Guest post by Scarlett Erin:
If you have a marketing campaign to launch, it is always best to ask yourself a few fundamental questions before going live. Let’s look at some of these below:
- What should be the customers’ post-sale action?
When you have accomplished the sale, you have essentially achieved the goal of your marketing campaign. Asking what the customer should do after the sale will let you keep your end goal in focus.
Basically, ask this question in order to determine whether the customer would come back for a repeat purchase. If the product is a long-term purchase, like a refrigerator or car, you would want the customer to give referrals. You are, in fact, asking yourself whether the customer would be happy or not.
Hence, in trying to get a positive answer to this question, you will automatically work towards a positive customer experience. This will guide you to produce a successful marketing campaign.
- What’s the message?
When you’re marketing an optional product, you have to convince people that they need to buy it. There isn’t much marketing for necessities unless there are a lot of options. For the most part, however, a marketing campaign is for products or services people would not normally buy on a daily basis. What one needs to do before the campaign is to decide what the customer is going to hear.
In asking this question, a marketing manager concentrates on how to convey the necessity and benefits of their product. The customer needs to feel that purchasing the company’s output is going to help or benefit them in some way. Many soft drink companies, for example, market their product as helping consumers to have a better social life.
- What’s the best medium?
In this world of instant communication, there are several ways of getting a marketing campaign across. Gone are the days when only television commercials and billboards would make a company well-known. However, the medium for any marketing campaign should depend on the kind of product, audience, and several other factors.
With all the options available, one should decide beforehand how they’re going to spread the message. If it’s through social media, should it be on Facebook, Instagram, or both? If the product/service is targeted towards an older crowd, Instagram or Snapchat are probably not the best platforms. One would do better by focusing the campaign on Facebook or Pinterest.
- What’s the next step?
The mark of a successful company is that it keeps moving forward and expanding. Marketing campaigns are especially delicate, as they can get old pretty quickly. You have to grab your potential customers’ attention and keep your hold on it.
The ultimate future plan you should make even before launching a campaign is what to do if it’s successful. There should be some sort of integrated product or service that would sell along with the one you’re promoting. For instance, imagine you are selling some sort of weight-loss program. If that takes off, you may want to consider some plans for launching a healthy meals program as well.
Final thoughts
When you design a marketing campaign, the questions above are crucial. They are the steps you should take in order to make sure the campaign is successful. The best way to handle these questions is within a brainstorming session with relevant stakeholders. Utilise all the creative energy and market knowledge you have among your staff. This will get them motivated and personally invested in the campaign’s success.
About the Author:
Scarlett Erin is a Marketing Manager, Blogging Expert and Social Media Marketer. Apart from running marketing campaigns, she also serves students and assists them in assignment writing. In her blogs, she addresses the various aspects of online marketing and its current trends. She actively follows the latest changes in Google algorithm and reads expert opinions of SEO experts.