A targeted and optimally managed campaign can often determine the success of a new product or a specific offer and generate a significant competitive advantage over the competition. Ideally, the right campaign management not only increases the sales of products and services, but you also achieve better customer loyalty and can draw the full potential from your existing customers. Especially with regard to your existing customers, it is important to plan relevant campaigns that are based on data and facts and are ideally tailored to your customer base. Read here how you can achieve optimal campaign management with the following 6 tips.
1. Set clear objectives
When planning a future campaign, it is particularly important to proceed strategically and plan the individual steps and goals precisely. Know what results you want to achieve with this marketing campaign. Perhaps you should also stop by your competitors and do a brief benchmarking to have an optimal basis from which to determine your campaign. When setting goals, it is particularly important to set measurable goals. Determine how many people you want to reach, what ROI (return on investment) you expect, and then plan your budget for the marketing campaign. In addition, in this step, you should already be aware of which target groups are relevant for the campaign and for which customer group more or less budget should be used. Only with proper targeting can you carry out successful campaigns and not just take a shot in the blue.
2. Conduct customer analysis
A customer analysis helps to better understand the selected target group and to ideally tailor the measures to them. Take a look at how your customers are behaving: Which touchpoints are being increasingly used? What are the needs of the target group? Who are in this target group and how can they be reached? In particular, it also helps to evaluate demographic data and create specific customer profiles. This information helps you to understand your customers better, to know how to address customers and what needs the campaign and also your products need to cover. This allows you not only to tailor the campaign to customers, but also to focus on the ideal products and services for your target group.
3. Selecting channels and campaign timing
Depending on customer behavior, the choice of marketing channel or channels also influences. Ideally, you should pursue a cross-media strategy and combine various channels in one campaign. Nevertheless, it is important to adapt to channels and customers. For example, if your customers are increasingly using social media such as Facebook or Instagram, but barely read regional newspapers, you can do without a print ad and invest more budget in posts and ads on social media. However, despite advancing digitization, a combination of online and offline advertising media is still available in most cases. In addition to choosing the right distribution channel, the timing of the campaign is also of great importance for successful implementation. Not only the right month or season, but also the time of day at which, for example, mailings or contributions are published. Depending on the target group, it is worthwhile to decide individually at what time the highest interaction rate can be expected. Because the more clicks, the more likely customers are to be convinced.
4. Individual content creation
Depending on the selected channel, you can now also coordinate your content and the form of content. Be careful not to create a one-size-fits-all product and, for example, post print flyers one-to-one on Facebook. Create specially tailored advertising material for each selected channel and adapt it to the medium. You are also welcome to use video and audio elements in the digital sector or promote interaction with your customers where possible. Depending on the target group, use an individual and customer-oriented approach that ideally includes your entire target group. However, care should be taken to ensure that all these different designs create an overall picture and embody your brand image along with the corporate identity. This is the only way you can strengthen your general brand image and influence it in the long term.
5. Campaign analysis
After the campaign is before the campaign. Don't think the work would be done with planning, creating and publishing the advertising material. After the campaign period, place particular emphasis on analysing the advertising measures carried out and collect all important findings. Have your goals been achieved? How high was the ROI? What interaction rates were achieved? Do you see differences between individual channels? All this information helps you prepare your next campaigns even better and distribute your budget more effectively. This allows you to advertise better and more successfully, step by step, campaign by campaign.
6. Act transparently
It is also important to act as transparently and openly as possible at all stages of the campaign. Get various employees on board and work together to plan, execute and analyze the campaign. Do you have various locations, work with regional partners, or does your portfolio span different sectors of the economy? Despite these diverse structures, the individual campaigns should always contribute to the general brand image and a general positive image. You can only achieve this if you work together with your employees and partners. Spread the ideas and plans within your company, promote exchange and keep an open ear for ideas and suggestions for improvement.
Support from the Local Brand X Local Marketing Platform
If you work with many individual local partners in your company, carrying out a larger cross-media campaign can often be very difficult to implement at all locations or involves many internal coordination and approval loops. Local Brand X supports you here by allowing you to compile all relevant information for your partners via the local marketing platform. Share your campaign and budget plan directly and provide all necessary and possible advertising materials as templates. Your partners can customize them individually and provide them with their own information and contact details. You will also have the opportunity to get an overview of ordered and published advertising material and to analyze the campaign directly on the platform.
Is a local marketing platform worthwhile for you? Figure it out.