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A targeted and optimally managed campaign can often decide the success of a new product or a certain offer and generate a considerable competitive advantage over the competition. Ideally, the right campaign not only increases the sales of products and services, but you also achieve better customer loyalty and can draw the full potential of your existing customers. Especially with a view 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 use the following 6 tips to achieve optimal campaign management.
When planning a future campaign, it is especially important to proceed strategically and to plan the individual steps and goals precisely. Be aware of the results you want to achieve with this marketing campaign. Perhaps you should also stop by your competitors and carry out a brief benchmarking in order to have an optimal basis on which to define your campaign. When setting goals, it is especially 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 the right targeting can you run successful campaigns and not just take a shot in the dark.
A customer analysis helps to better understand the selected target group and to tailor the measures ideally to them. Take a look at how your customers behave: Which touchpoints are used more often? What needs does the target group have? Which people are in this target group and how can they be reached? Above all, it also helps to evaluate demographic data and create specific customer profiles. This information will help you to better understand your customers, to know how to address them and what needs the campaign and your products must cover. This means that you can not only tailor the implementation of the campaign to the customers, but also focus on the ideal products and services for your target group.
Depending on customer behavior, the choice of marketing channel or channels also influences. Ideally, you should pursue a cross-media strategy and combine different channels in one campaign. Still, it's important to align with the channels and customers. For example, if your customers are increasingly using social media such as Facebook or Instagram, but hardly read any regional daily newspapers, you can do without a print ad and invest more budget in posts and ads on social media. However, despite the advancing digitization, in most cases a combination of online and offline advertising is an option. In addition to choosing the right distribution route, the timing of the campaign is also very important for successful implementation. Not just the right month or time of year, but also the time of day at which, for example, mailings or articles 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 sooner customers can be won over.
Depending on the selected channel, you can now also coordinate your content and the form of the 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 targeted 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 area or encourage interaction with your customers in places where this is possible. Depending on the target group, use an individual and customer-oriented approach, which ideally includes your entire target group. However, it should be ensured that all these different presentations as a whole result in an overall picture and embody your brand image along the corporate identity. Only in this way can you strengthen your general brand image and influence it in the long term.
After the campaign is before the campaign. Don't think the work is done with planning, creating and publishing the advertising material. After the campaign period, you should attach particular importance to the analysis of the advertising measures carried out and collect all the important findings. Have your goals been achieved? What was the ROI? What interaction rates were achieved? Do you see differences between individual channels? All this information will help you prepare your next campaigns even better and distribute the budget more effectively. You can advertise better and more successfully, step by step, campaign after campaign.
In addition, it is important to act transparently and openly at all times during the campaign. Bring different employees on board and work together on the planning, implementation and analysis of the campaign. Do you have different locations, work with regional partners or does your portfolio span different branches of the economy? Despite these diverse structures, the individual campaigns should always contribute to the general brand image and a generally positive image. You can only do this if you pull together with your employees and partners. Spread the ideas and plans in your company, encourage exchange and keep an open ear for ideas and suggestions for improvement.
If you work with many individual local partners in your company, the implementation of a larger cross-media campaign can often be very difficult to implement at all locations or it involves a lot of internal coordination and approval loops. Local Brand X supports you here by being able to put together all relevant information for your partners via the Local Marketing Platform. Share your campaign and budget plan directly and provide all the necessary and possible advertising material as templates. Your partners can adapt these individually and provide them with their own information and contact details. You also have the opportunity to get an overview of ordered and published advertising material and to analyze the campaign directly on the platform.
Would you also like to support your partners in the implementation of marketing campaigns? Contact us.