the specific steps you need to take, as long as you start with clear goals, you can begin developing a well-thought-out marketing campaign around these objectives. If you’re unsure of where to start, consider enlisting the help of a media partner that can help you from start to finish.
For example, Dollar Shave Club and the mundane razor industry. Even though they may not have had a full understanding of how their marketing campaign would perform in a buttoned-up, drab industry, they exceeded their goals. Their promotional video alone was viewed 24 million times and they were recently acquired by Unilever for $1 billion.
Mistake 4: They've Never Done it Before
Just because you are a marketing campaign newbie does not mean you cannot run a successful campaign. To reap the benefits, even if it is your first time, all it takes is good content and the right marketing efforts. A good marketing campaign needs to be a separate initiative from your ongoing marketing efforts. It needs to have a budget, a measurable outcome, and a specific start and end date. If you create your marketing plan with the following objectives, whether you are a seasoned pro or just starting, you can reach the goals you were hoping for.
For example, Nike's "Just Do It" campaign. Before this award-winning marketing campaign took the world by storm, they were simply an exclusive marathon runner brand. They have never expanded their marketing efforts outside of their targeted audience. However, with clear cut goals and a simple, sweet message, Nike instantly became a recognizable household name worldwide.
Mistake 5: Expensive
You do not have to break the bank to run an effective marketing campaign—it just takes some research and creativity. When you focus on great content, you can end up saving a lot of money, while still getting your message across. In fact, there are plenty of inexpensive ways you can run a successful campaign that promotes your brands. Consider getting involved with the community, running contests, creating inspirational email marketing campaigns, starting a podcast, exploring Pinterest, offering coupons to your consumers, writing for industry publications, and even hosting an event or class.
Tips for Smoothly Creating a Campaign
So, what's the secret to creating an effective marketing campaign? You need to have a plan. With the right approach, you can not only conquer your specific goals but reach a broad consumer audience in the process. The following are some helpful tips that successful campaign marketers always implement into their marketing campaigns:
Solution: Take Your time
Set timelines. When you incorporate deadlines it will give your team a rough idea of a campaign schedule, you can not only plan your work accordingly, but you can see how much (or how little) time it will take to run an effective marketing campaign. Plus, when you try speeding through the process, you end up passing over essential tasks resulting in a less-than-stellar campaign.
Ultimately, when you make a plan, set timelines, and work around them, you have a 356% higher chance of your campaign becoming successful.
Solution: Have a Clear Understanding of Goals and Target Audience
One of the fastest ways to create a successful marketing campaign is to understand your specific goals and target audience. Before you get started on any marketing, you need to come up with a clear call-to-action, an effective campaign strategy, and decide which customers you want to reach. When you are organized, you are more likely to report success, and when you target the right audience, you can quickly grow your ROI.
Solution: Work as a Team
The most effective way of delivering a great marketing campaign is to make sure you work as a team. There are many moving parts in a campaign, and you need to utilize everyone to get the results you want. For instance, if you're going to run a marketing campaign around a new product then you need to have the design team working on the product that your customers want, using marketing research to determine these needs. From there, you will need the services of marketing communication and advertising teams to help you promote this product. Finally, you will require your accounting team to make sure that prices are reasonable for your customers while still driving a profit. When you miss any one of these critical segments, it can negatively impact your whole campaign.
Solution: Utilize the Help of a Media Partner
Working with a media partner can help get you the results you want when it comes to your marketing campaign. This partnership not only allows you to increase your exposure with their broad reach but also helps you build a brand that customers trust because you end up borrowing some of the connections that audiences already have with your media partner. When you work with a trusted partner, your business is their business. And they become devoted to creating highly effective campaigns not only locally and regionally but also across the country.
What It Boils Down To
Creating a marketing campaign does not have to be a daunting task. In truth, you can get the success you want without spending countless hours and vast amounts of funds in the process. Better yet, if you really want to create a well-designed campaign without the heavy lifting, a media partner can provide you with the assistance you need from start to finish and get you the results you want. Creating a marketing campaign doesn’t have to be hard!