PART 7 : PURPOSE
The following article is part of an ongoing series from J.Schmid with the critical elements and insights you need to strategize, execute and launch successful omnichannel campaigns. Watch your email and follow #CampaignBuildingBlocks on social media to keep up with the full story.
Chris Hayes EVP, Brand Strategy
We all have our favorite marketing campaigns. Brilliant creative and flawless execution make them both memorable and compelling. Most of us can probably recite copy and tag lines from our favorites with little effort. Great campaigns stick with us long after they’ve run their course. But ultimately, the success of any marketing campaign is measured not by how memorable it is, but by how well it achieves its objective.
Marketing campaigns can include a variety of elements: advertising, promotion, merchandising, public relations and social media. They can be splashy and costly or subtle and inexpensive. Big budgets don’t automatically guarantee success. Some of the most effective campaigns cost relatively little to produce and run.
Marketing campaigns support a number of objectives. The most common types of campaigns include:
Brand Launch. When introducing a new brand, preparation is as important as the execution. Knowing your audience, making sure your brand aligns with their needs and wants, creating a killer campaign that captures their interest and using the right media to effectively deliver your message are the keys to success. The brand must support the products and services you will offer, so a successful launch is critical. Brand launches employ multiple communication touchpoints that work synergistically to create both awareness and preference.
Product Launch. Consumer tastes are constantly evolving and healthy brands respond by introducing new and/or improved products that deliver on the brand promise. Product launches differ from brand launches in that the message is product focused and they typically include promotional elements to support distribution and sales efforts.
The solution is a rebranding campaign to “re-introduce” themselves with a new or refreshed brand identity and brand promise.
Rebranding. With an almost constant flow of new market entries, mature brands often struggle to stay relevant. The solution is a rebranding campaign to “re-introduce” themselves with a new or refreshed brand identity and brand promise. A rebranding is similar to a brand launch, often employing multiple communication elements.
Seasonal Push. Almost every company has specific seasons during the course of the year when they need to maximize sales to meet revenue goals. Typically, seasonal campaigns are of relatively short duration and include a strong sales promotion focus.
Revenue Push. Similar to a seasonal push campaign, a revenue push is an intensive, focused effort designed to meet a short-term revenue goal like boosting the sales of a poor performing item.
Turnaround. Unfortunately, companies will sometimes experience serious reputation issues for problems like poor customer service or product defects. Turnaround campaigns relaunch the brand with a new customer promise that acknowledges the problems and promises improvement.
Brand campaigns are designed to defend a brand’s position by communicating and reinforcing the brand position.
Brand Awareness. There is always a tremendous amount of “noise” in the marketplace with marketers constantly competing for a precious share of the consumer’s mind and wallet. An established brand is a valuable commodity and it’s important to keep that brand top-of-mind. Brand campaigns are designed to defend a brand’s position by communicating and reinforcing the brand position.
Repositioning. Changing customers perception of a brand or product is arguably one of the most challenging campaigns to execute successfully. It involves replacing customers’ opinions and beliefs with a new set of beliefs. Repositioning campaigns must effectively combine all communication elements with a clearly articulated message to be successful.
People buy from companies that they like and that share their values.
One final thought on campaigns: There’s an old saying in marketing about “doing well by doing good.” Many types of campaigns today will include a “social good” component that helps show them in a favorable light and makes consumers more receptive to their message. People buy from companies that they like and that share their values. Adding a social good component to your campaign can help ensure a successful outcome.
Wondering if a campaign can help your business… let’s talk, chrish@jschmid.com.
Tags: #campaignbuildingblocks, #campaigncontent, Brand Campaign, brand marketing, campaign planning, campaigns, chris hayes, customers