Sinead Murphy

Four steps to campaign success

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Handheld technology is the norm, Facebook and Twitter are a given and Google is part of everyday life. The way in which we consume media is completely different than ever before as traditional marketing communication campaigns are now supplemented by their digital counterpart. Blue Cube specialises in delivering multichannel campaigns, integrating new media with traditional media to maximise campaign performance.

Customer journeys are increasingly complex with the growth and variety in the number of touch points from T.V and radio, to outdoor and on-pack promotions, to mobile apps and Facebook. With this movement there has been a shift in control from brands to the consumer as they now have more say and sway. Companies need to think about two way communication across multiple channels.

A successful integrated campaign requires the following stages:

  1. Setting goals and objectives: start with setting achievable and measurable goals as they will help to develop the primary focus of the campaign. They can be anything from generating new leads, driving sales to promoting special offers. By setting these goals and objectives the campaign will have more clarity and accountability. This will inform all actions going forward, providing a benchmark for measuring campaign success.

  2. Strategy and planning: customer research and analysis is key to identifying trends and behaviours. Using customer data and secondary research to form an accurate customer profile. This will provide a foundation for building a successful multichannel campaign. This insight is essential in the planning process and will be the basis for formulating a robust strategy.

  3. Campaign execution: organisation of effective communication is vital. A marketing and communications campaign can integrate a series of mediums (T.V, outdoor, email, social media and mobile to name a few) to communicate a key message. Our past experience has proven the most successful campaigns are those that utilise several different mediums, maximising campaign reach and recall. It is vital for traditional and digital to collaborate ensuring the final execution works towards the same goals and objectives.

  4. Campaign reporting: accountability is a key factor of campaign management. Pre and post campaign surveys, sales and footfall are all ways to measure the impact of campaigns. With digital communications tracking and analysing campaign activity has become increasingly accountable and accessible, whether it is through Google analytics, Facebook reporting or email statistics. All of these tools can help paint a picture of the campaign performance. Ongoing improvements can be made to the campaign, working towards achieving the objectives and goals set.

Article posted almost 3 years ago by Sinead Murphy
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