Post on 29-Nov-2014
description
How To Develop A Kick A** Marketing
Campaign5 February 2014
Alison JobsonStraight Marketing
7 Steps to success
• Plan • Execute• Measure
Step 1Set your objectives (SMART)• What do you want to achieve
with your campaign?• Raise awareness, target a
new market, launch a new product, secure new sales?
Step 2Define your target audience• A mass marketing, one-size
fits all approach to your campaign will be ineffective• Understand who you want to
communicate with
Know your target audience
• Known for everyday basics
• Existing customers didn’t want ‘hip’
• Withdrawn after 2 days due to customer backlash
Introduced new logo to appear more ‘hip’
Step 3Decide on your message• What is your key message?• What is your unique selling
point?• A point of differentiation will
help you stand out
Unique Selling Point
30 minutes or less or it’s freeWhen it absolutely, positively has to be there overnightNever knowingly undersold
innocent“100% fruit”
The Donkey Sanctuary
Unlike other adopt schemes donors can visit donkey & build a relationship – “Lifetime of Memories” campaign
USP used as basis of a campaign for Adopt A Donkey
Weak message
“The weather does lots of different things and so does the Post Office.”
Sponsorship of Channel 4 News weather slot
Inconsistent message
• Message reads: “Unison South West
there for you020 7121 5620”
• i.e. “There for South West members.. In London..”
Unison pen
Confusing message
What message is this giving? Find out more here
Really?
Step 4Select your marketing tactics• Will be determined by
budget, target audience and time frame• Integrated campaigns are
generally more successful
Marketing tacticsAdvertising
Public Relations
Sponsorship
Digital
Events & Exhibitions
Direct mail
Telemarketing
Step 5Time your campaign• How long will the campaign run?• Think about running campaigns to
boost season dips in sales• Tying in with a national awareness
day or holiday can be very successful – e.g. Valentines Day, even if there isn’t an obvious link
Ikea
Devon & Cornwall Police
Spotify• Invited people to
create and share a special playlist for their loved one for free
• Gave lots of potential users a taster
• Raised profile through the social sharing
Virgin Mobile
Step 6Check, check and check again• When your campaign goes
live you want it to be the best it can be• If you’re running a promotion
make sure you can fulfill it
Free flights• Early 1990’s• 2 free flights to
Europe with minimum £100 spend
• Overwhelmed with demands they couldn’t fulfill & numerous claims against them
• Cost £50 million
Price match• If you bought
something in Asda cheaper, Tesco would pay difference 2 x over• People scoured
shops for cheaper items & shared strategies online• Cost Tesco an
‘undisclosed’ sum
2011 Price war with Asda
Free coffee for a follow
• Free coupon/sample for a social media follow• Depleted
supply of free k-cup packs after only 3 days
Check the hashtag
Susan’s Album Party or Su’s Anal Bum Party?
Check spelling
Use QR codes with caution
Check grammar
Check the address book
• Sent email to people who’d cancelled asking them to reconsider & offering a sweetener
• Sent to 8 million subscribers instead of 300 it was intended for
• Naturally subscribers were not amused nor impressed with the incentive being offered
Step 7Monitor, measure and evaluate• Marketing is not an exact
science, sometimes trial and error• Well help you make informed
decisions for future marketing spend
Measure
Virtual phone numbersLanding
pages
Campaign tracking
Seek feedback
Promo codes
CRM
The best job in the world
• To raise profile of Great Barrier Reef islands
• Cost A$1 million• A$70 million in
global publicity in the first month alone and A$200 million overall
Queensland Tourism Board
50 Things to do before you’re 11 and 3/4 National Trust • To increase
membership & excite a younger audience
• 13% awareness in the UK
• 16 stories in National Press, 7 TV, 26 radio hits (300 million OTS)
• 37 million opportunities to see on social media
• 42,000 interactions on social channels
Irish Cancer Society• Personalised thank
you card sent to donors
• Reduced pre-Christmas subscription cancellations from 1 in 4 to 1 in 6
• Cost just 1000 Euros
Taylor Wessing - TechFocus
• Identified a range of services that were important to Tech City & packaged them
• Opened an office in the area
• Created TechFocus portal
• Supported by PR, events & social media
• Over achieved a challenging revenue target by 50%
Local marketing campaign
• Straight Marketing campaign for a dental client
• Short term promotional offer - promoted via windows posters, local press advertising & flyers handed out in goodie bags at a carnival event
• 47 new private patients signed up in 1 month
Need help?For a kick a** marketing campaign contact us:
Visit: www.straightmarketing.co.uk
Email: info@straightmarketing.co.uk
Call: 01395 260791Download a sample marketing
plan here