5 Steps to Creating Successful Marketing Campaigns
What actually makes a successful marketing campaign? At the end of the day the brand needs to tell a captivating story to the potential consumer when advertising to draw them in rather than annoy them. There is methods we can use to create this story, and that is what we will be looking at today.
Define your rival
You require a focal point and a clear direction for your story in order to mobilise your audience. You need a competition that your target market just does not enjoy, such as a B2B rival (Apple vs. Microsoft), higher costs (expensive eyewear vs. inexpensive), a bad experience (bland party food vs. Tostitos), or an antiquated or outmoded method of operating (in-person meetings vs. Slack). When you are choosing your rival, you need to know what your customers already like and don’t like. You need to show them that your companies values and missions aim to solve an issue that the rival isn’t doing.
Show how to defeat the rival
We always want to see the hero prevail in movies, so we need that to happen in real life now too. Your customer is the hero, you are going to show them that they can prevail and defeat their enemy. You are going to solve their problem. Make this clear to them. You have shown them who their enemy now you can show them how to be the hero.
Create a picture of life without the enemy
You have to show your consumer that they are going to be better off with you. Show them what life will be like when they have or use your product or service - create that image in their head. We can use simple phrases that are simple and provide a positive image, such as “our product will bring you closer to friends and family.”
In just a few words you can portray your customers enemy, discuss your solution and describe what life is like on the ‘good side’ (your side.) Tell them how they will feel - make them feel it through the screen. Showcase this emotion in your campaign. We have seen other brands do this - and it works.
Call to action
Consumers aren’t usually actively researching to buy something before you put it right in front of their face. They often stay on course so you need to break this lack of action to get them to act on what you are wanting them to do. The purpose of the campaign is telling the consumer exactly what you want them to do.
Your call to action needs to be clear and attention-grabbing. Your campaign needs to meet the conditions for your call to action to be successful. An example of an effrective call to action is ‘buy now’ with a button that takes you straight to the checkout, or ‘sign up here’ with a link that signs you up automatically.
Leave something memorable
Make your campaign a memorable one, you don’t want the consumer to forget about it the second they click off it. Leave something that will come to their mind in a week or months time - something they can tell their friends about.
