Oct 30, 2020
Marketing campaign essentials
What do memorable marketing campaigns have in common?
There are specific campaigns that spring to mind when we think about hugely memorable moments in advertising. Dove’s “Real Beauty” campaign, Nike’s “Just Do It” advert or the annual “Holidays are coming” Coke commercials that pop up every Christmas.
Strong marketing campaigns tend to have a few ingredients in common, such as:
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Consistent branding
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Targeted call to actions
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Emotional storytelling
The key hallmark that makes a campaign into something timeless and memorable is the last point: unique storytelling that draws on strong emotions.
This is the factor that makes it memorable – your audience will have a powerful reaction to your marketing campaign and conversations will start.
It’s what makes the yearly John Lewis advert so successful – the power of the story is the backbone of all their marketing campaigns.
What makes a campaign successful?
A marketing campaign is successful when it meets its objectives. Simple.
There are a number of characteristics that strong marketing campaigns have in common. Often these are the goals themselves. Setting a vague goal that is near impossible to measure will destine your campaign for failure.
Instead, successful campaigns use SMART goals to focus their efforts. These are:
Specific
Measurable
Attainable
Relevant
Timely
Essentially, your marketing needs to have achievable goals that are clearly defined and challenging, but not impossible, to reach. They need to be ‘timely – in other words, they will benefit from having a targeted finishing time associated with them.
An example of turning a vague goal into a SMART goal is shown below:
Vague goal: ‘Increase website traffic’
More specified goal: ‘Increase website traffic by 30%’
SMART goal: ‘Increase website traffic by 30% by the end of November, via targeted landing pages and social media advertising.’
Want to know more about marketing campaigns?
We have an in house marketing team who would love to chat about how to achieve your business goals.
If you want to find out more call us now on 0333 242 3990.
