Marketing campaigns are always very handy, especially when businesses are aiming for customer acquisition and want to reinforce their positioning in the market.
A winning marketing campaign imparts identity, emotion, and personality to the brand.
The best part? A successful campaign has the power to strip up emotions and can influence buying decisions.
However, creating a successful and winning campaign boils down to your business needs; whether you are seeking brand recognition or want to sell a particular service, or merely updating customers with new products.
This blog post will help you run an impactful and measurable campaign that fits the requirement of your business. Let’s jump in!
What Is a Marketing Campaign?
A marketing campaign is a comprehensive course of organized and strategized actions to achieve a specific goal of the company like, promoting or selling a new service or product, raising awareness about the brand, or helping the company with the turnaround.
In a marketing campaign, businesses opt for different channels for promotion, including banners, billboards, electronic media, trade shows, etc.
Nonetheless, a winning and successful ad campaign isn’t just about setting clear goals but, the platform itself plays a crucial role. So, how to go about it? We have compiled a list of some of the essential elements for a successful marketing campaign.
Elements of a Winning Marketing Campaign
- Loud & Clear Message. What’s your motive? Whether you are raising brand awareness or doing a giveaway, or merely selling – set your intentions right from the start and stick to them throughout the whole process.
- Target Audience. A successful ad campaign is all about targeting the right kind of audience. Whether you are seeking customer acquisition or marketing to your present customers? The marketing campaign’s primary audience will influence all from its objective to its messaging.
- Offer (Call to Action). Do you wish to go for a webinar or would like to opt for a free product trial? That’s because CTA (your offer) will determine how the ad campaign is communicated to the target audience.
- Goal. Are you introducing a new product in the market or want to add more customers to your current customer base? Whatever the goal is, once you know what you are seeking to achieve from the marketing campaign, it’s a lot easier to stick and strive for the mission.
9 Types of Marketing Campaigns
Before you go ahead and let your imagination fly to get you creative ideas, you need to consider what kind of campaign you are planning to run. Yes, there is no doubt creative layouts, features, and creating CTA are critical elements of a winning campaign, but launching a campaign on the right platform to hit the company’s goal is what matters the most.
Here’s what you need to know about the different types of marketing campaigns (with Examples) that will help you choose the best strategy for your business.
Traditional Marketing Campaign
Example – HOG MAGAZINE OF HARLEY-DAVIDSON
Who doesn’t know about the brand? It is one of the most popular brands among bike enthusiasts. Harley Davidson uses print media marketing in a magazine form to grab the attention of bikers.
Brand Awareness Marketing Campaign
It’s a type of marketing campaign that has only one goal – to get the brand in front of as many people as possible. Brand awareness isn’t just about brand recognition and logo; it’s more of a wholesome thing that you need to ponder upon carefully.
Take time to map out all vital elements that you need to run a successful brand awareness campaign. Know the industry you are pitching, set your budget, goal, and stick to it. People should clearly know what your service is about, the quality of your product, what you are doing to best serve the interest of consumers.
Example – Anheuser – Busch
Albeit it’s not sure whether the brewing company was seeking brand awareness or not, it indeed did wonders for the company.
This American brewing company started manufacturing hand sanitizer after the outbreak of the pandemic to help the community. The best thing? The company’s positive move was appreciated all around the country and was able to fetch the attention of news networks and newspapers.
Every time people would see their product on the aisle in the grocery market, they would remember how the company helped people in their hour of need.
Product Launch Campaign
Product launch campaigns help companies pull off successful launches. It’s all about creating a juicy CTA and building enough rage, and targeting the right type of audience. How would you know whether the campaign would be successful or not? With over three-fifths of the audience unaware of any recent product launches, then it’s easy to assume that they aren’t creating the hype the way they should have.
Example – Apple’s 2007 iPhone Launch
Steve Paul Jobs claimed in a MacWorld speech (2007) that iPhone is an all-rounder, from phone to internet communicator to iPod – demonstrating complete mastery over messaging and positioning.
People waited months to get their hands on the product. The claim built a sheer amount of curiosity among people, and the marketing campaign was able to pull off a winning launch.
How to stay relevant in the market? Companies often find it hard to keep their dominance intact in the industry but, that’s what a rebranding campaign does.
Whether you are planning to re-launch some of the hot-selling products or merely want to educate your customers about your company’s new set of goals/values – A rebranding campaign can be the answer to your woes. It’s a way of telling people that you are moving towards revolution and aiming to bring something innovative.
Example – Kelloggs
The cereal company wanted to meet the aesthetics of its European market to boost the purchase intent. Albeit the rebranding change was the biggest for them, the rebranding campaign did it was supposed to.
Almost 70% of the consumers found it a lot easier to locate their favorite cereal in an aisle of the store and increased the purchase intent by 50%.
The goal was straightforward, to instill fresh and contemporary artwork on their packages that reflect the naturalness of the food and the company’s heritage.
Seasonal Push Campaign
The seasonal campaign is the art of promoting products, services, and seasonal sales to keep the business running smoothly. It helps businesses around the globe boost their sales.
Example – The Body Shop
The body shop launched a campaign to promote their new lip balm. To enhance user engagement, the company on their global site launched a campaign where people were asked to share their picture by blowing a kiss with a #SendingAKiss.
Email Marketing Campaign
It is one of the most widely used tools in digital marketing. Email marketing is one of the best ways to communicate with potential customers. Over 70% of teenagers and about 90% of adults still use email on a daily basis.
Example – Charity: Water
The company uses email as a communication tool to stay in touch with its audience and keep them updated.
The email sheds light on where they are spending donations and what new projects are in line. It’s a great way of keeping the communication channel open and people engaged with the brand.
Affiliate Marketing Campaign
Opting for an affiliate marketing campaign simply means you are recruiting marketers or content creators that will place your company’s banners or products on their sites in exchange for a commission.
Example – Skillshare
The company offers a wider range of online courses from arts to business management to photography and whatnot. It comes as no surprise that Skillshare was able to grab the attention of the general public because many prominent influencers promoted the brand on their social channels.
Social Media Campaign
This type of marketing campaign is a relatively new buzz in the market; it’s everywhere from TikTok to Twitter to Instagram to Facebook.
No matter which platform you go for, be very clear whether you want to opt for paid ads or want to do it organically (free) or a mix of both.
The campaign can help in various ways, building brand awareness, pushing customers to buy from you, and a lot more.
Example – Planet Fitness
The company did what it had to turn the pandemic into a marketing opportunity. Gyms were closed all over because of the Covid-19. So what did they do?
Planet fitness started offering online classes on Facebook to attract its current customer and grab the attention of new ones as well.
Online sessions grabbed tons of views and helped them win a whole new customer base.
Contest Marketing Campaign
The contest marketing campaign has recently gained momentum, and the credit goes to social media. It’s a great way to win over new users and drive organic traffic to your website. The strategy employs giveaways, lotteries, sweepstakes, and contests to enhance brand awareness.
Example – Lays
In 2017, Lays ran a contest marketing campaign named “Do Us a Flavor” to help them add a new flavor to their range. The users shared their ideas in exchange for a chance to win million dollars. This, in turn, re-energized the in-store marketing efforts of the brand.
Deciding the type of marketing campaign you want to run for your business can make or break your brand’s success. Every marketing campaign has its power; what you are trying to achieve will help you choose the best campaign.
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