Of course, a good dose of creative talent is an essential ingredient in the recipe for marketing success, but for an effective campaign, that creativity is bolstered and upheld by perceptive planning.
In fact, it’s part of the creative process. Here’s how it works.
Pay very close attention to who your customers are and what their needs, interests, preferences and motivations might be. Appeal to their reasoning by stepping into their shoes and getting a well-rounded sense of who they really are. In essence, you’ve got to speak their language. Marketing campaigns must give your audience a very good reason to respond and act.
The difference between above- and below-the-line marketing has become less defined now that we work with a whole 360 degree spectrum of online, offline and now inline marketing (where consumers increasingly engage with brands through social media channels). What remains constant, however, is the inspirational ideas at the heart of all successful marketing operations. A strong concept will transcend all platforms, while poor ideas lead to ineffective communication and wasted budgets.
All material associated with your marketing campaign must be engaging, consistent and concise, with one resounding call-to-action. Getting this bit right is imperative: using good strategists, designers and copywriters will guarantee that all your messaging is totally on point, every time.
Great marketing concepts are compelling and they engage the senses, working with equal effectiveness across all media platforms. Effective campaigns aren’t simply about representing your product or service – they’ll take it one step further and engage emotionally with your target market, while differentiating your brand. They help you tell your story with ‘ownable’ ideas.
A great marketing idea means nothing if it’s invisible to its target audience on the communication channels they’re using. Websites these days have to be fully optimized for mobile and tablet devices, and your campaign should expand communication channels further via email and social media. It’s also important to integrate SEO strategies into web design so that your shop front takes centre-stage in the online marketplace. Where online activity is measurable and integrated into your sales systems, you can manage your budgets most effectively.
Campaigns should be monitored regularly to see how they’re performing. With insights into which incentives are working which might be missing the mark, you can respond swiftly to any aspects of the operation that might need tweaking or readdressing. It’s essential that marketing is trackable, so sales and leads can be credited to the original point of customer engagement. This data empowers business owners to prioritise the areas in which their marketing budget is best spent.
So there you have it: your first steps to creating a truly visionary marketing campaign of your own. When great design is combined with this level of precision planning, the results can be truly astonishing.
So what’s your vision?