The phrase "marketing campaign" implies big budgets but that's not necessarily the case. Before you start, decide what you can afford and what you're trying to achieve. Internet marketing opens up many more cost effective marketing channels so with a bit of planning you can control costs very easily, whilst still reaching a large audience. It helps to break campaign planning down into chunks, and this is how I recommend doing it:
1. Set objectives
Just as you would with any marketing plan, set your marketing objectives first. Campaigns usually require their own plans because you need to achieve a specific set of outcomes for identified products, services or events. An example would be a product launch. Customers may already recognise your brand but you need to bring this new product to the market. In this instance, objectives might include sales targets, PR coverage and some sort of call to action results such as coupons returned, telephone calls received or "sign-ups" for more information for example. Add a deadline so you know when the results need to be achieved by.
2. Define your marketing budget
It will help to decide which communication channels to use, from TV advertising or developing a viral marketing campaign through to email marketing and literature. Put a ceiling on what you can spend now to keep your campaign planning realistic.
3. Target audience
For this campaign, who are you targeting? Can you pin down a profile of the customer in terms of age, gender, social behaviour and/or location? Once you commit to this your marketing mix will become more obvious again. If you're not sure at this stage, some market research may be required.
4. The marketing mix
Which tools will you use to reach your target audience? Think as broadly as possible to start with, and have a look at this list for guidance:
- Outdoor media such as banners, posters, billboards and signs
- TV and radio
- Direct mail (printed) and distribution
- Flyers, leaflets, coupons
- Branded giveaways
- Exhibitions, shows and trade fairs
- Websites - yours and other peoples'. What needs to be updated, or may a new website for the campaign.
- PR - public relations activity such as press releases, sponsorship, talks, tours, announcements
- Blogs, podcasts and social media channels
- Advertising in print (newspapers, magazines) or online advertising (pay per click, banner advertising, affiliate advertising)
- Online viral campaigns (viral videos for YouTube, develop a game, an App or email campaign)
- Mobile marketing (Apps, games, mobile optimised websites)
- Stationery - does any need to to be updated to include the campaign, adding a tagline for example or flash message?
- Email signatures - adding a call to action or website link
- Campaign literature and online tools for distributors if you have them
- Email marketing
- Telemarketing
- Search engine optimisation for keyphrases associated with the campaign in all web based promotion
- Events and launches
5. Calls to action and creative
The heart of your campaign and hopefully what will make it a memorable one. Whether you're outsourcing to a creative agency or doing this yourself, settling on the core message to engage target audience that you've picked is critical. After all that hard work deciding what you're going to do, the content has to be right. The good news is that if you've pinned down the objectives and defined the target audience this becomes much easier. What would they respond to?
And finally...
6. Timetable and action plan.
You can create the best marketing campaign ever, but without some actions and deadlines you won't get the best results. Commit the campaign to a simple spreadsheet or table with headings for "what" needs doing "who" is going to do it (responsible individual or team) "budget" and "deadline". It's amazingly effective!
For some creative inspiration, there are some excellent case studies on the UTalkMarketing website illustrating successful marketing campaigns.
Karen McNulty
www.MarketingPlanWiz.co.uk and www.BusinessPlanWiz.com
